What branding is and what a branding agency does
Branding is the management of everything that makes a brand recognised, remembered and chosen: purpose, positioning, name, tone of voice, logo, colours, typography and the experience it delivers at every touchpoint.
A branding agency leads this process from start to finish. First it understands the business, the audience and the competition. Then it defines the brand strategy and, from that, creates the visual identity and the usage rules that will guide all communication.
At Nume, branding and marketing go hand in hand. A brand created here is designed from the outset to work on social media, on the website and in advertising.
In short: a branding agency defines the brand strategy and creates the logo, visual identity and guidelines so that the brand is recognised and chosen.
Branding, visual identity and logo: what's the difference?
| What it is | Examples of deliverables | |
|---|---|---|
| Branding | The strategy and management of the brand as a whole | Purpose, positioning, audience, tone of voice, brand architecture |
| Visual identity | The visual system that expresses the strategy | Logo, colour palette, typography, graphic elements, photography, icons |
| Logo | The brand's primary symbol | Logo versions, clear space, applications |
| Brand guidelines | The guide that ensures consistency | Usage rules, right and wrong examples, templates |
What's included in a branding project
- Immersion and researchInterviews, market and competitor analysis, and the brand's current perception.
- Brand strategyPurpose, positioning, value proposition, audience and personas.
- NamingCreation or review of the name, with availability checks.
- Tone of voiceHow the brand speaks, writes and behaves on each channel.
- LogoCreation of the symbol and logotype, with versions for each use.
- Visual identityColours, typography, graphic elements, icons and photography direction.
- Brand guidelinesA brandbook with all the rules of application.
- ApplicationsStationery, packaging, social media, website, signage and sales materials.
How it works, step by step
Immersion
We talk to partners, the team and clients to understand the business and what the brand needs to communicate.
Strategy
We define positioning, audience, value proposition and tone of voice, validated with you.
Creation
We develop creative routes for the logo and visual identity based on the strategy.
Refinement and guidelines
We refine the chosen route and deliver the brand guidelines with all applications.
Launch
We apply the new brand to the website, social media and materials, with a launch plan.
When to rebrand
- The company has changedNew products, new markets or a new audience that the current brand does not represent.
- The brand looks datedThe identity does not reflect the quality of what the company delivers today.
- It lacks consistencyEvery piece of material looks different and customers don't recognise the brand.
- Merger or expansionBrands coming together or companies moving into other countries.
‘Nume is more than an agency: they are a business partner to Fidati. Beyond our rebrand, they have contributed to our strategy.’
Branding case studies
See also the Wheaton case study, an award-winning branding and social media project in Monaco.
How much does a branding agency in São Paulo cost?
Branding is usually contracted per project. The cost depends on the scope: logo only, a complete visual identity, strategy with naming, the rebrand of an existing brand or an architecture spanning several brands. Ongoing application of the brand on social media and the website can follow later on a monthly fee.
See the pricing models in How Much Does It Cost to Hire a Marketing Agency in São Paulo.
How to choose the best branding agency
- A consistent portfolioLook for brands created from scratch and rebrands, with real applications.
- Strategy before designBe wary of anyone who starts with the logo without understanding the business.
- A marketing perspectiveThe brand must work on social media, the website and in advertising.
- Complete guidelinesMake sure you will receive clear rules to keep the brand consistent.
To understand the role of the brand in a company's value, the Best Global Brands ranking from Interbrand is well worth reading.
Related services
Our office in Itaim Bibi
Nume operates in Itaim Bibi, one of São Paulo's main business hubs. Here we welcome clients for planning meetings, results presentations and strategy workshops.
Book a visit or an online meeting via WhatsApp +55 15 99758-7720.
Frequently asked questions
What does a branding agency do?
It defines the brand strategy and creates the name, logo, visual identity and brand guidelines, ensuring the company is recognised and communicated consistently.
What is the difference between branding and visual identity?
Branding is the strategy and management of the brand as a whole. Visual identity is the visual system, with logo, colours and typography, that expresses that strategy.
How much does it cost to create a brand in São Paulo?
It depends on the scope, which can range from a logo to a complete project with strategy, naming and guidelines. Branding is usually charged per project. Nume offers a free consultation to prepare the proposal.
How long does a branding project take?
It varies with the scope. A complete project goes through immersion, strategy, creation, refinement and guidelines, and the timetable is agreed with the client at the start.
Does Nume do rebranding?
Yes. We carried out the rebrand for Fidati and visual identity projects for brands such as Beflex and Água Dias D'Ávila.
Does Nume apply the brand to social media and the website?
Yes. As a full-service agency, we apply the new brand across social media, the website, advertising and sales materials.