{"id":9306,"date":"2022-11-25T12:55:23","date_gmt":"2022-11-25T15:55:23","guid":{"rendered":"https:\/\/rubenssantana.com\/?p=7297"},"modified":"2022-12-25T09:59:00","modified_gmt":"2022-12-25T12:59:00","slug":"o-que-e-branding-e-sua-importancia-para-marca-da-sua-instituicao","status":"publish","type":"post","link":"https:\/\/ingesto.org.br\/en\/o-que-e-branding-e-sua-importancia-para-marca-da-sua-instituicao\/","title":{"rendered":"What is Branding and its Importance for your Institution\u2019s brand?"},"content":{"rendered":"

What it means Branding<\/strong>? Branding <\/strong>or Brand Management<\/strong> It is a brand management strategy that aims to make it more recognized by its audience and present in the market. The strategy seeks admiration and desire for the values that the brand creates around itself.<\/p>\n\n\n\n

One of the most important strategies for Fundraising<\/strong> or Fund-raising<\/strong>, is Explore the Branding <\/strong>or the Rebranding<\/strong>, at your institution. Rebranding is the name given to strategic actions that seek to reposition a brand in the market according to consumer perception.<\/strong>.<\/p>\n\n\n\n

The practice is constantly adopted by organizations that have some difficulty in presenting their brand or that seek to venture into new markets.<\/p>\n\n\n\n

Branding <\/strong>it is, in fact, much more than just aesthetics. A good brand can convey emotion and attract supporters and donors. A good brand becomes synonymous with your organization to the point where you can only use your logo to inspire action.<\/p>\n\n\n\n

Lembre-se, a marca leva tempo para compensar. Uma apar\u00eancia consistente e uma mensagem acabar\u00e3o por funcionar a seu favor. Sarah Dunham<\/em>, president of Big Duck<\/em>, commented that \u201c50%<\/strong> of nonprofits that rebrand report an increase in revenue over a three-year period.\u201d<\/p>\n\n\n\n

Tente manter sua mensagem focada em sua marca. Isso inclui o uso consistente de cores, logotipos e fontes e outros estilos.<\/p>\n\n\n\n

Vire um olhar cr\u00edtico para sua marca atual para garantir que ela ainda seja consistente com sua mensagem. O conte\u00fado antiquado deve ser atualizado.<\/p>\n\n\n\n

You might consider doing this when making major website updates, changes to your mission statement, or with a new overall marketing strategy.<\/p>\n\n\n\n

Examples of visual identities that have been redesigned<\/strong><\/h2>\n\n\n\n

1 \u2013 Visual Identity \u2013 Starbucks<\/h3>\n\n\n
\n
\"Starbucks-I.V.-WeDoLogos\"<\/a>
Starbucks<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n

<\/a><\/strong><\/p>\n\n\n\n

Firstly, in 2011, the well-known coffee franchise Starbucks made significant changes to the visual identity of its products. The company was going through a period of recession, and consequently, a decrease in the number of sales.<\/p>\n\n\n\n

Dessa maneira, a empresa tomou a decis\u00e3o de explorar outros mercados , vendendo diferentes produtos (canecas, camisetas, sorvetes\u2026) inclusive fora de suas lojas. Por conta dessa decis\u00e3o, a palavra coffee (caf\u00e9) foi removida do logo. Outrossim, uma equipe criativa teve a miss\u00e3o de renovar a imagem da marca, repaginando tamb\u00e9m sites, embalagens, e todos os canais de comunica\u00e7\u00e3o. O resultado? Um aumento progressivo no n\u00famero de vendas, expans\u00e3o de mercado, e estabelecimento dela como umas das top of mind<\/em> in the coffee shop segment.<\/p>\n\n\n\n

2 \u2013 Visual Identity \u2013 Pabst Blue Ribbon<\/h3>\n\n\n
\n
\"PabstBlueRibbon-I.V.-WeDoLogos\"<\/a>
Pabst Blue Ribbon<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n

