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Topics Covered
- Branding vs. marketing
- Characterizing a company’s vision (Corrotherm as an example)
- Choosing a company’s name and strap lines
- The look and ethos of a company
- Leadership
- Brand protection
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Talk Citation
Ward, J. (2015, July 30). Building a brand [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved November 7, 2024, from https://doi.org/10.69645/IRVP1813.Export Citation (RIS)
Publication History
Transcript
Please wait while the transcript is being prepared...
0:00
JAN WARD: Hello.
My name is Jan Ward, and I'm
CEO of Corrotherm International.
Corrotherm is a global
supplier of specialist
materials to the
oil and gas industry
with offices in 10 countries.
I'm going to talk today
about building a brand, which
is something that I've strived
to do with the Corrotherm brand
since it was first
founded 22 years ago.
0:25
Branding often gets
confused with marketing.
But building a brand is all
about establishing an identity
for your company or product.
Marketing, on the
other hand, is focused
on the methods you use to reach
your customers with your brand.
Whilst the two things do go hand in
hand, they are not the same thing.
Branding is often
perceived as something
that only large corporations do.
However, it's even more
important for young businesses,
whatever their size, than
for larger, established ones.
Starting the company
with a brand scoped out
is the key to
establishing an identity
and getting that
recognized by customers.
It's also essential for hiring the
right people for your business.
It's crucial that your team must
understand and own the brand.
1:17
Establishing your company's
identity is more than
deciding on a name and a logo.
It's about what the company does,
what does it stand for, its values,
how it's perceived by
customers, suppliers, and staff.
To be able to create an
identity, you must first decide
on what it is your company is for.
What was the perceived or
known gap in the market
that the company was founded to
fill with its products and services?
In order to begin the
process of building a brand,
you have to
characterize your vision,
the reason why you wanted
to start the company,
what you wanted it to stand for.
It's a picture in your imagination
of where you would like the company
to be in the future,
and how you would
like the company to be perceived.
It's also about what sort
of person you want to employ
and how you want to employ
the staff and the company
and how the company is
viewed by the staff.