Magic moment

It is not an easy task understanding what other people think and want show through the visual world, but it is not impossible. There are elements of communication that allow you to understand this because what you see is also a language. When it comes to managing a brand and making a mark with it, it’s not just having a business, whether it’s big or small, it’s not having a logo, it’s not the packaging, it’s not an advertising campaign... no, it’s none of that. Running a brand is: Everything that other people think you are. That’s developing a brand.

The brand defines you and encloses all that you are, and that is what we must try to convey. It won’t be marks those who just say it and tell it to the others. When you build a perception of how people visualize you that is a mark, when motions are awaken in others. What I mean is that the markings are in full power of the people, but you have to work for that to happen.

The idea is to project a meaning that is directed at a specific sector of the population. It is imposible to like everyone. This solves the reason to do this brand development. It’s really pure strategy for the benefit of the business. How can we do it? It is essential to create your own culture around your brand. It will be all those beliefs that will be shared by everyone who identifies with you. Thus avoiding the loss of recognition of what the brand really is.

When you work with established brands, it is necessary to capture their essence, which is vital to reflect what they are and to maintain coherence so as to give them a communicational continuity. All this must be reflected in the visual language. In some cases it is important helping and orient them in coherence. Each case is particularly different.

Working this coherence will allow you to connect with your audience, attracting them, and will favor to express the identity of the brand, which is not just to say the values that are held and because they are exclusive. No. It’s communicating what they are with a visual message. It is the illusion of creating expectations and giving you endings of experiences that meet certain needs in people so that in this way links are generated with the brand.

Searching, developing and making the effort to maintain the visual coherence of communication produces confidence to your customers and creates an expectation of what they can expect from your brand. All this management is a key factor for you to achieve emotional connection with people. We know that purchasing decisions are tied to emotions. We must bear in mind that this whole process is structured, has its foundations and has to be harmonized with all aspects established by the mark in question, as the case may be.

Mama Chila carries the slogan: Live the magic of a good time. It is a local with vintage elements, also the atmosphere of the place is vintage. From that premise I worked, both graphic, photographic and audiovisual, looking for transmit that in the same way, so that people who do not know the place have a clear idea of where they will go and what they will get, in addition to its products and services.

For this work I had the pleasure of sharing ideas, creativity and strategies with @zailecita, who had the opportunity to make the photographic, while I did the graphic and audiovisual part.