A brand should be a clear, convincing and differentiating promise for clients and group interests. Each action, initiative and plan should be intricately linked to the brand’s promise. Otherwise, the brand value is lost.
Positioning is the mental perception that a client has of a brand, and that makes the competition unique and different. Positioning is not something that occurs magically, but it requires previous market analysis and a clear definition of the values we wish to transmit. The visual identity of a company will be, at most, the carrier of those values, converting it into the angular rock of almost any company.