What is branding?
Pepper design

What is branding?

MCI Lic. Alejandro Villalta. Chief Branding Officer and Co-Founder of Pepper Design & Branding.
Foto blog alejandro villalta

The concept of Branding is difficult to describe because it is something that is not yet fully defined in a concrete way like any other concept in a dictionary. It is somewhat complicated because there are different versions, including bad conceptions. Many people say they are going to “brand” their brand and then they line a car with their logo and that's it.


If we choose an “established” definition and go to a dictionary we find that branding is defined as “the promotion of a trademark”, on the other hand, Kotler and Keller say that branding is “giving products and services the power of a brand ”. There is a great ambiguity between concepts to be able to define something definitive for this term. It is for this reason that, in my case, I use the definition we create in Pepper. For us, “branding is a process that involves analyzing, knowing, creating, differentiating, standardizing and executing to generate a solid brand and strengthen it over time.” It is a process with several steps, which if we examine it carefully we understand that the first is analyze.

If we do not analyze our context we will not have data to support or help us make decisions. Then, we must know the area in which we are developing the project, we need to know first hand more details, in short, many things that open the way for the creation of something new and different that represents the essence of the brands, since As a result, we generate differentiation in the market of one brand with others.

Finally, everything has to be standardized, from the business card to the digital strategy, to then execute the entire project. Beyond all this, it is important to maintain a solid brand, for example, the work that has been developed for the Agua Alpina brand is a brand building and maintenance work over time, in which it has already been around 9 years.

This effort that has been made together with the brand has allowed today to be the market leader in several categories, super markets for example, in addition to being the watermark preferred by young people and have a great top of mind among Salvadorans. All this has been accomplished without using a lush budget but I work with constant brand work and using a lot of creativity. But the effort does not end there, branding is innovation. It is a cycle that never ends. Our society grows every day and as a brand the same pace must be maintained. By executing our projects; these must be re-analyzed and the process begins again.

In this season of annual corporate budget planning is the best time to think about investing in branding and strengthening your brand. If you want more information go to www.pepper-design.net/en

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