{"id":19552,"date":"2025-08-27T11:48:02","date_gmt":"2025-08-27T14:48:02","guid":{"rendered":"https:\/\/anacouto.com.br\/?p=19552"},"modified":"2025-08-27T15:59:07","modified_gmt":"2025-08-27T18:59:07","slug":"branding-e-negocios-como-gerar-valor-e-acelerar-a-estrategia-corporativa","status":"publish","type":"post","link":"https:\/\/anacouto.com.br\/en\/artigos\/2025\/08\/27\/branding-e-negocios-como-gerar-valor-e-acelerar-a-estrategia-corporativa\/","title":{"rendered":"Branding and business: how to generate value and accelerate corporate strategy."},"content":{"rendered":"<h4 class=\"wp-block-heading\"><em>Why aligning branding strategy and corporate strategy is essential for organizations that want to evolve consistently.<\/em><\/h4>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">In recent years, branding has ceased to be merely a visual expression or a communication tool. <strong>It has become a central discipline in the decision-making process of companies that wish to lead effectively.<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In a landscape of accelerated change \u2014 new technologies, cultural transformation, aggressive competition, and the constant evolution of consumer behavior \u2014 brands that lack clarity about their positioning, purpose, and value end up losing ground.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In this article, we will show why the <strong>strategic branding<\/strong> it should be treated as <strong>management pillar<\/strong> and how it directly impacts corporate decisions. To that end, we explored the <strong>Brastemp case<\/strong>, which, by aligning branding and business strategy, <strong>regained its market leadership through consistency and differentiation.<\/strong>.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Branding is a verb. Branding is a movement.<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">It&#039;s common to find companies that view branding as a one-off project\u2014a new visual identity, a campaign, a brand book. But this view is limited.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At Anacouto, we believe that <strong>Branding is an ongoing discipline.<\/strong> and integrated into business management, from strategy to execution. It generates value when <strong>It connects the past, present, and future.<\/strong>, Always listening actively, aligning with the purpose, and being flexible enough to evolve with the market.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And for this movement to generate results, branding needs to be... <strong>aligned with the corporate strategy<\/strong> \u2014 and not in isolation as a marketing initiative.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Corporate strategy and branding strategy: what&#039;s the difference?<\/strong><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Corporate strategy defines:<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Where do we want to go?<\/li>\n\n\n\n<li>What are our objectives and goals?<\/li>\n\n\n\n<li>In which markets do we operate?<\/li>\n\n\n\n<li>How do we structure our business portfolio?<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Branding strategy:<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>It gives life and consistency to the corporate strategy.<\/li>\n\n\n\n<li>Aligns the brand&#039;s history with its current and future role.<\/li>\n\n\n\n<li>Increases perceived value.<\/li>\n\n\n\n<li>Creates emotional connections with customers and stakeholders.<\/li>\n\n\n\n<li>Accelerates corporate strategy.<\/li>\n<\/ul>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><strong>In practice:<\/strong> Branding translates a company&#039;s ambition into expression, behavior, and relationships\u2014it&#039;s the common thread that connects everything the brand represents. <strong>He IS, DOES, and SPEAKS.<\/strong><\/p>\n<\/blockquote>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Brastemp Case Study: Branding as Business Evolution<\/strong><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2025\/08\/Brastemp_Case_Site-03-scaled-1-1536x864-1-1024x576.webp\" alt=\"\" class=\"wp-image-19742\" srcset=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2025\/08\/Brastemp_Case_Site-03-scaled-1-1536x864-1-1024x576.webp 1024w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2025\/08\/Brastemp_Case_Site-03-scaled-1-1536x864-1-300x169.webp 300w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2025\/08\/Brastemp_Case_Site-03-scaled-1-1536x864-1-768x432.webp 768w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2025\/08\/Brastemp_Case_Site-03-scaled-1-1536x864-1-18x10.webp 18w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2025\/08\/Brastemp_Case_Site-03-scaled-1-1536x864-1.webp 1536w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">The journey of <strong><a href=\"https:\/\/anacouto.com.br\/cases\/brastemp\/\">Brastemp<\/a><\/strong> This demonstrates, in practice, the impact of aligning corporate strategy with branding strategy. A brand that, for decades, was synonymous with innovation and desirability, but which, in the face of transformations in the sector, needed to reposition itself to maintain its leadership.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>The challenge: connecting a leading brand in its segment with new generations.