Many already know that a visual identity is important. But is a well-managed visual system alone sufficient to communicate everything it represents?
Currently, a brand needs to be more than just a name or a graphic symbol. It must become the representation of the most authentic and genuine meanings of the business, to attract people who identify with its characteristics, purpose, personality, and values. This is why branding is so necessary.
Branding is a business management model focused on constructing and managing brand value. It is a way of strategically thinking about your business to build a strong and relevant brand through a continuous and infinite process that involves understanding the unique and true essence of your brand and making it tangible at EVERY touchpoint. This ensures that the logo, visual identity, advertising, and any other element associated with the concept of "brand" are mere consequences of what your brand truly is.
Despite gaining greater visibility in the last 20 years, the origin of branding and the first brand-focused strategies were already taking place since the early 1930s, with the "brand men" of P&G.
Branding seems distant and complex nearly a century later for many companies. However, it is imprudent to ignore its importance for the growth and management of organizations. Companies of all sizes have the power and capacity to use branding as a strategic tool to leverage their businesses. The benefits are numerous, from having a clearer and more integrated view of your organization to building lasting differentiation in your market segment.
Okta's branding projects are a true journey of self-discovery for the brand. And the first step in this journey is here. We use a four-stage methodology that allows us to understand the business as a whole, grasp the uniqueness of each brand, and create a coherent strategy that will serve as a guide for the development and maintenance of all its touchpoints.