Branding is the cornerstone of the corporate marketing edifice.

The basic function of a brand is to help the customer identify the suppliers and simplify the selection among the multiple choices in a market. At a time where corporate action is subject to more scrutiny than ever, it’s not enough for a company to be be a responsible member of the society in which it operates...it has to be demonstrated, in a way which wins friends and influences people.

An attempt to legitimize the corporate role is seen in corporate social responsibility as a part of a triple bottom line framework. Corporate principles are communicated in various forms to a wide set of stakeholders. Ideally, what is communicated in terms of principles is also seen in business practice. … or at least, how media portrays business conduct. It shows that the corporate communication strategy is
affected by media’s verdicts.

Your brand is the simplifying symbol that helps stakeholders distinguish between sales offers of various competitors n the market. The brand thus becomes shorthand for the communicated social values.

In small towns, that means that family businesses support the local footy team, have a banner at the footy ground, sponsor the best and fairest prize. For businesses which are beyond Dad and Dave fixing lawnmowers in my home-town of 700 people, your brand needs a bit more pro-activity. In environmentally-sensitive industries, invloving transport, or waste, or packaging, or use of poisons such as inks or dyes, you need a positive declaration to the marketplace of how your values on conservation, for example, fit into your brand.

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