{"id":4986,"date":"2025-01-24T11:24:04","date_gmt":"2025-01-24T14:24:04","guid":{"rendered":"https:\/\/www.heydiseno.cl\/?p=4986"},"modified":"2025-01-24T11:32:07","modified_gmt":"2025-01-24T14:32:07","slug":"identidad-visual-y-branding","status":"publish","type":"post","link":"https:\/\/www.heydiseno.cl\/cerramos\/2025\/01\/24\/identidad-visual-y-branding\/","title":{"rendered":"Identidad visual y branding \u00bfqu\u00e9 es y c\u00f3mo se aplica?"},"content":{"rendered":"\n

De qu\u00e9 hablamos cuando decimos, \u201cidentidad visual<\/strong>\u201d, \u00bfEs lo mismo que \u201cbranding<\/strong>\u00ab? Vamos a desglosarlo juntos para encontrar sus parecidos y diferencias, pero si todav\u00eda te preguntas si es lo mismo, no, no es lo mismo.<\/p>\n\n\n\n

La primera duda, \u00bfa qu\u00e9 le llamamos identidad visual? <\/strong><\/h4>\n\n\n\n

Si est\u00e1s pensando en elementos gr\u00e1ficos, es lo correcto.<\/p>\n\n\n\n

La identidad visual es un conjunto de elementos visuales que son propios de una marca, \u00bfqu\u00e9 queremos decir con esto? Que es el sello que representa tu marca. Podemos nombrar algunos elementos como: logotipo, paleta de color, iconograf\u00eda, tipograf\u00eda y dise\u00f1o visual que represente a tu empresa. <\/p>\n\n\n\n

\u00bfY el branding, en qu\u00e9 se diferencia?<\/strong><\/h4>\n\n\n\n

El branding es el proceso de construcci\u00f3n de tu marca, donde defines la estrategia y buscas una conexi\u00f3n emocional para las personas que consumen la marca. Un ejemplo es Nike y su eslogan \u201cJust do it\u201d. La funci\u00f3n del branding es diferenciar tu marca del mercado y a la vez poder posicionarla.<\/p>\n\n\n\n

Entonces podemos decir que el branding y la identidad visual est\u00e1n relacionados<\/strong> pero no son lo mismo. <\/p>\n\n\n\n

Si est\u00e1s iniciando como emprendedor o ya tienes una empresa, <\/strong>puedes revisar lo que escribimos sobre branding<\/strong>.<\/a><\/p>\n\n\n\n

El branding va m\u00e1s all\u00e1 de la identidad visual<\/strong>, si bien es importante, en el branding podemos definir el tono y voz de tu marca, el eslogan y el prop\u00f3sito de tu empresa.<\/p>\n\n\n\n

Si te preguntas, \u00bfen qu\u00e9 se usa la identidad visual de tu marca? <\/strong>Ac\u00e1 vamos con 4 puntos claves para tener en cuenta:<\/p>\n\n\n\n

    \n
  1. Logotipo: Es la representaci\u00f3n de tu marca, es la pieza principal que necesitas para que reconozcan tu empresa.<\/li>\n<\/ol>\n\n\n\n
      \n
    1. Tipograf\u00eda: Este elemento es importante porque ser\u00e1 el reflejo de tu marca. Si es cl\u00e1sica, moderna o m\u00e1s elegante.<\/li>\n<\/ol>\n\n\n\n
        \n
      1. Paleta de color: Sabemos que los colores transmiten diferentes emociones, tu marca debe mantener la consistencia de la paleta de color en los elementos gr\u00e1ficos de tu marca, desde lo digital a lo f\u00edsico. <\/li>\n<\/ol>\n\n\n\n
          \n
        1. Adaptable: Este punto es crucial, imaginemos que tienes una marca de empresa de hamburguesas, tus elementos gr\u00e1ficos deben ser vers\u00e1tiles para adaptarse a cualquier tipo de plataforma, debe funcionar as\u00ed est\u00e9s en digital o te encuentres un panel en la calle.<\/li>\n<\/ol>\n\n\n\n
          \n
          \"\"
          Personalidad, tono y voz de Burger King<\/figcaption><\/figure>\n\n\n\n
          \"identidad-visual\"
          Identidad visual Burger King<\/figcaption><\/figure>\n<\/figure>\n\n\n\n

          Y eso no es todo, veremos 4 puntos clave<\/strong> para que tu estrategia de branding pueda generar conversiones: <\/p>\n\n\n\n

            \n
          1. Define el prop\u00f3sito de tu marca:<\/strong> El prop\u00f3sito es definir el \u201dpor qu\u00e9 y para qu\u00e9\u201d existe tu empresa, es el ancla emocional que te ayuda a conectar con las personas usuarias. Preg\u00fantate qu\u00e9 resuelve tu marca, c\u00f3mo te gustar\u00eda que tu marca sea reconocida.<\/li>\n<\/ol>\n\n\n\n
              \n
            1. Crea una identidad<\/strong> s\u00f3lida: Tu identidad de marca debe apuntar a ser f\u00e1cil de recordar y reconocer, todos los elementos visuales deben ser coherentes dentro del dise\u00f1o. La consistencia llevar\u00e1 a que tu marca sea inolvidable.<\/li>\n<\/ol>\n\n\n\n
                \n
              1. Define el tono y voz <\/strong>de marca: El tono y la voz son parte importante de la construcci\u00f3n de tu marca, es la forma que tu marca tiene para hablar, puede tener un tono simp\u00e1tico y una voz directa, si seguimos con el eslogan de Nike podr\u00edamos decir que es un tono motivador y una voz inclusiva. \u201cJust do it<\/strong><\/a>\u201d. <\/strong>As\u00ed como construir una identidad s\u00f3lida, el tono y la voz deben serlo tambi\u00e9n.<\/li>\n<\/ol>\n\n\n\n
                  \n
                1. Crea una narrativa<\/strong>: Para ser memorable debes construir una narrativa que permita que la persona interesada en tu producto te elija, un buen storytelling <\/a>siempre har\u00e1 la diferencia. <\/li>\n<\/ol>\n\n\n\n

                  Hemos revisado algunas dudas sobre identidad visual<\/strong> y branding <\/strong>para que puedas encontrar sus diferencias y tomes el camino adecuado para tu marca. En Hey Dise\u00f1o<\/strong> nos encargamos de que tanto el tono y voz est\u00e9n incluidos en los manuales de marca<\/a> de identidad visual y proyectos de branding. Ahora sabemos el valor que aporta cada uno para tu empresa.<\/p>\n","protected":false},"excerpt":{"rendered":"

                  De qu\u00e9 hablamos cuando decimos, \u201cidentidad visual\u201d, \u00bfEs lo mismo que \u201cbranding\u00ab? Vamos a desglosarlo juntos para encontrar sus parecidos y diferencias, pero si todav\u00eda te preguntas si es lo mismo, no, no es lo mismo. La primera duda, \u00bfa qu\u00e9 le llamamos identidad visual?  Si est\u00e1s pensando en elementos gr\u00e1ficos, es lo correcto. La identidad visual es un conjunto de […]<\/p>\n","protected":false},"author":1,"featured_media":4990,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[3],"tags":[18,34,634,69,77],"class_list":["post-4986","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding","tag-branding","tag-diseno-de-marcas","tag-identidad-visual","tag-logo","tag-marcas"],"yoast_head":"\nIdentidad visual y branding \u00bfqu\u00e9 es y c\u00f3mo se aplica? 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