El Branding según Big Love

Hago Copy Paste de una excelente reseña sobre Branding que el estudio Big Love escribió hace un par de días atrás.

Branding is like a person.

No two people on this planet are the same. Everyone has distinct characteristics that make them who they are, which when thrown into the public arena, those characteristics help the public determine if you’re likable, cool, smart, dull, powerful, etc... Hell, even twins have their own unique style of fashion, unique personalities and a slew of other factors to help them stand out from each other. A company’s brand should be no different.

Think of the logo as the face of a company. It’s the first thing you see when interacting with a person. This initial interaction helps you determine many things about this person/company. Does he look like an interesting person? Does he look kind and caring? Does he look like a homicidal maniac? Would you want to run into him again? I could go on and on, but I think you get the point.

The wardrobe is next and I’d compare this to the color palette, typographic style, imagery style and overall look of the company. Compare a person in a business suit to someone wearing t-shirt and jeans. Your reaction to each person is going to be different and affect how you interact with them. The two could even be those twins I mentioned before, and even though their face is the same, depending on your personality, you’re going to make initial judgments about each, which could be the beginning or never was of a relationship.

So the company has a face and a wardrobe, their is still one critical factor missing that will help determine the company’s brand, the person’s personality. Each person goes through numerous experiences that help shape who they become. Did he come from nothing and build himself into a mogul? Did he work hard his whole life slowly climbing the corporate ladder only to realize he could run his own business? Did he wake up one day and realize he couldn’t spend another day in a cubicle? These experiences help shape a company’s voice and how it will communicate to the public. As every individual in the world has a unique way of speaking and unique experiences that mold them into who they are, so should a company’s brand.

So there we have it, a simple way to explain to my father what branding is. Branding is the characteristics, personality and history that makes a person who they are, but for companies. After explaining this to him, he seemed to actually get it.

Fuente: http://blog.biglovecreative.com/blog