Branding - Being Present | There are five axioms of communication and if one of them for some reason does not work, communication can fail
Branding Being Present | Let's focus on the first axiom, to talk a bit about branding and the need for this work for brands. It says that it is impossible not to communicate. All behavior is a form of communication. Since there is no opposite form of behavior ("non-behavior" or "anti-behavior"), there is also no "non-communication. So it is impossible not to communicate! In other words, brands have to work with professional tools and be aware of trends to ensure positive communication at all times. Whoever thinks that he doesn't communicate, is already communicating absence or inexistence of value. Who communicates without care, communicates carelessness or lack of professionalism.
We are relevant by visibility! But we are only visible through resilience and coherence in communication, be it visual content or otherwise. Being and being a brand requires compliance with some essential rules, such as respect for the institutional image and corporate communication discourse.
Viseeon is an organization with a unique vision based on leadership and the ability to create teams that implement a solid and successful network. The VISEEON leader is not based only on sales, nor does he focus only on profitability, but on his genuineness and communication skills, he must be able to generate trust and transmit emotions through the brand. Viseeon has defined a communication and marketing strategy by implementing a department fully dedicated to supporting the Viseeonaries for an efficient and integrated communication with the network and the customers.
The first step is to be one voice and know how to deliver a strong, coherent, ONE! message with a Viseeon ideal, i.e. equal or equivalent in all media adapted to the markets. This means that each and every type of content that Viseeon produces, as well as its direct marketing, advertising, social media communication, press office or other strategies, need to speak the same language. The idea is that the same values and practices can be conveyed consistently, repeatedly and coherently by all Viseeonians, ensuring the reliability and propagation of the brand. Integrated marketing communication represents a competitive advantage, in reinforcing the positioning strategy, but it also results in less task overlap and expense for viseeonaries. Consistent messages, regardless of the channel used, ensure that the brand remains in the customer's memory, increasing its value and realizing what we call brandawerrness.
Branding, Being Present
Now, more than ever, it is important that everything that is communicated is complied with - from the value propositions, to the delivery deadlines, information, communications, and possible offers, basically we have to ensure the best possible consumer EXPERIENCE WITH OUR BRAND, in order to make it stronger and more present in the market, being recognized by the public, admired and desired for what it offers and its visual identity.
This is an effort that must be permanent and whose effects appear in the medium and long term.
Working on branding, requires a series of actions that need to be directed toward the desired results. It involves marketing, of course, but not only. It is important to know that brandawerrness needs to be seen as a company project, to which everyone must contribute. If those who are day to day working with the brand don't believe in it, don't care for it, and don't feel motivated to act as its ambassadors, how will we reach the public?
Taking care of the positioning (speech) and visual identity is imperative to create strong brands. Thus, it is important to comply with basic graphic rules (colors, typography, formats, copy's, logo applications, etc.) and propagate the message and purpose of the brand in a coherent and ONE way! To be present, with Respect and Love for the brand, being its strong followers and caretakers.
Another day we will talk about Positioning and Visual Identity! Until then.
Xana PEREIRA
CMO Viseeon Group
xana.pereira@viseeon.com
