1) Strategy is key

Knowing the market, knowing what the current trends are, and defining how your brand will gain space among competitors is vital for a business to grow.

The strategy we proposed with Intellectum for our clients was based on ''three pillars'': competitors, target audience, and owner's story.

When we found a middle ground that satisfied these three pillars, we knew that the client would like the strategy and it would be profitable for the business.

2) The owner's personality in the business

A key exercise we performed with the client was a personality test called MBTI - 16 personalities, plus an ''Archetypes'' test to confirm their personality.

Why do we do this? We know that when looking for brand rebranding, there is always a leader in the business who is the one who has seen new opportunities and wants to take their business to further growth.

We recognize that this leader more often than not is an expert in his industry, and wants his business to behave the way he behaves for the reason that that behavior ''is what is missing in the marketplace'' (a niche).

For that reason, we use personality tests and archetypes, they are a more methodical and scientific way to represent the owner's behaviors.

3) Being true to your brand personality is attractive to your customers

When a customer first meets your brand in the market, they ''inspect'' it, try to see if there is compatibility and if what you offer is what they are looking for.

It's like a love relationship, you fall in love with another person when they meet certain requirements you are looking for, such as the way that person dresses and communicates, interests and preferences, how they behave in different situations, their short and long term goals and a match in values.

The same thing happens when a person interacts with a brand, he/she expects the same personality to be represented at all points of contact with the brand, that is why when the brand suddenly changes its personality, customer loyalty is lost.

4) Empathetic presentations

I think empathy is currently misrepresented. Empathizing is not about pleasing all of the other person's interests, but understanding their motivations and pain points to interact in a better way.

In the hundreds of presentations I had to make to clients concerning quotes, market research, and brand identities, I always put myself in the other person's shoes and asked myself what this person wants to know, what their background is, and how I can make a presentation in which the message can be more easily understood and is practical.

This presentation technique has been very useful to me throughout my career and I promote it a lot. If you want the other person to hear your message and act on it, you have to stop being selfish and start thinking about the other person and how best to communicate it to them.

Branding is the essence, Marketing is the tactics

Resources/Bibliography

Books:

Bigger Than This: How to turn any venture into an admired brand - Fabian Geyrhalter

Zag: The Number One Strategy of High-Performance Brands - Marty Neumeier

Positioning: The Battle for Your Mind - Al Ries, Jack Trout

The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk! - Al Ries, Jack Trout

Identity Designed: The Definitive Guide to Visual Branding - David Airey

Design Management: Managing Design Strategy, Process, and Implementation - Kathryn Best

Building a StoryBrand: Clarify Your Message So Customers Will Listen - Donald Miller

Hooked: How to Build Habit-Forming Products - Nir Eyal y Ryan Hoover

The Win Without Pitching Manifesto - Blair Enns, Shannyn Lee

How to Win Friends & Influence People - Dale Carnegie, Andrew MacMillan

The Presentation Coach: Bare Knuckle Brilliance For Every Presenter - Graham G. Davies

Way of the Wolf: Straight Line Selling: Master the Art of Persuasion, Influence, and Success - Jordan Belfort

Véndele a la mente no a la gente - Jürgen Klaric

Courses and Articles:

Branding Specialization: The Creative Journey - IE University

Branding en tres tiempos: brief, concepto y creación visual - Orlando Portillo

Diseño de Logos: del concepto a la presentación - Sagi Haviv

Website for more information and contact details: angelintriago.com

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