How,build,big,corporate,brand, business, insurance How to build a big corporate brand

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How to build the corporate brand?  The rules have changedWhile the advantages of corporate branding are growing, the last time it was in vogue, the rules were very different.  In the past the focus was largely on leveraging increased advertising dollars to get the story out, religiously applying a consistent identity and visual approach to unite brand presentation across businesses. Today, the rise of connected media has created new imperatives for building a strong corporate brand:1. Must be owned from the top.  Today’s corporate brands are best viewed as a strategic management tool, as opposed to just a corporate communications effort.   The best articulation of the brand is in the daily words of its leaders.  IBM’s “Smarter Planet” was not just a marketing initiative; it was spawned from the words that the CEO used to describe the strategy.  Walmart’s “Saving Money So You Can Live Better” directly echoed the words of the founder as well as current leaders. The brand should be crafted from the very top, as a way to powerfully communicate the CEO’s vision and values.  It should directly and simply connect with, or replace, other leadership and communications frameworks, such as vision, mission, values, and strategy.2. Must be rooted in not just your brand’s unique story, but also the experience you create.  Today, a unique experience – one that can be echoed in consumer-generated media – is as important in building the corporate image as the story you convey.  Positioning the company brand is about conveying the mission and demonstrating it credibly and consistently in actions that are shared across the businesses and products the parent brand represents.A great example is Unilever, who in 2004 crafted its corporate brand story around the concept of  “Vitality” – the positive impact its products have on lives and the environment.  At Unilever, this is more than campaign; it is a pledge to inject a new environmental and socially responsible approach in every brand in the portfolio, a commitment to halve their environmental footprint while doubling the size of the company, and a measurement approach to do so.  This approach, anchored in purpose and backed by real proof points and plans, is more deep-seated and enduring than the Sunday morning TV media spend.  Similarly, 3M’s repositioning around their unique approach to innovation across thousands of disparate technologies and products is as much celebration of the experience as the message.  Their brand is reflected in the singularly unique way that engineers collaborate with customers in their Innovation Center, regardless of business, product, and geography.  It is an experience that is uniquely 3M, just as the customer insight process that delights moms is uniquely P&G.3. Must celebrate the parent company’s personality.  The prior generation of the parent branding focused on the rules of “presentation consistency”: the logo, identity, how the stationery and business cards looked, how names and messages were presented.  While important, this is no longer enough.  A great “corporate” brand today is not an institutional brand; it needs an approachable, vital, and human voice. The brand is in more places and more situations: events, shows, webinars, twitter feeds, blog responses.  Brand presentation today is about creative and dynamic devices to tell the story, in more touch points and environments than ever before. IBM’s smarter planet icons and graphics tell a versatile story that works in a flexible way across distinct businesses.  And beyond visual presentation, the corporate brand also now needs a real and dynamic voice in actual dialogue: a branded way to handle comments and conversation on Twitter and Facebook, for example.   A parent company interacting 24/7 needs to show its unique and humanizing personality ¬– the trustworthy precision of a Bloomberg, the friendly irreverence of a Virgin, the innovative collaboration of a 3M – a personality that works regardless of the products housed under the parent.4. Must unite your employee base across businesses in a common purpose. Finally, today’s focus needs to be as much internal as external.  Corporate marketing leaders team with their internal HR communications and business partners within distinct lines of businesses, and provide them with powerful internal tools and approaches to capture employee hearts and minds to really motivate them to know and deliver the total company brand story. They help customize a single story to diverse businesses, driving consistent language and ideas but working to version them across cultures and businesses.  3M, for example, engages and trains its employees in one purpose and set of brand pillars, across 70 countries and 35 business units. The story must be built with the internal audience in mind: it needs to be inspirational enough to drive connection to the company’s mission, but also tangible enough that it can guide daily action in delivering.