Corporate branding is a strategic brand development or rebranding with the goals of positioning a corporation as an authority in its competitive landscape, defining its relationship with sub-brands (if any), and incorporating branding with marketing, communications, and corporate social responsibility (CSR) activities in to reach customers, investors, and even employees.
The popular Vision-Culture-Image (VCI) Alignment Model outlines the following corporate brand strategy steps:
Setting branding goals
Identifying corporate values, mission and vision
Researching target audiences
Defining corporate brand voice
Crafting key brand messaging
Designing corporate visual identity
Managing brand reputation online
Employer branding