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Amadeo Tusell - 28th marzo 2022

In innovation, the propellant for excellence is healthy competition because in a market where options abound, it is possible that one product can be easily confused with another, which is why establishing clear differences through the brand can determine the success of a company. company or condemn her to get lost in the crowd.

Being aware of this situation, in recent years an ideal tool has been developed to position your brand in the highest rankings in the market and endure in the memory of the public to make it the first option when thinking of a product.


What is branding?

Branding or brand management is the brand management work that involves communicating the purpose and values ​​of the brand in an attractive way to create a connection with the public of interest and influence their purchase decisions so that the brand is their choice. permanently and make the brand grow intelligently and sustained over time.

The objective of branding is the positioning of the brand within the market by building elements that differentiate it and give it an advantage over the competition. This strategy usually appeals to the feelings of the public of interest by trying to empathize with the values, desires, needs and expectations of the same, and using efficient marketing strategies to leave a mark.



A brand, beyond logos, images and commercials, is an identity. The brand encompasses the purposes, objectives and characteristic values ​​of each company and what they want to communicate to the public, is what differentiates them from their competition.

Likewise, the brand not only constitutes what the company wants to convey, but also what the public of interest understands for itself, and the perspectives of everyone may vary according to the social, cultural, economic context and especially based on their experiences. with the brand. That is why creating a positive general image is extremely decisive for the success or failure of the company, its products and the brand itself.

The brand goes from the design of the product to its promotion through any communication channel, which is why an effective strategy to guide all these aspects in the right direction is more than essential and that is where branding plays a main role.


Brand management

Branding is a good number of adequate words, but a much larger portion of action, which is why the strategy used must be attractive, intelligent and effective in equal parts so that it can successfully take the brand to the top. Brand management is where this strategy and all the small elements that make up the brand make sense.


Brand platform: Generating a brand platform is the first step to establish it and later position it. The platform is the set of components that, properly projected, will allow consumers to connect and generate important links with the brand.

In this phase, important questions are formulated that will give shape and meaning to the identity of the brand, some of the questions are: Why was it created? What are its basic values? What does it offer to the public? What makes it different?

Similarly, to create the brand platform, it is necessary to address elements that will trace the path and objectives to be achieved, such as the brand's purpose, promises, attributes and positioning expectations.


Identity: It is one of the most decisive aspects of the brand, since building a strong and consistent identity is going to be the line of differentiation between it and its competitors. The brand identity constitutes the visual recognition of the brand, and it is the reason why large companies are often remembered over time.

The process of creating the brand identity goes from the name, logo, symbols, illustrations, typography, to the chosen colors. At this stage it is important to understand the essence of the brand and be especially thorough, since a strong name or an attractive logo are the key to make from a simple idea something memorable.


Slogan: Hand in hand with identity, the slogan plays a major role in creating an impact on the public of interest, but this time through words.

Sometimes when the logo is not enough, the slogan enters the scene to enhance the presence of the brand and this is not a bad thing, since many brands are remembered for the power of words embodied in their incredible slogans. These can be used frequently as a brand feature or just in a specific campaign.


Voice: It refers to the way of communicating to the consumer the aspects of the brand. Depending on its characteristics and the type of target audience, the voice will have to be more didactic and accessible or more technical. The voice should not change over time, since it is directly linked to the brand identity and the basic aspects of the company.


Stakeholders: Stakeholders constitute the public of interest for a company, and it is invariably the main reason why it exists. Stakeholders range from employees, suppliers, customers, government, to organizations that are related and influence through their decisions on the operation of the company.


One of the most common mistakes is not paying attention to all these parties involved, considering that the rejection of any of them will affect the positioning of the brand towards negative numbers. That is why it is best to map each of these sectors, understand them and develop strategies taking into account their criticisms, demands and needs.


Considering these incredible keys to branding, you will be one step closer to success, because hand in hand with a good strategy, any dream is possible. However, it is important to remember that the positioning of a brand does not happen with the work of a day, its results are perceptible over time through perseverance and ingenuity. Don't wait any longer and make the most of what makes you unique to make your brand something worth remembering.