We let the facts do the talking.


These days, with advances in technology and connectedness, launching a start-up company or other entrepreneurial venture is a process that is generally straightforward. Career paths that allow workers to be their own boss and create a brand from scratch are consequently becoming increasingly attractive options. However, although getting such a start-up off the ground is a commendable achievement in itself, many will ultimately fall by the wayside because of a failure to appreciate the immense importance of corporate brand building.

Corporate image and branding is the manner by which a company, including its products and services, is perceived. Corporate reputation is a vital asset that is the foundation of a company’s success. Although intangible, corporate branding is an indispensable company asset, as a good image equates to a trustworthy brand. If companies want to optimise how other people see them, they need to make reputation management a fundamental part of their corporate culture and value system.

Having a strategy to build reputation sends the right messages to stakeholders. In today’s overcrowded market, it is imperative for companies to establish a solid corporate image so that consumers can differentiate its values from the competition. When a corporation is favourably regarded by customers, it is likely to result in brand loyalty.

Whether for a start-up or a well-established multinational brand, these six pointers have been formulated to act as a strategy guide to enhance branding and corporate image:


  1. Establish a core purpose: Behind the best brands are innovative and compelling concepts. These ideas not only work to grab attention, they promise to fulfill a need. Meeting your customers’ needs encourages loyalty.
  2. State what your organisation stands for: Match your core purpose with the beliefs of your company. This enhances clarity and defines your values.
  3. Keep your brand in focus when making decisions: Every move you make can impact on your brand. You need to consider the potential ramifications for your company’s reputation when making big decisions.
  4. Identify your consumer base: Establish where you want to position your product in the mind of your target audience. This will help you target your branding.
  5. Differentiate: Make your brand stand out from the crowd by delivering a distinct message. By standing out while remaining true to your values, you’ll increase your chances of becoming the product or service of choice.
  6. Remember your stakeholders: Always remember that your company’s mission is to build solid relationships with stakeholders. Focus on delivering your promises.

Ultimately, it is important to keep in mind that brand building will allow you to effectively position yourself in the market. It will enable you to demonstrate your commitment to values and maintain a unique image. Your brand is where you stand. Effective brand building involves a long-term approach strategic approach… so get started sooner rather than later!