People no longer buy products and services, they buy emotions through brands.
People no longer buy products and services, they buy emotions through brands.
360° Branding
By definition, branding is a marketing practice where your company creates a name, color, design or symbol that belongs to your business alone. It means that branding not only sets you apart from your competition, but it also creates a memorable experience for your consumers.
360° Branding is an efficient and effective way to provide a unified experience from brand creation, development and management that ensures a brand is consistently represented across all touchpoints and channels seamlessly. This method covers every aspect of a brand's interaction with its audience, from strategy and messaging to visual identity and customer experience.
We are in 2025, and presenting your brand has never been more significant.
360° Branding is an efficient and effective way to provide a unified experience from brand creation, development and management that ensures a brand is consistently represented across all touchpoints and channels seamlessly. This method covers every aspect of a brand's interaction with its audience, from strategy and messaging to visual identity and customer experience.
We are in 2025, and presenting your brand has never been more significant.
360° Branding Approach
Better discovery, better vision
Brand Discovery
Brand Discovery is the process of studying the brand and understanding the unique value that it offers about customer needs, competition, and the marketplace. Brand discovery identifies brands' strengths and weaknesses, as well as their unique selling proposition.
In Brand Discovery we start by defining and designing your benchmark brand. Our focus is on discovering and analysing your company, your clients, your competitors and your market in depth. We'll discover the market where you're playing, analyze your competitors and pinpoint your niche. Then we identify the core needs of your target group and how to create value and relevance for them. Based on the results and insight gained, we create a foundation for your differentiation and positioning for the next level, brand strategy, brand design and brand experience.
In Brand Discovery we start by defining and designing your benchmark brand. Our focus is on discovering and analysing your company, your clients, your competitors and your market in depth. We'll discover the market where you're playing, analyze your competitors and pinpoint your niche. Then we identify the core needs of your target group and how to create value and relevance for them. Based on the results and insight gained, we create a foundation for your differentiation and positioning for the next level, brand strategy, brand design and brand experience.
· Brand Audit Read more...
· Brand Review and Analysis
· Market Review and Analysis
· Competitors Review and Analyse
· USP Review and Define
· Brand Review and Analysis
· Market Review and Analysis
· Competitors Review and Analyse
· USP Review and Define
Better strategy, more value
Brand Strategy
Chess is a suitable metaphor for strategy. The moves you can make in chess are very numerous, as with just three opening moves there are nine million possible positions!
Similarly, there are many options when it comes to strategy for a brand. If you know the path ahead, you can analyze and anticipate customer behavior and market changes. You can then build your tailored brand strategy, design your brand identity, develop your brand experience and outlast your competitors.
We believe there is no one-size-fits-all brand strategy. We customize and combine brand strategy, design, and experience seamlessly, for better results.
· Is your brand defined by your business' core message and values?
· What defining values can you create for your brand?
· Does your brand currently hold a relevant and differentiating position on the market?
· What features make your brand a better choice?
Similarly, there are many options when it comes to strategy for a brand. If you know the path ahead, you can analyze and anticipate customer behavior and market changes. You can then build your tailored brand strategy, design your brand identity, develop your brand experience and outlast your competitors.
We believe there is no one-size-fits-all brand strategy. We customize and combine brand strategy, design, and experience seamlessly, for better results.
· Is your brand defined by your business' core message and values?
· What defining values can you create for your brand?
· Does your brand currently hold a relevant and differentiating position on the market?
· What features make your brand a better choice?
· Brand Budget
· Brand Vision, Mission, and Values
· Brand Architecture Read more...
· Brand Positioning Read more...
· Brand Touchpoints & Audiences
· Brand Vision, Mission, and Values
· Brand Architecture Read more...
· Brand Positioning Read more...
· Brand Touchpoints & Audiences
Better design, better look and feel
Brand Design
When talking about brand design/identity, it typically refers to key brand elements such as the logo, color scheme, typography, and other design components. But design/identity without strategy neither differentiates you from the competition nor reaches your target groups.
A successful brand design not only stands out from its competitors, but is recognizable by target audiences and has the power to create a sense of excitement in consumers at first glance. This means a well-designed brand design involves conveying the vision, corporate culture, positioning, values, and strategic concept of a brand through visual appearance.
· Does your brand name convey your company's values to your customers?
· Is your brand’s tone of voice consistent across all communication channels, including social media, the website, and advertising?
· How well does your logo and corporate design communicate your brand’s mission and values at a glance?
· How does your corporate design/visual identity differentiate you from competitors in your industry?
· How can storytelling be integrated into your brand design to create a more emotional connection with your audience?
· Are your brand’s colors, typography, and imagery resonating with your target audience?
· What elements of your brand design could be simplified to enhance clarity and impact?
