Coffee & Conversations: A Chat with Mariana on branding

Welcome to our Coffee Table Chats, our casual, behind-the-scenes conversations where we introduce you to the people who make Clutch Made. In today’s chat, we’re featuring Mariana, a graphic design expert, sharing her insights on branding.

Can you share a bit about your background and how you got into branding?

I hold a degree in Graphic Design and have always enjoyed working with people turn their dreams into reality through design. Branding is a key way to achieve that—it’s one of the first steps in bringing a new business to life or revitalizing how an existing one presents itself to the world.

What’s the biggest challenge you face when developing a brand, and how do you overcome it?

The biggest challenge is fully capturing the true personality of the brand, as branding must accurately communicate its essence. To overcome this, I engage in various methods and conversations with the client before starting the design process. This helps me deeply understand the brand’s core and what it truly represents.

How do you ensure that a brand’s aesthetics are consistently maintained across different platforms?

A brand identity is much more than just a logo; it’s a comprehensive system of elements that must be applied consistently across all platforms. To ensure consistency, we create a set of guidelines that outline how the brand should be represented. This is where the brand book becomes essential, serving as a reference for maintaining cohesion across different media.

What’s one piece of advice you’d give to someone looking to build a strong brand?

Stay true to your brand's essence, and avoid copying brands simply because you think they look good. A strong brand identity reflects the unique aspects of your business, and replicating visuals from other brands may not align with your own values. This can lead to confusion for your audience and ultimately weaken your brand. For those interested in a deeper dive, how can our branding services assist them in their branding journey?

At Clutch Made, our branding services follow a collaborative methodology, allowing for exchanges between the client and designer before any sketches are created. This ensures we're aligned from the start and that the final result truly reflects your brand’s identity. The first step is to book a call with our team, where we can guide you on how to begin your branding journey.