Welcome back to our Branding Guide for those of you that missed our post on the Benefits of Branding you can find it here - Branding Guide - Benefits of Branding.

Today we are going to be talking about Organisational Branding – what it is and what it means

So what is Organisational Branding?  Although developing and managing an organisational brand is comprehensive in nature, it is therefore too broad to describe in detail in a blog post, so instead we have provided you with a high level overview of what organisational branding is which will provide you with a bit more insight into the area of organisational branding.

Organisational branding is one of the components of branding, in actual fact it is a very important component of branding and as such it should formulate the foundations of branding for each and every business.  Prior to working on any branding of products or services the area of organisational branding should be addressed.

Organisational Branding helps an organisation define its high level business strategy and provides a blueprint for a business to operate.

By developing and or managing an  organisational brand an organisation ensures that it has a clear mission and vision, it knows what it is doing and why it is doing it, the organisation also has an understanding about the people that make up the business – who they are as a collective entity which constitutes the ‘culture’ of the organisation.

Organisational branding looks at the mission (where the business is now), and its vision (where it wants to be) as well as its core values which help determine what is important to the organisation and the people who work within it.

Within the area of organisational branding, an organisation needs to formulate a clear understanding about its culture and the organisation needs to ensure that its vision, culture and its image as perceived by both internal and external stakeholders are all strategically aligned.

Don’t forget to join us for our next post of the Branding Guide where we will be talking about Internal Branding.

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