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How does digital marketing affect consumer behavior?
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It's all about the consumer

Digital marketing is one of the most efficient and effective ways to connect with consumers. Through digital marketing, businesses can communicate with customers through a variety of channels, including websites, email, and social media platforms.

The great thing about digital marketing is that it can be customized to target specific audiences, making it a very powerful tool for businesses. However, as businesses increasingly rely on digital marketing to reach consumers, it's important to understand how this type of marketing affects consumer behavior.

In this blog post, we'll explore some key ways in which digital marketing influences consumer behavior and how businesses can capitalize on these effects. Stay tuned!

But first... What is consumer behavior?

Consumer behavior is the study of how people make decisions about what to buy, what to consume, and when to dispose of it. It includes everything from the simplest transactions, like buying a cup of coffee, to more complex ones like choosing a new car. It covers all aspects of the consumer's decision-making process, from initial awareness to post-purchase behavior.

If you want to sell more products or services, you need to understand what motivates people to buy them. That's why it’s essential to understand the role of digital marketing in this regard.

Research on consumer behavior uncovers why individuals or organizations choose certain brands over others when purchasing products:

  • Psychological factors: How an individual reacts to an advertising campaign depends on his or her perceptions, attitudes, and world-view;
  • Personal factors: Demographics such as age, culture, profession, and background define a consumer's interests;
  • Social factors: A person's social group affects his buying patterns. Their income, level of education, and social class influence their choices.

The importance of Digital Marketing

Digital marketing is one of the most important tools that businesses can use to reach new customers and promote their products or services. In a world where more and more people are online, it's essential for businesses to have a strong digital marketing strategy.

There are many different aspects of digital marketing, but some of the most important include SEO, social media, and content marketing. By focusing on these key areas, businesses can create a well-rounded digital marketing strategy that will help them reach their target customers.

Taking this into consideration, it is possible to highlight six major advantages of digital marketing, which influence consumer behavior:

  • It keeps the customers informed with the latest trends since they have access to brand new products or services that are launched;
  • Customer's choices are increased, as they can choose any kind of product or service and get the best deal;
  • Customers are more empowered because they have the option to provide feedback regarding the products or services offered, which makes it possible for the customer to make an informed and smart buying decision;
  • Convenience and quick service - customers can get information about the desired product with the click of a button and make quick purchasing decisions, without spending time in a store;
  • Relationships are improved since clients receive high-end customer service, which is a significant impact of digital marketing;
  • Customers have constant access to information on the internet.

The impact of digital marketing on consumer behavior seen in different scenarios

As you read, digital marketing has changed consumer behavior. Let's look at a few ways digital marketing affects consumer behavior:

The ability to research and experiment

Consumers are no longer ignorant about products. They are great researchers, especially when making a purchase. They are gaining more insights as technology empowers them with all the information they require through internet.

Furthermore, they now have many contents they can use to research and compare different products. This makes it possible to experiment with another brand before the final choice. So, you can see that digital marketing has empowered both brands and consumers.

Word-of-mouth

Word-of-mouth is one of the most relevant factors affecting consumer behavior. Consumers are always looking for what people are saying about a brand. With social media, consumers can now make their opinions known to a wider audience.

This is increasingly important, since brands need influencers talking about them, in order to get to more people.

Inconsistent customer loyalty

Digital marketing has exposed consumers to a wide variety of products and services. This has led them to search for better cost-efficiency.

Today, customers not only value the cost of a product but also factors such as customer support, brand value and discounts. This causes brands to develop more features and offerings.

While this seems to be a new phenomenon, it is a behavior that is just being highlighted due to digital marketing.

Boost in customer engagement

Due to the spread of mobile technology and the Internet, it’s easier for consumers to engage with brands.

Brands, realizing this trend, act accordingly by providing precisely what customers want.

Now, digital marketing serves as an ear to brands through the data they collect.

Artificial Intelligence

AI has made digital marketing for brands more efficient. It's also a powerful medium that helps consumers make better choices.

Brands that employ AI have a significant advantage over those that do not, and since consumers are always looking for convenience, they will choose brands that operate AI.

