A brand is a set of expectations, memories, stories and relationships that, together, are responsible for making the consumer choose one product or service over another.
A brand must have positioning, values and purpose and the way it communicates with its audience is fundamental for building its image. In addition to the logo, font, colors and visual message, the tone of voice, speech and actions taken will help build the true personality of your brand, which will make it remembered and chosen by the consumer.
It must awaken feelings and sensations, generating affinity with people, generating harmony with their stories and causes. All of this, along with the company's mission and purpose, are the key to recommendation, one of the most powerful weapons for winning over new customers. Alliance structures and develops values and positive attributes for your brand, making your product more profitable and relevant to your target audience.