Nelson Mandela said that education is the most powerful weapon that can be used to change the world. It is the source of personal development in a cycle that should never end. The truth is, you can learn every day if you keep an eye out for the right signs. A Linkedin study showed that nearly one-third of employees learn during their commutes to and from the office. This is a reality where it is evident that any time can be good to nurture a curious mind. If somehow, from this space, I manage to convey the importance of brands in the business world, I would be very satisfied. As one more grain of sand, here are 5 more clues about which to continue thinking about branding during this summer. By the way, Happy Holidays everyone! I’ll be waiting for you on the way back!



Brand Territory: What It Is and Why Define It

Humans are emotional beings rather than rational ones. Often, our emotional state plays a big role in how we perceive things. How do we feel about brands? What do they give us off?

The world we knew is changing before our eyes, affecting the way we perceive it and how we derive meaning from it. The social and cultural changes we are experiencing are redefining the way we see our own place in society, our sense of identity, and everything that affects our lives, including brands and businesses.

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Brands with meaning: to be or to signify

Meaning is a core value of humanity. The great Abraham Maslow already saw this and placed affiliation, recognition and self-realization at the top of his famous pyramid. On the other hand, we know that behind every great product there is a strong brand, built through a strategy that defines a specific DNA, all wrapped in a clear idea of what it represents, why it is meaningful and how it makes us feel. For this reason, brands strive to occupy in people’s minds a meaning framed in their own symbolic and distinctive territory.

Having meaning involves possessing a deep set of mental associations for the brand. These partnerships relate to the innate needs of customers. The brand will create value as partnerships are activated. Each source of meaning can trigger an emotional connection for customers, making it easier for them to choose one brand over the others.

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Brands as Relationships

Brands compete in saturated markets, where communication channels have multiplied, leading to the satiety of messages. Trust in brands has declined in recent times. Without that trust, customers lose interest, divert their attention, and their loyalty decreases. If brands want to build trust – the essence of any relationship – they need to individualize their efforts and build more personal relationships.

We all understand the importance of having healthy relationships in our lives, and we shouldn’t forget how relationships affect our businesses. Of all the success metrics, if we measure brands the way we measure healthy relationships, we can effectively assess where we stand in the market. Just like human relationships, brands need to take elements of traditional relationship building and apply them to their strategy.

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Brand-based emotions: emotions make brands human

It is well known that brands cross the barrier of rationality and live in emotional territory. In the same way, the decisions we make every day follow a common pattern that is much more instinctive and impulsive than rational.

Some studies indicate that 80% of the factors influencing the purchase are emotional, while only 20% are rational, even in B2B environments. The characteristics of the products or their benefits are simply a basis for the justification of the final decision, but the original motivation is basically emotional. Emotions are also involved during and after the purchase, connecting the brand with the hearts of customers.

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Brand Brace: the 4 B’s of branding for brand building

Any company has two faces, one rational and the other more emotional. The functional one is based on the business, on the capabilities of the employees, on the effectiveness of its products, on the suitability of its facilities… The emotional one has to do with the purpose of the company, its values, its personality, its identity, its actions, it represents the human side of the business.

Rationality is based on relevant evidence that allows easy access to satisfactory effects but is most often taken for granted, while emotionality arouses interest through feelings and persuasion.

Brands coexist continuously between the rational and emotional side of business, with all the strength that constitutes them as the main element of connection between companies and people. That is why the construction of a brand today must contemplate a completely holistic, comprehensive approach, based on a series of unavoidable pillars.

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Carlos Puig Falcó

CEO of Branward