SEO

Despite the changes that have taken place in digital marketing, one thing remains constant: people still rely on search engines to help them make decisions. Therefore, SEO is one of the best practices for influencing consumer behavior.

Most people use Google or similar search engines to look up information, and most never make it past the first page of the Google results page. So, it's important that you keep your brand visible on the first page and on the first links of the results page.

This way, businesses create useful content and attract backlinks to get the best possible ranking and beat the competition.

Get the most out of digital marketing!

So, what have we learned? First, digital marketing is constantly evolving and changing the way consumers behave.

Second, it’s important to keep up with these changes in order to stay ahead of the competition.

Finally, that understanding how digital marketing affects consumer behavior can help you create more effective campaigns and improve your bottom line.

Are you ready to put this knowledge into action? Contact us to know more.

The magic of Webflow
This is some text inside of a div block.

Say goodbye to long development times

Webflow is a low-code website development platform where we access a tool panel with several components such as sections, containers, divs, images, videos, or even sliders, and the HTML, CSS, and JS code is automatically generated by the platform.

A perfect SEO score and the opening speed of the website are determined by the great architecture of the code being generated.  Because of this, it is very easy for Webflow-developed sites to achieve speeds above 90% in Google Speed Insights.

Webflow CMS is also very intuitive and easy to use for customers, based on Amazon S3 servers for fast site management.

So if it's low code, what do we need developers for?

As developers, Webflow allows us to work much faster on things like page structure, giving us more time to concentrate on what really matters: development time, interactions, animations, performance, and SEO.

These are the main advantages of a website developed in Webflow:

  • Performance
  • SEO
  • Brand Focused
  • Cost Efficiency

All the code generated by Webflow is validated by its own platform, which makes it practically bulletproof. By the other hand, we do not need to worry about plugin updates or security risks, such as malicious code injections.

How do we choose between Webflow and WordPress?

At Vitamina, we develop websites tailored to each client, using WordPress or Webflow.

"Webflow allows us to dedicate more time to interactions, animations, and performance. The favorite part of all Frontend developers. And mine too!" - Pedro Ribeiro, Frontend Developer

The type of project we are working on determines whether we use Webflow or WordPress, always with the objective of delivering a tailored project to the client within the shortest deadline possible!

So if you've got an ambitious project in mind, don't hesitate to get in touch. We're always up for a challenge!

LATEST ARTICLES
How does digital marketing affect consumer behavior?

It's all about the consumer

Digital marketing is one of the most efficient and effective ways to connect with consumers. Through digital marketing, businesses can communicate with customers through a variety of channels, including websites, email, and social media platforms.

The great thing about digital marketing is that it can be customized to target specific audiences, making it a very powerful tool for businesses. However, as businesses increasingly rely on digital marketing to reach consumers, it's important to understand how this type of marketing affects consumer behavior.

In this blog post, we'll explore some key ways in which digital marketing influences consumer behavior and how businesses can capitalize on these effects. Stay tuned!

But first... What is consumer behavior?

Consumer behavior is the study of how people make decisions about what to buy, what to consume, and when to dispose of it. It includes everything from the simplest transactions, like buying a cup of coffee, to more complex ones like choosing a new car. It covers all aspects of the consumer's decision-making process, from initial awareness to post-purchase behavior.

If you want to sell more products or services, you need to understand what motivates people to buy them. That's why it’s essential to understand the role of digital marketing in this regard.

Research on consumer behavior uncovers why individuals or organizations choose certain brands over others when purchasing products:

  • Psychological factors: How an individual reacts to an advertising campaign depends on his or her perceptions, attitudes, and world-view;
  • Personal factors: Demographics such as age, culture, profession, and background define a consumer's interests;
  • Social factors: A person's social group affects his buying patterns. Their income, level of education, and social class influence their choices.

The importance of Digital Marketing

Digital marketing is one of the most important tools that businesses can use to reach new customers and promote their products or services. In a world where more and more people are online, it's essential for businesses to have a strong digital marketing strategy.

There are many different aspects of digital marketing, but some of the most important include SEO, social media, and content marketing. By focusing on these key areas, businesses can create a well-rounded digital marketing strategy that will help them reach their target customers.

