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How to define your corporate identity

John Bellany

Use a corporate brand identity matrix to define your corporate identity, align its elements and harness its strengths.

Companies are good at defining their product brands – but are often less surefooted when it comes to the corporate brand, what it stands for and how it’s perceived. Writing for Harvard Business Review, Stephen Greyser and Mats Urde outline an approach to defining corporate identity using a tool called the corporate brand identity matrix.

THE IMPORTANCE OF CORPORATE IDENTITY

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Credits:
Source Article: What Does Your Corporate Brand Stand For?
Author(s): Stephen A Greyser and Mats Urde