-Meet Brand. James Brand. -Oh, Mr. Brand, I’ve heard so much about you!

People nowadays talk about coca-cola red t-shirts, they xerox and google stuff every day. Any woman would tell you there is an enormous difference between wearing shoes and wearing Manolo Bahniks. In the world of companies, products and services, the brand is the king. Branding shreds anonymity off the chosen ones and catapults them into history. That’s why we don’t do advertising. We create history. For each client. What is in fact a brand? Well, a brand is a product, but not every product is a brand. Therefore a brand is a product with something extra. A brand is a product that offers additional benefits to its basic functions. It is a product with personality, values and character. Let’s take for example an Apple. It’s basically a computer. But it is also more than a computer, it’s a personality and status statement. When you buy an Apple, with a pretty good computer you also get a symbol of style. An Apple tells the world you are stylish, in touch with technology and have more money than most. Consumers tend to think they are what they buy. So they prefer to buy things that work and also communicate something positive about them. They prefer to buy brands, not products, even if they are more expensive, because of the psychological benefits they offer. This is why every product must become a brand. The transformation of a product into a brand is done through the brand strategy, which is the set of rules and principles by which you choose to run your business. A brand strategy is based on the following basic steps: Reseach: market and competition analysis, target audience studies. Differentiation strategy: the differentiator is chosen to produce the maximum contrast possible with the competition. Positioning & personality: positioning is decided based on the results of the research; it concernes the place the products has on the market and in the mind of the target audience. Product personality is given by its values and benefits - real, emotional and self-expressive. Brand identity creation: verbal identity: name, slogan visual identity: logo, typographic system, color palette and imagery Identity implementation: at all levels of the organization and in the market place. Support: is done through various campaigns that follow the brand strategy