Branding? Brand image? Relevance? A respected brand has to be something more than a logo, a few colours, a catchy name, an attractive and memorable slogan, etc. In order for a brand to grow from something so simple - and therefore so weak - it needs a process that transforms it into something unique, different and special.
A brand must always have a distinctive edgethat "something" that attracts attention and awakens curiosity. To reach that something you have to search through the depths until you find the pillars that must support the brand, those that strengthen it against competitors and that will make it shine. We will associate our brand with a strategy, always designed to get us where we want to be. This next bit is the most complicated part; having the brilliant idea to place our brand and products at the highest heights we can possibly reach, a place where our competition can't even imagine of its existence.
It's a long, intense but fundamental process. It's long because once that brand image is created it must be managed, which implies that the road doesn't end now that we already know who we are, but rather runs parallel to our brand, accompanying it, correcting it and improving it to continue differentiating and adapting to the changes that may arise in our midst, in our competitors, in our customers ... in the market, to be precise. Only in this way will we be able to build something that's worthwhile, something truly relevant and valued by others. Because we always look fantastic in front of the mirror, but reality has a way of being usually somewhat less optimistic and more revealing.
Finally, the most important thing: when the competition sees where we've positioned ourselves - I speak in the past because when others see you, you're, already where you'd want them to see you - it'll be too late for them to reach you. This is one of the most important missions of branding, placing yourself at a point of clear advantage to those around you.
All this well-watered with bravery, courage and guts, dancing with arms glued to your client in a close embrace in a small 35×35 tile, the most synchronized Argentinean chotis you've ever danced.
How relevant was the chotis.
But we'll talk about that another day.
Alfonso Villar
Creative Director of Proa Comunicación