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Strategy is the master plan that connects what the brand wants to achieve with the practical actions that will generate results. Instead of being abstract, it works as a decision-making map.

• Diagnosis: understanding the current landscape — market, competitors, and consumer behavior. This avoids working blindly.
• Focus definition: choosing where the brand will compete (e.g., e-commerce, retail, social media).
• Positioning: deciding how the brand wants to be perceived (e.g., premium, accessible, innovative).
• Action plans: translating positioning into campaigns, tone of voice, visual identity, and media channels.
• Measurement: tracking key metrics (CAC, LTV, ROAS) and adjusting quickly.

In the U.S., brands like Warby Parker and Glossier used strategy to transform small niches into billion-dollar businesses, combining clarity of positioning with efficient digital execution.

Naming is the process of creating brand, product, or service names. It’s not just creativity: it requires methodology and analysis.

• Essence: the name must express values and purpose (e.g., Evernote — memorize everything).
• Usability: it must be easy to pronounce in English and other relevant languages.
• Availability: legal and domain checks to avoid conflicts.
• Testing: research with audiences to measure impact and cultural interpretations.

In the U.S., this process is essential because the market is saturated. A strong name becomes an immediate competitive advantage.

Visual identity is the set of graphic elements that express the brand’s personality. It goes beyond the logo.

• Logo and icons: symbols that represent the brand memorably.
• Typography and colors: create emotional associations (blue = trust, red = energy).
• Digital applications: guidelines for websites, apps, e-commerce, and social platforms.
• Consistency: brand manuals that ensure everything is applied uniformly.

Practical example: Airbnb maintains a public brand book that guides campaigns, product UI, and even property signage, ensuring global consistency.

Verbal identity defines how the brand speaks and expresses itself. It’s the translation of the brand’s “personality” into words.

• Tone of voice: formal, friendly, bold, inspiring — depending on positioning.
• Language: word choices and expressions that create audience connection.
• Practical application: ads, posts, emails, customer service, video scripts.

Slack, for example, built its global brand with a simple, accessible, human language that became part of its cultural identity.

Facilitation is the practice of leading workshops and collaborative sessions to accelerate solutions. Instead of isolated decisions, co-creation teams find faster, more creative paths.

• Process: a facilitator guides groups using visual tools and agile methodologies.
• Benefit: breaks down silos across departments and generates testable solutions in days, not months.
• Example: Google Ventures uses 5-day design sprints to validate product ideas.

Purpose is the reason why the brand exists beyond profit. It gives meaning and creates emotional connections between people and the business.

• Clarity: it should be simple and inspiring (e.g., Tesla — accelerate the transition to sustainable energy).
• Impact: connects the brand to a cause bigger than the product itself.
• Application: guides campaigns, culture, and customer experience.

In the U.S., purpose-driven brands like Patagonia attract both customers and talent who share their values.

Brand architecture organizes how products, services, and sub-brands relate. It avoids confusion and optimizes marketing investments.

• Branded House: one main brand supporting all (e.g., Google → Google Maps, Google Drive).
• House of Brands: each with its own identity (e.g., P&G → Gillette, Pampers, Tide).
• Hybrid Model: a mix of both (e.g., Amazon → Prime, Kindle, AWS).

This choice directly influences how customers perceive value and trust.