To position itself correctly in the market, a company needs to have a clear strategic positioning, with the ability to conduct relationship, management and results. These are fundamental elements for an institution to have the potential to transform a business. Considered one of the major experts in branding in the country, the CEO of GAD, Luciano Deos, was the speaker in the eighth bootcamp of the acceleration stage of the BRDE Labs Program. The online chat, realised in the last wednesday, 15, had as theme “The challenge of brands in the post-pandemic”.

Deos shared a little about his ecxperience as a professional and his trajectory in front of GAD, a company where he helped to build relevance and recognition during 20 years. There were numerous works developed in big companies, such as, Claro, A+, Via Varejo and Catho. To him, brands just make sense starting from business. “People invest in a brand because they believe in it. The role of the brand is potencializing the business estrategy, and directing the hope that we want to deliver to our clients.

According to Deos, the coronavirus pandemic (Covid-19) reinforced the importance of companies taking awareness  of the impact that they start to have on people. “Is not about just the company. Is about brands, nusiness and people. In this sense, we help entrepreneurs to transform their dreams in business, adapting they to the new economy.

To him, the branding concepts are equally valued to big and small companies and to startups. “The capacity of implementig can be different, but the concept is worth. When we look to a brand, we need to see more than a logotype, colors and grafic elements. We need it to have a meaning e count on three premises: consistency, coherence and awareness”, explains Deos.

The seven pillars of constructin a brand:

Culture and strategy are fundamental concepts for the success of a brand. Deos understands that there are five other themes that define why the organization exists and its role in the world: people, relationships, reputation, results and experience.

1 – Culture: is the reason why the company exists. It should tell the story and bring a look to the present, trhough clarity of the reason why the organization exists e what is its role.

2 – Strategy: Its role is to translate and enhance the business strategy and culture.

3 – People: they are all partners, partners and clients. Its necessary to be able to understand and serve all people. It’s a big challenge, potencialized by the tension existing in the social medias, critically and fast answers.

4 – Relationships: Relationship: It is the ability to make people participate in the company’s agenda. It starts with the engagement of the internal public (collaborators) and goes through good customer service.

5 – Reputation: Reputation: It is necessary to clearly understand how to position intself in relation to political and social issues.Companies that take on certain causes and position themselves have an advantage. They need to act as agents for transforming society.

6 – Result: Companies need to measure their value, either in terms of growth, in terms of valuation, or in prizes. Brands need to bring results.

7 – Experience: Experience: The construction of a brand’s value occurs through experience. You pay more where there is a higher value experience with brands. It is important to have the view that experience, consumption and value are synonymous with the brand.

Changing Experiences:

In the end of the bootcamp it was realised a chat where everyone could clarify their doubts. The chat counted with the presence of 12 startups selected to the acceleration stage of the BRDE Labs Program: 2Metric, Agengy Besouro, BioIn, DigiFarmz, Elysios, Essent Agro, Faba, Insumo Fácil, Palma Sistemas, Polvo Spot, Optim and Talos, as well as representatives from BRDE, Ventiur, and the three universities that integrates the Alliance for Innovation (UFRGS, PUCRS and Unisinos).