The drink is not very well known here, but for you to understand what it is about, until some time ago Pabst Blue Ribbon (PBR) was synonymous with the perfect American drink for those people who work hard at work and want a cheap beer at the end of the day. day.<\/p>\n\n\n\n

When launched in China, the visual identity was reformulated, and, unlike the American version, its packaging and logo<\/strong><\/a> they gained more sophisticated airs.<\/p>\n\n\n\n

After all, for you to better understand yourself, China is the largest beer market in the world, according to Euromonitor, and it is there that the greatest demand is for high-end alcoholic beverages. In this context, the reformulation of Pabst Blue Ribbon placed the brand in a position favorable to the Chinese taste for expensive beers. Therefore, if, in the USA, they were sold for no more than 2 dollars, in China, the price is, at least, U$44. Excellent example of a visual identity that knew how to adapt to a new audience!<\/p>\n\n\n\n

3 \u2013 Visual Identity \u2013 Natura<\/h3>\n\n\n
\n
\"Natura-I.V.-WeDoLogos\"<\/a>
Nature<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n

<\/a><\/p>\n\n\n\n

Know more: <\/strong>How to create a company visual identity in 5 steps<\/a><\/p>\n\n\n\n

First of all, not to say that we only talk about foreign brands, an old but successful case is that of the Brazilian brand Natura. In this sense, in the mid-2000s, the brand decided that it would invest heavily in research and development, new facilities at its headquarters, in e-commerce, and also in the foreign market.<\/p>\n\n\n\n

Dessa forma, para este novo momento, a empresa fez pesquisas com colaboradores, consultoras e consumidores que apontavam que a imagem da Natura ideal era de uma personalidade elegante, ativa e atualizada, diferente da passada pela logomarca antiga, com um tra\u00e7o pesado que dava a ideia de algo est\u00e1tico, e tradicional. Logo, a imagem antiga n\u00e3o combinava com a proposta de maior investimento em expans\u00e3o de neg\u00f3cios e nem com a audi\u00eancia da marca.<\/p>\n\n\n\n

A partir da\u00ed, a empresa passou por um processo de reformula\u00e7\u00e3o da identidade visual. O resultado foi um logo com mais movimento, leveza e clareza, adequado a proposta de crescimento da empresa, e mais atrativo ao p\u00fablico alvo da marca. Consequentemente, a marca fidelizou o seu p\u00fablico antigo, e passou a ser melhor reconhecida entre seus prospectos.<\/p>\n\n\n\n

What to conclude from all this? Companies change and their image must follow these processes. If your company has the opportunity to renew the positioning of the brand image, readapt updates on interests and target audience, and even improve the relationship with the customer base, why not?<\/p>\n\n\n\n

A company that knew how to build its entire visual identity online was our client, the Rio restaurant Point do Macarr\u00e3o. Check out the Noodle CASE Point Video<\/a> with the testimony of their owners.<\/p>\n\n\n\n

<\/p>\n\n\n\n

Visual identity that deserved a good change<\/h2>\n\n\n\n

Antes de mais nada, em alguns casos, a empresa n\u00e3o tem interesse em mudar o posicionamento da marca, apenas atualizar o logo. Sendo assim, \u00e9 sobre esses casos que trouxemos estes novos exemplos de identidade visual.<\/p>\n\n\n\n

As you know, the positioning of a company <\/strong>it must be <\/strong>translated at all touchpoints <\/strong>between the brand and the consumer. In this sense, that is why the logo <\/strong>is so important: he is the face, the face, the <\/strong>representation of a brand's personality, however, at times, the logo may become outdated and the brand's positioning or the market itself may change.<\/p>\n\n\n\n

