The Invisible Mark | The Brand Edit
Visuals speak louder than any even the most sophisticated wording … when it comes to the perception of a brand … the right management of an organisational image is the core contributor to its competitive positioning …
The recipe for the success of an organisation in a commercial or non-commercial environment is rather simple
- the right audiences,
- the right language,
- the right business proposition
- the right tone of voice …
these are the components that altogether create unique positioning when properly addressed …
let’s introduce the almighty branding …|
Briefly, speaking branding refers to all the particles that define the image, the credo, the ethos, the tone and the look of any company and its products or services … these are all the things that instantly communicate what a brand that represents a specific body stands for … the key contributors that form a proper image of a brand related to the identity that is being formed by the right selection of the logo / the name / the colours / the typography and the overall style of a brand |
What is a brand?
Brand |
The word itself derives from an Old English word “burning“ that is of Germanic origin; and relates to German Brand | The verb sense ‘mark with a hot iron’ dates from late Middle English, giving rise to the noun sense ‘a mark of ownership made by branding’ (mid 17th century), whereas brand is rooted in an early 19th century |
Regardless of its’ size, the whole company shall be perceived as a brand, from its employees’ behaviours … their uniforms … the way communication flows … a brand is “the promise to customersthe promise to customers” according to Ogilvy, one of the most recognisable names in a marketing world |
What is branding?
It is making constantly the most important decisions on the matter of positioning… it is the never-ending delivery of a promise that is made to the right audiences … it is a benefit both to the consumer and to the brand itself as it creates a long-term offering that is unique, competitive and sustainable |
” Promise, large promise, is the soul of an advertisement” ” Promise, large promise, is the soul of an advertisement” Samuel Johnson
The golden rule in branding is everything to achieving success… the simpler the better…. remembering that one of the most important aspects in the expression that a brand makes internally and externally is a visual branding, simply put the overall appearance of a company |
The visual common – sense for branding |
1 | the colour
2 | the logotype
3 | the typography
A Brand is everything …
A brand is a culture
A brand is a creator
A brand is an educator
A brand is an entertainer
A brand is an eco-system
only if well-structured, well-managed and well-designed … Why? According to the latest edition of the world’s first brand valuation survey carried by InterbrandInterbrand the top three most valuable brands are:
# 1 | Apple | $234.24B
# 2 | Google | $167.71B
# 3 | Amazon | $125.26B |
Therefore, the numbers speak for themselves … the more competitive positioning the better performance of a company … the higher the value of a brand | The strength of a brand is rooted in its growth within … their purpose, their culture, their inspiration and their sustainability …
The most inspiring contributor to researching the value of a brand in a commercial world is its’ never-ending potential to grow, its’ culture, its’ identity, its reputation |
Some of the most iconic brands that continue to inspire within the luxury industry are according to the report prepared by InterbrandInterbrand
- Louis Vuitton { #17 | $32m }
- Chanel { #22 | $22m }
- Hermes { #28 | $18m }
- Zara { #29 | $17m }
- H&M { #30 | $16m }
- Gucci { #33 | $16m }
- Cartier { #68 | $8m }
- Dior { #82 | $6m }
- Tiffany&Co { #94 | $5m }
- Burberry { #96 | $5m }
- Prada { #100 | $4,7m }
Brand when well-structured and well-thought-of can create a long-standing and sustainable advantage …
For a brand valuation report … get in touchget in touch|
