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Branding & Design &
FROM GREECE TO THE WORLD
Greece has become a significant exporter of branding and design services. Companies from around the world choose to work with HACA’s Greek branding agencies to increase the value of their brands. Let’s see why.
HACA’s Branding & Design Sector is comprised by the most most respected Greek agencies, combining talent with expertise, efficiency with creativity, all while offering competitive fees for high quality services. This combination has attracted clients from around the world and has brought in hundreds of awards from some of the most respected international competitions.
BRANDING IS A PROCESS
OF PROVIDING MEANING AND PURPOSE
A brand lives and breathes in the minds and hearts of everyone who is familiar with it. It is not about the products or a description of what a company does or provide. It does not get packaged in the company’s headquarters, nor is it contained in documents and videos. The brand is the sum of all perceptions and feelings people get for an entity, whether that is a product, a service, an organization, a location or even a person. Hence, it must have its own distinct raison d'être (brand purpose), its own unique personality and values system, its own distinct language. Only then can the brand mean something specific and recognizable to a greater number of people.
THIS IS ONE OF THE MOST IMPORTANT
TASKS OF A BRANDER:
to give each brand a suitable and effective meaning. A meaning that expresses the brand’s true advantages, maximizes its ability to create shared perceptions and feelings, distinguishes it from other brands and makes it a better choice.
BRANDING
INCREASES BUSINESS VALUE
INCREASES BUSINESS VALUE
The brand is not just the name or the logo, it is not the visual or verbal identity, it is not the touchpoints, the packaging or the store. And yet through all these elements, the brand owner can help people to distinguish it and choose it among competitor brands. Next to providing a meaning to the brand, designing brand identity and brand touchpoints is the second task that makes branding such a valuable tool for the modern economy.
Branding
gets recognition
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CREATING IDENTITY
THAT STANDS OUT
Brand valuation studies are regularly conducted to demonstrate the importance of brands. According to the results, in modern economy a large part of the valuation of companies derives from the value of their brands. Especially in FMCG businesses, this value often accounts for the largest part of their capitalization. In such cases the key factor for deciding the price of a good is the value of the brand and not its actual cost of production. Hence, the profit margin enjoyed by a brand owner is significantly higher compared to that enjoyed by a simple producer of a good.
Value
IT GENERATES
NEW CUSTOMERS
People understand and appreciate a properly made brand. They choose it, they trust it, they put it in their lives. And then they take it to others. They become its ambassadors, they add to its credibility, they turn out to be live examples of its value. This is how creates the brand community is created, one that constantly grows, starring the people who have chosen that brand.
BRANDING SUPPORTS ADVERTISING
The branding agency gives the brand its meaning, it builds its identity through visual, verbal, acoustic or other design elements and it creates the brand’s environment and its key touchpoints with people. All those form the foundation for the development of effective advertising that conveys the brand’s purpose and values to the various audiences. Good cooperation between the branding and the advertising agencies is essential for the sake of their common client: The brand and its owner.
Branding supports advertising Branding supports advertising
BRAND OR BE BRANDED
The cooperation with a branding agency is beneficial at every stage of the brand’s life cycle: At the brand development phase, during the brand management process, while in a brand extension exercise, or during an effort for the improvement of the brand’s communications or its corporate acceptance.
1
When new opportunities arise, such as the development of a new product or a new corporation, mergers and acquisitions, or decisions for expansion in new categories.
2
When there are specific issues, such as reduced consumer interest, need for brand repositioning, lack of guidelines for proper brand management, incorrect use of the brand identity elements, or a need for a new branding architecture.
Synergy
KEY BRANDING
SERVICES
Brand strategy formation and brand identity design may be accompanied by additional branding services to shape each branding agency’s differentiated proposition in the market. Such additional services could include the study of the brand's various materials and touchpoints, internal branding, brand connectivity programs, marketing research, industrial design, audio branding and others.
BRAND STRATEGY
- Situation analysis
- Brand positioning studies
- Development of key brand pillars, such as brand vision and purpose, brand promise, brand values and personality, etc.)
- Studies of branding architecture (i.e. the definition of the roles and the relations within a portfolio of brands)
VERBAL IDENTITY
- Naming studies
- Nomenclature systems development
- Tagline creation
- Brand language and tone of voice
VISUAL IDENTITY
- Logo design
- Corporate/Brand Housestyle design
- Brand identity guidelines
BRAND TOUCHPOINTS
- Packaging design
- Brand identity applications in brand literature, digital presence and others)
- Studies and development of brand environments (stores, office spaces and buildings, exhibitions, conferences, etc.)