A look through someone else’s eyes
The Brand Image begins with the creation of an isologotype as its representative icon. Once the graphic representation is created, we’re able to start creating the Brand Image. Not only is the graphic representation of the Brand part of the Brand Image, but also all the pieces and actions of communication performed to position the Brand in the market.
Building a Brand Image is an evolutionary process for every company. It begins with the creation of the symbol - graphic and iconic representation of the company's name - and ends when the brand is promoted in society. All company's values and objectives reflected in the symbol must be strengthened with an accurate marketing strategy for a good place of the brand in the market.
The Brand is frequently believed to be the symbol that graphically represents the company. It's important to remember that the Brand is a group of pieces of communication and representations that form the concept that makes it unique, and as a consequence, the Image that the public builds of that Brand.
So, even though it's important to have a symbol as a visual identification, it's also important to enforce the Brand's positioning in the market through several pieces of communication.