Estimated reading time: 3 minutes
Terms such as “competition” are losing their place within the corporate environment and are being replaced with others such as “collaboration“. Could it be that a practical relationship exists between the visual identity of a brand and its products and services? Welcome to communication 2.0 where feedback is immediate, precise and has a strong impact. What is its main ingredient? The interactive aspect of ideas generated.
2.0 businesses posess one of their greatest assets within the brand. We can summarize visual identity as a set of absolutely unique symbols, basically drawn from identifying unique elements and characteristics that act directly upon the memories of the spectator by means of the appropriate language and appearance, dragging the accumulated experience of a particular entity, product or service along with it. The result is what we can summarise as “an image is worth a thousand words”.
It would usually be necessary for the company to invest a huge effort into what those “thousand words” would be through investigations, campaigns, promotions etc. But now the promotions, 2.0 communications processes generate new models when it comes to creating a brand. The spectator (employee, client, investor, provider…) becomes an asset and takes on an important collaborative role and gathers a lot of value in the brand creation process: interacting in its creation and upkeep, providing relevant information, content or tendencies in a cost free manner.
In fact, this model is already a much less rigid reality being more organic in the design of certain brands.
Thanks to all of this, the “target” in business marketing strategies is further segmented and its actions are a lot more precise. In addition, when the spectator “collaborates” with the brand by interacting via social media and the brand responds, (always upon monitoring results using the most appropriate tools), very good brand communication results can be obtained.