One of the central parts of strategic communication is corporate identity creation. This involves establishing a clear cut, impacting, appealing vision-driven image in the minds of the various stakeholders, from clients to customers to investors. This identity portrays the characteristics of the organization and gives enhanced visibility and recognizability that distinguishes itself from its competitors.
Brand is the core definition of a company and it’s products. It establishes the identity of the organization and creates a unique value for it’s offerings. The future success and the present growth of the organization depends on brand planning. The brand is the tool through which the customers remember the organization and the type of products offered by it.
Positioning Statements define the specific goal of the brand and establishes it’s purpose, the target market to which it is aiming, the value it aims to provide and the values of the company to which the brand belongs. This gives a clear cut idea to the various entities that interact with the brand throughout the life-cycle of it’s products.