In a moment in that the commercial communication and the corporate go more than the hand that never and the limits are increasingly difficult to distinguish, the branding consolidateslike the active more esteemed of the companies. Small, big, local, global, of products, of services… does not matter of which company treat , if it builds his mark properly already has a lot of livestock. And if it is able to updateover time, generates bonds irrompibles.
It is imperative that the marks evolve, already was by the circumstances of the market, by a natural growth of the business or a combination of both factors. The challenge: evolve without sacrificing the essence that allowed to settle the business in the first place.
Not to lose this essence, is vital to identify properly the pillars that form it. From there, we begin a work to reinforce the important and obviar the accessory. Because less always it is used to to be more, more or less.
To visual level the styles change with the years, but the branding goes much more there of forms and colours. In any project of branding is important to identify the resources that can contribute to different levels, so much visual like communicative, to commercial and corporate level. And, especially, to strategic level. We look for a platform that allow the development and growth, that was flexible, adaptable and that accept multiple registers.
It speaksof the branding like intangible, but the success is when it achievesmove these intangible concepts to tangible experiences with your customers, followers, partners and other strategic publics. And the success rotundo arrives when the marks renew ,internacionalizan and, even so, keep on being the same.
Buy is much more that a transaction. And if you do it on-line, is much more that a pair of clicks and that arrive you the request home. The experience of mark is also receive recommendations in function of your needs or tastes, is can receive personalised attention, followed of a service poscompra of quality, without forgetting the moment unboxing when it arrives you the request home. And also it is to enjoy of the mark when no shopping, and visit his shops, and one thousand things more than form this small universe that share.
To build this experience with so many layers through so many channels needsa strong and coherent base. Besides, it is necessary to have capacity of adaptation in real time, with resources to communicate in any form and format that was notable in a moment specific; able to adaptto the nature of the moment, so much in continent as in content.
There are one thousand forms to do it, but the important is to have a strategic platform that allow you execute it properly. The most notable marks build mark daily in all what do. It is not luck, is intention and proof.
Explore constantly more registers and discover new appearances of the personality of the mark is what en última instancia will ensure a route on a long-term basis with potential to keep the important, reduce the noise and evolve with the market and the society.
In MiiN Cosmetics have made a project of renewal of mark to strengthen the speech of this and build the necessary resources to visual and strategic level. Of this way will be able to follow adapting us to new formats, functionalities and new channels without losing the essence of the business.
In addition to working in the mark, have supported us in other three appearances to nourish this strategy: speed up and automate processes to operational level to find space for the development and the testing, use technology and analysis of data like tools of constant development in base to information in real time and, finally, take care the small details.
Although it sound to commonplace, the small details follow marking the difference regarding experience of mark; and today, perhaps, more than ever. We find us in an ecosystem where each interaction explains, since we always are to only a click to lose a customer and to a click to win another; they are customers with every time greater advertising saturation and less time, what means that the marks have to put us the batteries to keep on being notable.
In a model omnicanal, the bet by the technology and the strategic communication are key to go evolving and like this have the capacity to contribute value so much to short as on a long-term basis.
The branding is a constant learning and evolution, but, as we mentioned at the beginning, the most important is to grow without leaving to be one same.