In other articles here on the blog (see related posts), we have already talked about the series of investigations and research we carried out in the process of identifying the strategic, objective, and subjective needs of the Branding project. We call this process Brand GPS, because, just like the GPS (technology used by Waze or Google Maps), we can more clearly define the brand's best communication path with its target audiences. I recently came across the same GPS analogy after reading the book "The Business of Expertise" by David C. Baker. This time, the author used the metaphor to validate the location, or rather, the company's market positioning. The more satellites the system finds, the more accurate the user's location is. Likewise, the more ideal clients your consultancy finds, the greater the certainty that the business is well-positioned. Let’s understand this tool better. GPS - Global Positioning System, is a technology that, through a network of satellites that emit radio signals to a receiver, calculates its position based on the difference in time that the signals take to reach it (sounds complicated, right? ?). However, for these connections to result in a precise location, at least 4 satellites are required, allowing the receiver to determine exact latitude, longitude, and altitude coordinates, in addition to establishing routes anywhere in the world. Similarly, effective branding involves clearly identifying market positioning and creating a path that takes your consultancy even further. Just as a GPS requires at least 4 satellites to function, Minc.Space's branding process comprises 4 phases: Immersion, Diagnosis, Strategy Definition, and Identity Construction (Verbal and Visual), forming the brand platform complete and ready for launch. In the first phase, the Immersion process is comparable to the moment when the GPS starts searching for satellite signals. Immersion involves an in-depth analysis of the consultancy, the segment in which it operates, competitors, and customer needs. It is at this stage that we capture valuable information that will guide the entire process. With the location defined, the GPS goes to Diagnostics, identifying the best routes to the destination. In the branding of your consultancy, this phase corresponds to the analysis of the information collected during the immersion. We identify your strengths and weaknesses, opportunities, and threats in the market. This diagnosis is crucial for defining strategic direction and charting the most efficient route for the company. The next stage is Definition, where the brand positioning and objectives to be achieved are established. In GPS, this is the phase in which the user chooses the fastest route (even if it is longer) to reach their destination. We clearly define the value proposition of your consultancy, its mission, and its vision. Without a clear destination, any path could be taken, but with a defined objective, actions can be directed precisely and effectively. The construction of Verbal and Visual Identity is the final phase of this process, where the outlined route begins to be implemented. GPS involves guiding the user every step of the way, alerting to winding curves and speed limits, and signaling how much time is left to the destination. It means implementing the visual and verbal identity that best reflects the strategy and objectives defined in the previous steps, reinforcing the brand's positioning, and ensuring that the company stays on the right path. Each new action must be aligned with the established route to ensure branding coherence and effectiveness. An interesting aspect of the GPS analogy is the ability to replan routes in case of unforeseen events. Likewise, your consultancy’s positioning strategy must have a certain flexibility. Market changes, new technologies, or unexpected crises may require adjustments in planning. Just as a GPS recalculates the route, your consultancy must also be prepared to revisit your branding strategies and adjust your course as necessary. Branding is a continuous process of searching for satellites (ideal customers), diagnosis (of the segment and the company), defining strategies, and building routes. By understanding and applying this metaphor, your consultancy can not only define a different path in the market but also ensure that each step taken is towards what you dreamed of for your business.

CML Engineering Consultancy was created by Civil Engineer Claudio Lima, to act as a catalyst for the transformation and improvement of results for construction companies and developers across the country, through Consultancy in Integrated Engineering Management. The engineer approached Minc.Space to structure the consultancy's visual strategy that he decided to implement after a long and successful career in large companies in the civil construction and services sector, such as Grupo Zaffari, ABF Developments, CFL Construções, and Censi Fisa. The logo is composed of an ideographic symbol generated from basic geometric designs that represent the elementary shapes of each of the letters of the CML acronym, creating a simple and elegant aesthetic. Geometric shapes are also part of the engineering universe, both in the design of a project and in the management and organization of data in the form of graphics. The lettering that accompanies the symbol is made up of a geometric sans serif font, which refers to a simple, objective aesthetic and helps in understanding the symbol. The citrus tone brings modernity and vivacity to the identity’s color palette. This color, despite being the main color of the graphic brand, will be more present in prominent elements such as graphics, icons, and titles, mainly on a dark green background. The more matte and contemporary dark green color conveys seriousness and sophistication, establishing an image of authority and trust for the service being offered. For brand communication, we developed various printed and digital materials, including an institutional presentation, customization of spreadsheets, as well as templates for commercial proposals. The website, a single-page model, with responsiveness for mobile devices, SEO plan, and fully personalized, presents the business, its differentiators, methodologies, and processes, implementing all the elements and principles of the company. Check out the results below, visit the website, and follow the brand on Instagram.

