The environment in which they live has changed brands. The emergence of new channels and the ability of consumers to have a voice, decision and opinion, has built a completely new paradigm for companies and brands.An environment in which confidence has become the engine that energizes the relationship of consumers with brands. A trust that today is obtained by building more humane, sincere, close and transparent interactions.
The commitment to consumers and the community to which they belong, is a challenge that brands today can not ignore. Opening its doors to a more honest information, taking a more active listening and a multidirectional dialogue, allowing know who they are, what they do and what they bring to their lives.
This need the current context, it is deeply transforming the models of construction and architecture of corporate brands, which were traditionally opaque, complex, recently ordered or simply unknown. Today corporate brands need visibility to create social commitment and confidence to create value and preference, and to build a more powerful competitive environment.
So today the corporate brands are transforming and Company Brands (Trade Company), a term coined by Terry Tyrell, president and co – founder of Brand Union. Terry explains that the Company Brands are born to respond to global paradigm that we are living. A paradigm that states that today ‘s consumers care about both the products you sell a company, as the purpose of it and the relationship with their community and society.
For a corporate brand can interact directly with consumers, land so far exclusive trademarks, must be exposed to the market, and this will have to be defined as a brand. That is, you need to define values, personality, value proposition and identity that can build a significant meaning for their audiences, and thus the Company Brand.
A Brand Company is a corporate brand that has decided to take an active role to all stakeholders, defining their role in the environment and their commitment to their customers, transferring that value to the brand architecture and portfolio of products it represents. This movement has resulted in a change in the definition of brand architectures, seeing as typologies based House of Brands (multibrand) are increasingly closer mixed and mixed endorsed the monolithic. There is a simpler approach to optimize value creation levels on the Company Brand.
These years have seen brands such as Procter & Gamble or Unilever, who decided to start building their Brands Company, providing them with positioning and voice to be present in the different contact points and channels that their products interact with their consumers. This new reality is manifested in packaging, and communication and advertising blocks or other joint initiatives.
But Brands Company, are not only a value for B2C markets. The current B2B, which increasingly requires closer brands, able to create a value above functionality and are an engine of competitive boost for their companies, they begin to see in the Company Brands an opportunity to generate more powerful corporate brands .
Brands with more human content, capable of creating emotional relationships that provide new value to traditional and rational B2B. From this perspective, international logistics brands such as Agility, Coyote or Kaleido, are great examples of how a brand becomes B2B B2C codes to build a highly competitive Brand Company.
The Company Brands help:
- Connect with audiences and communities build courage and confidence.
- Create an umbrella that generates cross value to all architecture and porfolio.
- Transmit a value proposition and commitment to the environment.
- Define the role, position and market value, improving competitiveness.
- Strengthen the ability to retain and attract talent.
Therefore the Company Brands are the bridge just by connecting the company with end customers and society, increasingly critical and requires more interaction, more power, more transparency and more confidence.Something that companies can not ignore if you want to remain relevant in a complex and changing competitive market.
Adjust the value proposition and brand architecture to this new reality and provide it with strategic content, will be the first step to stop talking about corporate brands, and start doing it Brands Company.