El branding en la creación de identidad de marca para el reconocimiento del emprendimiento MUEBLES PINCELADAS

Abstract

This project proposes the implementation of a strategic branding plan to raise awareness of the Muebles Pinceladas business, based on a visual system aligned with the brand’s essence and objectives that will strengthen its identity and communication. It has been identified that the business faces challenges in defining the brand’s strategic foundation, its visual identity, and communication, as well as a lack of implementation of strategies that directly impact the brand’s coherence and consistency across all its touchpoints, thereby limiting its ability to connect with the public and position itself in the market. The methodology applied used a mixed approach complemented by theoretical reviews that allowed for an in-depth identification of the issues. Information was gathered through interviews with specialists in design, branding, and marketing; a survey of the business’s clients to understand their perceptions; as well as a competitive analysis, a brand audit, and a social media audit. These techniques enabled the identification of visual and communication issues, as well as the needs of the target audience. Consequently, the outcome of this proposal is the development of a strategic branding plan centered on five pillars—soul, pulse, voice, strength, and face—that enable the creation of a well-structured brand by reinforcing its essence and visual identity, with the aim of enhancing brand communication and recognition in the market.