Taking this into consideration, it is possible to highlight six major advantages of digital marketing, which influence consumer behavior:

  • It keeps the customers informed with the latest trends since they have access to brand new products or services that are launched;
  • Customer's choices are increased, as they can choose any kind of product or service and get the best deal;
  • Customers are more empowered because they have the option to provide feedback regarding the products or services offered, which makes it possible for the customer to make an informed and smart buying decision;
  • Convenience and quick service - customers can get information about the desired product with the click of a button and make quick purchasing decisions, without spending time in a store;
  • Relationships are improved since clients receive high-end customer service, which is a significant impact of digital marketing;
  • Customers have constant access to information on the internet.

The impact of digital marketing on consumer behavior seen in different scenarios

As you read, digital marketing has changed consumer behavior. Let's look at a few ways digital marketing affects consumer behavior:

The ability to research and experiment

Consumers are no longer ignorant about products. They are great researchers, especially when making a purchase. They are gaining more insights as technology empowers them with all the information they require through internet.

Furthermore, they now have many contents they can use to research and compare different products. This makes it possible to experiment with another brand before the final choice. So, you can see that digital marketing has empowered both brands and consumers.

Word-of-mouth

Word-of-mouth is one of the most relevant factors affecting consumer behavior. Consumers are always looking for what people are saying about a brand. With social media, consumers can now make their opinions known to a wider audience.

This is increasingly important, since brands need influencers talking about them, in order to get to more people.

Inconsistent customer loyalty

Digital marketing has exposed consumers to a wide variety of products and services. This has led them to search for better cost-efficiency.

Today, customers not only value the cost of a product but also factors such as customer support, brand value and discounts. This causes brands to develop more features and offerings.

While this seems to be a new phenomenon, it is a behavior that is just being highlighted due to digital marketing.

Boost in customer engagement

Due to the spread of mobile technology and the Internet, it’s easier for consumers to engage with brands.

Brands, realizing this trend, act accordingly by providing precisely what customers want.

Now, digital marketing serves as an ear to brands through the data they collect.

Artificial Intelligence

AI has made digital marketing for brands more efficient. It's also a powerful medium that helps consumers make better choices.

Brands that employ AI have a significant advantage over those that do not, and since consumers are always looking for convenience, they will choose brands that operate AI.

SEO

Despite the changes that have taken place in digital marketing, one thing remains constant: people still rely on search engines to help them make decisions. Therefore, SEO is one of the best practices for influencing consumer behavior.

Most people use Google or similar search engines to look up information, and most never make it past the first page of the Google results page. So, it's important that you keep your brand visible on the first page and on the first links of the results page.

This way, businesses create useful content and attract backlinks to get the best possible ranking and beat the competition.

Get the most out of digital marketing!

So, what have we learned? First, digital marketing is constantly evolving and changing the way consumers behave.

Second, it’s important to keep up with these changes in order to stay ahead of the competition.

Finally, that understanding how digital marketing affects consumer behavior can help you create more effective campaigns and improve your bottom line.

Are you ready to put this knowledge into action? Contact us to know more.

The magic of Webflow

Say goodbye to long development times

Webflow is a low-code website development platform where we access a tool panel with several components such as sections, containers, divs, images, videos, or even sliders, and the HTML, CSS, and JS code is automatically generated by the platform.

A perfect SEO score and the opening speed of the website are determined by the great architecture of the code being generated.  Because of this, it is very easy for Webflow-developed sites to achieve speeds above 90% in Google Speed Insights.

Webflow CMS is also very intuitive and easy to use for customers, based on Amazon S3 servers for fast site management.

So if it's low code, what do we need developers for?

As developers, Webflow allows us to work much faster on things like page structure, giving us more time to concentrate on what really matters: development time, interactions, animations, performance, and SEO.

These are the main advantages of a website developed in Webflow:

  • Performance
  • SEO
  • Brand Focused
  • Cost Efficiency

All the code generated by Webflow is validated by its own platform, which makes it practically bulletproof. By the other hand, we do not need to worry about plugin updates or security risks, such as malicious code injections.

How do we choose between Webflow and WordPress?

