Knowable, likeable, trustable: corporate brands are embracing consumer brand and communication strategies
As we navigate an era of constant connectivity, businesses must re-evaluate their corporate brand strategies and adopt practices typically
associated with consumer brands.
Corporate brands are commonly undervalued compared to their consumer-focused counterparts. Historically, corporate branding and communication strategies have been rooted in business objectives, whilst consumer brands have focused on storytelling and emotional connections. However, the lines between these two worlds are blurring. As we navigate an era of constant connectivity, businesses are re-evaluating their corporate brand strategies and adopt practices typically associated with consumer brands.
“ Branding is the art of becoming knowable, likeable, and trustable.”
John Jantsch
The power of storytelling
Storytelling is a critical area where corporate brands can learn from their consumer counterparts. Consumer brands have long understood the power of connecting emotionally with their audience. They excel at expressing compelling stories that turn their products into meaningful totems. Take, for example, TOMS shoes. The consumer-facing website says they “are in business to improve lives.” Consumers don’t just buy their products for the footwear; they buy into a story of social impact and global change. This creates a deep, personal connection beyond the functional benefits of the product.
On the other hand, corporate brands have traditionally focused on business metrics such as cost savings, efficiency, and optimisation. While these factors are essential, they often fail to create the emotional resonance that drives lasting loyalty. When pitching for long-term investing, this matters. A 2019 study of corporate marketing campaigns by marketing consultant Peter Field and Les Binet* revealed surprising similarities with consumer marketing effectiveness.
The research showed that brand building, targeting, and emotional appeal are just as crucial in the corporate world, especially for larger companies. To connect with their audience, corporate brands must shift their focus towards differentiation and connection – the characteristics of effective consumer branding and communication strategies.
Adobe’s corporate brand is successfully positioned as a champion of creativity, not just a provider of good software. This approach helps the business build meaningful relationships with decision-makers at large enterprises who, like consumers, align themselves with brands that share their values and speak their language.
Keeping pace with digital innovation
Another area where corporate brands must evolve is keeping pace with digital innovation. The digital revolution has fundamentally altered consumer behaviour and expectations. Today’s consumers crave personalisation, relevancy, and curated experiences in all their brand interactions – whether shopping for personal items or making decisions about a company. Consumer brands quickly adapted to these changing expectations. Corporate decision-makers are also consumers, and they bring these expectations into their professional roles.
In today’s crowded marketplace, corporate brands must prioritise storytelling that sets them apart and resonates with their target audience. The key to future success in corporate branding is understanding that every business decision is made by a human being – one whose consumer experiences shape their choices, whether they’re purchasing products or investing in stocks.
If you’d like to discuss this, or any other subject, please get in touch with Richard Costa, Senior Corporate Communications and Reporting Consultant, at richardc@gather.london
We’d love to know what you think.