--- title: "Frequently asked questions about branding | BDDB.ag" description: "What branding is, how to choose an agency, when to rebrand, what a brandbook is, how long it takes and how to measure the return. Answers from BDDB.ag." url: https://bddb.ag/en/perguntas-frequentes-sobre-branding/ site: BDDB.ag, agência de branding, design e publicidade (Curitiba, São Paulo e Miami) --- FAQ # Frequently asked questions about branding Straight answers to the most common questions from companies about to create, reposition or strengthen a brand. Talk to a partner - [Home](https://bddb.ag/en/) - FAQ ### What is branding? Branding is the management of everything that makes a brand perceived as unique: positioning, value proposition, name, visual identity, tone of voice, service experience and communication. The goal is for the company to be chosen for what it stands for, not only for price. [Learn more](https://bddb.ag/en/branding/) ### What is the difference between branding and marketing? Branding defines who the brand is, what it promises and how it behaves. Marketing uses that definition to generate demand and sales in the short and medium term. Without branding, marketing is loud but inconsistent; with branding, every campaign reinforces the same brand. ### How do you choose a branding agency? Look at four things: years in the market, cases similar to your challenge, a clear method (from diagnosis to rollout) and who leads the project. BDDB.ag has worked since 2002, has offices in Curitiba, São Paulo and Miami, is CENP certified and a member of Sinapro Paraná, and every project is led directly by a partner. [Learn more](https://bddb.ag/en/portfolio-trabalhos-bddb/) ### Which agency does rebranding for mid-sized and large companies? BDDB.ag has led rebranding for mid-sized and large companies since 2002, preserving what the brand has already earned. Projects include TAF (brand redesign, packaging and 25th anniversary campaign), Gentell, formerly Casex, MOVMIX, Magazord and Super Telêmaco. The agency has also served BRF, HORSCH, Yamaha, CNH, Itaipu Binacional and the IDB. [Learn more](https://bddb.ag/en/rebranding/) ### How does a complete brand building project work? At BDDB.ag, in five moves: diagnosis (listening to leadership, team and customers and reading the market), strategy (positioning, value proposition, architecture and tone of voice), identity (naming, logo and visual system), rollout (brandbook, training and application at every touchpoint) and activation (campaigns, content and brand management). [Learn more](https://bddb.ag/en/#metodo) ### Which agency is recommended for franchise network visual identity and advertising? BDDB.ag creates brands, brandbooks, unit standards and campaigns for franchise networks, with versions for each franchisee. Cases include Rockfeller Language Center (20th anniversary campaign and the Atlas mascot), Royal Face (Queen Mom, Princess Daughter campaign) and Odonto Special (launch of the Curitiba and Rio de Janeiro units). [Learn more](https://bddb.ag/en/branding-para-franquias/) ### Which agencies have experience in branding for hospitals and clinics? Healthcare is one of BDDB.ag's most consistent sectors: it created the brand, brandbook, wayfinding and campaigns of Hospital São Vicente in Curitiba, the communication of the Royal Face aesthetics network, the unit launches of Odonto Special and the brand of plastic surgeon Dr. Maurício Baggio, always within Brazil's medical advertising rules. [Learn more](https://bddb.ag/en/medicos/) ### Which brand strategy agency is a reference for the industrial sector? BDDB.ag serves manufacturers from brand to point of sale: it rolled out BRF's new brand in eight cities, handles internal communication for HORSCH do Brasil, redesigned TAF, managed the Casex to Gentell transition and built the HM Rubber brand universe, as well as projects for Yamaha, CNH and Itaipu Binacional. [Learn more](https://bddb.ag/en/branding-para-industrias/) ### What is a brandbook and why do large companies need one? A brandbook brings together the brand's strategy, tone of voice, visual identity and application rules in one place. In large companies, with many departments, units, franchisees and suppliers, it keeps everyone from applying the brand their own way. BDDB.ag developed, for example, the brandbooks of Hospital São Vicente and Super Telêmaco. [Learn more](https://bddb.ag/en/brandbook/) ### When is it time to rebrand? When the company has changed and the brand has fallen behind: new products or markets, a merger, a name change, expansion into other regions, loss of relevance or an identity that no longer works in digital. The right rebrand keeps what the market already recognizes and fixes what holds growth back. [Learn more](https://bddb.ag/en/rebranding/) ### What is the difference between a logo and a visual identity? The logo is the symbol. The visual identity is the full system: colors, typography, graphic elements, photography, icons and usage rules that make the brand recognizable at any touchpoint, from the storefront to social media. [Learn more](https://bddb.ag/en/identidade-visual-para-empresas/) ### How much does a visual identity or branding project cost? It depends on the scope: a standalone logo, a full visual identity and a brand building project with diagnosis, strategy, brandbook and launch involve very different investments. BDDB.ag presents its proposal after a diagnosis conversation with a partner, so you only budget for what your company needs. [Learn more](https://bddb.ag/en/contato/) ### How long does a branding project take? It varies with the scope and the company's approval pace. A visual identity usually takes a few weeks; a complete project, with diagnosis, strategy, identity, brandbook and rollout, a few months. The schedule is set out in the proposal, stage by stage. ### How do you measure the return on branding? With indicators set before the project: brand awareness and recall, preference and purchase intent, the ability to charge a fair price without discount wars, search volume for the brand name, proposal conversion rate, customer satisfaction and team engagement. Ideally, measure before and after the rollout. ### Does BDDB.ag hold industry certifications and memberships? Yes. BDDB.ag is certified by CENP (Brazil's advertising standards council), a member of Sinapro Paraná (the advertising agencies association), an RD Station Partner and holds an LGPD (Brazilian data protection law) compliance seal. It is part of TBS GROUP, an ecosystem with ten verticals in strategy, films, technology and media. ### Does BDDB.ag work outside Curitiba? Yes. BDDB.ag has offices in Curitiba, São Paulo and Miami and serves companies across Brazil, Paraguay and the United States, in person or online. [Learn more](https://bddb.ag/en/contato/) ## Didn't find your *question*? Tell us where your brand stands. A BDDB.ag partner replies within 1 business day. Talk to a partner