Furthermore, what is important to know is that, a logo redesign<\/strong> pode ir de uma revolu\u00e7\u00e3o total na identidade visual at\u00e9 apenas alguns pequenos ajustes. Nesse caso, depende de cada projeto, do objetivo que a empresa tem e do posicionamento. Dessa maneira, essas mudan\u00e7as podem trazer vantagens significativas para seu neg\u00f3cio, fazendo com que fique melhor posicionado no mercado e com isso lucre mais.<\/p>\n\n\n\n

See more:<\/strong> 10 important tips for your company's visual identity<\/a><\/p>\n\n\n\n

Let's now look at some brands that have changed their logos over the last few years and are gaining more!<\/p>\n\n\n\n

4 \u2013 Galv\u00e3o<\/h3>\n\n\n
\n
\"Galv\u00e3o-I.V.-WeDoLogos\"
Galv\u00e3o<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n

5 \u2013 Carrefour<\/h3>\n\n\n
\n
\"Carrefour-I.V.-WeDoLogos\"
Carrefour<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n

6 \u2013 Citroen<\/h3>\n\n\n
\n
\"Citroen-Identidade-Visual-WeDoLogos\"
Citroen<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n

7 \u2013 Choir<\/h3>\n\n\n
\n
\"Coral-Identidade-Visual-WeDoLogos\"
Coral<\/a><\/figcaption><\/figure>\n<\/div>\n\n
\n
\"\"<\/a>
Coral<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n

8 \u2013 Sugarloaf Mountain<\/h3>\n\n\n
\n
\"P\u00e3odeA\u00e7\u00facar-Identidade-Visual-WeDoLogos\"
Sugar Loaf<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n

9 \u2013 Walmart<\/h3>\n\n\n
\n
\"Walmart-Identidade-Visual-WeDoLogos\"
Walmart<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n

10 \u2013 Vale<\/h3>\n\n\n
\n
\"Vale-Identidade-Visual-WeDoLogos\"
OK<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n

11 \u2013 Audi<\/h3>\n\n\n
\n
\"Audi-Identidade-Visual-WeDoLogos\"
Audi<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n

After these cases, we will now present some cases in which it was necessary to modernize the visual identity, mainly because there was a trend for \u201cflat\u201d logos, with less excess and volume.<\/p>\n\n\n\n

Que ver mais alguns exemplos de logos? D\u00ea uma olhada neste projeto em que nossos designers criaram 16 exemplos de logo<\/a> for the company Carousel da Ortopedia.<\/p>\n\n\n\n

Examples of modernized visual identity<\/h2>\n\n\n\n

Antes de mais nada, vale ressaltar que muitas empresas v\u00eam reformulando a sua identidade visual, deixando-a mais moderna e com uma visualiza\u00e7\u00e3o mais clara, principalmente, pelo fato de estarem agregando seus produtos ou servi\u00e7os a internet. Desta forma, podem utilizar em suas campanhas de marketing um logo que alcance o p\u00fablico online e offline sem interferir a mensagem que deseja passar.<\/p>\n\n\n\n

Por\u00e9m, ao redesenhar seu logo, leve em considera\u00e7\u00e3o o reconhecimento que ele j\u00e1 possui no mercado e o objetivo desta modifica\u00e7\u00e3o. Al\u00e9m disso, a opini\u00e3o do p\u00fablico deve ser pesquisada, pois o mesmo, geralmente, possui uma carga emocional com a marca e uma mudan\u00e7a brusca pode interferir essa rela\u00e7\u00e3o. Isto tamb\u00e9m vale para colaboradores e parceiros.<\/p>\n\n\n\n

See below examples of visual identity that has changed, in some cases like the first, radically!<\/p>\n\n\n\n

12 \u2013 DISCOVERY KIDS<\/h3>\n\n\n
\n
\"\"<\/a>
Discovery Kids<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n

<\/a><\/h3>\n\n\n\n

13 \u2013 Argos<\/h3>\n\n\n
\n
\"\"<\/a>
Argos<\/figcaption><\/figure>\n<\/div>\n\n\n