At Vitamina, we develop websites tailored to each client, using WordPress or Webflow.

"Webflow allows us to dedicate more time to interactions, animations, and performance. The favorite part of all Frontend developers. And mine too!" - Pedro Ribeiro, Frontend Developer

The type of project we are working on determines whether we use Webflow or WordPress, always with the objective of delivering a tailored project to the client within the shortest deadline possible!

So if you've got an ambitious project in mind, don't hesitate to get in touch. We're always up for a challenge!

Leadership during COVI 19: the importance of emotional intelligence

In the book "How to be a Leader", Daniel Goleman portrays the importance of emotional intelligence in a truly effective leadership.

In the book "How to be a Leader - the importance of emotional intelligence", Daniel Goleman addresses the concept of emotional intelligence, which can be defined as the ability that each person has to recognize and assess his own feelings and those of others, as well as the ability to deal with them. The result of this research conducted in about 200 companies is, in the current days full of uncertainties and constraints, even more important.

Authoritative Style. Coaching Style.
Affiliative Style. Democratic Style.
Pacesetting Style. Coercive Style.

There are many styles a Leader can use. And the more, the better. Leaders who use more than one style, four or more, who are flexible and alternate them as needed, are more efficient and achieve a better organizational climate and performance.

Besides styles, what other factor can influence leadership? Humor!

Leaders' humor influences the emotions of the people around them, either positively or negatively.

The influence of humor is a true neurological phenomenon and can have an impact on performance. But it's important that the Leader's mood is attuned to that of those around him. For example, if sales are down, a Leader will not be cheerful.

The most effective Leaders boast moods and behaviors that are in accordance with the moment, always dosing them with some optimism.



All of this is emotional intelligence!

According to Goleman, emotional intelligence is the "ability to identify our own feelings and those of others, to motivate ourselves, and to manage emotions properly within ourselves and in our relationships.

"The author presents four main components of emotional intelligence: self-awareness and self-management, empathy, and social awareness/relationship management.

Self-awareness: the ability to recognize one's own emotions. It allows people to realize their own strengths and limitations, and feel confident in themselves.

Self-management: is the ability to control one's emotions and act with honesty and integrity in a reliable and flexible way.

Empathy: the basis of relationship management, which involves paying close attention to others and showing concern for them.

Social Awareness / Relationship Management: included skills to communicate clearly and convincingly, resolve conflicts, and establish strong social relationships.

For the author, emotional intelligence is a requirement of leadership.Goleman believes that someone who has the best education, incisive and analytical reasoning, and a plethora of excellent ideas, will only be a great leader if he also possesses emotional intelligence.

Throughout the book, he presents several examples that portray precisely this, that the "aptitude for others" is more important for leadership effectiveness than purely cognitive skills.

If we reflect on this fact, we realize that most work situations involve relationships between people. Therefore, people who have human relationship qualities, such as understanding and empathy, are more likely to succeed.

Goleman reports, for example, on the work of Claudio Fernández-Aráoz, a senior consultant at Egon Zehnder International, who analyzed cases in which exceptional individuals, hired for high executive positions, ended up being fired.

What conclusion did he draw?

That these individuals had been hired for their expertise, but fired because they showed flaws in emotional intelligence.


What should we keep in mind?

The central idea is that effective Leaders, in addition to technical knowledge, have in particular self-management knowledge and skills to manage their relationships with others.

To do this, they need a trio of consciousnesses - Internal, External and In Others.

Inner Focus is related to the first two components of Emotional Intelligence, self-awareness and self-management. Leaders with self-awareness manifest realistic self-confidence and an awareness of their strengths and limitations. Self-management is revealed in emotional self-control, flexibility, and the ability to stay focused to achieve goals.

And finally, there is the External Focus, which allows a leader to see beyond his or her organization. A leader with this focus doesn't just predict a change in the economy, for example, but also the impact of that change on the social, cultural, and environmental aspects.

Is it fundamental for a leader to own these three focuses?

Yes, and in a well-balanced way!  This is the only way to achieve truly effective leadership and success.

