Most times when talking about brand creation, people think that it is simply inventing a name and a logo for the company. They think that a brand is created naturally over time and that it is often created automatically, which is a big mistake.
In the brand creation process you must follow some basic principles that can help you stand out from the crowd. Not only are we talking about being different or having a product that makes you differentiate yourself from the competition, but also about transmitting emotional values to your target audience, that makes you unique and helps you connect with your final customer. Your consumer would rather hear you talk about your brand from the emotional values than from the rational ones, such as how comfortable your product is, or how innovative, or high quality, or how you deliver it on time…etc.
Building a brand that is powerful and different is a complex process. You have to be patient, constant and it requires a distinctive leadership. There are many brands that we are immediately able to recognize or associate thanks to specific stimuli. Some companies have been able to generate that identity that has led them to success and none of them have achieved it in a short period of time or without being consistent.
General concepts of brand creation
Companies that have managed to create a brand have been able to generate higher revenues and achieve the success they so desired. Many of them have not only focused on their business activities, but have also dedicated time and effort to building their brand. The brand’s value does not only lie in its factories or its products; we are talking about intangible emotional values that are very difficult to achieve.
At the organizational level, a brandis the expression of purpose and commitment to its stakeholders. On the other hand, it is also everything people feel, think and share about the company, the product, the services…
It is becoming more and more difficult to create brands, as nowadays we are very well informed and we are increasingly finding ourselves in more saturated markets with many companies doing the same as you. So, you will need to think of what to do to generate those thoughts in your audience and make them remember you more effectively. Having established all this, we can explain what is Branding.
We are talking about the discipline that deals with the process of brand building, growth, expansion and its consolidation in the sector. Your brand must generate empathy, predisposition and above all loyalty. This obviously translates into positive economic results for the company.
Why should you have a Brand Strategy?
– It helps to think about what you want them to say about your brand.
Your brand is what people say about you when you are not in the room. In the Brand Soul session, we manage to compile and organize all the information that the owner has on the brand and we share and complete it with the rest of the team.
The main objective of the session is to be able to define a Brand Territory that makes them unique in their sector and differentiates them from their competitors.
Finally, a Brand Proposition is delivered that will make all future communication actions to be coherent so that people finally end up saying about the brand, exactly what the brand wants them to say.
– Helps Humanize the brand.
Brands usually base their communication on rational values, not emotional ones. In the Brand Soul session, we will bring out the most powerful emotional values of the brand, and those are the ones we will use in the brand proposal, to humanize the brand.
Brands usually do not tend to emphasize emotional values. They emphasize more rational values based on the characteristics of their products: quality, speed of service, durability, comfort, etc…
The end consumer likes brands that talk about what they are interested in, and they tend to be more interested in the emotional rather than the rational.
– It helps you keep your brand consistent over time.
A well thought-out and consensual brand proposition puts the brand at the center of all decisions.
Having a Brand Proposition means that when you are going to carry out any communication, sales or investment action, etc… before implementing it, you should check whether or not that action is coherent with the brand proposition.
Having a Brand Propositionalso ensures that the brand’s narrative remains consistent over time. The company doesn’t change course based on what a commercial, a new creative or the owner himself says.