Branding: The Invisible Influence

Branding in the US: More than an Identity, a Survival Strategy

Since 2013, BRND® Consulting has been building brands in the United States, understanding and adapting strategies to a market that is not only competitive but also operates as a set of microcultures with distinct needs and behaviors. Working in the U.S. isn't simply about replicating what works in other markets; it's about understanding that every state, every city, and every consumer segment is a different story.

We have developed our own sensory perception- based methodology, Phenotype , an approach that allows us to build brands that authentically connect with their audiences. We also apply the BRND Lexicon , a system that ensures coherence and consistency in brand communication across all touchpoints. Our work is not just about designing visual identities; we create strategic ecosystems that drive businesses and position them as leaders in their industries.

Our first major entry into this market was with Pipo Burger – Miami, Florida (Pipo Ramírez), a brand that was initially intended to open in Maracaibo, but, faced with the circumstances in Venezuela, decided to explore new horizons and establish itself in Miami. Thanks to a well-defined branding strategy and Pipo Ramírez's media reach as a public figure, the brand quickly established itself, connecting with the Venezuelan community and gaining notoriety in a market as diverse as Miami.

Since then, we've worked with brands in technology, architecture, food, healthcare, and retail, understanding that in the U.S., branding isn't optional ; it's the foundation for growth and customer retention.

Adapting Branding to the US: More than a Question of Design

The North American market is full of opportunities, but it's also saturated with offerings of all styles, sizes, colors, and prices. Therefore, when creating a brand, we must carefully consider how we will stand out, why, and for whom.

There's a big difference between branding in the U.S. and in other markets like Argentina or Venezuela. While in these countries, brands must work hard to build trust and differentiate themselves with emotional values, in the U.S., the strategy is different.

Here, consumers seek specialization, consistency, and a clear experience from the first contact. Branding isn't just a logo or an identity manual; it's the way a brand positions itself in the consumer's mind in an environment saturated with options.

Cases like Technology Building Products (TBP) in Texas illustrate this reality. In a market where construction and technology go hand in hand, the key isn't selling products, but rather building a perception of quality, reliability, and exclusivity. In this context, branding isn't just a positioning tool, but a business strategy in itself.

The True Cost of Branding: It's Not Just Creating, It's Retaining

In a market as competitive as the U.S., the biggest cost for brands isn't production, or even distribution. The biggest cost is acquiring a customer.

With information overload and the sheer number of options available, the fight for consumer attention is intense. Acquiring a first-time customer is costly, but losing one is a luxury no company can afford.

That's why, at BRND® Consulting, we don't build brands for a single purchase, but rather to generate lasting connections. Branding has a single purpose: to sell. But to sell without selling, to connect authentically to generate loyalty and preference. In a world where products can be replicated, the brand is the only thing that cannot be copied.

Cases like UNCAGED Innovations, led by Stephanie Downs , which has revolutionized the sustainable leather industry, are examples of how well-executed branding can differentiate a product in a mature market. In this industry, technology isn't enough; it's the story, positioning, and perception that make a company a benchmark.

Companies and Projects That Define Our Trajectory in the U.S.

Specific Niches: Brands with a Strategic Focus and High Specialization

• UNCAGED Technologies – New York, New York (Stephanie Downs)

• DDR Advisors – Dr. Robert Rodríguez

• Noblestone Architecture – Wellington, Florida (Patricia Ferrando)

Growing Companies with a Strategic Focus

• CoreMotif – Miami, Florida (Rodolfo Salas, María Evangelina Salas, and Dr. Rodrigo Salas)

• CLED – (Dr. Robert Rodriguez and Angel Gomez)

• Pipo Burger - Miami, Florida (Pipo Ramírez)

• Maize – New York, New York (Chef Cheo Avila)

• Mana Table – Miami, Florida (Chef Pedro Lara)

• PointTax – Miami, Florida

• Energy USA

• Fit Heart – Dr. Samer Kottiech

• Caldera Films - Miami, Florida

Companies with Positioning in Specific Niches

• Chiquinquirá Delgado's Studio – Miami, Florida (Chiquinquirá Delgado)

• Wags Beauty – Diana Lozano

• SENDERS Logistics – Houston, Texas

• NONPLASTIC – Colorado

• Spears Mocktail

• Pachanga Beer & Rum – Miami, Florida

• LPS Productions – Miami, Florida

• Puyero Flavor – Philadelphia, Pennsylvania

• TBP Group – Texas

• SteelView – Texas

• Braam Partners – Law Firm

• Cortez Event Agency – Miami, Florida

Branding is not just design, it is a business strategy.

The brands that truly succeed in the US aren't those with the best product, but those that manage to give it meaning that connects with their audience. In this sense, branding and business strategy are inseparable.

It's not about competing with the noise, but rather about building a clear and relevant narrative. In this market, perception is more powerful than reality , and the brands that understand this are the ones that lead their industries.

Branding as a Survival Strategy

Branding isn't a luxury, it's a survival strategy. It doesn't matter how innovative your product is if no one remembers it. It doesn't matter how good it is if no one knows why they should care.