What does branding mean?

This term derives from the Anglo-Saxon word brand and translates as 'brand'. To better understand its meaning and all its implications, it is essential to understand that the brand is a whole, a set of tangible -palpable and measurable qualities- and intangible -immaterial and uncountable qualities- that represent a corporation, a company or an institution. And also the products and services derived from them.

What is the focus of branding?
Branding encompasses many fields of action and its objective is to achieve differentiation. At this moment in history, when the market is saturated with the same or very similar products and services, branding takes on special importance. Now, more than ever, brands need to find their own personality that connects with the emotions and needs of an increasingly demanding and selective society. And branding achieves this.

Why does branding go beyond visual barriers?
This specialty focuses on everything related to brands. From its creation to its development and implementation. Contrary to popular belief, branding goes far beyond the graphic and its potential is born from the union of the strategic and the visual, a formula that achieves that brands have relevance and a distinctive personality to be present in the minds and hearts of the public.

What phases are followed in a branding project?

In order to create relevant brands, the branding framework can be divided into three key phases that define branding projects:



Phase 1: Research
What is the first step before starting a branding project? What is benchmarking and why is it important?
Benchmark studies allow an in-depth analysis of the direct and indirect competition of the brand you are working on and the ecosystem it inhabits. Thanks to the benchmark, you can also delve into the trends and megatrends that directly influence the way audiences feel and their needs in the medium and long term.

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