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It is inevitable to analyze a person when you met her for the first time, right? Their appearance and attitude set what you see as her personality, causing the first impression. One way or another, that first moment makes you like her or don’t. With brands happens exactly the same. I ask you then: how many times did you choose something because you identified yourself with that specific brand?
On a previous blog post, we already saw the fundamentals of Angry Ventures’ new visual identity. Like said, we decided to focus on the essence, instead of looking at the moment. To discover that essence, we dig stuff that did not change during the time, no matter the circumstances.
But how do we find that? To reach that goal we used a strategic design process, supported by the idea that brands are defined by their essence and not their stage. Before we start with the visual construction, we went through two major steps: diagnosis and strategy. These steps defined our rebranding process and took us to where we are right now.
During the diagnosis, we had informal conversations, without agendas and close-ended questions. Thus it was possible to gather information about the brand’s history, products, services, processes, and behaviors. We tried to remember how everything started and what motivations brought us to where we are right now. What was the most important step? And what never ceased to exist in these two years?
Supported by the previous diagnosis, we were capable of creating a branding strategy that later allowed us to structure our positioning. One that could cover the core values of Angry Ventures.
The process went through some steps, in which we defined the main activities of the company, as well as the brand’s personality.
What we really do?
The question was asked in the diagnosis stage. Conclusion? We found that we had several solutions for different targets and purposes. These solutions were then compiled and restructured, in order to understand which ones we wanted to keep and which ones we wanted to discard.
After that, we agreed that Angry Ventures was splatted in three main areas:
- BUILD: We are product makers and we want to create projects or tools that can improve people’s life.
- HELP: We help other companies, offering our services in order to fulfill the needs of our clients and client’s clients.
- INVEST: We make some strategical investments on specific companies, supporting them to launch new products or services.
As we mentioned before, brands are like people. They have personality, desires, talents… and they also have the need to connect with people in order to create a certain degree of identification. But what is Angry Ventures’ personality? In order to answer that question we used specific tools and methods.
To start, we created a group activity, aiming to define which were our key attributes. In other words, we tried to get in our customer’s mind and figure out what they want when they reach Angry Ventures.
The next step was to organize everything in a structure, that could easily show us the whole scenario. In that structure, we inserted the answers to how we can deliver what our customers want; how they feel when they get it; and what value we really add.
Finally, we reached the three personality traits. They’ll help us in the decision-making process. In every new major decision, we just have to ask ourselves what would be the decision that someone with our brand personality would take.
Another tool we used was the archetypes. There are twelve that can be applied to brands, being that each one of them has their own value, meaning, and personality. When an archetype is defined for a brand, its features are automatically inherited. Archetypes were useful for the definition of brand communication.
After the whole process, we were finally capable of defining our positioning. That positioning shows the values in which Angry Ventures believes and that must be adopted in every communication channel.
Positioning not only defines our tone, it also helps to guide our actions and understanding if we really want to follow that path. Is that what we really are?
We believe that the world is built on relationships and that together we can create memorable experiences. So we gather people with the same desire for change to come up with business that adds value and impact our lives.
Together, Let’s make a difference.
And so, the invitation was made. Let’s make a difference? 😉