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Small businesses to large corporations often brand themselves to

 Differentiate themselves from competitors

 Increase recognition among customers and clients, investors, suppliers, potential partners or associates, and other stakeholders

 Build a strong positive reputation

 Attract high-quality job applicants

 Facilitate the introduction of new products

 Generate press coverage

 Charge a premium for offering something different and better

 Increase the market value of the business

The focus of corporate branding is mostly on mission, values, relationships, and the business’s culture. Regardless of the size of the business, the goal is to position itself as a respected and valued member of the community — the industry or market in which it operates and the world overall.

Corporate brands are slow to build and slow to change. You’re building the brand the entire time you’re building the business. Every decision you make from the time you name the business contributes to the brand, including the suppliers you choose, the people you hire, the culture that develops within the company, how you interact with customers, and your choice of businesses to associate with.