A temporary stop

By branding we understand an extremely complex process meant to recreate a benefit offer to the public, by respecting the strategic directions of the tactical measures established by the positioning. Design and communication are integrant part of the branding process, with the purpose of materializing and transmitting to the target-public the personality and position of the brand.

Nowadays there is acknowledged the perpetuation of a major mistake, by communicating to the public punctual messages, not unitary. Acting in favor of a moment opportunism, through random image campaigns, with half measures, consequence of budget economies or branding expenses /marketing, they loose trust capital and notoriety that they already have or accumulate by intelligently investing in brand. They will not forgive the mistakes. The consumer’s behavior, their perceptions and choices, mislead by all the market’s movements, so so-called crisis, by uncertainty, ask for something lasting. The brand remain the safe and secure point, the guide mark, the landmark for the affection, trust and fidelity of the public. The need for trust from the consumer grows, and the brands that will know how to preserve it or win it will be the winners.

Branding is an entire process that is mostly finalized by design, packaging, corporate identity, communication material, the brand world. Giving up the brand just to offer on spot messages with a pleasant design, what kind of design n will we do? We draw something in red or blue, we draw a few vertical or horizontal lines as the client or the designer wish that day, inspired or not, according to a dimensioned budget. It’ like when you put a temporary stop, the patient having to go inevitably afterwards to the dentist for a serious intervention and that will cot much more.

Brand and design consultancy agencies have, nowadays, a huge responsibility. Designers, strategists and brand and communication specialists can take serious position, professional, have the chance to raise the perception level and expectations of the client. A superficial approach of branding area is equivalent to a bad thinking, taking into consideration private interests, which has nothing to do with the client’ real problem, that has to be solved in a professional manner. This would take s into the zone of design tenders, one click away from an e-mailed logo and an instantly cashed up bill. We lose the added value brought by a branding agency, with experience and strategic thinking, long term vision.

Clients will come back sooner or later, but their faith in the brand power and especially the consumer’s trust in the brand could be compromised. Design is strategic just in the presence of analysis and strategy. Otherwise, it could just be a nice exercise to win your existence in a pleasant way, without assuming any responsibility.

We’ll have to take into consideration, both u and our client, the fact that branding means more than image, more than design. Design is the result of an entire analytic and strategy process, leading to brand expression, all its manifestations in the touch point with the public. From logo to packaging, environment, car branding, web, brochures, articles, ads, radio and tv spots, pr, events, all these are the consequence of strategic thinking and depend on each other, in order to provide the brand a complete, unitary experience, about a brand that speaks the same la language in all communication channels and through all it actions.

How will we do this? By respecting the brand notion and its benefits, verified in time. Just through serious and concentrated branding efforts we will be able to build visual strong and differentiating identities, modern, and the communication will answer to the public’s expectations.