"Estrategias de branding para fortalecer el simbolismo religioso de la Iglesia Cristiana MISIÓN SIN PRECEDENTES en la ciudad de Ambato."

Abstract

The purpose of this research was to propose branding strategies aimed at strengthening religious symbolism within the visual identity of the Christian Church Misión Sin Precedentes, located in the city of Ambato. The study arose from the need to improve the institution’s visual representation due to the lack of defined graphic guidelines and the limited integration of symbolic elements capable of communicating the organization’s values, principles, and spiritual essence in a consistent manner. This research was conducted using a mixed-methods approach that combined qualitative and quantitative techniques. Data were collected through direct observation, semi-structured interviews, and surveys administered to members of the congregation. In addition, a literature review was carried out on branding, visual identity, strategic communication, and religious symbolism, supported by institutional analysis and diagnostic tools. The findings revealed strengths related to community engagement, spiritual support, and recognition of the institution’s name. However, the study also identified limitations in visual consistency, the absence of a structured graphic system, and a limited representation of religious symbolism within the church’s institutional communication. In response to these findings, a branding proposal was developed based on the concept of a faith-centered, welcoming, and secure identity. The proposal includes a graphic identifier, color palette, typographic system, visual applications, and a basic visual identity manual. Its purpose is to strengthen institutional communication, improve brand recognition, and establish a visual identity that is consistent with the spiritual values of the Christian Church Misión Sin Precedentes.