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Branding Parte 2: Branding Estratégico - Think&Start

Branding Parte 2: Branding Estratégico

Branding Parte 2: Branding Estratégico

Branding estratégico. Parte 2.

El crear un logotipo, la combinación de colores, la realización de papelería corporativa y las impresiones a gran formato no es por sí sólo una “estrategia”, sino una parte importante del branding.

El branding estratégico puede incluir estas fases:

  1. Un análisis de la situación actual y del posible problema a enfrentar, ¿porqué cambiar de identidad corporativa?
  2. Determinar soluciones, objetivos, alianzas y atributos a reflejar.
  3. Decidir el grado de modificación de la identidad corporativa incluyendo los valores empresariales.
  4. Fases de aplicación del cambio hacia la cultura corporativa.
  5. Fases de aplicación de mensajes hacia el exterior de la empresa.
  6. Creación de soportes de comunicación y diseño corporativo.
  7. Determinación de canales de comunicación internos y externos.
Atributos de marca-país Suiza 2012 - 2013

Atributos de marca-país Suiza 2012 – 2013

Suiza,  el país considerado número 1 en el período 12-13, (ver entrada anterior), es el ejemplo de una aplicación de branding estratégico en una marca país. El Departamento Suizo Federal de Asuntos Internacionales (FDFA) se enfocó en resaltar los logros nacionales, valores y carácter, así como la apariencia visual hacia el exterior para incrementar sus fortalezas internas: estabilidad económica, apertura a inversión extranjera y calidad de vida superior; de esta manera subió un peldaño en el ranking internacional respecto al 11-12.

Percepción de elementos de marca-país Suiza según el estudio de FutureBrand

Percepción de elementos de marca-país Suiza según el estudio de FutureBrand

Dentro del análisis de FutureBrand, se encontró que los atributos seleccionados por el FDFA reflejaron la libertad, tolerancia, transparencia y el interés por el cuidado del medio ambiente. En este reporte, resaltan las asociaciones que las personas tienen de Suiza y que son explotados en los soportes de comunicación: paisajes naturales de ensueño, chocolatería fina, expertos en relojes y el reconocimiento casi inmediato de la cruz roja.

Hablando de estabilización económica – un punto esencial para atraer turismo e inversión extranjera –, Suiza tiene el índice de estabilidad y confianza financiera más fuerte de Europa. La calidad de vida superior que tienen sus ciudadanos y los esfuerzos de su gobierno en la planeación urbana y sustentable a un futuro, la hace uno de los lugares más atractivos para vivir.

Espero los pasos de un branding estratégico y el caso de éxito: Suiza, pueda ayudar a dimensionar la gestión de su marca. Les comparto el manual de identidad corporativa de esta marca-país, el cual puede serles de utilidad para inspiración en la creación de sus servicios.

Ricardo Giles