The Value Perceived by Your Customers Stakeholders

A well-positioned brand is more profitable, relevant and engaging. It promotes emotional connections, communicates value and conveys the company's purpose in a clear and timeless way, directing its customers to become brand promoters, generating an ecosystem of value.

Uncovering the Success of Valued Brands

Defining and establishing an authentic, memorable, unique, sustainable, scalable and relevant brand positioning and essence firstly involves an in-depth analysis of the brand (Value Diagnosis), in order to identify its strengths and weaknesses, value perceived by its audiences and customers, and, depending on this information, define a clear and differentiated brand positioning (Branding Platform).

It is noteworthy that it is in the Value Diagnosis phase that the brand's tangible and intangible factors are analyzed, evaluated and defined/redefined. At this stage, the development of internal and competitive research and analysis related to Branding/Rebranding – as Benchmarking Internal and Competitive, SWOT Analysis and Value Curve – are essential to identify brand attributes capable of influencing the behavior and choices of their audiences.

However, it is with the development of the brand's positioning and essence (Brand Positioning and Brand Essence), that the defining and differentiating elements of the brand – purpose, mission, vision, values, culture, positioning, target audience, drivers (value proposition/differentiators), promise (slogan and brand positioning statement) and naming –, are established, conceptualized and evidenced.

Engaging and Impactful Purpose that Inspires

Conveying the functional, emotional, self-expression and social benefits of the brand is essential to promoting its commercial and perceived value, by providing:

• A cohesive and relevant brand platform;
• Brand recognition and recall, in addition to its tangible attributes;
• The reach of impact and greater engagement of Stakeholders;
• Increased brand awareness (Brand awareness);
• Humanization and value experience with the brand;
• Brand loyalty and defense;
• The creation of shared value;
• Strengthening the brand image;
• Consolidation of brand relevance and reputation;
• Building brand capital;
• Creating value for the brand and its ecosystem.

Building a strong, iconic, relevant and lasting brand, which promotes emotional connections (sense of desire and sense of belonging), involves communicating in a clear, concise and inspiring way the brand's reason for existing, its notable role in the lives of Stakeholders, its guiding principles and beliefs that drive it and, above all, the value and relevance of the defining and differentiating elements of the brand in the construction of its commercial and perceived value, in relation to its Stakeholders.

i3com promotes the extraordinary in the form of brand positioning, inspiring Stakeholders of brands that impact the world with their engaging and valuable purpose.

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