Branding is the integral process of creating and managing a brand, it is based on the strategy and objectives.
There are many theories about this concept and its variants but we consider branding as the generation of a solid relationship with the target audience of the company and increase loyalty and identification with the brand.
We differentiate several phases in a branding project:
1. The Strategy
The first step is to listen to the customer, what is your business and what are your goals. Regardless of whether we start with an existing brand or a new one, the idea is to provide it with focus, positioning and storytelling. For this, a consultancy, a SWOT analysis, a market and competition study, etc. must be carried out. This information will allow us to have an overview to start working in the next phase.
To have a good name is essential, position the brand above the rest within its sector and competition. A name must be able to transcend, be remembered and be linked to its brand strategy.
3. Corporate Identity
It is about giving visual support to the strategy and name. The objective is to do it with a timeless perspective, taking into account possible future situations and their adaptability and flexibility to the different circumstances or expansions of the brand.
The corporate identity tries to express graphically the values and philosophy of the company, either of product or service, with the objective of being effective and lasting over time. We carry out a previous questionnaire together with the client to obtain all the possible information before starting to design.
Corporate identity projects include the following design tasks:
Design or redesign of the brand (symbol, logo, versions and final arts for different destinations.)
CORPORATE IDENTITY MANUAL
If the brand has sufficient entity, a manual for the use of the brand must be carried out. Bsicmante, is a document prepared with the basic rules of the correct use of graphic elements that make up a corporate image.
This manual is the document that defines and presents the examples of what the logo should look like, as well as all the accompanying graphic elements, (Typography, colors, layout, correct and incorrect uses, etc.) in the different types of support, whether these are printed (as business cards) or digital (as images for social networks).
CORPORATE STATIONARY AND OTHER APPLICATIONS
Although it would remain within the identity manual, there are companies that directly opt for the design and application of the brand on different physical media (cards, envelopes, folders, labels, signage and / or signage of the place, merchandising, stamps, uniforms, packaging, etc.).