BRANDING & POSITIONING

When starting a new business, we often ask ourselves the question of all questions: What makes my business different from my competitors? A seemingly easy question to answer, but one that actually leads to a deeper reflection that leads to defining brand identity—that is, the set of visual elements of a brand, such as the logo, fonts, and corporate colors, consistent with the company's values ​​and objectives. Questioning one's brand identity is actually a reflection that concerns not only emerging businesses but also long-established companies. Indeed, there are numerous examples of rebranding by industry giants who have decided to question their identity and brand image because they are driven by the need to adapt to changing trends, market demands, or consumer targets.