Today, there is a need to create a new formula for brand design to generate impact on a new audience in a new scenario and in a new world that is advancing by leaps and bounds.
We can no longer continue to do everything as we did in the past and must keep ourselves in constant evolution. The economy, companies, and people’s demands require more advances, new ways, and higher speed. However, some may find this to be overwhelming and stressful. But this is the rhythm of the current world.
We know that the world does not stop. Therefore, for those who own brands and products that have not evolved, it is crucial to pay attention and read on with an open mind to get your business back up to speed and on track.
But, I wonder: what do people need from a brand today?
After months of analyzing this topic, I have created a new formula for brand design. This proposal aims to penetrate the people’s hearts and to reach and stay in their memory.
We will start by thinking about the core: from the outside to the inside, from the cause to the consequence, from the fact to the feeling it provokes, from the banal to the important, from the first meet to love.
My new Branding System has six levels that must be well-developed. The job of the branding designer is to find the paths that will allow them to go through these six levels coherently. That is the key. To do so, they must work on each of the levels. Otherwise, it will be hard to find that coherence, and the result will not be as expected. A successful outcome in branding depends on many factors. You can develop visually attractive branding, very well-developed and does not achieve the expected result. A visually appealing branding may not be successful if the brand fails to effectively position itself in the minds and hearts of its target audience, wich is a big disaster at a communicational and commercial level.
Below, I will summarise the six levels that make up my new formula for Brand Design.
BEGO LABAYRU BRAND IDENTITY SYSTEM:
6 LEVELS TO ACHIEVE THE SUCCESS OF A BRAND
- WHAT YOU SEE: its appearance, graphic elements, colours, shapes, etc.
- WHAT YOU READ (AND IN BETWEEN THE LINES): the narrative, the communication.
- WHAT YOU UNDERSTAND: In information processing, conclusions are drawn from points 1 and 2. The attitude, personality and brand’s spirit are defined consciously and unconsciously.
- WHAT YOU EXPERIENCE: the brand experience includes service, responsibility (social, environmental, etc.), capacity for innovation and adaptation, etc.
- WHAT YOU FEEL: the achievement of the brand’s connection with people after points 1, 2, 3 and 4.
- WHAT YOU REMEMBER: the achievement of the Brand Recall in a positive way and the present tense.
The first four steps are manageable. Steps 5 and 6 are the consequence of the previous four well-done. I will continue explaining my new formula for branding in another post. Because I still have to explain how to get through these six levels to succeed in the Branding System.
I would be happy if you want to share my new branding formula with colleagues or friends. I only ask that you mention my authorship and link to this post. Thank you.