The importance of wireframing for a successful project

The development of a website involves several steps, from creation to design, implementation and final approval by the client. Therefore, as in any project, it is important to be provided with tools and work processes that are capable of speeding up and, most importantly, facilitating the entire process.

In fact, the beginning phase of a project is one of the most important, because it streamlines all the following steps, the work done by each team member and allows each delivery to be validated before the next stage starts. This is why wireframing is considered today as one of the first and most important steps in a project because it helps clarify exactly what needs to be done afterward.

What is a wireframe?

A website wireframe is a draft or skeleton that, using text and boxes, creates an overview of the website.It should be the wireframe that determines almost completely how the structure of the website will be and what the content will be and that shows the people involved what the direction of the project will be. We can compare a website's wireframe to a film's storyboard.

It is during this phase of the project that UX (User Experience) should be considered as one of the main focuses. It is through UX Analysis that we will design, observing from the user's point of view, the easiness with which the product will be perceived and used.

It is also important to point out that there are variations in the way wireframes are presented and designed, but they fall mainly into two categories: low fidelity wireframes versus high fidelity wireframes. The first is the simplest, hand-drawn models without much detail and without colors. High-fidelity wireframes are sketches much closer to the final version, usually drawn using digital tools, where some interactions, color schemes, and basic graphic elements are already included.

What is the real importance of a wireframe?

The wireframe is the key to understanding what kind of content the project should contain, the position of that content, and aligning it with the overall marketing strategy.

If the strategy is targeted at capturing leads, for example, it's easier to understand the right way to distribute the text, images and call-to-action to encourage the user to fill out the form.

It allows us to correct, rethink and adjust at an early stage

By drafting wireframes before we deliver the final project, we avoid a lot of hassle and late feedback. In fact, if something is found to be wrong, we can adjust the wireframe as many times as neededmuch easier than in a final design phase.

It helps to define specifically who we are talking to and what we want to say

The first step, as in most projects, is to develop a briefing with those responsible for the project. In this way, it is essential to gather all the information in a document to guide all actions, to know the target in-depth, and to define the goals clearly. As we have already mentioned, it is crucial to prioritize the information/content according to the website's objective.

Makes it possible to draw a very rough concept for each page

A wireframe should include as much information on each page of the new website as possible and outline the macrostructure of the pages right away. When we are designing a wireframe we should first consider the main elements of most pages, such as headers, footers, sidebars, content areas, meta-information, and search areas. After that, we start to draw the detailed outline of each of the pages, already placing as much content (text and images) that the designer should use.

Bottom line

Developing wireframes is indeed a key step in the process of developing and starting a website. Even when we are designing a minimalistic and simple website, developing a wireframe helps clarify exactly what we need to do on the different pages of the project.

Learn how marketing automation can help you work smarter, not harder

It's tough to keep up with the latest marketing trends and changes. You need to be where your customers are, but there's just not enough time in the day.

Marketing automation is a great way to bridge that gap. It allows you to, among many things, track customer behavior and preferences to create more personalized experiences. This improves engagement and conversions!

Basically, anything that you can do manually can be automated with software. Keep reading to learn how.

Automate your marketing tasks and save time

If you're unsure how marketing automation can help your business or have yet to explore if it is a good marketing approach, consider the following ways it can benefit your business:

  • Improves marketing results by identifying specific marketing tactics that have been successful in the past.
  • Saves time through automated marketing tasks 24/7 in a highly customizable way, such as creating targeted email campaigns, reviewing website analytics, data management, creating rules, and sequencing messages.
  • Aligns marketing efforts with business objectives and helps you create a marketing strategy that marketing teams can easily understand.
  • Organizes new data entry (within tags, lists, and automation) and reduces time spent on data entry and manual processes via email marketing software.
  • Increases revenue and engagement with automated marketing that sends timely and relevant messages because it delivers specific content for the lead's level of interest/knowledge regarding the product.
  • Delivers more personal, timely, and relevant content to leads and customers.
  • Gets insights into subscribers' behavior so you can send them even more targeted messages.

How does it work?

