“Where is the exit?” Alice asked the grinning cat. “That depends,” said the cat. “On what?” asked Alice. “That depends on where you want to go…” Alice in Wonderland | Lewis Carroll

In our 25 years in business, since the Ana Couto agency was founded, we have worked to create strong brands. Brands that build value and generate results. During this time, we have learned, refined, and built what we understand as value creation, a concept simple in essence, but complex in execution. Complex – but not impossible.

And what is the first step in solving a problem? Methodology. Method: "the path to get there". Without a method, we have no way to measure results. Without results, there is no value. And without building value, we have a brand without personality, without identification with the target audience, and without soul. After all, Brands are like people..

Before discussing the method, however, it's necessary to understand the premise: Strong brands have well-aligned brand, business, and communication strategies. This alignment creates a virtuous cycle, which is branding in its purest form. The brand knows its role in the world, delivers on its promise, understands who its audience is – and this is a basic requirement for building value and generating results.

The 3 Waves of Branding

Now that the strategic premise is clear, how do we put it into action? Here we turn to... Waves of Branding, a methodology developed by us and further detailed in the Pi Index – a study released this year, available for download. here.

Three Waves. Each well-defined in its objective and with its own importance. Wave #1 concerns the great drive of companies: to stimulate people to buy their products and services, appealing to better cost-benefit, a functional delivery that meets a specific consumer need. In Wave #2, the focus is on relationships. These are brands that create emotional connections, open dialogues, and are consumer-centric. Finally, Wave #3 is guided by brand purpose. Brands have clarity about their role and seek to make a difference in the market, building value ecosystems and involving various actors to share positive impacts.

We use this framework to understand where our current customers are, where we ourselves are, and everyone who is part of our ecosystem. Importantly: the goal is to ride all the waves and not just move from one to another, as if we were leveling up. Strong brands deliver a quality product/service, establish an emotional connection with their consumers, and are guided by a clear and transformative purpose.

Some lessons we learned from this process.

Without a method, you won't get anywhere.It simplifies the process, improves internal dissemination, and can and should measure what has been proposed.

Think about what your role is in the world.Today, creating a business solely to offer yet another product or service won't get you very far. It might provide a living, but it will never have a significant impact. So, if you're going to put your energy into something, do something with impact.

Practice your constant evolution.Don't choose waves to start with; learn to surf all three together. In the competitive and globalized market we operate in, with increasingly empowered consumers, don't waste your energy on just one wave. Work on all of them simultaneously. You know that analogy we always use? Brands are like people. It's no use taking care of only the body if you don't take care of the mind and spirit. To be healthy, always work on all dimensions.

The question that remains is: Where does your brand want to go and what path will you take to get there??

Anyone who wants to know more about the subject is invited! Download the full Pi Index content here on our website..