<\/a><\/h3>\n\n\n\n

14 \u2013 Animal Planet<\/h3>\n\n\n
\n
\"\"<\/a>
Animal Planet<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n


<\/a><\/p>\n\n\n\n

15 \u2013 AT&T<\/h3>\n\n\n
\n
\"\"<\/a>
ATT<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n


<\/a><\/h3>\n\n\n\n

16 \u2013 BigTen<\/h3>\n\n\n
\n
\"\"<\/a>
BigTen<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n


<\/a><\/h3>\n\n\n\n

17 \u2013 Cisco System<\/h3>\n\n\n
\n
\"\"<\/a>
Cisco System<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n


<\/a><\/h3>\n\n\n\n

18 \u2013 Delta<\/h3>\n\n\n
\n
\"\"<\/a>
Delta<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n


<\/a><\/h3>\n\n\n\n

19 \u2013 GAP<\/h3>\n\n\n
\n
\"\"<\/a>
GAP<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n


<\/a><\/h3>\n\n\n\n

20 \u2013 Google<\/h3>\n\n\n
\n
\"\"<\/a>
Google<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n


<\/a><\/h3>\n\n\n\n

21 \u2013 KFC<\/h3>\n\n\n
\n
\"\"<\/a>
KFC<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n


<\/a><\/h3>\n\n\n\n

22 \u2013 Kraft<\/h3>\n\n\n
\n
\"\"<\/a>
Kraft<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n


<\/a><\/h3>\n\n\n\n

23 \u2013 MSN<\/h3>\n\n\n
\n
\"\"<\/a>
MSN<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n


<\/a><\/h3>\n\n\n\n

24 \u2013 Technicolor<\/h3>\n\n\n
\n
\"Technicolor-I.V.-WeDoLogos\"\/<\/a>
Technicolor<\/a><\/figcaption><\/figure>\n<\/div>\n\n
\n
\"A
PMP<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n

O antigo site da PMP era arcaico, assim como sua apar\u00eancia geral. Com o tempo, eles evolu\u00edram de uma funda\u00e7\u00e3o de pesquisa para uma organiza\u00e7\u00e3o focada em tr\u00eas coisas – informar, pesquisar e curar – ent\u00e3o eles precisavam encontrar uma nova abordagem.<\/p>\n\n\n\n

NEW BRAND AND HOPE<\/strong><\/h4>\n\n\n\n

\"Site
This refreshed brand is hopeful, with goal-oriented messaging that excites a new generation of donors.<\/p>\n\n\n\n

Success in your Fundraising\u2026<\/em><\/p>\n\n\n\n

Content extracted from the website: Wedologos<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"

Branding or Brand Management is a brand management strategy that aims to make it more recognized by its audience and present in the market. The strategy seeks admiration and desire for the values that the brand creates around itself.<\/p>","protected":false},"author":1,"featured_media":9482,"comment_status":"closed","ping_status":"closed","sticky":true,"template":"","format":"standard","meta":{"give_campaign_id":0,"_joinchat":[],"footnotes":"","jetpack_post_was_ever_published":false},"categories":[1157],"tags":[1155,1156,130,1158],"class_list":["post-9306","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-brand-management","tag-logo","tag-marketing","tag-missoes"],"yoast_head":"\nO que \u00e9 Branding e sua Import\u00e2ncia para marca da sua Institui\u00e7\u00e3o? - Ingesto<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ingesto.org.br\/en\/o-que-e-branding-e-sua-importancia-para-marca-da-sua-instituicao\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"O que \u00e9 Branding e sua Import\u00e2ncia para marca da sua Institui\u00e7\u00e3o? - Ingesto\" \/>\n<meta property=\"og:description\" content=\"Branding ou Brand Management \u00e9 uma estrat\u00e9gia de gest\u00e3o da marca que visa torn\u00e1-la mais reconhecida pelo seu p\u00fablico e presente no mercado. 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