{"id":41989,"date":"2025-06-18T18:00:44","date_gmt":"2025-06-18T18:00:44","guid":{"rendered":"https:\/\/desarrollo5586.live-website.com\/?p=41989"},"modified":"2025-06-24T22:44:08","modified_gmt":"2025-06-24T22:44:08","slug":"when-a-brand-identity-becomes-an-ego-project-the-hidden-risk-of-author-brands","status":"publish","type":"post","link":"https:\/\/desarrollo5586.live-website.com\/en\/when-a-brand-identity-becomes-an-ego-project-the-hidden-risk-of-author-brands\/","title":{"rendered":"When a Brand Identity Becomes an Ego Project: The Hidden Risk of Author Brands"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"41989\" class=\"elementor elementor-41989\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-73874a87 elementor-section-content-middle elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"73874a87\" data-element_type=\"section\" data-settings=\"{&quot;ekit_has_onepagescroll_dot&quot;:&quot;yes&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-46e28cb0\" data-id=\"46e28cb0\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1b4e6ba7 elementor-widget elementor-widget-image\" data-id=\"1b4e6ba7\" data-element_type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/razonable.net\/en\" target=\"_blank\">\n\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1500\" height=\"341\" src=\"https:\/\/desarrollo5586.live-website.com\/wp-content\/uploads\/logorazonablesinfondo.png\" class=\"attachment-full size-full wp-image-41991\" alt=\"\" srcset=\"https:\/\/desarrollo5586.live-website.com\/wp-content\/uploads\/logorazonablesinfondo.png 1500w, https:\/\/desarrollo5586.live-website.com\/wp-content\/uploads\/logorazonablesinfondo-300x68.png 300w, https:\/\/desarrollo5586.live-website.com\/wp-content\/uploads\/logorazonablesinfondo-1200x273.png 1200w, https:\/\/desarrollo5586.live-website.com\/wp-content\/uploads\/logorazonablesinfondo-768x175.png 768w\" sizes=\"(max-width: 1500px) 100vw, 1500px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-3307e228\" data-id=\"3307e228\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-328397d4 elementor-mobile-align-center elementor-widget__width-initial elementor-widget-mobile__width-initial elementor-icon-list--layout-traditional elementor-list-item-link-full_width elementor-widget elementor-widget-icon-list\" data-id=\"328397d4\" data-element_type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"icon-list.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul class=\"elementor-icon-list-items\">\n\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" id=\"Capa_1\" height=\"512\" viewBox=\"0 0 567.6 567.6\" width=\"512\"><g><g id=\"Layer_2_00000128476315202531491510000008531801051533896102_\"><path d=\"m118.8 409.2h92.4v132h-92.4z\"><\/path><path d=\"m257.4 26.4h-184.8c-40.084.029-72.571 32.516-72.6 72.6v369.6c.029 40.084 32.516 72.571 72.6 72.6h6.6v-138.6c.029-18.213 14.787-32.971 33-33h105.6c18.213.029 32.971 14.787 33 33v138.6h59.4c10.935 0 19.8-8.865 19.8-19.8v-422.4c-.029-40.084-32.516-72.571-72.6-72.6zm-145.2 297c-14.58 0-26.4-11.82-26.4-26.4s11.82-26.4 26.4-26.4 26.4 11.82 26.4 26.4-11.82 26.4-26.4 26.4zm0-79.2c-14.58 0-26.4-11.82-26.4-26.4s11.82-26.4 26.4-26.4 26.4 11.82 26.4 26.4-11.82 26.4-26.4 26.4zm0-79.2c-14.58 0-26.4-11.82-26.4-26.4s11.82-26.4 26.4-26.4 26.4 11.82 26.4 26.4-11.82 26.4-26.4 26.4zm105.6 158.4c-14.58 0-26.4-11.82-26.4-26.4s11.82-26.4 26.4-26.4 26.4 11.82 26.4 26.4-11.82 26.4-26.4 26.4zm0-79.2c-14.58 0-26.4-11.82-26.4-26.4s11.82-26.4 26.4-26.4 26.4 11.82 26.4 26.4-11.82 26.4-26.4 26.4zm0-79.2c-14.58 0-26.4-11.82-26.4-26.4s11.82-26.4 26.4-26.4 26.4 11.82 26.4 26.4-11.82 26.4-26.4 26.4z\"><\/path><path d=\"m495 132h-105.6c-25.503.029-46.171 20.697-46.2 46.2v343.2c0 10.935 8.865 19.8 19.8 19.8h132c40.084-.029 72.571-32.516 72.6-72.6v-264c-.029-40.084-32.516-72.571-72.6-72.6zm-26.4 303.6h-52.8c-10.935 0-19.8-8.865-19.8-19.8s8.865-19.8 19.8-19.8h52.8c10.935 0 19.8 8.865 19.8 19.8s-8.865 19.8-19.8 19.8zm0-79.2h-52.8c-10.935 