About maintaining your brand

Hola!⚡️
We're just about to finish April! The year is flying by, but I hope it's bringing you many wonderful things. It's a good time to review how your goals are progressing, whether your strategies are working, or if you should reconsider them. Remember, what isn't measured can't be improved upon.

I've planted that in your mind, so let's get started.

1. Branding Insight — How long should brands last?

In this digital age where (almost) everything is disposable, is branding also up for grabs?

Before the digital and tech boom, companies spent decades crafting a solid brand resonating with their values and vision. Take, for instance, General Motors. They made headlines in January 2021 by unveiling a brand-new logo for the first time in nearly 113 years. Wrap your head around that! Since 1964, they sported the same logo.

So, what prompted such a momentous decision? Well, there's a whole strategy behind it: shifting General Motors to an electric-focused brand, leaving fossil fuels behind.

Now, I bet you're already clued into all of this. But here's the real deal I'm driving at: beyond debating whether it was a smart move or not, how long should a company, product, or service stick with the same branding? If companies change and evolve, how long can a single logo, brand voice, or communication strategy stay in sync with the vision being pursued?

Remember that rebranding isn't just about the logo or color palette. It goes far beyond that; touching on vision, purpose, how you communicate, and what you communicate.

Do you have doubts about the future of your brand or where it should be headed?

2. Tool of the Week - Gryzzly

Productivity and profitability of teams or projects are often major concerns. How do you effectively measure the cost of a client or project?

Let me tell you, I've tried many tools over time, and it's been quite a challenge to find one that's 100% effective. However, Gryzzly has left me with a good impression. If you're looking for an intuitive tool to track your project progress or the time your team invests in each task or client, I think you should give Gryzzly a shot.

If you give it a try, let me know if it worked for you or if you know of any other solutions like this.

3. Portfolio Spotlight - OxyLife

OxyLife is a bottled water brand from the United Arab Emirates. It's known for being a very pure water that comes straight from a spring. This client looked for us all the way from the UAE, because he had been following our work for a long time and he was certain that we were his best option for a rebranding.

While OxyLife already had a presence in the market, they wanted to make a change and take it to the next level, positioning it as a luxury brand. The water that you will find at every party, every business meeting, every five star restaurant, every hotel. So our challenge was to match this commercial objective with a visual line that attacks the desired market.

We came up with a clean, fresh design, as water should be, constructed by simple but yet elegant lines which shows that even when it comes to a simple product, like water, there are different levels, qualities and prestiges. This rebranding gives the brand a fresh start, and it's ready to conquer the Arab market.

Need a brand?

4. Q&A/ Ask me anything

David: I've been pondering over the brand's purpose, and lately, it's been keeping me up at night not having it clear. How can I find the right purpose?

David, I'm delighted to read your question, and I believe it's always a good time to reflect on why we do what we do.

Now, speaking specifically about the brand's purpose, finding it can be challenging, but here are some steps you can take as a guide:

1. Reflect on your personal values and those of your brand. What motivates you? What impact do you want to have on the world?

2. Consider the history and origin of your brand. Why was it created in the first place, beyond making money?

3. Lastly, but most importantly: Your brand's purpose should align with your life's purpose so that it resonates with you and ultimately helps you connect with others to create a community around your brand.

I hope this can help guide you better.

Thank you for reaching the end of this newsletter. See you next Monday?

Catch you later, José. ⚡️

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