Identifying and focusing on an ideal client profile is key to the success of any consultancy, especially in very saturated or competitive markets. Deeply understanding who the ideal client is not only optimizes recruitment efforts but also enhances the effectiveness of communication and satisfaction in project execution. But after all, what is the ideal customer? The ideal customer is the one who provides the greatest return with the least effort, in addition to generating maximum satisfaction in the execution of services or delivery of products. Recognizing this profile is crucial to directing the company's resources efficiently and strategically, ensuring that the time and money invested result in a beneficial and lasting relationship. Next, we will present in detail the importance of knowing your ideal customer profile. Optimization of Fundraising Efforts Knowing your ideal customer allows you to focus your marketing and sales strategies on the right people. Instead of scattering your efforts trying to reach too broad an audience, focusing on the right niche can significantly increase your conversion rate. This means less wasted resources and a better return on investment (ROI). Effective communication When you know exactly who your ideal customer is, you can personalize your communication to speak directly to them. This involves understanding their pains, needs, and desires, and using language that resonates with their expectations. More targeted and personalized communication not only attracts more attention but also builds a stronger, longer-lasting connection with the customer. Customer Satisfaction and Retention Satisfied customers are more likely to become loyal and recommend your brand to others. By focusing on the ideal customer, you ensure that you are offering solutions that truly solve the problems of this specific audience, increasing satisfaction and, consequently, customer retention. In addition to identifying the ideal client, it is essential that the consultancy clearly defines the services it offers. An excessively broad approach to offering services can disperse resources and energy, even when the ideal customer profile has already been identified. Recognizing that the company can provide a diverse set of solutions, it is essential to highlight a main solution that serves as an anchor for the others. By clearly defining the services offered, the company can direct its efforts to communicate and provide value more effectively, better aligning with the needs and expectations of the ideal customer. And how do we identify the Ideal Customer? We can achieve the ideal customer profile from the specific set of niches that meet the needs and objectives of your business. SEGMENTATION BY SECTOR Serve a specific segment of the primary, secondary, or tertiary sector. Companies that provide specialized solutions for agriculture (primary sector), manufacturing (secondary sector) or services (tertiary sector) can benefit from focusing on one of these sectors or even a specific segment within a sector, developing expertise and recognition as an authority in the field. chosen market. GEOGRAPHIC SEGMENTATION Consider the location of your customers. If you are a local company, focusing on serving customers within your city or region makes your service more agile and efficient than serving a customer from another region of the country. Conduct a survey of competitors present in the region and identify opportunities where your company can stand out. SEGMENTATION BY SIZE Mainly look for clients of a certain size or revenue. For B2B companies, this may mean focusing on small, medium, or large companies, depending on your own company's resources and capabilities. Large companies can offer larger contracts and more stability, while small and medium-sized companies can be more agile and open to innovation. SEGMENTATION BY BUDGET Focus on customers who have the potential to pay a certain monthly amount, minimum order value, or minimum value per project. Establishing financial criteria helps to filter prospects who may not have the necessary budget for the services you offer, thus ensuring a sustainable and profitable partnership and optimizing your prospecting and budgeting time. As a result, you can end up with a customer profile like this: Market Sector: Financial Sector - Financial institutions, credit operators, investment brokers. Location: Companies located or headquartered in the southern region of Brazil - with emphasis on Santa Catarina, then Rio Grande do Sul and Paraná. Size: Medium-sized companies, with revenues between R$10 and R$50 million and with more than 100 employees. Budget: Companies with the potential to pay at least R$10,000 monthly in a 12-month contract or R$200,000 per project lasting up to 6 months. The set of segmentations above already results in an excellent customer filter, but if you want to add even more specific questions, we can add more common segmentations from the B2C universe, such as: Demographic Segmentation - Adjust your product or service offering based on age, gender, religion, educational background, and salary income. Psychographic Segmentation - Take into account your customers' lifestyles and values. Behavioral Segmentation - Observe consumption habits and purchasing interests. At the end of this process, your consultancy will establish a very specific client profile, but this does not mean completely ignoring other opportunities that knock on our door or arrive in our inbox, but rather prioritize the effort to attract those clients who offer the greatest return with least effort. Innovative projects or renowned clients, but with an inadequate budget, may even be more profitable future business opportunities, but focusing on the ideal client allows you to direct resources efficiently and strategically and guarantee the sustainability and growth of the business. Minc.Space is a Branding and Design Consultancy with a single mission: to achieve more value for your brand. Our team is committed to helping companies discover and express their unique identity in an authentic and impactful way. If you want to explore more about finding your ideal customer and developing effective branding strategies, get in touch and follow our blog for more insights and trends.