0-19.8-8.865-19.8-19.8s8.865-19.8 19.8-19.8h52.8c10.935 0 19.8 8.865 19.8 19.8s-8.865 19.8-19.8 19.8zm0-79.2h-52.8c-10.935 0-19.8-8.865-19.8-19.8s8.865-19.8 19.8-19.8h52.8c10.935 0 19.8 8.865 19.8 19.8s-8.865 19.8-19.8 19.8z\"><\/path><\/g><\/g><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">By: Razonable<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-user-alt\"><\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Author:  Luis Ech\u00e1nove <\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Founder and Executive Creative Director | Razonable<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-user-alt\"><\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Author: Javier Hern\u00e1ndez <\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Associate consultan | Razonable<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-19274cb1 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"19274cb1\" data-element_type=\"section\" data-settings=\"{&quot;ekit_has_onepagescroll_dot&quot;:&quot;yes&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-e1e764d\" data-id=\"e1e764d\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7e356a4 elementor-widget elementor-widget-text-editor\" data-id=\"7e356a4\" data-element_type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p style=\"text-align: justify;\">Sometimes a town simply needs a bridge so residents can get to the next village without too much hassle. A local government might call for a new crossing just to ease the daily commute, plain and simple, focusing on making life a bit easier with a design that meets real needs. Then there are those other places where practicality takes a back seat. In these towns, officials often decide to bring in a well-known architect famed for a very personal, unmistakable style. Suddenly, the structure isn\u2019t only a way to span a gap, it turns into a kind of personal signature, more a highlight in the architect\u2019s portfolio than a nod to the community\u2019s own character. Often, the result is a bridge that, while admired by passing tourists and design fans, can feel oddly distant from what locals actually need. The design, at times, is more a statement of artistic flair than a tool serving everyday functions. In many cases, it even gives off the vibe that the creator\u2019s vision overshadows the town\u2019s own identity.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-42820e6 elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"42820e6\" data-element_type=\"section\" data-settings=\"{&quot;ekit_has_onepagescroll_dot&quot;:&quot;yes&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-5a217fd\" data-id=\"5a217fd\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-cb9e792 elementor-widget elementor-widget-image\" data-id=\"cb9e792\" data-element_type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"885\" height=\"497\" src=\"https:\/\/desarrollo5586.live-website.com\/wp-content\/uploads\/Imagen-1-5.png\" class=\"attachment-full size-full wp-image-41997\" alt=\"\" srcset=\"https:\/\/desarrollo5586.live-website.com\/wp-content\/uploads\/Imagen-1-5.png 885w, https:\/\/desarrollo5586.live-website.com\/wp-content\/uploads\/Imagen-1-5-300x168.png 300w, https:\/\/desarrollo5586.live-website.com\/wp-content\/uploads\/Imagen-1-5-768x431.png 768w\" sizes=\"(max-width: 885px) 100vw, 885px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-44a60587 elementor-widget elementor-widget-text-editor\" data-id=\"44a60587\" data-element_type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Illustration: <a href=\"http:\/\/www.linkedin.com\/in\/luis-echanove\">Luis Ech\u00e1nove<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2e1c09f elementor-widget elementor-widget-text-editor\" data-id=\"2e1c09f\" data-element_type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>That tension between an individual\u2019s creative imprint and the straightforward needs of real users, is a lot like what goes on in branding. This clash of personal expression with practical requirements crops up more often than you might expect.