Our brand is our hallmark, it is the way we present ourselves to the world. It is important that this becomes the best opportunity that we are capable of transmitting, our success depends on it. To do this, we must define how to generate a brand from a strategy and execute it according to our needs.
We must look for what makes us memorable -unique-, in this way the user will feel identified and will give us the opportunity we need in an increasingly competitive market.
A brand must extend through the branches of our business model, beyond the logo. It has to be able to convey emotions, to find the user where and when he really needs it. Businesses need to be in continuous evolution to stay on the top of the wave - or at least not to be swept away by the maelstrom of mediocrity-. We know that there are a few scenarios:
Let's build something new. Companies that develop new products or services.
3,2,1... we take off. Projects that are ready to orbit new leagues.
New Horizons. Repositioning or adapting to new competitive realities.
Captain, change of course. Redefine objectives, build new strategies.
In the process of creating a brand we must be clear about the role of its strategy, we must be aware that it is strongly linked to the business concept and that, hand in hand, can generate successful business opportunities. A successful brand strategy must be governed by the values of the company and therefore be real and faithful.
It is important to define the dimension of the brand strategy in order to adapt to the real need in the short - medium deadline in order to be prepared to demonstrate the potential of the brand when required.
Call things by name. Well, that is a complex issue that requires creativity and technique in equal parts. Naming accompanies a brand throughout its life -or part of it-, we must ensure that it reflects its values and positioning, contextualizing the possible connotations that its meaning, sound or pronunciation may suppose.
The naming exercise is part of the brand strategy, a component in which the lexical-semantic development of the concept comes into play. We must reflect the concept of the brand in an agile way and faithful to its essence and at the same time achieve a differentiating element.
The common thread that connects everything. As in any novel we find a plot narrative that supports the development of the story in order to guide us through a story. In this case, that novel is the opportunity that the user gives a brand to convince him, sometimes millimeter.
There are multiple scenarios in which to impact a user, but it is our job to attract their attention to generate a connection on an emotional level in which you can feel represented.
Is not important only to generate a differentiating speech that attracts the user's attention, the way we develop the message will be the way we make it stand out above the rest.
The design of editorial publications is necessary for the layout and composition of countless corporate materials that collect countless information: manuals, brochures, catalogs, reports...
Packaging is key in the development of a product to define its character and stand out from its competitors immediately in a sector where the visual load is very strong.
It is important to maintain the essence of the brand in all its extensions. In large development environments, the figure of the Brand Guardian is important for the correct use and implementation of the brand: stationery applications, audiovisual materials, online content...
There must be a place where to record all the work done, a manual where to go to consult the new applications that are going to be made, a repository that helps us maintain the consistency of our brand.