There are numerous types of marketing automation software on the market; however, marketing automation is more than just marketing software.Marketing automation software platforms allow marketing teams to:

  • Create targeted campaigns and measure marketing ROI by tracking actions taken after a marketing campaign has been sent out. This includes traditional marketing tactics such as direct mail, email marketing, or social media posts, and marketing tactics such as marketing videos and marketing automation software marketing campaigns.
  • Build marketing lists and gain valuable insights through marketing intelligence or analytics.
  • Manage prospects and leads with an easy-to-use prospect management tool that allows marketers to filter leads by marketing preference, company size, location, and more, allowing for better lead nurturing.
  • Identify marketing trends, track marketing campaign performance, and benchmark marketing activities with marketing automation software that provides marketing insights.
  • Collect, manage and analyze big data (marketing analytics) using marketing automation software that integrates with Google Analytics and other popular business intelligence tools.
  • Optimize marketing activities with automatic suggestions for new emails, social media posts, landing pages, and more based on data analysis of top-performing content with the latest marketing software.
  • Personalize email marketing messages with dynamic content that includes customer data from CRM, detailed purchase history, and more.
  • Streamline social media management with tools designated to identify top influencers, schedule posts for specific times of the day, monitor keywords and hashtags, share photos directly to popular social networks and monitor brand sentiment through social listening software.
  • With CRM tools, marketers can consolidate all their contacts, call scripts, emails, and social posts in one place without having to re-enter information.

So, why is marketing automation more than just marketing software?

There are many marketing automation tools today, each designated to meet specific business goals and objectives. Since there is no one-size-fits-all solution, organizations must carefully review their needs before choosing a tool that suits their culture, processes, and resources.

Marketing automation tools fall into three categories: lead management tools, campaign management tools, and customer relationship management (CRM) tools.

The technology behind Marketing Automation can be very complex, but when broken down into its simplest components, we can see how it becomes more than just marketing software.

Funnel your way to success

There are a few key components to a successful marketing campaign: a great product, targeted traffic, and effective marketing automation.

A great product is essential for any business. Without a high-quality product, you won't be able to keep your customers' attention or generate repeat business. However, having a great product isn't enough on its own. You also need to generate traffic to your site to convert those visitors into buyers. And finally, you need to use effective marketing automation tools to follow up with your customers and keep them engaged at every stage.

But a good starting point for figuring out the sales funnel and larger market formula is to look at what stage of the buying process your product or service falls into.

For example, if your product is something people need to buy right away, such as a food item or medication, your sales funnel will likely be shorter with smaller overall market size. However, if your product is something that people can take their time deciding on – such as a car or a home – then your sales funnel will be longer with a much larger overall market size.

First, you need to understand your market. Who are your ideal customers? What needs do they have that aren't currently being met?

Once you know that, you can create a sales funnel that will attract them and convert them into customers.

The basic steps of a sales funnel are:
  • Not problem aware (60%)At this point, you need to attract potential customers with content or offers that appeal to them.
  • Problem aware (20%)Yes! You are getting them to the point where they're ready to buy.
  • Gathering Information (17%)Still, their final decision will be made after they gather more information.
  • Buying now (3%)And finally, they are more than ready to close the sale!

You can automate your marketing tasks and drive more leads and sales through your website with the right tools in place.

Marketing automation makes it easy to create targeted email campaigns, send automated social media posts, and publish valuable content that attracts customers!

It helps you close more sales throughout the lifecycle from lead to purchase, regardless of device or channel, and if you combine this with value-based marketing, a strategy that focuses on creating value for customers rather than on competing on price, you will create a connection with your customers and establish trust. This way, it becomes easier to build relationships with your customers and convince them to buy from you.

And when customers trust you, they're more likely to come back again and recommend you to others!

If you're not automating, you're behind the times

If you're not using marketing automation, it's time to start!

Marketing automation can help solve many old issues that still plague marketing departments today.

The world's top companies are doing it, and there's no reason you can't be one of them. At its core, marketing automation is about creating loyalty and driving revenue through relevant messages.

And that's something your business can benefit from.

Ready to get started? Let us know how we can help.

Branding Process: 6 steps that make a brand valuable

The journey of branding is not an easy one. While it's true that most businesses are able to get their brand off the ground with relative ease, there still remains this tedious process which oftentimes leaves many companies feeling frustrated and giving up before they even start!