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-aa10642 elementor-widget elementor-widget-text-editor\" data-id=\"aa10642\" data-element_type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>Brands That Wear Someone Else\u2019s Clothes<\/strong><\/p><p><strong>\u00a0<\/strong><\/p><p>When companies commission a visual identity, they\u2019re investing\u2002for the long term in how their audience will understand and relate to them. But some clients\u2002select a designer or agency simply because they like their work in the past, their style, their visual \u201cvoice\u201d. Nothing wrong with\u2002that, of course. Wanting good design is a sensible\u2002response. But here\u2019s the trap: if you admire a portfolio too much, you might end up hiring a designer or brand agency to get <em>their own brand<\/em> redone again, not <em>yours<\/em><\/p><p><em>\u00a0<\/em><\/p><p>Just as the bridge reveals more about the architect than the town they want to connect, a brand identity can wind up demonstrating more about the designer\u2019s past work than the soul of the company itself. That\u2019s when you end up with something we\u2002call an \u201cauthor brand,\u201d a visual statement that bears the unmistakable signature of the designer but says little or nothing about the company behind the brand.<\/p><p>\u00a0<\/p><p>This may seem innocuous at first glance. If it looks good, why not use it? But a brand\u2002identity is not decoration. It\u2019s not a museum piece. It\u2019s a tactical device designed to communicate a company\u2019s mission, principles, character and promise. An attractive logo that doesn\u2019t relate to the brand is like a nicely-engineered bridge that leads to nowhere.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a21735d elementor-widget elementor-widget-text-editor\" data-id=\"a21735d\" data-element_type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>The Designer\u2019s Ego vs. the Brand\u2019s Needs<\/strong><\/p><p><strong>\u00a0<\/strong><\/p><p>Every designer has his or her own style, however humble. It\u2019s part of what makes them strange and good at what they do. But the true professionalism of a designer is the ability to put that style aside when the moment demands, to put on the shoes of the brand and create something that <em>belongs<\/em> to the client, not to them.<\/p><p>\u00a0<\/p><p>This requires empathy, listening and most importantly, it takes humility.<\/p><p>\u00a0<\/p><p>When designers or branding agencies, value writing their own legacy over solving the brand\u2019s problems, they cease to be collaborators and become authors. They create\u2002portfolios, not identities. And the client\u2019s brand winds up in other people\u2019s clothing, speaking in other people\u2019s voice.<\/p><p>\u00a0<\/p><p>This is not just unprofessional, it\u2019s a missed opportunity.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-af03fb1 elementor-widget elementor-widget-image\" data-id=\"af03fb1\" data-element_type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"885\" height=\"497\" src=\"https:\/\/desarrollo5586.live-website.com\/wp-content\/uploads\/Imagen-2-4.png\" class=\"attachment-full size-full wp-image-41995\" alt=\"\" srcset=\"https:\/\/desarrollo5586.live-website.com\/wp-content\/uploads\/Imagen-2-4.png 885w, https:\/\/desarrollo5586.live-website.com\/wp-content\/uploads\/Imagen-2-4-300x168.png 300w, https:\/\/desarrollo5586.live-website.com\/wp-content\/uploads\/Imagen-2-4-768x431.png 768w\" sizes=\"(max-width: 885px) 100vw, 885px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-285e5f4 elementor-widget elementor-widget-text-editor\" data-id=\"285e5f4\" data-element_type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Visual Identity for Clousr designed by <a href=\"https:\/\/razonable.net\/en\">Razonable<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-80ae7fc elementor-widget elementor-widget-text-editor\" data-id=\"80ae7fc\" data-element_type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>The Goal: Authorship Without Ego<\/strong><\/p><p><strong>\u00a0<\/strong><\/p><p>We are not making a case for generic design. We are not arguing every identity need be insipid and uncreative and ununique. On the contrary: we believe in bold, intelligent, beautifully crafted brand identities.