Brand and Company

Often these terms are used in a nuanced, almost overlapping way, but in fact they express concepts and realities that are quite distinct from each other. For a small and medium-sized business, it is important to clearly understand the differences between these concepts so that they can engage the right partner for their communication and marketing,  as to define strategies that can differentiate them from competitors, build customer loyalty by creating a strong reputation and a relationship that can last.

Indeed, if we were to say that Nike is a company that manufactures and markets shoes and clothing we would certainly be saying something true, but upon closer inspection Nike is much more than that.

Can a company therefore exist without being a brand? Certainly. But it is equally certain that to be a brand it is not enough to be a company.

But what is the recipe for building a brand?
Well, Building a brand is like making carbonara.

Let's start with the basic ingredients. Of course, behind every brand there is a company, which is the operational, administrative and fiscal entity that creates products or services defined by precise characteristics.   

But then if the company is the entity that DOES everything, what does the brand do? Well, surely eggs, guanciale, pecorino and spaghetti are not enough to make a carbonara. They certainly take away hunger, but without giving great excitement. In fact, to create a carbonara you have to bring out and assemble all the flavors in the right way to create a flawless dish that is recognizable all over the world. Similarly, defining the branding strategy for a company is crucial to convey values to the public that can generate emotional connections with the audience, be recognizable by its target market, and differentiate itself from competitors.

Many small and medium-sized businesses are very good and solid companies, but, especially in the b2b sector, they have little focus on establishing a solid brand. In other words, they are very focused on the “ making” and pragmatic aspects and less focused on identifying what they convey on a more value-based and “intangible” level.  

This difference is rooted right down to the corporate culture: where there is a strong brand, the corporate culture is not only geared toward conducting activities, but there is also generally a sharing of values and a sense of community, which goes beyond the physical space of the company itself, and which also pervades the digital communities.

Where a brand is missing, the identity will instead simply convey what the company literally produces, carrying over functional benefits as buying levers, aiming for the product or service to satisfy the customer on a practical level. Often in these cases the emotional connection with the audience is absent, or otherwise extemporaneous or tied to the sales transaction.

The brand expands the potential of a good company by creating an identity that also aims to convey a broader vision than just the product or service, and to create emotional connections and a firm reputation by highlighting the elements of uniqueness and creating experiences that are not only satisfying, but also enjoyable and emotionally memorable.

As a result, the emotional connection with customers tends to be more lasting, going beyond the transactional aspect, but also building customer loyalty and stimulating advocacy. This means that the customer will tend not only to buy again, but also to recommend the buying experience to others.

It is therefore clear how important it is for companies to work on their branding as a strategic choice, considering it an investment for their growth. Having the right partner to rely on for their branding is critical if they want to evolve from just a company to a brand.

And are you a company or are you ALSO a brand?

IF YOU FEEL YOUR BRAND IS MISSING SOMETHING (OR IF THE BRAND IS MISSING ALTOGETHER) TELL US ABOUT YOUR PROJECT AND LET'S DO BRANDING TOGETHER!

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