Your corporate brand serves as your company’s North Star—a guide in propelling and enhancing your business strategy, performance, and reputation. It defines your purpose, values, marketplace positioning, and value proposition. It demonstrates your humanness and sustainability—how you contribute to a better world for everyone and the planet.
A corporate brand needs to tell your complex story in a simplified and compelling manner—one that resonates with each of your audiences and conveys the value it creates.
When your brand courageously reveals what’s in its heart and soul, you begin to connect on a human level, forging deeper connections. That’s how you attract your tribe of stakeholders who become brand believers.
Drowning in a sea of sameness Powerful corporate brands are courageous, creative, and committed. Unfortunately, too many companies rely on conventional wisdom and are risk-averse when it comes to their…
In this Q&A with Gary Baker we discuss how a company can uncover its shared beliefs and most effectively bring them to life.