In other articles here on the blog (see related posts), we have already talked about the series of investigations and research we carried out in the process of identifying the strategic, objective, and subjective needs of the Branding project. We call this process Brand GPS, because, just like the GPS (technology used by Waze or Google Maps), we can more clearly define the brand's best communication path with its target audiences.
I recently came across the same GPS analogy after reading the book "The Business of Expertise" by David C. Baker. This time, the author used the metaphor to validate the location, or rather, the company's market positioning. The more satellites the system finds, the more accurate the user's location is. Likewise, the more ideal clients your consultancy finds, the greater the certainty that the business is well-positioned.
Let’s understand this tool better.
GPS - Global Positioning System, is a technology that, through a network of satellites that emit radio signals to a receiver, calculates its position based on the difference in time that the signals take to reach it (sounds complicated, right? ?). However, for these connections to result in a precise location, at least 4 satellites are required, allowing the receiver to determine exact latitude, longitude, and altitude coordinates, in addition to establishing routes anywhere in the world.
Similarly, effective branding involves clearly identifying market positioning and creating a path that takes your consultancy even further.
Just as a GPS requires at least 4 satellites to function, Minc.Space's branding process comprises 4 phases: Immersion, Diagnosis, Strategy Definition, and Identity Construction (Verbal and Visual), forming the brand platform complete and ready for launch.
In the first phase, the Immersion process is comparable to the moment when the GPS starts searching for satellite signals. Immersion involves an in-depth analysis of the consultancy, the segment in which it operates, competitors, and customer needs. It is at this stage that we capture valuable information that will guide the entire process.
With the location defined, the GPS goes to Diagnostics, identifying the best routes to the destination. In the branding of your consultancy, this phase corresponds to the analysis of the information collected during the immersion. We identify your strengths and weaknesses, opportunities, and threats in the market. This diagnosis is crucial for defining strategic direction and charting the most efficient route for the company.
The next stage is Definition, where the brand positioning and objectives to be achieved are established. In GPS, this is the phase in which the user chooses the fastest route (even if it is longer) to reach their destination. We clearly define the value proposition of your consultancy, its mission, and its vision. Without a clear destination, any path could be taken, but with a defined objective, actions can be directed precisely and effectively.
The construction of Verbal and Visual Identity is the final phase of this process, where the outlined route begins to be implemented. GPS involves guiding the user every step of the way, alerting to winding curves and speed limits, and signaling how much time is left to the destination. It means implementing the visual and verbal identity that best reflects the strategy and objectives defined in the previous steps, reinforcing the brand's positioning, and ensuring that the company stays on the right path.
Each new action must be aligned with the established route to ensure branding coherence and effectiveness.
An interesting aspect of the GPS analogy is the ability to replan routes in case of unforeseen events. Likewise, your consultancy’s positioning strategy must have a certain flexibility. Market changes, new technologies, or unexpected crises may require adjustments in planning. Just as a GPS recalculates the route, your consultancy must also be prepared to revisit your branding strategies and adjust your course as necessary.
Branding is a continuous process of searching for satellites (ideal customers), diagnosis (of the segment and the company), defining strategies, and building routes. By understanding and applying this metaphor, your consultancy can not only define a different path in the market but also ensure that each step taken is towards what you dreamed of for your business.