<\/p><p>\u00a0<\/p><p>Those identities should belong entirely to the brand they represent. There are branding agencies such as <a href=\"https:\/\/razonable.net\/en\">Razonable<\/a>, that guided by their emotional branding motto, achieve this goal for each project they develop.<\/p><p>\u00a0<\/p><p>The\u2002truly great designers know how to turn their talent into a servant of the brand rather than their own legacy. They also create systems, not just signatures. Their work might be distinguished by its quality, but it will never be confused with a personal brand.<\/p><p>\u00a0<\/p><p>The paradox is that with the better designer, the less their ego is visible in the result.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b9b11df elementor-widget elementor-widget-image\" data-id=\"b9b11df\" data-element_type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"885\" height=\"497\" src=\"https:\/\/desarrollo5586.live-website.com\/wp-content\/uploads\/Imagen-3-1.png\" class=\"attachment-full size-full wp-image-41993\" alt=\"\" srcset=\"https:\/\/desarrollo5586.live-website.com\/wp-content\/uploads\/Imagen-3-1.png 885w, https:\/\/desarrollo5586.live-website.com\/wp-content\/uploads\/Imagen-3-1-300x168.png 300w, https:\/\/desarrollo5586.live-website.com\/wp-content\/uploads\/Imagen-3-1-768x431.png 768w\" sizes=\"(max-width: 885px) 100vw, 885px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-87e9358 elementor-widget elementor-widget-text-editor\" data-id=\"87e9358\" data-element_type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Donald Mackenzies Whiskey designed by <a href=\"https:\/\/razonable.net\/en\">Razonable<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8f6087e elementor-widget elementor-widget-text-editor\" data-id=\"8f6087e\" data-element_type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>A Better Way Forward<\/strong><\/p><p><strong>\u00a0<\/strong><\/p><p>For clients: watch for falling in love with a portfolio. Look deeper. Ask whether the agency or designer you\u2019re looking into is known for versatility, for listening, for adaptability to various brand personalities. Request case studies, not just what the work looks like but why it looks the way it\u2002does.<\/p><p>\u00a0<\/p><p>For designers: don\u2019t gloat. Having the talent and the ability to produce significant work will be determined by the extent to which you let the brand take the lead. Your client success dictates your own success, not the next masterpiece.<\/p><p>For both: bear in mind that brand identity is not an art project. It\u2019s a business tool and like the finest tools, it should conform to the grasp of the user, not the grasp of the maker.<\/p><p>\u00a0<\/p><p>In the end, the best branding doesn\u2019t call attention to itself. It helps customers feel something. It builds trust. It clarifies purpose. And yes, it can be beautiful, breathtaking even, but never at the expense of meaning or function.<\/p><p>\u00a0<\/p><p><strong>Let the bridges we build in branding connect people, not to the designer, but to the brand itself.<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-01c568f elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"01c568f\" data-element_type=\"section\" data-settings=\"{&quot;ekit_has_onepagescroll_dot&quot;:&quot;yes&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-13e9b14\" data-id=\"13e9b14\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-a03e496 elementor-view-default elementor-widget elementor-widget-icon\" data-id=\"a03e496\" data-element_type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"icon.