The Importance of Corporate Branding

Think of a brand you love. Think of its colors, its logo, tagline — the way it makes you feel. In many ways, corporate branding is just as important as the product or service itself. It can tell a story about a company’s history or, indeed, its vision for the future. 

Here at Wrike, we’ve undergone a bit of a corporate rebrand and, as excited as we are to re-introduce ourselves to customers with a new look and feel, we’re also committed to sharing an updated vision. And Wrike’s vision is clear. We’re working hard to create a world where every person, team, and organization achieves their best. 

Crafting a cohesive corporate branding strategy is no easy feat. It can take months of design, content reviews, and a healthy dose of project management.  Thankfully, we were able to use our own platform to get it all done! Wrike Proof shortened our review cycles, made approvals more efficient, and ensured our teams were aligned and communicating effectively.

On June 25, we debuted our latest Wrike corporate branding elements — a new UX, logo, vision, updated branding guidelines, and more. 

Updating your company’s corporate branding strategy can be a lengthy and long-term undertaking but, in most cases, it’s well worth it. Learn about the importance of corporate branding and how Wrike handled a corporate rebrand that’s been a year in the making. 

What is corporate branding and why is it important?

Corporate branding and corporate identity are the outward manifestations of the story a company is trying to tell about itself. 

This story can be told through visual elements like imagery, logotype, typography, color palette, and taglines — and through elements rooted in authenticity like brand values, tone, positioning, and clear expressions of customer commitment. 

Corporate branding can be very nuanced, too. It’s both broad and granular — big picture, and small. This can range from choosing between a serif and sans serif font to condensing your company’s entire ethos into a brief manifesto. 

For our SVP of Marketing, Saranya Babu, reimagining Wrike was about building an experience for our users and customers. 

“Our visual identity was created with the deliberate intent to create a delightful experience while offering an assurance to our customers that we are trusted partners in their journey.”

Here at Wrike, we’re constantly working on projects that interest and inspire us. As users of our own product, we wanted to make sure we were conveying the same sense of teamwork and positivity we experience from collaborating in our own tool every day.

“The brand is user-friendly and makes it easy to find and consume information. We focused on the deeper sentiments that our visuals evoked, beyond just the logo, fonts, and color palettes. Our goal was to build an emotion.”

Research shows that creating emotion through design elements is important for a brand. It takes about 10 seconds for a potential customer to form an opinion about your logo. If your logo, website, or brand identity don’t align with your current business goals, are you making the best of those crucial 10 seconds? 

3 key elements of successful corporate branding

Famed branding author and consultant Marty Neumeier once said that “branding is the process of connecting good strategy with good creativity.”

That marriage between

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