Branding may seem like a familiar term, the famous: "it's what they say about you when you're not in the room", it happens that in my journey working with micro and medium entrepreneurs, we often feel that Branding still lives in the philosophy of Marketing, which makes many entrepreneurs only cling to end-of-funnel results and do not give so much importance to brand building actions, which are essential for healthy growth.

For a while, I had been thinking about how to create a simple and clear way to show those who are not from the social communication area, what this Branding is and why it works. It was then that I was walking through TikTok and found the Mcdonald's POV:

https://www.youtube.com/watch?v=v-nGdg1K36A

The "other point of view" (POV) of the McDonald's production line, despite knowing and seeing (with open kitchens) this process, made me reflect as I had never thought of McDonald's as an "industrial food process". This perception that the process we see above is incredible, fun, tasty, delicious, and brings happiness is the result of years of BRANDING.

Branding is exactly that: Creating the perception of the value of a brand.

This is where the concept of Branding comes into play. Branding is the process of creating and developing a unique identity that is associated with a product, service, or company. It is the way a company or product is perceived by the public. Branding involves creating a strong and positive image that will help to differentiate a product or service from its competitors and attract customers.

McDonald's has been able to create this perception of value through decades of consistent brand building. It is not only the end-of-funnel results that matter, but also the actions that are taken to create a lasting impression and positive storytelling.

However this "perception" seems to be simple, but it is not. To be remembered for something you need to build lasting storytelling and sustain your positioning with consistency and consistency (words I use a lot here), just like Méqui has been doing in its trajectory.

By understanding the concept of branding, companies can create a strong and lasting impression that will help to differentiate them from their competitors and attract customers. A strong brand identity will help to ensure that a company is remembered for its quality, service, and value.

Camila Melo