Your corporate identity (CI) and branding efforts are inseparable. Think of your CI as the visual image of your company. Logos, tag-lines (slogans), colors, letterhead, collaterals, packaging and business cards. These materials directly influence how the public sees you.

Your company’s brand, on the other hand, is the personification of your products and services. Each aspect helps build your company story. Strong CIs are founded on consistency. Successful brands are created when customers are triggered on an emotional level by the name, reputation, and value promises of a company and its products.

Benefits

When companies strengthen their corporate identity and learn to strategically use their brand story in packaging, advertising campaigns, sales and promotional materials, and internal marketing, the rewards are great and include:

• Decreased price sensitivity
• Increased customer loyalty
• Increased bargaining power with suppliers
• Increased worker pride and engagement
• Increased ability to hire and retain talented employees
• Increased market share

TMD will make your CI strong and assist your organization in developing fundamental branding strategies that are cost effective and easy to implement. Through the power of Narrative Branding™, you will emotionally impact both the customer and the employees who bring your brand story to life.


There are many aspects of branding that Asian companies have to improve upon in order to achieve international recognition. In particular, corporate thinking has to stop focusing on short-term profits and concentrate on long-term brand building.

Branding in Asia, Paul Temporal