{"id":42522,"date":"2024-05-28T11:07:37","date_gmt":"2024-05-28T11:07:37","guid":{"rendered":"https:\/\/proacomunicacion.es\/?post_type=en-los-medios&p=42522"},"modified":"2025-09-15T12:40:04","modified_gmt":"2025-09-15T10:40:04","slug":"julia-montoro-the-intangible-value-of-the-brand","status":"publish","type":"en-los-medios","link":"https:\/\/proacomunicacion.es\/en\/en-los-medios\/julia-montoro-el-valor-intangible-de-la-marca\/","title":{"rendered":"Julia Montoro -- The intangible value of branding"},"content":{"rendered":"

Is your brand registered with the Spanish Patent and Trademark Office? Do you have a vectorised logo? Do you have a corporate identity manual that defines typography, colours and visual style? Do you clearly understand the purpose and values of your organisation? These are some of the essential questions that we communication consultants ask our clients when they entrust us with the management of their brand in the field of corporate communication.<\/p>\n\n\n\n

The American Marketing Association<\/strong> defines the brand as the \"name, term, design, symbol or some other characteristic that identifies a good or service and differentiates it from other vendors\".<\/em>. But for a corporate communications professional, branding is much more than this: it is a strategic asset<\/strong>An intangible asset that, if well managed, can become a guarantee of growth, customer loyalty and talent attraction. The brand is not just an investment; it is one of the pillars on which the identity and reputation of an organisation is built.<\/p>\n\n\n\n

The starting point of any communication strategy is to understand the expectations, needs and demands of the target audiences. One of the main responsibilities of consultants is to ensuring how these expectations are reflected in the corporate image<\/strong> and how the company's identity acts to build, maintain or modify its reputation in the eyes of its stakeholders.<\/p>\n\n\n\n

\"The intangible value of a brand is essential for the long-term success and sustainability of a company or organisation.<\/em><\/p>\n\n\n\n

The corporate identity<\/strong> must be differentiating and generate impact and emotional and rational bonding with audiences. This not only implies a visual universe - logotype, typography, colour palette, illustrations, photographs, templates and identity manuals - but also verbal, auditory and even sensorial aspects that make up the brand experience. Each brand requires a tailor-made creative universe<\/strong>aligned with the strategic objectives of the business, capable of consistently conveying who we are and what we stand for.<\/p>\n\n\n\n

Corporate narrative: purpose and values<\/strong><\/p>\n\n\n\n

Another key element of the brand architecture is the brand's corporate storytelling<\/strong>including purpose, values, mission and vision, value proposition and narrative territories. In a changing world, with fluid and constantly evolving scenarios, the corporate purpose<\/strong> acts as a compass that guides all the organisation's decisions. A well-structured story, coherent with the business strategy and shared internally at all levels, is fundamental to building a brand that leaves its mark on its environment.<\/p>\n\n\n\n

Image, identity and reputation: a strategic triangle<\/strong><\/p>\n\n\n\n

The matching identity and corporate image<\/strong> is key to gaining the social licence to operate and building a solid reputation. The benefits of this alignment are manifold:<\/p>\n\n\n\n