Practical exercise

Do you have a brand or a logo?​

Through this practical exercise, you can quickly understand the current state of your brand, and understand from it that it must improve.


Identify whether the business model follows the communication parameters of a brand or logo.

With the objective of understanding what type of actions must be carried out to achieve all the goals of the business organization.


It is important to understand the difference between brands and logos to build a different structure that impacts. When we talk about brands, from the perspective of Cyclical Branding® we mean a business concept/idea. It is a set that gives life to the commercial structure, visible and strategic, which really empowers us to design powerful and effective businesses. The aesthetic and formal development of a brand, what we call corporate identity and which is popularly known as logo, is within the cyclical and growth process in the Strategic Identity section. This division of concepts between brand and logo allows us to establish a coherent and consequent traceability to the future, since within the strategic process of brand creation we have in mind the management strategies that go from their formal development to the present and future business units, which we call “category management”.

Strategic tool

Axes development

In order to identify if we have a brand or a logo, we must make the following analysis based on our infographic that evidences the coherence of the corporate discourse, 4 specific axes where we work and show both the development of intangible and tangible features of a brand and its way of communicating them.



To begin with the analysis, we must describe our project in 5 words that allude to 5 corporate values that are the forerunner of the corporate thread. Once we have this, we will begin the process.


The analysis initiates withthe visual axis, the first axis is of tangible character, there we will analyze colors, typographies, compositions and visual character of the photographic resources, for it, we must bring visual pieces that communicate of active way to the mark, there we will put in evidence and we will see how many of them fit with our main values (Step 00).


In this axis we will analyze the first intangible spectrum of the brand. We must bring any verbal communication that uses the brand to communicate outward e.g. emails, letters, notifications, etc. There we must analyze the tone of the brand, and find the relationship with the 5 values that were defined from the beginning.


The sensations that we transmit to the users of a brand are the details that make the difference. A soft touch in contrast to a rougher one are details that have more denotations than any text or explanatory video we may have. To do this, we must make an analysis of what kind of materials, smells or sounds are part of the brand experience.


In this last section we will work on the attitudinal development of the people who are part of the team and therefore actively communicate the brand. In order to do so, we must analyse the user’s experience and the way in which they come into contact with the brand. To do this, we must count the total number of communication channels we have and start the analysis, in the processes of purchase, doubts or complaints.

Results & Conclutions

Once this mental map is obtained, we must make a qualification of each support that we put in evaluation, for it, we will place maximum score of 10 looking for its immediate relation with the 5 values that we defined when initiating the process. Once obtained the result we will make an average to place in the total score in the axes.

Analysis formula

Aa = Sc / Np

Aa= Average axle
Cs= Channel sum
Np= Number of pieces

Everything in the range between 0 and 4 means that we are communicating a logo but not a brand; the imbalance of more than 5 points between one axis and the other equally means that the essence of the communication channels is not coherent with each other.

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