What is Branding?

Contrary to what most people believe, a brand is not a logo, is not a color palette, is not a website, and is not even all these things combined. A brand is the sum of the values your customers associate with your business. Marty Neumeier, a highly recognized writer and speaker, says, "a brand is a person's gut feeling about a product, service, or organization." In layman's terms, it is how a company is perceived in the eyes of the public. Branding is the process of conveying certain elements, such as a logo, mission statement, colors, interior design, and even language, so that the public's opinion is aligned with the original vision behind the company.

Long before you launch your business, you should work with a branding strategist to define all the elements that will define your company and ensure they all work together seamlessly. Trying to work backward to fix your business is a much more complex task. Sometimes, it takes years for your customers to understand your business deeply. 

What is Architectural Branding?

Architectural branding is the process of conveying company values to your customers through a building, an interior, or even a piece of furniture. We always tell our clients that customers should "feel" a space from the moment they walk in the same way they feel a jacket on their skin. A well-designed interior doesn't need words; it communicates its values directly to you.

We believe that ultimately the focus should be on telling good stories. You can do this in many different ways, not necessarily only in words. You can tell a story by building the right interior office or store, letting your employees work how they like, or even hiring the right talents. Every good brand has a story that connects with people. Brands are all about feelings. Whether you are a family-run little shop or a multi-million dollar chain, your brand story helps humanize your business. It also tells your clients why you work how you do and creates a sense of connection.

About Sergio Mannino, Founder

Sergio Mannino's journey into design began with his graduation from the University of Florence's architecture program, where he had the opportunity to work closely with the celebrated design figures Ettore Sottsass and Remo Buti. Following his academic pursuit, he shared his knowledge and passion for interior architecture at the same institution, serving as a lecturer for three years.
In 2001, Sergio made the move to New York and, a year later, presented his furniture designs to the public in a solo exhibition at the Memphis-Postdesign Gallery in Milan. This show, including nine crafted pieces and a hundred watercolors, was held under the guidance of Sottsass.
Finally, in 2008, he decided to put his experience and passion into practice by establishing his own architectural branding agency, focused on enhancing brands' impact through innovative design.