¿BrandingBrand image? Relevance? A self-respecting brand has to be more than just a logo, a few colours, an easy-to-remember sounding name, an attractive and memorable slogan, and so on. For a brand not to remain something so simple - and therefore so weak - it needs a process that turns it into something unique, different and special.
A brand must always have a differential valueA "something" that attracts attention and arouses curiosity. To get to that something, we have to search deep down to find the pillars that will sustain it, that which will make it strong against its competitors and make it shine. We will associate our brand with a strategyalways designed to get us to where we want to be. And this is the most complicated part; to have the great idea that puts our brand and products at the highest level that we can reach and that our competition does not even imagine exists.
It is a long, intense and fundamental process. And it is long because once that brand image has been created, it has to be managed, which means that the road does not end there, at the point where we already know who we are, but runs parallel to the one our brand follows, accompanying it, correcting it and improving it to continue differentiating ourselves and adapting to the changes that may arise around us: in our competitors, in our customers... in the market in short. Only in this way will we be able to build something worthwhile, something truly relevant and to be taken into account by others. Because we always look great in the mirror, but the reality is usually a little less optimistic.
And the most important thing: when the competition sees where we have positioned ourselves - I speak in the past tense because when others see you, you are already where you want them to see you - it will be too late for them to catch up. This is one of the most important missions of the brandingplace you in clear advantage with respect to those around you.
All of this, well sprinkled with bravery, courage and guts, dancing close to the client on a tile of 35×35 the most gripping chotis of your life.
How important the chotis is.
But we'll talk about that another day.
Alfonso Villar
Creative Director of Proa Comunicación