In the headquarters of McDonalds, executives constantly remind colleagues of a company adage: "If you see a man in a $300 suit picking up paper in the parking lot, you’d better get out there and help him, because it’s Ray Kroc." That is because Ray Kroc was so obsessed with McDonalds' reputation for cleanliness that he would pick up the trash himself and shout at the local owner for not keeping the place tidy.
In January, Coca Cola followed in the footsteps of AirBnB, Nokia, General Electric, Intel and BMW, to become the latest global brand to launch its own custom corporate typeface. Revealing TCCC Unity via his personal Instagram profile, Coca-Cola’s vice president of global design, James Sommerville excitedly described how the new corporate identity typeface “encapsulates from Coca-Cola’s past and its American modernist heritage.”
What drives success in business? According to recent PWC research published by PwC's Strategy, one answer lies with strong corporate identity. In a survey of 720 executives, companies that were seen as having a stronger identity outperformed others by 25%. They did so by knowing themselves well and leveraging their distinctive strengths to build a clear identity; companies can outperform their peers.
When it comes to brand terminology, how clued up are you on your definitions? Does it really matter if you can’t differentiate between corporate identity and brand image, or if you struggle to clarify your brand’s positioning from its differentiation? The answer is yes.
If the majority of your day is spent organizing records, then it is time to implement enterprise content management tools. The less time you waste organizing files, and the more time you spend on fulfilling the activities of your actual job description – the better.
With companies investing an estimated $500 billion globally each year on brand marketing, job description of a Brand Manager aka ‘the brand guardian’, is no small feat. The days of constructing a brand’s identity through one-way advertising has increasingly given way to the online minefield of social media; leading to an era of “open source branding” where “consumers not only discuss and disseminate brand content, they also create it.”
As complexity in sales increase, great templates for all parts of the funnel will increase your chance of winning more business. Ensure the correct use of your brand, while you streamline your sales process – here’s why sales templates will work wonders both for both your brand and for your commercial organization.
This article is written by Templafy’s Brand and Communications manager Lucy Mehrtens who successfully planned and implemented Templafy’s new visual identity and brand guidelines. Lucy explains a few key things that helped along the way. See Lucy's profile here.