<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Brastemp has won over Brazilian homes with innovative solutions and memorable campaigns \u2014 like the unforgettable one. <em>\u201c&quot;It&#039;s not exactly a Brastemp&quot;\u201d<\/em>. But the market has evolved. The entry of new competitors and changes in consumer behavior have demanded a new understanding of the context.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The brand lost presence, lost differentiation, and began to be perceived as just one among many. Our challenge was clear: <strong>Reconnecting Brastemp with its transformative role.<\/strong>, ...not just in the industry, but in people&#039;s lives. And that required much more than a new visual strategy.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Decoding value: the starting point<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Building a strategic brand begins with a thorough diagnosis. At Anacouto, we apply our proprietary method: the <strong>Decode Value<\/strong>. This analysis clearly identifies the <strong>drivers<\/strong> (which already generates value), the <strong>detractors<\/strong> (which weakens the brand) and the <strong>accelerators<\/strong> (opportunities that can drive the organization&#039;s growth).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">With over 60 years of history, <strong>Brastemp has accumulated a legacy of innovation.<\/strong>, ...a strong emotional bond with consumers and high brand recall. However, in the face of generational changes and market evolution, it was necessary to reposition the brand to reflect... <strong>the new cultural, behavioral, and aesthetic codes<\/strong> \u2014 without losing its essence.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">With consumers increasingly connected to purposeful brands, attentive to changes in home dynamics, and valuing design, style, and attitude, we have identified a clear path: <strong>Repositioning Brastemp while maintaining what it has always been \u2014 a brand that brings about real change, both inside and outside the home.<\/strong><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>The strategy: from portfolio to consumer behavior<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The central insight \u2014 <strong>\u201c&quot;Brastemp is more than a product. It&#039;s a brand of behavior.&quot;\u201d<\/strong> \u2014 It showed that the brand&#039;s innovation and disruptive stance were already, in themselves, strategic assets of the business.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">While many brands in the segment sought differentiation through technological attributes, <strong>Brastemp occupied an even more powerful territory.<\/strong>: to influence behaviors and inspire attitudes within Brazilian homes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This understanding gave rise to a <strong>clear and actionable value proposition<\/strong>, which began to guide concrete decisions within the organization. We restructured the portfolio to highlight products with <strong>timeless design<\/strong> e <strong>innovative solutions<\/strong>, aligning them to a <strong>visual and verbal universe<\/strong> connected to the new dynamics of daily life.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We embrace the purpose:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><strong>\u201c&quot;Change your home to change your world.&quot;\u201d<\/strong><\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">A rescue of the essence of Brastemp as <strong>A brand that transforms everyday life with intelligence, style, and attitude.<\/strong> \u2014 and that continues to be <strong>A source of pride for those who use, showcase, and live the brand.<\/strong><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Visual and verbal universe: consistency at all points of contact.<\/strong><\/h3>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"577\" src=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2025\/08\/Brastemp_Case_Site-17-scaled-1-1536x865-1-1024x577.webp\" alt=\"\" class=\"wp-image-19720\" srcset=\"https:\/\/anacouto.com.br\/wp-content\/uploads\/2025\/08\/Brastemp_Case_Site-17-scaled-1-1536x865-1-1024x577.webp 1024w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2025\/08\/Brastemp_Case_Site-17-scaled-1-1536x865-1-300x169.webp 300w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2025\/08\/Brastemp_Case_Site-17-scaled-1-1536x865-1-768x433.webp 768w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2025\/08\/Brastemp_Case_Site-17-scaled-1-1536x865-1-18x10.webp 18w, https:\/\/anacouto.com.br\/wp-content\/uploads\/2025\/08\/Brastemp_Case_Site-17-scaled-1-1536x865-1.webp 1536w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">To ensure consistency throughout its <strong>experience and communication<\/strong>, A brand needs to know who it is. This requires proprietary assets, a clear personality, and consistent expression across all touchpoints. <strong>creative evolution of the brand<\/strong> Its aim is to refine it while expanding its visual and verbal repertoire.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In the Brastemp case, we implemented an authentic, bold, and questioning tone of voice, translating its essence into language and attitude. The visual universe was also redesigned to reflect this new phase: the &quot;B&quot; became a symbol of transformation, orange gained prominence, and the typography expresses sophistication and performance. All of this anchored in... <strong>explorer archetype<\/strong> \u2014 a positioning that broadens dialogues with new audiences and reaffirms the brand as a benchmark in behavior, innovation, and lifestyle.