Reply To: Why a small project needs branding and how to build it

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Branding is the process of creating the image of a company in the eyes of customers. First of all, it is on the descriptive plane and includes research (product or service, market or competitors, trends) and strategy (segmentation, insights/hypotheses, positioning, architecture, brand platform, metaphor). Usually it is the metaphor – positioning through image – that bridges the gap between the descriptive and creative areas of the brand, and just a picture does not bring business results.