Where does your brand positioning begin?
Do you know how others identify you? How do they describe you when someone asks for references about you? You may have never asked yourself that, but if I asked you to recommend your favorite restaurant, you would quickly go through your experiences and choose the place where you received excellent service, had pleasant experiences, and also enjoyed a delicious menu.
With this simple exercise, we can understand how important your brand is. And you might ask: what is a brand? According to the American Marketing Association, a brand is a name, term, sign, symbol, design, or combination of these elements that identifies a company’s products and services and differentiates them from competitors.
Returning to that definition and to what we discussed in the previous article about how we have moved from selling products to selling sensations, experiences, and solutions, we understand that not only the final attributes of the product matter, but also its intangible and emotional dimensions.
Beyond being the product’s main identifier, the brand is an endorsement that elevates it by building a true identity and an emotional relationship with consumers. We could say that a brand is formed by the union of two factors: corporate identity (what you are) and corporate image (what you project), which we will explore in depth in another article.
For that reason, when you are creating your brand, it is essential to ask yourself: how would you like people to remember you? What values will set you apart? What character will your company have? What do you want to project to your customers, suppliers, and the general public?
Try comparing your company to a person and ask yourself: if my company were a person, what kind of person would it be? Cheerful, serious, formal, informal, fun, creative, spontaneous? Also ask yourself: through which images, texts, colors, and media will I project who I am? Who will contribute to positioning my brand?
If you do not know how to start, at Raynnier Gallegos Brand Studio we can help!
If you work on structuring your brand from the very beginning, the path will be clearer and you will be able to project yourself more effectively, ensuring clarity in the messages you want to share and a creative line that remains coherent. That is where branding begins.
