We want to emphasize once again that a brand is not reduced to a simple logo. Brands are built on a series of decisions that reinforce our position in the market and explain why we should be relevant. That’s why it’s critical for any company to be ready to make every business decision – from product creation to communication and sales management – while maintaining consistency with its brand strategy.

The Power of Branding

If your brand doesn’t have the ability to influence all business decisions, beyond marketing or design, then you’ll be missing out on an important opportunity in your business.

Trademarks are dynamic entities that must know how to evolve along with changes in society, the economy, politics, technology, legislation and the geographical environment. Those that fail to adjust, become fluent and evolve at the pace of their environment are destined to be left behind.

You have to understand the brand as something more than just a name or image. It is a meaning ingrained in people’s minds and hearts. It should be interesting enough to attract customers and capture the interest of society at large. At its core, it’s a simple yet powerful idea that guides all of our strategic decisions at the company.

When a brand manages to connect with people, it not only creates value, but also makes them willing to pay more! This approach is not only aimed at the marketing department, but affects every decision we make in the business.

Brands that make a difference

Picture this: by creating authentic meaning, we are opening the doors to limitless growth. It forces us to look inward, to question who we really are as a company. The result? New ideas, innovation, and expansion opportunities that help define us by the value we offer, beyond our products or services.

An example of this is the case of LUSH, a cosmetics brand founded in the United Kingdom, which offers handmade personal care products. LUSH has built meaning from its commitment to ethics, sustainability and the fight against animal testing. The brand uses fresh and natural ingredients, minimizing the environmental impact of its products. In addition, LUSH is actively involved in campaigns for human rights, the environment and social justice, using its platform to advocate for positive changes in society.

As in the case of LUSH, this approach that goes beyond the mere product or service shapes our business goals and strategies in a unique way. It sets a clear course for us, helping us prioritize our goals and take firm steps toward a stronger competitive position. Simply put, it keeps us aligned and focused, ready to take on any challenge that comes our way!

10 Fundamental Factors to Discover a Brand’s DNA

There are several factors that influence the definition of a brand’s DNA:

  1. Heritage: Here we find the roots of our brand, its true raison d’être!
  2. Values: These are the pillars that support our brand and connect with our customers.
  3. Culture: This is the set of values and practices that make us unique and unite us as a team.
  4. Differentiation: In a crowded world, standing out is key! This is where we find our unique spark.
  5. Positioning: This factor helps us define who we are and what we offer, both for internal and external audiences.
  6. Personality: How do we express ourselves as a brand? Here we define our most distinctive traits.
  7. Purpose: It’s the engine that drives everything we do, both inside and outside the company!
  8. Competitive space: Knowing our environment helps us find our opportunities and prepare for challenges.
  9. Territory: This is our place, both physically and emotionally, in the world of brands.
  10. Communication: Finally, the way we tell ourselves to the world! Herein lies our ability to connect emotionally with our audience.

Brands are made up of a series of decisions that not only strengthen our position in the market, but also make us important to someone. That’s why every time we make a decision in the company, whether it’s about products, operations, employees, or sales, we need to think about how it aligns with our brand strategy.

If our brand doesn’t help us filter the strategic decisions of the business, then something isn’t working well in its construction.

Big Business, Big Brands

When we think of a business that has had a strong impact, we are sure that we will automatically be thinking of a brand. Any company can make good products, but only those that manage to create deep meaning, that really connect with people through emotions and feelings, are the ones that are building a true brand.

Big brands are the driving forces behind great business, they have been able to understand that branding is not about identity management, but about business management.

Branward Editorial Team