Corporate branding is the process of using a company's name as a product brand name. Lightray utilizes corporate brand equity to create product brand recognition. Corporate branding can result in significant economies of scope since one advertising campaign can be used for several products. It also facilitates new product acceptance because potential buyers are already familiar with the name. The team at Lightray is sensitive to this, and creates branding across multiple touchpoints. We understand the importance of companies to recoup costs however they can without sacrificing quality or service. Lightray Media will help you and your organization create a strong corporate brand which can do the work of many expensive product-marketing campaigns.

Lightray Media is a creatively-driven agency that believes in creating work that produces results. We are comprised of brand strategists, researchers, writers, and designers who thrive on working with clients to strengthen their brand value. We produce high impact messages and video marketing campaigns that engage, inspire, and entertain.

Brand awareness

Brand awareness is critical in marketing. It refers to customers' ability to recall and or recognize the brand under different circumstances and link to the brand name, and logo, to certain associations in your customer's memory. This method consists of both brand recognition and recall. It helps your potential customers or clients to understand which product or service category the particular brand belongs to. It also helps them to recongize what products and services are sold under the brand name. It ensures that cunsumers know which of their needs are met by the brand through its products. Brand awareness is critical since customers will not consider your brand if they are not aware of it.

There are many different levels of brand awareness that require various levels and combinations of brand recognition and recall. Top-of-Mind is the marketing goal of most companies. Top-of-Mind Awareness occurs when your brand is what enters into the consumers mind when asked to name brands in a product situation. When a costomer is asked to name a type of softdrink, the common answer is "Coke" which is a top-of-mind brand. Aided Awareness occurs when a customer is shown a list of brands, and expresses familiarity with your brand identity after they hear or see it as a type of memory assistance. Strategic Awareness occurs when your brand is not only top-of-mind to customers, but also has distinctive characteristics that call awareness to consumers as making it better than the other brands in your competitive market. The distinctions that set your product or service apart from the competition is also known as the Unique Selling Point or USP.

Here are some common brand elements:

• Name: (The word or words used to identify the company, product, service, or concept)
• Logo: The visual trademark that identifies the marketing brand
• Tagline or Catchphrase
• Shapes
• Graphics
• Sounds: A unique tune or jingle can "denote" a brand

Visual brand identity

The recognition and perception of a brand is highly influenced by its visual presentation. A brand’s visual identity is the overall look of its communications. Effective visual brand identity is achieved by the consistent use of particular visual elements to create distinction, such as specific fonts, colors, and graphic elements. At the core of every brand identity is a brand mark, or logo. 

A brand which is widely known in the marketplace acquires brand recognition over time. To achieve brand franchise, the brand recognition gets to a point where it enjoys a critical mass of positive sentiment in the marketplace. Brand recognition is most successful when a consumer can identify a brand without being exposed to the company's name, but rather through visual identifiers like logos, slogan's, and colors. For example, The Walt Disney Company has been successful at branding with their particular script font. The company uses in their logo.

Customers may consider branding as an aspect of products or services, as it often serves to denote a certain quality. From the perspective of brand owners, branded products or customer services also enjoy higher prices. Where two products resemble each other, but one of the products has a generic branding, people may often select the more expensive branded product with the idea that the quality of the brand or the reputation of the brand is better and more trusted.