We do branding, starting (or restarting) from the fundamentals
Technically, “branding” means to focus on the positioning of your company, product or service, emphasizing uniqueness, strengths and distinctive benefits. Always with the aim of building a concrete and intelligible map, able to guide the brand’s online and offline communication, through every possible interaction with your target audience.
But enough with the definitions! The real deal is a different story. Why should you do branding? You should do it, in the simplest possible way, to make yourself preferable to your competitors, in the eyes of your audience. Preferably, with the nuances of meaning that this word carries with it.
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trust the workshop
Let’s sit around a table, equipped with curiosity, patience and critical spirit. We start from the workshop, the first step of each of our branding project/process. Essential, engaging and, above all, customizable, according to the needs of the client and his team. It consists of three focuses that allow us to lay the foundations for any strategic, creative, or technological project.
essence
What is the brand’s impact on the world and the surrounding market? How does it connect with its audience? What does it promise? These are the tools that help us look beyond the immediate and encourage us to think big, setting the right questions and metrics to monitor the achievement of goals.
scenario
For the brand, context is crucial, that is the public stage in which it lives and operates. Never forget that. We can outline the best ideas, put revolutions on paper, and design foolproof strategies, but no brand can exist on its own. It exists, grows, and strengthens only through daily interaction.
identity
Identity is the set of traits and characteristics that defines the brand, making it unique and distinguishable in the public’s perception, in line with its core values. It represents the manifestation of its essence: in the ways, times, and places where the brand chooses to communicate and interact.
focus on
Three hot topics at Adiacent, but more importantly, three hot topics for your branding project.
naming
What is the origin of names? It is similar, we can say, to the way babies are born. To avoid misunderstandings, we’re not thinking about storks, but about the spirit that drives two parents to choose a name for a new life. What kind of journey do they envision for their baby? What personality and character their baby will have to take this journey? How will the name of their baby affect his/her existence?
In our case, we’re luckier, for sure. Because we will define the character and the personality of our creation, cell by cell, during the design and planning phases. However, the essence doesn’t change. Choosing a name is always a delicate moment. Because the name, whenever it resonates, communicates (or recalls) the essence. Because the name is both a door and a seal, a beginning and an end, a possibility and a definition.
design
As with the name, the design of the brand also meets unquestionable criteria.
Originality. It may seem obvious, but one brand corresponds to one identity. It must be consistent with the values it expresses and stand out in its context of use.
Usability. The success of a brand depends on its ability to combine design and functionality. Therefore, the brand must be thoroughly tested to validate its effectiveness in the minds and the hands of the public.
Scalability. Let’s move to a less obvious aspect: brands are an expression of design that lives, evolves and grows over time.
Thus, the brand is created to respond to even remote possibilities that could become very close according to strategic developments.
experience
When the brand meets its audience, the concept of experience is born. This concept includes every possible point of contact, interaction, and dialogue: content, advertising, digital campaigns, websites, apps, e-commerce, chatbots, packaging, videos, retail displays, exhibition stands, catalogues, brochures, in short, everything you can imagine and create in the name of omnichannelity. The goal of brand experience is to build a strong, positive, and transparent relationship through memorable and meaningful communication moments that allow your customer to become a true supporter and ambassador of the brand promise.
Meet
the experts
Contact our experts who lead the branding team at Adiacent, ready to assist you with your business projects
Nicola Fragnelli
Ilaria di Carlo
Jury Borgianni
Laura Paradisi
Claudia Spadoni
Giulia Gabbarrini
Gabriele Simonetti
Silvia Storti
Johara Camilletti
Irene Rovai
Under the spotlight
Take your time to discover a preview of our successful stories, since facts count more than just words.
The world is waiting for you
Every second that passes is a second lost for the growth of your business. It’s not the time to hesitate. The world is here: break the hesitation.
