If we talk about branding, we are talking about four areas of interest. Choose the area you are targeting from below to find out complete information. If you want to build a new brand, from scratch, go to the STRATEGY section. If you already have a brand, go to BRAND AUDIT section.
If you want to find out more about logo and visual identity elements, browse in the section dedicated to these topics.
The content of this page refers to the organization brand (including the company) and less to the product brand. In the case of the latter, things are much simplified and with a focus more on the exterior (market, competition) and less on the interior (organization, process values, etc.).
Brand – what people say about you when you’re not in the room (Jeff Bezos). Without resonating with this entrepreneur or the way he changed the world, we believe that the definition of this metaphor about the brand is very relevant. In addition to this, we want to point out from the beginning that the brand exists only in people’s minds, that we cannot directly change its formation, but we can influence it, and that in this whole equation – brand – organization – audience – what matters the most is the emotional part and not the rational one.
Branding
What this concept means to us
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.
A few observations about branding processes
What means for us this concept – branding
Below we have gathered some points that we consider important in the processes that target the brand.
- branding – it is not a service, it is, rather, a sincere, deep and assumed connection with the organization, only with this approach you can bring value.
- all activities are with people, about people, they are not about abstract things, that’s why empathy is very important.
- branding cannot be done without the involvement of the organization’s top management. . . without involvement, you can, at best, make a partial diagnosis and a series of work sessions that can bring valuable content, without succeeding, however, in bringing about a transformation in the organization.
- it is important for the organization to allocate working time in such a process, employees must be willing to spend time in work sessions and interviews (without workshops, without method, without processes, you cannot reveal common values, common ambition, the elements that generate harmony and strengthen the organization)
- the branding process requires a lot of hours spent in the organization for observation, work sessions, for interviews.
- to increase the relevance of the process, it is important to understand the audience of the organization.
- branding processes need time to bear fruit, in addition to the efforts in the auditing and redefinition steps of the brand (when appropriate), a continuous, long-term effort is also needed to help all employees know the brand and, above all, to bring them into resonance with it.
- in organizational branding, there is also a need for an internal team, well prepared, to propagate the brand strategy elements internally.
- a brand needs the support of employees, their interaction, and the experience that they, as a group, create for the public, all of these show, in fact, the authenticity of the brand, to what extent the values, the vision, the promise are real, are respected.
It is very important for an organization to carefully choose the agency with which it will work on branding projects, because the success of the process is strongly influenced by empathy, by the way of interaction and relationship between the organization and the agency.
Branding projects
Here you can see a part of the branding projects in which we have been involved
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