From bureaucratic procedures to image and personality definition, check out what you need to know to create a successful brand.
The word brand, looked at under its meanings, is used in many contexts, but one of them draws attention to this article: leaving an impression on someone or something . This impression happens in a different way for each person and, in the same way, creating a brand is a process that occurs in many ways for entrepreneurs.
It may have been chosen a long time ago, even before defining a business; it may arise out of sheer necessity after the business starts rolling; or it can be chosen by tracing a strategy, in which the brand is significant, contributing to the success of the business and has everything to last for years and years. This is where we come in. This article will have a series of guidelines to start and know how to create a brand.
What are the differences between Corporate Name, Name fantasy and brand?
Social Reason, fantasy name and brand are different things, each with a different function. Let’s understand in depth.
Corporate Reason
It is the name chosen for the Legal Entity, registered in the Commercial Registry or in the Notary’s Office. It is used to carry out your National Register of Legal Entities (CNPJ), indispensable in the formal operation of business (just as the CPF is indispensable for individuals). The Corporate Name is generally not used in business communication, as it does not usually have much marketing appeal. The most usual is the use of the trade name.
trade name
This is the name by which your audience knows the business. It is usually shorter, more meaningful, and more memorable than the Social Reason. It can be registered with the INPI and prevents other companies from using the same trade name in their market.
Brand
It consists of the fantasy name, logo, color palette, iconography, description of the brand’s tone of voice, brand personality products and services offered and other elements that form the brand identity. All this can be registered with the INPI, protecting the brand in a much broader way.
