Brand projects

It is the compilation of the history and stories of the company.

Entre otros, se usa el estudio de documentación existente, las entrevistas en profundidad, encuestas usuarios, observación de campo.

Se realizan entrevistas para recoger la documentación viva, tanto la percepción de los habitantes, como la de los diferentes públicos y actores externos.

The aim is to rediscover the self-value and the inspiring aspects.

We extract the best of what is visible and perceived, just as the painter does in a good portrait. This way we highlight the points that can be more valuable or that can provide more sense to the company. They will be tentative pillars and options for the core brand idea.

The inspiring features are unveiled and it will begin a stage of revealing connections, relations or links that provide sense.

Sensitive environments: significant landscapes that connect or identify the brand.

Actors and leading roles: discovery of organizations, companies and characters that are meaningful for the brand.

Role assignment:  to draw the tree ordering landscapes, organizations and characters depending on the tentative expectations and promises of the brand.

It is a first structure of the elements that have been discovered. They are the result of an agreement after the analysis stage. The pyramid is based on the strategic lines determined in the initial stages of the project.

The core idea is settled and this will be supported by 2 or 3 essential pillars. The output is a hierarchical diagram.

The brand culture map presents the existing, discovered and taken over attributes. It establishes the relationship among them and the base that supports them.

It is the first conscious brand story.

The guide specifies the culture and the organic nature of it. What it promises, its DNA, how it feels, its sensitivity, its desires, the way the brand relates and links. It explains its possibilities and its texture.

It is important to find the exact and definitive denominations. Once you find the words for the core idea and the main lines or main brand pillars we will have the descriptives, claims and taglines.

In this stage tone and messages are normalized according to the existing audiences and publics.

• • Main signs design. Brand identifiers.

  • Images and illustration tone and style definition.

  • Formats and applications audit in every brand axis: communication, product-service, environment-space and behaviour.

  • Applications and formats design, system and normalization.

In this stage we organize the different brands and sub-brands that the company is managing (corporate, products or services).

The relationship between them is identified and they will be ordered in a logic structure. Brands managed by the company will be also positioned facing those brands that the company don’t manage but have an influence on the firsts. The aim is to identify opportunities, avoiding contradictions with the main core idea of the brand and establishing a model that optimizes resources and profitability.

It is a meaning guardian. It compiles and makes visible in an accessible way everything that has been defined, created and normalized. It contains the whole system that composes and represents our brand. It is the bible, an essential tool for watching out that everything that the company communicates matches the culture that the brand represents. The brandbook is the manual that guarantees that the image projected presents no contradictions with the brand story, and that the visual code defined in the manuals is also fulfilled.

The on-line platform contains all the manuals, systematization, catalogues and resources available for the brand managers and professionals involved in the brand use. This is necessary for a proper brand management when multiple users and actors are involved in the processes in order to keep coherence.

Such a platform will optimize time, resources and efficiency in the image and brand communication.

It is the moment to show what has been built:

• • Presentation to the community. The objective is to share the story with the close community that takes active part on the brand process. To permeate and make an imprint in those responsible for the management and brand communication. The result must be the adhesion to the proposed culture by every brand actor.

  • Formats and applications design and production.

  • Communication campaign and strategy. The purpose is to coordinate and normalize the messages depending on the audiences but always reflecting the core idea of the brand. Besides we must influence opinion leaders and influencers.

  • Singular events and actions created to provide content to the brand. Thanks to the creation or participation in certain actions it is possible to enrich the symbolic value of the brand and award it more visibility. The analysis of existing events and new proposals compared to our brand promise will determined the suitability of taking part in these events or the convenience of creating their own.

Once implemented the brand it is time to evaluate and measure on a regular basis the impact and value of the brand. This will guide adjustments and updates necessaries to keep and improve the position of the brand.

To curate and watch the evolution, actions, new formats, relationships, etc. will be essential to secure the good health of an alive and responsive brand.