Companies often tend to focus on sales goals – because they are tangible and measurable in a shorter run – rather than on targeting mental availability. Focusing on strengthening the brand culture and letting it shine through can nevertheless generate much more value in the long-term game. To achieve a consistency that contributes to a 360, bulletproof brand experience, you will need to embrace a holistic model, and to involve different profiles of strategic and design experts who will contribute to that final, seamless effect. This branding process follows a three-layers pattern: strategy
It all begins with the core, the definition of who you are: your promise, your values, your mission, your personality, your vision… Those ‘stories’, aggregated and consolidated in a clear strategy, will form the creative matrix leading to your identity – an integrated system expressed through spatial, visual, sonic and verbal modes. Finally, your strategic core and identity will translate into interaction touchpoints with your customers – from physical spaces, to websites, to printed materials or merchandising etc – creating the actual brand experience. To sum it up, the more integrated the process is, the stronger the experience will be. By creating enough push from the core, one multiplies the possible connections with the buyers, strengthening brand awareness and offering even more space for mental availability.