We often hear this word today – branding. It seems to be so common, simple, and easy to understand by anyone. It is so, however, with a great observation; people are divided into 2 categories: those who consume and interact with the brands in this position and, on the other hand, those who build the brands (which in turn are divided into several categories).
The latter has a very difficult, but equally beautiful role. They must understand the organization, look deeply into it (its people) and give life, through this process called branding, to a positive image that will exist in the public’s mind.
The branding process works well if the brand agency has the right means to help the organization define itself, to identify its common values, common ambition, and elements of resonance.
The branding process is a process of self-knowledge and definition in which the agency gets involved as a facilitator, helping the organization build the foundations of a stronger, more coherent image. This image exists exclusively in the public’s mind and cannot be influenced directly. Here too, a set of strategic and tactical elements is needed to positively influence its construction.