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The new tagline, <strong>\u201c&quot;Brastemp. It&#039;s another world.&quot;\u201d<\/strong>, This phrase encapsulates that strategic shift. More than just a tagline, it expresses the brand&#039;s role as an agent of transformation\u2014both internally and externally. In a context where consumers seek brands with purpose and attitude, Brastemp reaffirms its relevance by inspiring real changes in daily life. <strong>That&#039;s the power of strategic branding: building narratives that generate value, guiding business decisions, and driving growth with consistency, differentiation, and impact.<\/strong><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Results: branding that generates real value.<\/strong><\/h2>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Brastemp Rebranding Strategy: How a national icon regained its place of authority.\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/exxAkO4mLzc?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Watch <a href=\"https:\/\/www.youtube.com\/watch?v=exxAkO4mLzc4\">full video case<\/a> And see how impressive the results were:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Increase in market share<\/strong> in the category<\/li>\n\n\n\n<li><strong>+14 points in differentiation<\/strong> according to Kantar<\/li>\n\n\n\n<li><strong>Growth in brand preference<\/strong><\/li>\n\n\n\n<li><strong>Reconnecting with existing customers and winning over new audiences.<\/strong><\/li>\n<\/ul>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">Branding, when aligned with corporate strategy, ceases to be an image effort and becomes... <strong>growth engine.<\/strong><\/p>\n<\/blockquote>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Conclusion: Branding is the link between ambition and delivery.<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">O <a href=\"https:\/\/anacouto.com.br\/cases\/brastemp\/\">Brastemp case<\/a> reinforces that <strong>Branding is not an isolated project \u2014 it&#039;s a central part of the business strategy.<\/strong><br>When built with method, purpose, and clarity, it translates what the brand... <strong>\u00c9<\/strong>, <strong>FAZ<\/strong> e <strong>FALA<\/strong> in a consistent and competitive manner.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At Anacouto, we believe that <strong>branding is movement<\/strong> \u2014 and that every organization prepared to evolve needs to start with one question:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><strong>How can we decode the true value of the brand to accelerate business results?<\/strong><\/p>\n<\/blockquote>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Let&#039;s evolve your value management?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">If your organization is ready to take the next step and transform branding into a growth strategy, <strong>talk to the anacouto<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button has-custom-width wp-block-button__width-50 is-style-fill\"><a class=\"wp-block-button__link has-white-color has-text-color has-link-color wp-element-button\" href=\"https:\/\/anacouto.com.br\/contatos\/\">Talk to our experts.<\/a><\/div>\n<\/div>\n\n\n\n<div style=\"height:80px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-cyan-bluish-gray-background-color has-background wp-block-paragraph\"><strong>Don&#039;t stop here:<\/strong> Check out the next article on how to... <strong>value creation<\/strong> It is surpassing the algorithmic model and driving the... <strong>brand performance<\/strong>. <a href=\"https:\/\/anacouto.com.br\/artigos\/2025\/06\/27\/alem-da-performance-rebranding-reputacao-e-o-fim-da-era-algoritmica\/\">Click here and read now.<\/a><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>","protected":false},"excerpt":{"rendered":"<p>Por que alinhar estrat\u00e9gia de branding e estrat\u00e9gia corporativa \u00e9 essencial para organiza\u00e7\u00f5es que querem evoluir com consist\u00eancia Nos \u00faltimos anos, o branding deixou de ser apenas uma express\u00e3o visual ou uma ferramenta de comunica\u00e7\u00e3o. Ele se tornou uma disciplina central na tomada de decis\u00e3o das empresas que desejam liderar com relev\u00e2ncia. Em um cen\u00e1rio [&hellip;]<\/p>\n","protected":false},"author":15,"featured_media":19751,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[49,73,60,277,279,91],"class_list":["post-19552","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-artigos","tag-ana-couto","tag-branding","tag-comunicacao","tag-estrategia-corporativa","tag-gestao-de-marca","tag-negocios"],"_links":{"self":[{"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/posts\/19552","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/comments?post=19552"}],"version-history":[{"count":44,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/posts\/19552\/revisions"}],"predecessor-version":[{"id":19756,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/posts\/19552\/revisions\/19756"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/media\/19751"}],"wp:attachment":[{"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/media?parent=19552"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/categories?post=19552"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/tags?post=19552"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}