In its most powerful form, a corporate brand takes what is intrinsically amazing about your organization and makes it explicit for the world. It becomes a rallying point. It inspires employees and customers alike. Corporate brands set a tone for their people, products and services. A strong corporate brand helps attract the best and brightest employees who, in turn, attract the best and brightest consumers.
Consumers are changing and want to buy brands that share their values. When the corporate brand has a strong, clearly communicated set of values, that halos onto all its brands and reassures consumers that they are buying brands that are right for them. It offers the promise of a world that can be achieved when we all work together.