BRANDING

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.