So far, we have talked about the brand, which is basically a company's logo. But what does Branding mean? It defines the process of managing strategies that include the logo and visual identity, but it is not limited to that.
Branding is responsible for planning and developing the concepts that define the company's identity, its positioning in the market, its worldview and the way it wishes to communicate with customers. In other words, Branding summarizes the fundamental principles of the brand and the essence that underpins its visual representations. None of this is immutable; a brand can and should adapt to new times and new audiences.
Recently, a case of rebranding (brand repositioning) caught the attention of social media: the change of colors and format of the Itaú brand. For this to happen, years of research and testing were required, always with the aim of improving the company's financial results.
For example, the company Natura rebranded in the early 2000s bosnia and herzegovina whatsapp data after consulting consultants and customers. The research showed that customers thought the brand was traditional and stagnant. This was the beginning of the repositioning, with changes to the packaging, colors and even the purpose, with the use of recyclable and biodegradable materials. This reformulation was successful in reaching consumers and the company saw its sales increase by 15.4% compared to the previous year.
How to work on Branding in your business?
Positioning, when done correctly, is not just about creating or changing an image, but about evolving and adapting to the market and changes while maintaining the essence of your company. It takes vision, courage and, above all, a deep understanding of what your target audience wants and expects.
To start thinking about your company as a brand, the first step is to understand your business, its values, mission and vision. Know your target audience and their needs, desires and behaviors. Determine how you want your brand to be perceived in relation to your competitors. Identify your competitive edge and highlight it in your communications.
Only after these analyses will it be possible to move on to a second stage, which includes visual identity, communication, consistency and adaptation. Do you want to start Branding or think about Rebranding your company? A21 Comunicação can help your company grow.