Building value for people
Designing brand strategies means shaping identities that speak to users' needs, engaging business relationships and consistent interactions across all channels. It means building value for people.
Branding is shaping a strong identity: uncovering opportunities to define the purpose
Today we are immersed in an unprecedented flow of information, and this inevitably creates a deafening noise. In a world where rational choice has become almost impossible, brands represent clarity, reassurance, consistency, status and membership. Successful brands have a strong and engaging identity that helps human beings to define themselves in a changing environment.
Branding is building an engaging relationship: mapping out the strategy to shape the process
Technology is redefining the boundaries of all industries, enabling the emergence of new business models. These market movements contribute to great shifts in consumer expectations. We have become more aware and more demanding. The brands that win in this arena are those that can take into account our expectations as consumers, and build an engaging and horizontal relationship with us. Successful brands know how to talk and listen to us, and react promptly to our conversations.
Branding is designing coherent interactions: bringing the concept to the market to frame the solution
There are 7.5 billion mobile phones in the world, and the accessibility of distribution channels has not just multiplied touchpoints but also reduced barriers to entry in many industries. Nowadays, we estimate that about 7 billion brands worldwide can communicate with us through an average of six to eight touchpoints each. Consumers travel between platforms and channels, experiencing brands through different languages and spaces in a complex interactive stream. Successful brands are those that are able to best exploit each contact point, experimenting with the peculiarities of each channel and building a consistent and organic experience through each interaction.
A human-centered strategic approach to branding
Design Thinking, as a human centered approach, puts at the core unexpressed consumer needs. To discover market opportunities and innovation spaces we need to match insights about “desirability” of the brand offering with sustainable and scalable solutions for the company, in line with its vision and capabilities. Starting from there, as an abductive approach, it helps also to engage the key stakeholders into the problem setting and ideation process, stimulating co-creation thanks to an holistic vision of the problems.
Designing brand strategies today means shaping identities that can dialogue with users' needs, engaging business relationships and consistent interactions across all channels.
We need an approach that helps us to put the consumer at the core of everything, drawing on the power of both strategic analysis and creative thinking to manage complex problems in a changing environment.