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-icon-wrapper\">\n\t\t\t<a class=\"elementor-icon\" href=\"https:\/\/youtu.be\/P7oJzb8DAZg\">\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" id=\"Layer_2\" height=\"512\" viewBox=\"0 0 512 512\" width=\"512\" data-name=\"Layer 2\"><g id=\"Icon\"><g id=\"Close_Guillemet\" data-name=\"Close Guillemet\"><rect id=\"Background\" fill=\"#bb2649\" height=\"512\" rx=\"150\" width=\"512\"><\/rect><path d=\"m274.33 258.45c.06-2.67-.94-5.25-2.79-7.18l-108.06-112.28c-1.96-2.04-4.58-3.07-7.21-3.07-2.47 0-4.94.91-6.87 2.73l-38.41 36.3c-1.96 1.85-3.09 4.42-3.13 7.11-.04 2.7 1.01 5.29 2.91 7.21l66.08 66.46-65.3 59.45c-4.05 3.69-4.38 9.95-.74 14.04l35.46 39.89c1.8 2.02 4.33 3.23 7.03 3.35h.44c2.54 0 5-.97 6.86-2.72l110.59-104.26c1.94-1.83 3.07-4.36 3.14-7.03zm-120.59 104.02-35.46-39.89 73.03-66.48-73.45-73.87 38.41-36.3 108.06 112.28zm247.6-111.2-108.06-112.28c-1.96-2.04-4.58-3.07-7.21-3.07-2.46 0-4.92.9-6.85 2.71l-38.62 36.3c-1.97 1.85-3.1 4.42-3.15 7.12s1 5.3 2.91 7.22l66.08 66.46-65.3 59.45c-4.05 3.69-4.38 9.95-.74 14.04l35.46 39.89c1.79 2.02 4.33 3.23 7.03 3.35h.45c2.54 0 4.99-.97 6.85-2.72l110.8-104.26c1.95-1.83 3.08-4.36 3.14-7.04s-.94-5.26-2.79-7.18zm-118.01 111.2-35.46-39.89 73.02-66.48-73.45-73.87 38.62-36.3 108.06 112.28-110.8 104.26z\" fill=\"#fff\"><\/path><\/g><\/g><\/svg>\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-2ca1393\" data-id=\"2ca1393\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-556c17b elementor-widget elementor-widget-text-editor\" data-id=\"556c17b\" data-element_type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p class=\"zw-paragraph\" data-linerule=\"auto\" data-line-height=\"1.1583333333333334\" data-textformat=\"{&quot;fgc&quot;:&quot;rgb(238,0,0)&quot;,&quot;type&quot;:&quot;text&quot;}\" data-margin-bottom=\"8.0pt\" data-window-control-info=\"true\" data-doc-id=\"922502000053961225\" data-doc-type=\"writer\"><em>To further explore how brands can preserve their authenticity in a rapidly evolving digital world, we invite you to watch the full webinar \u201cCan Your Brand Stay Human in the Age of AI?: Branding with Soul\u201d, hosted by the Spain-U.S. Chamber of Commerce. The session dives into the challenges and opportunities of building emotionally resonant brands while embracing new technologies like AI.<\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-d9e700b elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"d9e700b\" data-element_type=\"section\" data-settings=\"{&quot;ekit_has_onepagescroll_dot&quot;:&quot;yes&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-6293ec7\" data-id=\"6293ec7\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f26ccef elementor-widget elementor-widget-video\" data-id=\"f26ccef\" data-element_type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/youtu.be\\\/P7oJzb8DAZg&quot;,&quot;video_type&quot;:&quot;youtube&quot;,&quot;controls&quot;:&quot;yes&quot;,&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-35c3f1e3 elementor-section-content-middle elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"35c3f1e3\" data-element_type=\"section\" data-settings=\"{&quot;ekit_has_onepagescroll_dot&quot;:&quot;yes&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-47b0752a\" data-id=\"47b0752a\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4431ebd4 elementor-widget elementor-widget-image\" data-id=\"4431ebd4\" data-element_type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/razonable.net\/en\" target=\"_blank\">\n\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1500\" height=\"341\" src=\"https:\/\/desarrollo5586.live-website.com\/wp-content\/uploads\/logorazonablesinfondo.png\" class=\"attachment-full size-full wp-image-41991\" alt=\"\" srcset=\"https:\/\/desarrollo5586.live-website.com\/wp-content\/uploads\/logorazonablesinfondo.png 1500w, https:\/\/desarrollo5586.live-website.com\/wp-content\/uploads\/logorazonablesinfondo-300x68.png 