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Brand ex nihil
April 14, 2025 / Read time: 4 minutes
Your brand already has meaning—uncover it
Discover the invisible root that drives your brand, even without formal planning
In the business world, the idea of a brand sprouting from absolute nothingness is a recurring thought, but it rarely reflects reality. Just as a seed carries within it the entire potential of a future tree, even the initial conception of a business already contains an essence, albeit in a latent and not fully expressed state. This founding motivation, the entrepreneur's first vision, is the starting point of a fertile territory of meanings that awaits exploration.
As I have explored in the development of the Brand Tree method, and reflecting on the search for meaning that permeates our lives and businesses, I notice a constant in the dialogue with entrepreneurs: the dexterity in describing what their companies do and even how they do it, contrasts with the lesser clarity about the why. This distinction between action and purpose reveals that, often, the root of the brand, the fundamental reason for its existence, remains a potential to be discovered and rooted. This initial strategic reflection, focused on identifying the territories of meaning, is vital to bring to light the intrinsic promise that will guide the brand's growth. This alignment between the original vision and the conscious articulation of purpose establishes the authenticity and longevity of a valuable brand.
If, as I believe, brands establish themselves as a record of qualified memories in the minds of consumers, the understanding of this primordial essence becomes crucial to cultivate meaningful and lasting associations. The brand's identity is built by the company, but its meaning blossoms in people's experience and perception. Thus, identifying the original motivation and the latent territory of meanings is the first step to nurture a brand that resonates authentically with its audience, transcending mere functionality to achieve a symbolic and relevant connection.
Strategic Reflection
To root branding in your company, regardless of size, begin the practical process with Strategic Reflection. Gather your team and ask:
What do consumers love?: When answering, seek the authentic desires of consumers, whether material, immaterial, or symbolic, focusing on their lifestyle and aspirations, and not necessarily on basic needs. The identification of these elements reveals a part of the emotional territories of meaning of the brand.
What do consumers need?: Explore the functional and also symbolic needs that lead consumers to act. Consider the intensity and direction of their motivations. The answers to this question complement the territories of meaning, including the functional dimensions.
Who are our competitors?: Analyze who meets the wants and needs of your consumers directly and indirectly. This includes competitors with similar offers and those who compete for the same share of the consumer's budget. Understanding the competitive landscape helps to position the brand in the identified territories of meaning.
What do we do best?: Be honest when listing your main competencies, both tangible and intangible. Focus on what differentiates you from competitors. This question’s answers reveal the brand’s strategic strengths; these strengths must align with the brand’s territories of meaning to create a unique value proposition.
By analyzing the answers to each question, identify the most recurring themes. These themes define the territories of meaning that your brand can dominate in the minds of consumers. This practical exercise is the foundation for building a brand with a clear and rooted purpose.
For today, that's it. See you next Saturday.
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