Beyond a logo, a symbol, a design or a name, a brand means everything you want to communicate to the consumer and the public about your product and your company, and what you communicate without wanting.
Brand communication must be a continuous activity, branding being the process of creating and maintaining a brand. Brand, being a reflected image, a perception of the consumer, must always communicate the advantages and benefits against competition, and not only.
Branding advantages - the essence of the brand
Contributes to the creation and development of brand capital, which acts as a growth vector for the financial value of tangible and intangible assets of the company;
Allows clear communication of the company's message in a single voice;
Provides to the company instant recognition and an effective way to differentiate itself from other business from the same profile;
It strengthens the reputation and strengthens the conviction that the organization has a common mission, which it fulfills through all its structural elements.
Creates a positive association for products or services that are recognized as part of a whole;
Avoid duplication of promotion efforts, communication being made efficiently and economically;
Branding advantages are the essence of that brand, which, at a point-by-point basis, should translate into: values, positioning, message that is intended to be transmitted, mission and vision.
The essence of the brand is its invisible side, which must be suggested by the graphic elements.