When everyone promises the same thing, uses the same words, and plays the same game…
why should they choose you?
Lately I’ve become interested in perfumes, and they are a great example of this. Two
perfumes can have similar ingredients, but the perception changes radically depending on the brand. A perfume from a famous designer versus a “generic” perfume with the same olfactory composition is perceived as better, more expensive. This demonstrates that the brand transcends the physical properties of the product and relies on prestige, history, and emotion.
They sell you ways of living, they sell you aspirations, success, beauty… And each brand positions itself on different ground.
In the podcast I recorded with Marco Creativo, a truth lingered in the air: in Spain (and in many other countries) there is no solid visual culture nor real incentives to do things well from the institutional level. Many small and medium-sized businesses survive with quick solutions
and
nephews who make logos.
Unfortunately, it is a system that feeds itself. Not investing in branding means not connecting with a larger audience, and not connecting with a larger audience means not being able to invest.
But here is the important nuance. The problem is strategic.
The mistake is not having a mediocre logo. The mistake is not having a plan.
That’s why the focus shouldn’t be only on the final result, but on the decisions that come before it. Align the purpose of the business, define where it competes from, build a coherent corporate identity, establish values that help guide decisions, and then launch a
brand.
Branding is what people say about you when you’re not there. But above all, it’s what you do
when no one is watching.
At SORNU we don’t believe in instant solutions or PDFs that promise magical transformations. We believe in the process. In accompaniment. In valuable conversations. In decisions that may challenge what we believed, but that bring order to everything that comes afterward.
A brand is a system of decisions. It is the filter that prevents you from making bad decisions
without knowing why. It is what allows you to grow without diluting your message.
Strong brands don’t seek validation. They build authority.
They don’t speak to everyone. They speak clearly to those who need to hear them.
— SORNU