Branding and Naming

About Branding

Branding is every face of your business - whether we're talking about your social media profile; how you respond to emails or phone calls, how you promote or deliver your services, how you hire or how you treat employees - captures the essence of the brand and send indirect messages about how much you respect your own business?

What is Branding

The brand represents everything you are, what you believe in and what you believe in; how you want to be perceived by the target audience; and your mission is to make them see you as a partner who addresses their problems; which offers them solutions, in the most personal way and, why not, better than any other competitor.
The whole experience they have with your brand, from the visual elements to the way you respond to a request, it tells customers what kind of company you are. The first and most explicit form of brand manifestation is the logo.
Website, packaging, promotional materials and stationery then become part of your brand's universe, through a specific visual palette and a coherent verbal style, generically called identity. For example, a well-done branding in the B2C area includes everything from packaging to the purchasing process, to store signage or online presence.
For B2B businesses, branding sums up the whole cycle. Sales, the feeling of security that you pay exactly what you receive that the company with which you signed a contract is complete and that you are in a partnership from which you both have something to gain.

Branding process

Whether they are new or looking to reinvent themselves or are stabilized, healthy brands are entities in a relatively continuous dynamic. It has to be that way. They need to be concerned about the constant change in the environment in which they operate, the evolution of the target audience.
In order to remain relevant, brands need to keep their tone. A healthy brand is currently communicating. Branding or brand building was not invented in the 20th century. It's older, even very old.
And why would that matter? Well, to understand things in perspective, to understand that they develop progressively, structurally. The modes of persuasion that Aristotle talks about, which include ethos (which offers credibility), pathos (emotional response to speech) and logos (logic, argumentation) seem to be a simple structure, but quite clear in describing the process of communication of a brand
The process of defining a brand is a collaborative one, with constant traffic in both directions (agency-client), never only in one direction. Although branding starts with customers, don't think that - because it's not about you, it's about them - it can be outsourced entirely to a branding agency, just as we are.
What communicating externally to the public must be a promise that can be honored otherwise; it will be just an empty mask and will not succeed in significantly changing the brand; and make it relevant and credible. And the brand must be fully found in the structure and internal behavior of the company.

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