A brand is not just a logo

Branding, that word so used by everyone but many times wrongly, is the process of building a brand. For some years now, when we refer to products and services we do so with the term brand. Products and services are no longer just functional, to differentiate themselves from the competition they must have an emotional part, the one that reaches the consumer in a more direct way, related to their tastes, ideology, way of life, etc. Intangible factors that will make us decide on a product on the shelf despite being the same as another or moving to a specific store even if we have several that sell the same thing a few meters from home.

Branding, therefore, is the strategy to follow to manage both the visual part and the part that the brand wants to convey and the behavior that customers have with it. It seeks to highlight the power of a brand, those tangible and intangible factors, such as uniqueness and credibility, that allow them to differentiate themselves from others and cause a unique impact in the market. Therefore, as we already said in the title of this post, a brand is not just a nice and well-designed logo.

Below we leave you an infographic with all the factors that must be taken into account for the creation of a brand.

A brand is defined by:

• How do you dress, visual identity.
• How it is expressed, verbal identity.
• How it reaches its public, brand system.
• What function does it fulfill, positioning.
• What makes her different, personality.
• What characteristics does it have, values and attributes.

For all these reasons, consolidating a good branding is a work of months that is later outlined and reinforced over the years, but it is essential for any business that wants to succeed and differentiate itself.