Service 01 — Branding
Branding and brand identity in Guatemala
Building a brand means giving an idea purpose, building relationships and creating experiences that connect in an authentic, lasting way. It’s designing with intention and communicating with clarity.
A logo is not a brand
Branding isn’t just making something look good. It’s understanding people, uncovering opportunities and turning an idea into a brand that people recognize, remember and choose.
That’s why every project starts with strategy —purpose, audience, positioning— and only then moves on to design. That way, the visual identity stops being a matter of taste: it becomes the visible form of something that’s already clear.
I work with companies in Guatemala and across the region, from brands that are just being born to groups with several brands that need to speak as one system.
— Who it’s for
Brands at key moments
Brands being born
You have an idea or a new business and want it to start with a solid identity, not an improvised logo you’ll have to redo later.
Brands that grew without a strategy
The business works, but the brand no longer represents it: it looks different on every channel and it’s hard to explain what makes it different.
Groups with several brands
Several brands under one group, each with its own personality and a strategy that ties them together. Like Empataco, Valencia and GEAUX Pizza for Grupo Bermúdez.
01 — What’s included
From strategy to identity
01
Brand thinking
Purpose, audience, positioning and strategic pillars: the foundation for every other decision.
02
Concept and moodboard
The brand’s visual and emotional direction, defined before a single piece is designed.
03
Visual identity
Logo, color palette, typography, textures and the graphic assets that make the brand recognizable.
04
Brand guidelines
The rules of use so the brand looks the same on social media, at the point of sale and with every supplier.
05
Voice and content
How the brand speaks: tone, key messages and the main copy for the website and social media.
06
Applications
Stationery, social media, packaging, signage or website, depending on what the brand needs to go out into the world.
02 — Process
How it’s built
Listen
Conversations with your team and a review of the business, the competition and the audience.
Define
Purpose, positioning and brand concept, agreed on before designing.
Design
The visual identity and graphic system, with set rounds of revisions.
Implement
Brand guidelines, applications and support so the brand launches into the world the right way.
Frequently asked questions
What’s the difference between a logo and branding?
A logo is one piece; branding is the whole system: what the brand stands for, who it speaks to, how it looks and how it sounds at every touchpoint. A good logo without strategy gets forgotten; a clear strategy makes every piece work in the brand’s favor.
How long does a branding project take?
It depends on the scope: creating the identity for a new brand isn’t the same as organizing a group of several brands. In our first conversation we define the scope and I give you a concrete delivery date.
What do I need to have ready to start?
Clarity about your business and time for a couple of conversations at the start. If you already have a brand, bring whatever exists —logo, materials, social media— even if you don’t like it: it helps us understand where we’re starting from.
Do you work with brands outside Guatemala?
Yes. I work remotely with brands across the region and in the United States; meetings happen by video call.
Does branding include the website?
It can. The identity defines how the brand looks and speaks, and the website is one of its most important applications. For Kommune Unity, the strategy, the brand and the website were developed as a single system.
Is your brand ready to grow?
Tell me where your business stands and what you want to achieve. I’ll reply personally.