Estratégias de design no processo de branding para a microempresa Tigela Açaí

Abstract

The increase in the number of micro and small enterprises (SMEs) is directly related to the expansion of the market and the multiplicity of the relationship between the client and the organizations. Consumer relations expanded to other platforms, universalizing relationships, previously only face-to-face. Alongside this change, market competitiveness has also increased, and differentiation of competition has become a basic necessity. Consumers are increasingly seeking experiences, so companies are developing new ways of how products and services can be used. In this context, brand management (branding) emerges as a business model, in which the brand and all its components are at the core of the strategies adopted by the company. This strategic thinking is the premise for strong brands to build competitive advantages in commerce and remain in the market. Inserted in this scenario of high competition, the microenterprise TigelaAçaí, located in Fortaleza, is the central object of this research. The overall objective is to present design strategies in the branding process of the organization, in order to generate differentials of market competitiveness. To do this, a case study of the company will be carried out, based on a bibliographical review, to analyze all factors that involve the Bowl, organizing and conceptualizing the brand identity. Next, a strategic planning of the points of contact will be developed, with the purpose of materializing the brand's intangible values. Possible points that will be elaborated are: setting of the store, attendance, packaging, visual identity of digital platforms and communication material.