The corporate brand in the hand of a leader can inspire a company in the same way a standard can inspire a  nation. it is the essence of leadership and differentiation, providing direction, clarity of purpose  and  inspiration.
Systek Corp specializes in helping companies understand, craft, measure and express their corporate  brands. Corporate brands have power. Real power. Measurable power. Power you can't afford not to  understand and tap. Our approach to corporate branding transforms the way companies conduct business.  We use objective measures and proprietary methodologies to create superior brand intelligence. We analyze  critical data that allows us to relate branding efforts to bottom line financial performance.

Consider some of the world's great brands: Coca-Cola GE, Disney, Ford, IBM, and Microsoft. All powerful,  vibrant properties that command a premium price -- primarily because these brands are recognized and  aggressively managed as potent business tools. Their corporate leadership understands that a powerful  corporate brand can weather crises more easily, slow market share erosion and rally employees. Powerful  brands influence customer preference, strengthen the bottom line, and can even boost market valuation. Yet  for many companies, the brand remains an uncultivated business asset.

Branding, very much a buzzword  today, is often confused with "corporate identity" or "corporate image."

They actually have very different  meanings:

  Corporate identity   refers to a company's name, logo, tagline -- its visual expression or its "look."

  Corporate image      is the public's  perception of a company, whether that perception is intended or not.

  Corporate Banding , by contrast, is a business process --   one that is planned, strategically-focused and  integrated throughout the organization. Branding establishes  the direction, leadership, clarity of purpose,  inspiration and energy for a company's most important asset, its  corporate brand.