Branding consultancy: brand strategy, language and experience.
Branding is deciding how your brand wants to be read by the market and by its customers. The consultancy takes that decision from diagnosis to implementation.
What a branding consultancy does
Branding is a complete study that turns the brand into a way of managing the business. The process defines everything from the brand's positioning, through its language, to all that needs to be built to sustain that reading over time.
The consultancy investigates, diagnoses and builds the strategy behind a brand: purpose, positioning, architecture, naming, verbal and visual identity, always based on research. Activating the brand in the market, every day, is the job of the company itself or of agencies.
BR/BAUEN is an independent branding and strategic design consultancy, founded in 2012, with offices in São Paulo and Goiânia and clients in 14 countries.
When it makes sense to invest in branding
- 01The company has grown and the brand has stayed its old size: you deliver more than the market perceives.
- 02The customer sees no difference between you and the competitor, and the conversation always ends on price.
- 03Each department presents the company in its own way, and the customer gets different versions of the same brand.
- 04The brand has history and works, but it has aged, and the new competitors look more current.
- 05The company is moving into another city, another state or another audience, and the brand needs to arrive with it.
- 06A merger, a family succession or a funding round is under way.
- 07A new company, unit or product is about to launch and needs to be born with a clear positioning.
How a project runs
- 01 First conversation
- With a meeting to understand the client's universe. That is where expectations and questions enter the process and the first solutions start to be imagined. The programme, of 3, 6 or 9 months, comes out of it.
- 02 Strategy
- Understanding your market, diagnosing the brand's real position and making the decisions everything else will be built on. Interviews, research and diagnosis, up to the brand platform.
- 03 Language
- What the brand is called, how it sounds, how it looks and how it moves. Verbal and visual are born together: naming, tone of voice and a complete visual system.
- 04 Experience
- The systems, the guidelines and the training so the brand is applied consistently by the people who live it every day in the company.
What your company gets
- Quantitative and qualitative research
- Brand diagnosis
- Positioning
- Brand platform
- Brand architecture
- Naming
- Tone of voice and messaging
- Logo and visual system
- Typography
- Motion design
- Website and digital design system
- Brand guidelines
- Templates and editable files
- Team training
Brands built side by side with each organisation.
“Our partnership with BRBAUEN goes back a long way. We worked hand in hand and arrived at a material with real depth and personality.”
Managing Partner, Séren Incorporadora
“Working with BRBAUEN was a surprising experience — for the creativity, the ease of the relationship and the ability to propose innovations that truly make sense for the business and add value.”
Managing Partner, Telgo Telecom
“This moved me. I tell my children that when I grow old I will become a painter. They said I would need to learn how to paint, but my dream is to paint with food, expressively, the way you created the Cucina Mia brand.”
Chef and TV host, Grupo Globo / GNT
“We were impressed with BRBAUEN's portfolio and their focus on results. Location didn't matter; project management did. They excelled at communication, process and understanding our goals. Their responsiveness, attention to detail and talent made them one of the best decisions we have made.”
Marketing Director, Allnorth
“I am extremely satisfied with the investments we have made with BR/BAUEN. Ten years after they created the brand, we came back to evolve our positioning with them, for their professionalism and their ability to understand the company's goals and turn it all into a solid strategy, simply and objectively. I always recommend them; they will be with us for our whole journey.”
CEO and Founder, IBBRA
“Since the brand launched in June 2023 we have seen an average 30% increase in sales, a number that speaks for itself. The new brand not only captured the essence of what we wanted to convey, it also resonated deeply with our customers.”
Head of Marketing & CRM, Grupo Saga
“We thank the BR/BAUEN team for the work, dedication and brilliance. You met and exceeded our expectations, and we look forward to future projects together. Thank you for making our brand stronger and more relevant in the market.”
Founder, Além do Olhar
“After an excellent experience with Rodrigo and the BR/BAUEN team at a previous company, I couldn't think of any other team I wanted to collaborate with to build out the NewCastle brand. Their work illustrated that NewCastle Gold was a serious market contender for investors and companies looking to acquire or merge with a junior asset.”
Director, Communities & Social Performance, Rio Tinto · formerly Director of IR & Corporate Communications, NewCastle Gold
Branding consultancy or advertising agency: who should lead a rebranding?
They're different capabilities, and they don't compete. The branding consultancy builds the strategy the brand stands on, from in-depth research and diagnosis. The agency activates that brand in campaigns and media. A well-run rebrand starts with the consultancy and is activated by the agency.
Branding consultancy or full-service agency?
Different stages of the same process. The consultancy specialises in building the strategy: purpose, positioning and perception. The full-service agency puts its strength into the integrated execution of campaigns, media and production.
How much does a branding project cost?
The investment depends on the programme, of 3, 6 or 9 months, the size of the company and the depth of the research. The programme and the investment are defined from the first conversation, when we understand where the brand stands and the goal of the project.
How long does a branding project take?
BR/BAUEN programmes run for 3, 6 or 9 months. What changes between them is the depth of the research and the reach of the delivery, from the brand platform to full implementation, with brandbook, design system and team training.
How do you align leadership around a new positioning?
By having leadership decide instead of approve. Each leader is interviewed alone at the start, before hearing the others' version; the gaps between those interviews become research questions. In the stages that follow, diagnosis, platform and identity, leadership validates against the data, and every decision is recorded with its reasoning.
How do we start a project with BR/BAUEN?
Request a meeting through the form on this page or via WhatsApp. In the first conversation we understand where the brand stands and suggest the most suitable programme. We reply within two business days.