Journal


Santiago Nogues
  • 2015/05/06
brands-icons_00260669

5 key concepts to have in mind when developing a brand

Developing a brand is a challenge and continuous learning. Very often, brands are placed on unrealistic scenarios and neglect the fact that they will inevitably end up interacting in the real world. So here are 5 tips that, in our experience, are useful to plan branding as something strategic.

1. Believing in “absolute” brands

Sometimes one intends a brand to communicate all values, perspectives and aspirations of a company. The error is found in believing that a small symbol has the power to tell absolutely everything related to a company, because clearly that is not the role of a brand. As brand builders, we have to assimilate all the information the customer provides us, analyze it, sort it and find or create what we call the “DNA” of the brand.

2. Projecting “ideal” or “perfect” brands.

Often, brands are thought as acting in ideal scenarios and so developments are planned which tend to communicate promises or values that are so perfect or unattainable. The main error is that the perfect “ideals” or “models” lack “individuality”, which ultimately is what it’s sought after when developing a brand. Therefore, in the pursuit of individuality of a brand we have to consider real scenarios that allow us to achieve authentic brands that generate identification.

3. Avoiding “Frankenstein” brands

This problem may occur in the design process, when you start combining different brand proposals to create a single one. Example: Combining the ism of proposal one, with the brand of proposal 2 but with the color of proposal 3, oh, and the name is taken from the 4th. When this happens usually messages, concepts and thought forms are mixed with a sense building a new meaning, that generally, is not always the happiest. Our advice here is to consider going back and rethinking conceptually if the road we are traveling for the development is the correct one.

4. Brands in “paradise”

The most laborious and methodical in branding is to create a real map of the brand. This painstaking task is to gather as much information as possible to position the brand in a setting as close to reality as possible. Seeing how the brand is evaluated indoors, the prospects it has about consumers, what promises it’s able to maintain and what are its medium/long term projection plans. From this map you can start building the brand DNA with better support.

5. Detecting bugs in brands

We already analyzed the consistency and real affiliation of the brand with the company and the universe where it will interact. Now the only thing remaining is to graphically adjust this precious symbol to ensure it has the strength, cogency and consistency of a firm. Because in the end, developing a brand, is to create a signature.