QUESTIONS
AND ANSWERS

Is a logo a brand?

A brand is a set of physical and intangible aspects of a company, its essence, its strategy, its personality, its way of doing business, its differentials, its personality, among many other aspects. A great branding name in the world, David AAker, defines a brand as "an organized set of feelings and perceptions that reside in the consumer's heart", meaning a brand is what consumers think about it!

Logo is the visual representation of a brand,  This is where the fundamental role of design comes in, which is to materialize this strategy through techniques and visual elements that reflect its essence.

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What is branding?

Branding is a set of strategies that exist in the creation and management of a brand, based on the essence of that company, its purpose, its innate vocation. And through methodologies and  techniques that involve all areas of the company,  they transform all of this into competitive potential, positioning the company in the market, differentiating it from the competition and, above all, conquering a special place in the heart of their target audiences.  But when we talk about a brand, we are talking about the living organism that it is, the company's identity, its DNA and all tangible and intangible aspects that represent it. Branding, that is, brand management, will position your business in the market using  your own potential.
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What is the relationship between branding and design? What is its relevance to a product and the company?

Design is a strategic tool that gives value to things: brands, packaging, communication, etc. Imagine yourself, a cell phone with Apple's hardware and operating system in an ugly case, or the Coca-Cola logo with a font  without expression in a straight bottle, without the feminine curves we are used to, would the value we would place on these products be the same? This is an example of the fundamental role of design acting in favor of branding (brand management), and its impact on business success.

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Why does a company need positioning?

Because if a brand has no positioning, the external environment will position it, will dictate the rhythm it should dance to, and the perception of those who do a little of everything is also that of those who don't do anything that well. When this happens the company is no longer competitive enough to stand out, people do not recognize the value of its products to the point of becoming loyal to the brand. The purchase decision ends up being guided by rational attributes such as price, quality, etc. A well-positioned brand creates an emotional connection with its audience, becomes relevant to it to the point where it is always, or almost always, their first choice. We defend the brands we like because we feel they belong to them, because we identify in them personality characteristics that we look up to.

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Why does a product need a placement?

A product is not just a product. For the company, it is also a vehicle for disseminating brand value, its success automatically feeding the prestige of a manufacturer's brand. This transfer of value takes place in different ways according to the company's strategy and its brand architecture system. For example, if a serious flaw in the Microsoft Office product is discovered and it comes to light publicly, certainly the Microsoft brand will suffer some splash on the image too, leaving a blemish for some time. The way to remedy this stain will depend a lot on how the brand's relationship with the consumer is, the existing level of credibility will dictate the acceptance or not of a retraction.
Since if found a foreign object in the Tylenol product palette, the fact will hardly affect the company's image Johnson & Johnson, its manufacturer. In other words, product performance is essential to generate value for the company's brand. AND  a clear brand positioning, well-done brand management, will enhance the value of the manufacturer brand and can also help in times of stress involving products and services, taking advantage of the relationship already established with the consumer.

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Can design affect the performance of a business?

Yes, it can either contribute to potential results, or the lack of design management can harm the company's strategy. That's because one of the roles of design in corporations is to make their strategy tangible,  enhancing competitive advantages and consequently generating assets for the company. Once the brand identity is defined in the branding process - positioning, value proposition, tone of voice, etc - design is responsible for creating a global image unifying all  aspects of the company in terms of communication, products / services, packaging, signage, physical environment, customer relationships, etc.

Standardizing communication through design reinforces the brand's values, establishes its central message, reinforces strategic differentials, and creates a line of communication with the public.

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What is the relevance of design in a package?

We consumers are more interested in engaging with brands that satisfy emotional needs, rather than buying products that simply meet basic needs. This used to happen when the products were in bulk, natural and what mattered were only the physical aspects of the product. Nowadays these same products belong to brands, we want these brands to understand us, entertain us, communicate with us. Quality will always be fundamental and is part of the final delivery, but this alone is no longer enough to position a product.

Packaging is largely responsible for telling what is this promise of brand value and its product. And for a productive brand experience, design must anticipate emotions, move the senses, activate the emotional side of the brain, generating perceptions, satisfaction, pride, pleasure, in consuming that brand, that product. Quality is essential, but design is critical!

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