Branding—a term that has been stripped of its meaning through overuse—is nothing more than a long-term plan designed to help you build a stronger and more valuable organization (product or service). See below for more details on how we at Toud can help you achieve this!
Branding—a term that has been stripped of its meaning through overuse—is nothing more than a long-term plan designed to help you build a stronger and more valuable organization (product or service). See below for more details on how we at Toud can help you achieve this!
What is it?
Brand—what people say about you when you’re not in the room (Jeff Bezos). Without necessarily agreeing with this entrepreneur or the way he changed the world, we believe that his definition—this metaphor about branding—is highly relevant. In addition, we want to point out right from the start that a brand exists only in people’s minds, that we cannot directly change how it is formed, but we can influence it, and that in this entire equation—brand, organization, and audience —what matters most is the emotional aspect, not the rational one.
Branding
When it comes to branding, there are four key areas to consider. Select the area you’re interested in below to learn more. If you want to build a new brand from scratch, go to the STRATEGY section. If you already have a brand, go to the BRAND AUDIT section.
If you’d like to learn more about logos and visual identity elements, check out the section dedicated to these topics.
The content on this page focuses on the organizational brand (including the company) rather than the product brand. In the case of the latter, things are much simpler and the focus is more on external factors (the market, competition) and less on internal factors (the organization, processes, values, etc.).
Each project for us is a great opportunity to bring positive impact both in business and in the lives of the people that business serves.
Here you can see some of the branding projects we’ve been involved in (not all of the projects listed below are related to brand strategy or brand identity; some of them are related to visual brand identity (logo design)). To view the brand strategy or brand identity projects, go to the Brand Strategy section.
What does this process mean for us?
We hear this word a lot these days—branding. It seems so commonplace, so simple, so easy for anyone to understand. That’s true, but with one important caveat: people fall into two categories—those who consume and interact with brands from this perspective, and, on the other hand, those who build brands (who, in turn, fall into several categories).
The latter have a very difficult role, but one that is equally rewarding. They must understand the organization, look deep into its core (its people), and, through this process known as branding, bring to life a positive image that will take root in the public’s mind.
The branding process works well if the branding agency has the right tools to help the organization define itself, identify its shared values, common goals, and resonant elements.
The branding process is a journey of self-discovery and self-definition in which the agency acts as a facilitator, helping the organization lay the groundwork for a stronger, more coherent image. This image exists exclusively in the public’s mind and cannot be directly influenced. Here, too, a set of strategic and tactical elements is needed to shape it in a positive way.
A few key points about the method and the process
Below, we have compiled a few points that we consider important in brand-related processes.
It is very important for an organization to choose the agency it will work with on branding projects with great care, because the success of the process is strongly influenced by empathy and by the way the organization and the agency interact and build relationships.
I’ve created a series of resources designed to help you navigate this topic—branding—which is so complex and wide-ranging today
Strategy. Design. Impact.
Toud has been around since 2007. We help companies define their direction and grow through brand strategy, design, and inbound marketing. Today, we combine AI with creativity and human expertise to accelerate growth in a sustainable way. We’re not just a branding agency—we’re a strategic growth partner.
What exactly is branding, beyond just logos and colors?
Branding is a process; a brand is a reality—one that exists in the public’s mind. It is connected to the logo and colors of the visual identity, but it is not limited to them; in other words, a brand is much more—infinitely more.
How does brand strategy differ from visual identity?
A strategy involves a set of choices made within a given context to achieve a clearly defined outcome (choices made to succeed). A strategy gives rise to a plan—a set of steps to be taken to implement those choices and achieve results. Visual identity refers to the visual elements that the eye perceives. It must be in harmony with the brand strategy. These are two concepts that cannot be compared, but there is the connection mentioned above between them.
We already have a brand—do we need an audit or a rebranding?
This is a question we often get at Toud. The answer is a question: What do you want to solve? What isn’t working right now? There’s a common misconception that rebranding solves many problems or that rebranding is a process you need to undertake at regular intervals. Both are false. If you’re considering a rebranding, a brand audit is essential—and it may very well show that rebranding isn’t necessary. Most importantly, rebranding isn’t about changing something visually; it’s about changing perceptions. In other words, it does include the visual aspect (in most cases), but with a deeper purpose: to get people to change their perception.
Roughly speaking, how long does a complete branding project take?
A branding project should include a brand audit, a brand strategy, and a visual identity. Here at Toud, we can complete such a project in 2 to 6 months, depending on the size of the organization and the complexity of the business.
Why is it necessary for our management and team to be involved throughout the entire process?
I mentioned earlier that strategy—and by extension, brand strategy—involves making certain choices, and in this case, management’s involvement is essential. Furthermore, transformation also involves the people within the organization; for it to happen, management’s involvement is necessary. Furthermore, it requires resources of all kinds that management can allocate and approve. And perhaps most importantly, in the case of small or medium-sized companies, the founders are part of management; they have had an enormous influence on the organizational culture and will continue to do so—their contribution is invaluable.
Does branding work for small businesses and startups, too—not just for corporations?
Yes, absolutely. Without it, it’s like going fishing without the right gear, or trying to climb Everest in street clothes. For startups, it’s essential; many of these companies fail because they don’t have a good branding strategy and effective communication. But it’s important to note that a balance must be maintained—a startup needs to prioritize branding without wasting money unnecessarily.
What is the first step if we want to start a project with you?
It’s very important to “put down on paper” the reasons why you need a transformation today. Then we should have an introductory discussion on the topic of this transformation. We’ll also assess whether there’s chemistry, a shared set of values, and a common vision. After this phase, we’ll draw up a work plan and estimate the cost and time required to complete the project. If everything looks good, we’ll get to work—together.
How important is branding?
It is essential. Without it, you build something empty, without substance, without meaning, without soul. Unfortunately, it’s often ignored, or it’s often seen as something expensive, something that can be put off, something that can be done with one’s own inner resources. The question is this: if there’s no substance, no creed, no meaning, what are people supposed to believe in?
Can I use artificial intelligence and internal resources to build my company’s brand?
Partially, yes. Artificial intelligence can help with certain stages: research, initial drafts of text or visuals, organizing information, and even exploring concepts. We ourselves use AI at Toud, integrated with human experience and expertise. But branding is, first and foremost, about strategic choices and an objective view of the organization—and that’s hard to achieve from the inside, no matter how good the resources are. Those who are too close to their own company often can no longer clearly see what the outside audience sees. AI lacks this kind of distance, as well as the experience gained from dozens of branding processes, through which patterns, pitfalls, and solutions that actually work are recognized. Therefore, AI and internal resources can help with execution, but they cannot replace a strategy built with an objective perspective from outside the organization.
Strategy. Design. Impact.
We help you tell your story!
