Charlas Location is a series of live interviews that we conduct on our Instagram account.
On July 24th, we conducted an exclusive interview with Diego Bresler , founder and director of DB, a consulting and training company that has been advising entrepreneurs and businesses for 15 years, along with a great team that bears the unmistakable mark of its identity. These were the main points of the conversation:
What is a company's identity?
“Identity is the spirit that brands and projects have, that gives them value. It is not only communicational, it is identity-constructive. It is the DNA or the spirit that we want to proclaim beyond what we do, who we are.”
“When they come to tell us about their identity through what they do, we reject them. You can’t say that you are a healthy food restaurant and that your identity is healthy, that is what you do, because if I want to take you to the world of watches, I can’t do it. Identity is beyond what I do.”
“Another thing we need to do is to rule out the obvious. You can’t tell me that your identity is to understand the customer, that’s your obligation, it’s not identity. So we clean up, we rule out and we make it something really compelling.”
How do you see the company's identity in light of the coronavirus? Should all companies review and work on their identity?
“We are lucky enough to work with projects from all over the world, and it happens that a question of identity appears, but to survive. What does that mean? I can stop at identity and say who I am, and I can join in to make a kind of cosmetics and I go to the world of plan B. I am clothing and I go to face masks, I am a hotel and I go to the quarantine hotel. Or I stop at identity and understand my business 2, 3 and 4 as a mechanism to be able to overcome but without losing my own imprint. So at this moment, identity can be taken as a mechanism to understand myself and not be able to do the same as everyone else.”
What happens a lot with identity is that there is a lot of fear in saying what I am.
“If I play and I can take the risk, then I find the kid who buys from me everywhere. You don’t have to be afraid to stand in your own place, because that’s where we are strengthened. If we start with the identity from that place, we have nothing to lose, you feel powerful because you already are. Let’s go where we are, to sell something else we have everything to lose.”
If you define an identity too much, don't you lose customers by leaving them out of your concept?
I prefer to sell much more to the one who wants me than to try to convince everyone. What's wrong with that? I can put together a product 2 for someone who doesn't want me, and I sell him something else. But if I'm a baroque kid who wears shoulder pads, why would I try to make a basic if there's an expert in basics?
