Corporate branding is an integral part of any successful public relations and marketing campaign, but many businesses fail to realise its huge potential for improving their reputation and market visibility. As a basic concept, corporate branding is where the company name becomes the brand name applied to the products they sell. This creates a permanent link between the brand name and the product, creating familiarity and brand loyalty amongst customers. Brand loyalty only happens, however, if the corporate brand is both well known and has a good reputation. Consumers associate the brand on a product with a level of quality, which they then come to expect for all future products bearing the brand. Companies can use this to their advantage to increase sales, applying the excellent reputation and positive corporate image associated with the brand to sell other products. This is called family branding or umbrella branding. But that’s not all... Corporate branding is not just about visibility and recognition, not is it solely focused on the brand name. Sending the right messages about your company and maintaining a good reputation stretches across the whole of your product or service range, working wonders for consumer trust and the way your company and its products are perceived.