When talking about Branding, what does it mean?
We are talking about Identity. The Identity of a business or Personal Brand refers to the experience that you provide to the client or user. This experience makes that person choose you, recommend you and choose you again.
How to create a memorable experience for people?
There are different issues to consider that I personally like to break down into three areas: the communicational area, the commercial area and the infrastructure area.
The communicational area refers to Identity Design and, when I speak of Identity, I speak of a system and not of an isolated Logo. I am referring to those colors, fonts, main logo and its secondary variables, applications in different pieces, communication channels (social networks, web, media), interior design of the premises (if it had one), staff uniform, etc. They are all those pieces that communicate who the Brand is and what it does. That is why, in my case, I design Visual Communication Systems and not individual Logos. Also, because with a single initial investment I solve for the client the basic and essential pieces to start or improve the communication of their business or project.
The commercial area deals with what is marketed and how it is done, the distribution, sales and post-sale channels.
Could you exemplify it?
Let’s imagine a cafeteria in Buenos Aires that has a perfect Identity, aligned with the objectives and values of the brand, which is attractive and aesthetic. Consumers empathize with her and are visually attracted to her, but at 11 am she always runs out of stock of croissants. Not having the best-selling product at the most requested time is a serious marketing error that makes the customer may not come back or recommend it, even though his Identity is more than interesting and he has felt comfortable in the place.
And the Infrastructure area?
When I speak of infrastructure, I refer more than anything to the human capital. Going back to the previous example, if we have well resolved the Identity Design, we always have the products that the customer consumes, but we do not serve them well, there are few staff and the coffee arrives cold, the customer does not return.
As you can see, the Identity is not just a pretty Logo. It is a dance between these three areas where everything flows in harmony and coherence in pursuit of visible positive results and a positive projection in the market.
Contact information:
Web: www.estudiobrandis.com
Instagram: @estudiobrandis
Mail: [email protected]
WhatsApp: +54 9 2994 22-7815
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by CEDOC