Does your brand’s digital presence reflect the same design principles as your offline materials?
· How often should you review and update your brand design to ensure it stays relevant and competitive?
A successful brand design not only stands out from its competitors, but is recognizable by target audiences and has the power to create a sense of excitement in consumers at first glance. This means a well-designed brand design involves conveying the vision, corporate culture, positioning, values, and strategic concept of a brand through visual appearance.
· Does your brand name convey your company's values to your customers?
· Is your brand’s tone of voice consistent across all communication channels, including social media, the website, and advertising?
· How well does your logo and corporate design communicate your brand’s mission and values at a glance?
· How does your corporate design/visual identity differentiate you from competitors in your industry?
· How can storytelling be integrated into your brand design to create a more emotional connection with your audience?
· Are your brand’s colors, typography, and imagery resonating with your target audience?
· What elements of your brand design could be simplified to enhance clarity and impact?
Does your brand’s digital presence reflect the same design principles as your offline materials?
· How often should you review and update your brand design to ensure it stays relevant and competitive?
· Corporate Design Read more...
· Brand Guidelines/Brand Book Read more...
Tone of voice
Logo and how to use it
Color palette
Typography
Pattern/Style
Imagery style/Composition
Graphics/Icons
· Brand Guidelines/Brand Book Read more...
Tone of voice
Logo and how to use it
Color palette
Typography
Pattern/Style
Imagery style/Composition
Graphics/Icons
Better experience, better impact
Brand Experience
Brand experience is the one or sum of all the sensations, thoughts, feelings, and reactions that individuals have to your brand.
A successful brand experience evokes positive and ongoing emotional engagement with its audience. Customers encounter a range of emotions - like happiness, inspiration or nostalgia - when they interact with a brand. When the experience is positive, it creates a lasting impact that fosters brand loyalty and trust.
A credible brand ensures that its message, strategy, design/visual identity and every other component work harmoniously to deliver an integrated, consistent and engaging experience.
· How do your customers describe their interaction with your brand?
· How aligned are your brand's intangible and visual aspects?
· When was the latest version of your brand strategy released?
· Is your brand story compelling and communicated effectively at every touchpoint?
· What customer segments find the most value in your brand experience, and why?
· How does your brand experience differentiate you from your competitors?
· How does your brand reward customer loyalty and enhance long-term relationships?
A successful brand experience evokes positive and ongoing emotional engagement with its audience. Customers encounter a range of emotions - like happiness, inspiration or nostalgia - when they interact with a brand. When the experience is positive, it creates a lasting impact that fosters brand loyalty and trust.
A credible brand ensures that its message, strategy, design/visual identity and every other component work harmoniously to deliver an integrated, consistent and engaging experience.
· How do your customers describe their interaction with your brand?
· How aligned are your brand's intangible and visual aspects?
· When was the latest version of your brand strategy released?
· Is your brand story compelling and communicated effectively at every touchpoint?
· What customer segments find the most value in your brand experience, and why?
· How does your brand experience differentiate you from your competitors?
· How does your brand reward customer loyalty and enhance long-term relationships?
· Brand Roadmap/Launch/Implementation
· Brand Registration and Protection
· Brand Trend Read more...
· Brand Management (Brand KPI, ROA, P&L, etc.) Read more...
· Annual Performance Audit Read more...
· Brand Activation/Campaign
· Brand Registration and Protection
· Brand Trend Read more...
· Brand Management (Brand KPI, ROA, P&L, etc.) Read more...
· Annual Performance Audit Read more...
· Brand Activation/Campaign
People buy feelings, not products and services
Harvard Professor Says 95% of Purchasing Decisions Are Subconscious When marketing a product to a consumer, it's most effective to target the subconscious mind.
Why do consumers buy one product or service over another? How do you develop brand loyalty? How do you maximize customer engagement?
According to Harvard professor Gerald Zaltman, the answer to all these questions is directly related to the subconscious mind. In Zaltman's book, "How Customers Think: Essential Insights into the Mind of the Market," the professor reveals many exciting ideas that can be helpful to marketers and brands. Contrary to popular belief, consumers aren't as savvy as they might like to believe. For example, while many consumers report comparing multiple competing brands and price points when evaluating a purchasing decision, Zaltman's research indicates that this is not actually the case.
Why do consumers buy one product or service over another? How do you develop brand loyalty? How do you maximize customer engagement?
According to Harvard professor Gerald Zaltman, the answer to all these questions is directly related to the subconscious mind. In Zaltman's book, "How Customers Think: Essential Insights into the Mind of the Market," the professor reveals many exciting ideas that can be helpful to marketers and brands. Contrary to popular belief, consumers aren't as savvy as they might like to believe. For example, while many consumers report comparing multiple competing brands and price points when evaluating a purchasing decision, Zaltman's research indicates that this is not actually the case.
