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Corporate Branding can be similar to Personal Branding particularly if you are a smaller company. The bigger the business the more you tend to need focus on different aspects and people to maximize your impact and reach. The way you use Corporate Branding depends on what you do. If your business has a number of well known brands, then its possible you use them as opposed to personnel.
Whatever it is you do, you can't beat Creating a Brand for getting recognition in the market sectors you operate. All to often with smaller companies Brand seems to take second place to looking for customers.
The point they are missing is that when you create and promote your brand properly, you have to spend less time looking for customers and you have more time to care for them. Add Branding to Authority Positioning and you have a winning formula which lets you work on the business as opposed to working in the Business.