What is the Brand Journey?
In this project, I developed a method called Brand Journey, to help businesses structure their operations and build value for their brands.
The main goal is to build the brand from the inside out, in a way that is aligned with the business pillars. From there, we use communication tools and strategies to build a brand image that is compatible with its identity, investing mainly in the consumer experience, as this is the key to building brand value.
Knowing that Branding is quite complex to understand, especially for those who have a simplified idea of what it means to invest in communication in their businesses, summarized only in a logo and visual identity, I sought to create the Brand Journey in a playful-creative way that would make it easier to understand the importance of each phase of the journey – with storytelling.
Brands are just like us
Just like any trip, you have to go through a journey to reach the final destination. In a similar way, whenever you’re playing a game, you only win by going through all the levels. And that’s the idea behind the methodology. With a brand, you have to build it from the inside to achieve the true value that you aim for, without taking shortcuts. Because if you do, you’ll ultimately lose important parts of the process that will give structure and stability to the brand.
It is like us humans. We are not just what we see on the outside, the clothes we wear and how we appear. The exterior is a reflection of who we are on the inside: our personality, our values, what we believe, and who we truly are. And from the combination of these two parts (internal and external), we are able to bond with people, that’s the experience created when we connect.
So this is the Brand Journey – the path that will lead it to its true purpose and potential.
Pre-journey
Business Strategy
Every journey requires planning. The brand project is based on this preparation. Here we structure the business model.
Business model structure
Definition of product offering sequence
Definition of value proposition
Target audience study
Ready?
Than let's go!
The information we gather in the Pre-Journey is like a compass that guides us throughout the project, helping us to set the business goals and direction for the brand. Once we have that in place, we’re ready to start the Brand Journey.
Level 1
Positioning
Here, we take the time to truly understand what drives your business and sets your brand apart from competitors. We work together to define the core culture, purpose, and values that guide your brand, ultimately leading to a clear and effective brand positioning. With this foundation, we design strategies to help your brand thrive in its market space.
Values definition
Purpose understanding
Differentiation study
Positioning definition
Level 2
Expression
Once a clear brand positioning is established, it’s time to showcase the brand’s true essence to the world. This is where we map out the brand’s language and determine the most effective way to express its unique identity.
Personality definition
Brand language study
Creation of the visual universe
Creation of the verbal universe
Level 3
Experience
At the core of every successful brand is the customer experience. No matter how well-defined a brand’s positioning and communication may be, they won’t matter unless they deliver a truly delightful experience. That’s why we focus on the entire customer journey finding ways to create a positive impression at every touchpoint.
Mapping of channels and touchpoints
Mapping of customer behavior journey
Designing strategies to create enchantment in every touchpoint
And at the end, it’s all packed in the Brand Guide
After creating the methodology, I had the opportunity to put it to the test with Karla – a client who had a vision for a new business. Together, we started from scratch and went through each step of the process, refining and adjusting as we went. In the end, Karla received a comprehensive document that included all the materials developed during the project, as well as a brand guide and a roadmap for putting her idea into action. This experience allowed me to validate the methodology and produce a complete guide for building a brand strategically from the ground up.
And at the end, it’s all packed in the Brand Guide.
After creating the methodology, I had the opportunity to put it to the test with Karla – a client who had a vision for a new business. Together, we started from scratch and went through each step of the process, refining and adjusting as we went. In the end, Karla received a comprehensive document that included all the materials developed during the project, as well as a brand guide and a roadmap for putting her idea into action. This experience allowed me to validate the methodology and produce a complete guide for building a brand strategically from the ground up.
Want to see more?
Continue on this journey and check out the other projects in my Portfolio.