Also, by studying consumers' unconscious physical reactions, Zaltman found that what they really think or feel often contradicts what they say.
Why aren't consumers truthful about their purchasing thoughts and feelings? Well, a big reason is that they are driven by unconscious urges, the biggest of which is emotion.
Emotion is what really influences purchasing behavior, as well as decision making in general.
Studies completed by neuroscientists have found that people whose brains are damaged in the area that generates emotions are incapable of making decisions.
This idea is of great importance because it helps us realize that human beings are not as logical as we might imagine. And understanding this has significant implications for marketing, sales, and branding.
For example, by only marketing the attributes of your product, you will likely generate lackluster results. And the poor results you receive are due to the fact that you are completely missing the subconscious, human element of the decision-making process.
Humans are driven by feelings. So if you want the consumer to remember your product or brand, they must be engaged and inspired by their interaction with your company.
Effective marketers utilize this concept all the time, and examples of emotion-based campaigns are everywhere. Think for a moment about what is actually being sold in most marketing campaigns.
Luxury goods target our feelings of self-worth, acceptance, and status in the world. Communication devices excite us by offering a connection to friends, family, and a broader network of people. Athletic brands inspire by offering adventure and glory through the act of competition. And many other products, such as perfume, cologne and lingerie, target emotions related to love, relationships, and sexual desires.
As marketers, we should still focus on the features of the product. But we must also sell the lifestyle and the feeling. The key is to highlight the emotional response a consumer will achieve by using the product.
As the old saying goes - sell the sizzle, not the steak.
And to achieve the highest emotional response, you should target your consumers through many different senses. For example, think about the colors and shapes on your logo, homepage, or product packaging. How do they make consumers feel? Consider the words and messaging carefully. Are they emotive and engaging? What is the experience of your retail location? These face-to-face interactions should give customers a certain feeling about your brand.
A lot of what drives consumers is subconscious behavior. But this shouldn't be perceived as a negative thing. There's nothing manipulative about helping consumers achieve desired states of emotion. Products and services are designed to satisfy a customer's desire or want, and like it or not, those desires always contain an emotional component.
©inc.com Edited
Why aren't consumers truthful about their purchasing thoughts and feelings? Well, a big reason is that they are driven by unconscious urges, the biggest of which is emotion.
Emotion is what really influences purchasing behavior, as well as decision making in general.
Studies completed by neuroscientists have found that people whose brains are damaged in the area that generates emotions are incapable of making decisions.
This idea is of great importance because it helps us realize that human beings are not as logical as we might imagine. And understanding this has significant implications for marketing, sales, and branding.
For example, by only marketing the attributes of your product, you will likely generate lackluster results. And the poor results you receive are due to the fact that you are completely missing the subconscious, human element of the decision-making process.
Humans are driven by feelings. So if you want the consumer to remember your product or brand, they must be engaged and inspired by their interaction with your company.
Effective marketers utilize this concept all the time, and examples of emotion-based campaigns are everywhere. Think for a moment about what is actually being sold in most marketing campaigns.
Luxury goods target our feelings of self-worth, acceptance, and status in the world. Communication devices excite us by offering a connection to friends, family, and a broader network of people. Athletic brands inspire by offering adventure and glory through the act of competition. And many other products, such as perfume, cologne and lingerie, target emotions related to love, relationships, and sexual desires.
As marketers, we should still focus on the features of the product. But we must also sell the lifestyle and the feeling. The key is to highlight the emotional response a consumer will achieve by using the product.
As the old saying goes - sell the sizzle, not the steak.
And to achieve the highest emotional response, you should target your consumers through many different senses. For example, think about the colors and shapes on your logo, homepage, or product packaging. How do they make consumers feel? Consider the words and messaging carefully. Are they emotive and engaging? What is the experience of your retail location? These face-to-face interactions should give customers a certain feeling about your brand.
A lot of what drives consumers is subconscious behavior. But this shouldn't be perceived as a negative thing. There's nothing manipulative about helping consumers achieve desired states of emotion. Products and services are designed to satisfy a customer's desire or want, and like it or not, those desires always contain an emotional component.
©inc.com Edited
Let's talk about your brand
How can a 360° Branding help you build a better brand?
We invite you to attend our Brand Workshop in order to achieve better results. The goal is to gain a better understanding of you, your brand, and your brand vision. This will enable us to provide you with the most effective brand strategy, brand design, and brand growth.
We invite you to attend our Brand Workshop in order to achieve better results. The goal is to gain a better understanding of you, your brand, and your brand vision. This will enable us to provide you with the most effective brand strategy, brand design, and brand growth.
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