What is branding and what does a branding agency do?
Branding is the management of everything that makes a brand recognized, remembered and chosen: purpose, positioning, name, tone of voice, logo, colors, 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 there, 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 day one to work on social media, on the website and in ads.
In short: a branding agency defines the brand strategy and creates the logo, visual identity and guidelines so the brand is recognized and chosen.
Branding, visual identity and logo: what is the difference?
| What it is | Example 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, color 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 is included in a branding project
- Immersion and researchInterviews, market analysis, competitors 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.
- LogoDesign of the symbol and wordmark, with versions for each use.
- Visual identityColors, typography, graphic elements, icons and photography direction.
- Brand guidelinesA brandbook with all the application rules.
- ApplicationsStationery, packaging, social media, website, signage and sales materials.
How it works, step by step
Immersion
We talk with partners, 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 directions for the logo and visual identity based on the strategy.
Refinement and guidelines
We refine the chosen direction and deliver the brand guidelines with all applications.
Launch
We apply the new brand across 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 keep pace with the quality of what the company delivers today.
- Lack of consistencyEvery piece comes out differently and customers do not recognize the brand.
- Merger or expansionBrands that join forces or companies expanding to other countries.
“Nume is more than an agency, it is a business partner to Fidati. Beyond our rebranding, they 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 price depends on the scope: logo only, complete visual identity, strategy with naming, rebranding of an existing brand or an architecture with multiple brands. Ongoing application of the brand on social media and the website can continue afterward 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
- Consistent portfolioLook at brands built from scratch and rebrandings, with real applications.
- Strategy before designBe wary of anyone who starts with the logo without understanding the business.
- Marketing visionThe brand has to work on social media, the website and in ads.
- 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 worth reading.
Related services
Our office in Itaim Bibi
Nume serves clients in Itaim Bibi, one of São Paulo's main business hubs. Here we host clients for planning meetings, results presentations and strategy workshops.
Schedule a visit or an online meeting on 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, making sure the company is recognized 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, colors 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 priced per project. Nume offers a free consultation to put together 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 timeline is set at the start with the client.
Does Nume do rebranding?
Yes. We carried out the rebranding of 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, ads and sales materials.