Brand Identity

What is your brand, after all, and how does it evolve?

It doesn't matter if you're building a new brand or updating your current one. The way your brand expresses itself will make your brand strategy tangible and make it relevant to your audiences.

Your brand communicates as much in the way it appears as in what it says!

When we talk about identity, many people think about the visual identity, the colors, the font, the grid, the ways of applying the logo. But a consistent brand identity encompasses much more than that. It includes the visual language of images, the tone of voice, vocabulary and messages that reinforce your positioning.

It will guide all the company's communication, whether internal or external. From your basic communication materials like brochures and catalogs to your ads. It is worth remembering that we are in the age of information and content, with social networks and blogs dominating digital media in relationships with people.

So, more than a beautiful identity, it's necessary to think and execute the way your brand talks and performs it.

The 7 essentials of a strong brand identity:

  • 1- Ensure that all expression elements (colors, fonts, grid, signature, image, tone of voice) reflect your positioning and brand attributes.
  • 2 - Make sure your brand book or brand guide presents all these elements and explains in a didactic way the why of each thing.
  • 3 - Include practical examples of the application of identity in various materials.
  • 4 - Keep your PRINTED brandbook on your desk, as well as on the desks of other people who somehow produce materials and content in your company.
  • 5 - Train each new employee in the area of communication and marketing.
  • 6 - Don't just send the brand guide, it's necessary to train your partners and suppliers. A 1-hour presentation with the creative and customer service team will save you a lot of proofreading.
  • 7 - Don't change the brand guide for every new marketing person at your company. It may seem obvious, but it's more common than it looks. Imagine if every new marketing manager at Coca-Cola decided to change the red color.

Selected Works