This service applies to new brands. For existing brands, the brand audit service is suitable, which includes the analysis of the existing brand and the identification of solutions through which it can be optimized.
What is a brand and why do we need it?
Brand – refers to a set of elements that make a product, a company, an organization, a person, etc. to be recognizable and different. A brand has two dimensions, one generated by its characteristics (what it actually is) and another generated by the way it is perceived by the public (how the brand is perceived).
A brand means money – a measurable power to promote sales.
Brand equity – refers to the positive influence that a brand has on sale. It is also defined as the price difference paid for a well-known product compared to a less well-known one.
A strong brand means lower promotion costs, and a huge force of attraction, conversion, and retention. A strong brand means a short way to an audience willing to consume.
A number of organizations and companies make an annual top of international brands. The Interbrand top is one of the most well-known. This top also illustrates the market value of the brands, measured in dollars. In 2018, Apple passed the value (we are only talking about the value of the brand) of 200 billion dollars. The top can be seen here – https://www.interbrand.com/best-brands/best-global-brands/2018/ranking/ .
In this stage, we define the main and secondary target audience. We also identify elements of the public that have an impact on the brand (without consuming it). It is important, to be able to build the positioning and to be able to identify the elements that define the brand.
At this stage we analyze the main competitors. Based on SWOT analysis, we identify the main elements that we have to consider.
Point of difference
In this stage, we define the capable elements that make this brand recognizable compared to the rest of the competing brands. Here we establish what makes the brand different. It is important to be different.
Point of parity
Based on the analysis of the target and the competition, we ensure that we identify certain key points that the brand must touch in order to be relevant to the public. In this stage, we define them and connect them with the brand.
*both points above will be discussed, indicating the reference system (frame of reference)
The brand name – does not need a description or additional explanations. We only mention that today many brand names are already used by other brands, being registered with competent national or international institutions.
They have an important role in defining the brand. They basically build the skeleton on which the brand will be born. Furthermore, they simplify or nuance what the brand is, to make it easier for the public to understand. They are brand essence, brand promise, brand vision, brand mission, brand values, and brand personality.
In this stage, we define the brand’s relationship with the environment and CSR activities, and we also build a series of key messages that will be used in communication.
All the above elements will actively contribute to the creation of brand positioning. Positioning involves defining a certain area in the market (unoccupied, with less competition, or simply, an area where the brand has greater power) that the brand will occupy.
Positioning is a key element, because it establishes the most favorable context for the brand, preparing it, at the same time, to perform here.
All the above elements will harmonize in a story, which will be built through the communication strategy and visual identity elements. The elements form the skeleton of this story. This stage is carried out in the following phases and is not included in the strategy.
The most important aspect of the activities related to the branding process is the realization of a credible story, different, and able to inspire. This story will connect the brand to the people who interact with it. This story is the result of the correlation of all the points mentioned above.
Without a story, the fight with other brands or other companies will be very difficult in the medium and long term.
- we have a lot of experience in the field of branding
- we have already carried out this process for a number of brands, some known globally
- we have a process, a method that we have tested and improved in recent years
- we are a branding and design agency and we make it a priority to deepen these areas