A brand is not a name or a logo. It is not about colours or beautiful designs. It is about transmitting at all times and with every piece of communication, your values as an individual or company, your philosophy and your positioning in the market. The brand defines, explains and sells.
To do this, it is essential to approach it from a strategic point of view. Market research, a clear positioning, a name and a brand and product architecture. Once we have this well defined, the corporate identity gives it physical form, not only visual, with a personal typography, a logo and unique colours.
It is also essential to understand that the brand communicates by itself and, to do so, it must have a clear tone and style of language. It must know how to define itself in very few words and must be able to communicate through any element in which it appears. A press release, a packaging, a product, an image, a banner or the speech of a telephone operator.
At PROA Comunicación we promote brands, we make them strong, personal and solid so that they communicate and convince.
By Javier Zapaterobranding specialist at PROA Comunicación.