In the face-off between corporate identity and brand, brand wins. Successful businesses don’t waste money on facelifts any more.
Effective corporations are facing up to their responsibilities and tackling material issues – face first. This isn’t just a communications shift from CSR to ESG and whatever comes next, but a fundamental strategic shift to ensure future sustainability and growth.
Big business is facing facts, actively addressing global challenges of climate, culture, technology, urbanisation and shifts in global economic power and that affect us all. There’s no choice; we all face the consequences.
People – your people, people in the communities you impact and people that invest in your business – aren’t willing simply to take you at face value. They want to understand what is behind your name and your identity. Trust is hard earned and not built simply on what things look like – on the face of it.
Your brand is the interface between people and these critical themes. It facilitates their understanding of what you are doing in light of the huge changes we are all facing. So, your brand is not about surface, but what you mean to – and do in – the world.
In the face of competition, your brand’s ability to have a voice in these matters is part of your essential value. A strong corporate brand secures you a place at the table. It allows you to better face down your critics.
Simply, strong corporate brands win both strategic and commercial advantage.