Why are some businesses memorable and others fail?
Branding is a complex process that must define the uniqueness of a business, in other words, what differentiates it from the competition. Without finding that unique positioning in the minds of consumers, the product or service, with all its attendant attributes, will fail to survive and thrive in a highly competitive market.
The brand is among the few assets of a company that appreciates over time. Adidas, without its famous three stripes would be just a mundane and anonymous sports equipment manufacturer. What do you think is worth more, the factory, the machines, the company’s warehouses or the three well-known stripes?
Branding essentially means the process of discovering and expressing clearly and coherently the uniqueness of a business. A successful brand is oriented towards the needs and expectations of the consumer. He also communicates based on benefits.
At MSA, the process by which we give voice and identity to a company is an elaborate one, involving multiple resources and knowledge, from fields such as marketing, advertising, design thinking, business consulting, graphic design, consumer psychology.
We know how to extract through strategic and creative means the essence of a product, service or an entire business. The process is iterative and modular, going through several stages: brand strategy: DISCOVERY and DEFINITION, and brand manifestation: DESIGN and COMMUNICATION. The discovery stage involves the realization of an internal research, an audit completed by market research. Defining means drawing the brand strategy – mission, vision, positioning, brand rhetoric, material and immaterial values. Design creates verbal and visual identity – a brand is not a logo! Communication defines its internal and external sides, brand engagement, PR and event planning.
At MSA, we have been going through all these stages with the same passion, accuracy and coherence for 25 years, for hundreds of national and international clients.
