The Blog of Strategic Brand Communication Planning
Welcome to Brandidos, the blog that elevates brand communication to the level it deserves. Here, I will share ideas, insights, and concepts to improve and strengthen brand communication and turn it into a competitive advantage, especially for SMEs, where this discipline remains a pending subject.

Brandidos is the result of decades of professional, teaching, and academic experience in the fascinating world of strategic brand communication. Throughout my career, I have observed how companies, regardless of their size, tend to improvise in an area that requires surgical precision. This blog is born to help close that gap, sharing knowledge, ideas, and strategies that transform communication into an efficient and measurable investment.

What need does Brandidos aim to satisfy?

Just because we know how to speak, most of us think we know how to communicate. George Bernard Shaw summed it up accurately: «The greatest problem in communication is the illusion that it has been accomplished.» Human communication is like humans, imperfect, inefficient, and improvised in most situations. For this reason, and since the purpose of business communication is to convey a series of messages from an appropriate sender, ensuring that the message is suitable in content and form, to the appropriate audience, at the right time, with the right frequency and intensity to generate the expected reaction from the receiver, it is not something that can continue to be improvised. It’s very complex.

Moreover, there is the hyperactivity generated by digitalization. «An abundance of information generates a poverty of attention,» correctly stated Professor Herbert Simon. The communication noise is growing, and our attention is becoming less intense and less constant each day, so communicating efficiently is not just necessary, it is vital. How to capture the attention of a saturated audience? How to reduce the emotional distance between the brand/organization and its stakeholders? How to turn messages into actions? These are the things we are going to talk about in Brandidos.

These are some of the challenges that Brandidos will address and that can help you improve your communication skills to enhance your communication abilities and apply them to your brand. From communication techniques on how to prepare an efficient presentation, to technical discussions on, for example, the management of intangible assets in brand strategy design, the relevance of brand positioning and its implementation, and we will delve into the most relevant technical aspects of effective communication. We will talk about the strategic planning of brand communication, with everything that it implies and encompasses.

Brandidos is an honest attempt to convey a message: Almost none of us have been taught to communicate efficiently, and many of us do it daily with intensity. It is proven that the techniques and tools available for communication to leverage the company’s competitive advantage work and produce optimal results when done correctly. Brandidos altruistically wants to contribute to reducing the steepness of the learning curve and thus increase progress in the science, technique, and art of brand communication.

What you’ll find at Brandidos 

Every 2 weeks, we will dissect essential topics such as:
The brand. That great unknown
The strategic thinking that supports the brand
How to define and connect with the brand’s target audience
The difference between trust, credibility, and reputation and how it affects the brand

 
The relationship between brand positioning and its value proposition
Strategies to maximize brand value.
Key concepts to optimize communication investments.
Additionally, we will explore real cases, unique insights, and practical tools that you can directly apply to your business. My commitment is to provide you with useful, rigorous, and actionable content. For that, it must be interesting, easy to understand, and even easier to apply.

Make your communication your advantage

Brandidos is not just a blog; it is a space for professionals and companies who wish to transform, from existing knowledge, the communication of their brand into a driver of value generation and growth. No matter your sector or the size of your company: if you have the desire to learn and improve, this is your place.

Thank you for your time, and I hope I have set the right expectations for you to read Brandidos’ posts again.

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