The definition of a brand goes beyond visual design or advertising messages.
Es el proceso central donde se definen los valores fundamentales, la filosofía y los pasos que guiarán cómo la marca sirve a sus clientes y toma posición en el mercado.
Before embarking on creating a logo or crafting meaningless messages or advertisements, entrepreneurs should take time to reflect on what principles and promises they want their brand to represent.
Doing so not only ensures consistency in all future communications, but also establishes the conditions necessary to build strong and meaningful relationships with your target market.
When brand conceptualization is neglected, the message and the benefits the brand offers may be misinterpreted or misunderstood by the target audience.
This leads to a poor connection and poor understanding of what the brand stands for and how it can meet consumer needs.
Here are three examples of how poor execution in brand conceptualization, design and messaging can result in wasted resources, team burnout and failure to connect with the potential market.
- Inconsistency in communication. If a company does not clearly define its brand concept from the beginning, it may end up sending contradictory messages through different marketing channels. For example, a company that presents itself as green on its website, but promotes non-sustainable products on social networks, confuses consumers and loses credibility.
- Waste of resources. A logo design made without a clear understanding of the brand concept can lead to continuous revisions or even a complete redesign, which wastes time and money. A common case is when a company launches a logo that does not adequately reflect its core values or identity, resulting in costly subsequent changes.
- Lack of connection with the market. If a brand does not clearly articulate how it benefits its customers in a unique and special way, it runs the risk of being perceived as just another generic option in the marketplace. For example, a coffee shop that does not communicate why its coffee is different from its competitors could lose potential customers who are looking for a unique experience or added value that they cannot find elsewhere.
An effective brand concept always focuses on the customer and how the brand can meet their specific needs in a way that no other brand can.
This allows consumers to quickly identify the distinctive benefits of the brand and prefer it over other available options. Establishing this solid foundation prior to any marketing activity ensures that all subsequent efforts are aligned and maximize the impact on the target market.
In short, it is crucial for small business owners to invest time and effort in conceptualizing their brand before proceeding with visual design, marketing messages and social media presence.
This approach not only avoids wasting resources and wearing out the team, but also ensures that the brand communicates effectively and meaningfully with its audience, thus establishing a solid foundation for long-term growth and success.