1- How do you begin the life of a brand?

No, brands do not arrive on the beak of a stork, nor do they grow in laboratories. Brands get the life we give them and are made out of some hours of market analysis and intense work in partnership with the client. But before all this process starts, we need a briefing. The briefing is everything that is asked of the agency and the most important starting point. It is a kind of guide that will help us stay on course.

The briefing must include, in detail, the goals that the client has for his brand. Not rarely, the client doesn't know exactly what he wants, and it's up to us, Vitamina, to help them find what that might be. In this phase, we must be in accordance with timings, budget, how the client's business works, the target audience the brand wants to reach and who knows even the personal preferences of our client.

2- Looking beyond to know what the brand is going to be

The success of a brand often depends on how different it is from the competition. Sometimes the product is nothing new, but what will make it unique is the way we communicate it. And this is all part of the branding process. Before we start, we have to look at the "supermarket shelf" and understand where our product/service is going to be. Understanding the strengths and weaknesses of the competition helps us identify the challenge and point of differentiation of our brand.

After all this is identified, we look again at our target audience and we will scrutinize what they have to tell us: what do the people who are going to buy our brand like? What do they do? What do they identify with? Where do they live? What is their lifestyle? How old are they? What desires do they have? What do they aspire to be... and so many other questions can be asked, depending on the complexity of our offering.  It is also a good practice to look at examples and references of what our brand wants to become. We all have an idol in music. What about brands? Who is/will be our idol brand?

3- Looking inward to define who our brand is

The third phase is the so-called "introspection time". Have you ever thought how nice it would be if, before we were born, someone gave us the opportunity to define exactly what we want to be? In the world of branding, this is possible and helps a lot in the definition of brand identity.

At Vitamina, we follow the framework suggested by Simon Sinek in his TED Talk "Start with Why". The Golden Circle model is an inspiring way to challenge the tax and find the essence of brands.

It translates into three levels of perception, with different goals, which in the end will complete each other. The "Why", the "How" and the "What". In essence, our purpose, our process, and the result.

If you think of a simple example, namely Nike, you can easily understand the importance of these three points.

Why: Nike's main purpose is to overcome the limits of the human being through sports.

How: To do this, it develops high performance technological solutions for a very specific result.

What: Sportswear that helps us overcome more and more challenges. This is a super interesting exercise to do at home with other well-known brands like Coca-Cola, Apple, Adidas, etc. A successful brand must have an authentic purpose. After all, this is where its true essence is found!

4- Define the pillars that will always guide us

In a fourth phase, it is necessary to define the pillars that will guide our brand now and, who knows, for all time. And here comes the Mission, Vision, Brand Personality, and Positioning. This all sounds far-fetched, but if the work in the previous point has been done well, defining these four points is easy! In short, having a Mission is fundamental and goes far beyond the ultimate goal of the business which, we all know, will always be to sell. The Mission is like an extra motivation when things go less well and should be remembered and shared by all the people involved in the company's business. The Vision is the ultimate goal. It is the maximum distance we want to go and should be translated into a simple sentence.

5- What are the main traits of our personality and what message do we want to convey?

Finally, the brand has its own personality that must be reflected in the main element, the logo, but not only. It must be reflected in all communication supports. So let's go back to the initial point of this article: comparing brands to people. There are all kinds of people. There are the shy ones, the brave and rebellious ones. There are the mysterious ones and the funny ones. What personality will our brand have?

This will also be the key moment to define what message we want to convey: brand positioning is the place that the brand occupies, before the competition and in the consumer's mind. It is the result of our essence, our pillars, and our personality that we want to keep always present. And the more differentiating it is, the better!

6- And finally, the logo!

What a long branding process it is! Finally, the logo. This is the most important element of our brand and the one that will convey all of the above points simply and clearly. The logo is the most visible element and the one that will distinguish us from all the competition. In visual terms, the logo must be perceptible, and adaptable to the different media where the brand will live, it must be differentiating and unique. And finally, in terms of chromatic amplitude and shapes, the logo must transmit all the work that was previously defined for the brand.

Excited? Let's start a new branding process together!