300w, https:\/\/desarrollo5586.live-website.com\/wp-content\/uploads\/logorazonablesinfondo-1200x273.png 1200w, https:\/\/desarrollo5586.live-website.com\/wp-content\/uploads\/logorazonablesinfondo-768x175.png 768w\" sizes=\"(max-width: 1500px) 100vw, 1500px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-1397352e\" data-id=\"1397352e\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-58f33b67 elementor-align-left elementor-icon-list--layout-traditional elementor-list-item-link-full_width elementor-widget elementor-widget-icon-list\" data-id=\"58f33b67\" data-element_type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"icon-list.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul class=\"elementor-icon-list-items\">\n\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">At Razonable, we do emotional branding to help brands build relationships based on intangible values with their consumers, so they can come to feel them as something of their own. To achieve this, we develop visual identity, naming, packaging, editorial design, and retail design projects.<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/razonable.net\/en\" target=\"_blank\">\n\n\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\" id=\"Capa_1\" x=\"0px\" y=\"0px\" viewBox=\"0 0 511.999 511.999\" style=\"enable-background:new 0 0 511.999 511.999;\" xml:space=\"preserve\"><g>\t<g>\t\t<path d=\"M437.019,74.981C388.667,26.628,324.38,0,256,0C187.62,0,123.332,26.628,74.981,74.98C26.628,123.332,0,187.62,0,256   s26.628,132.667,74.981,181.019C123.332,485.371,187.62,511.999,256,511.999c68.381,0,132.667-26.628,181.02-74.981   c48.351-48.351,74.98-112.639,74.98-181.019S485.371,123.332,437.019,74.981z M96.216,96.216   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M271.014,32.139h0.001   c22.808,6.389,44.384,27.217,61.936,60.249c6.178,11.627,11.601,24.318,16.24,37.848c-24.763,2.712-51.108,4.309-78.177,4.674   V32.139z M271.016,478.115V375.657c27.12,0.532,53.357,2.286,77.903,5.156c-4.579,13.232-9.911,25.654-15.967,37.053   C315.4,450.898,293.824,471.726,271.016,478.115z M415.783,415.784c-23.051,23.051-50.21,40.496-79.821,51.678   c8.457-10.156,16.34-22.011,23.51-35.504c7.62-14.341,14.198-30.088,19.68-46.906c19.465,3.213,37.473,7.186,53.515,11.859   C427.424,403.457,421.801,409.765,415.783,415.784z M450.606,371.009c-18.635-5.991-40-11.032-63.326-15.01   c6.296-26.68,10.048-55.36,11.041-84.983h83.146C479.139,306.694,468.549,340.769,450.606,371.009z\"><\/path>\t<\/g><\/g><g><\/g><g><\/g><g><\/g><g><\/g><g><\/g><g><\/g><g><\/g><g><\/g><g><\/g><g><\/g><g><\/g><g><\/g><g><\/g><g><\/g><g><\/g><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">https:\/\/razonable.net\/en<\/span>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>By: Razonable Author: Luis Ech\u00e1nove Founder and Executive Creative Director | Razonable Author: Javier Hern\u00e1ndez Associate consultan | Razonable Sometimes &hellip; <a href=\"https:\/\/desarrollo5586.live-website.com\/en\/when-a-brand-identity-becomes-an-ego-project-the-hidden-risk-of-author-brands\/\" class=\"more-link\">Continue reading <span class=\"screen-reader-text\">When a Brand Identity Becomes an Ego Project: The Hidden Risk of Author Brands<\/span><\/a><\/p>\n","protected":false},"author":8,"featured_media":41997,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[172,186],"tags":[],"class_list":["post-41989","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news-releases","category-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v21.6 (Yoast SEO v26.9) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>When a Brand Identity Becomes an Ego Project: The Hidden Risk of Author Brands - Spain-US Chamber of Commerce in Miami<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/desarrollo5586.live-website.com\/en\/when-a-brand-identity-becomes-an-ego-project-the-hidden-risk-of-author-brands\/\" 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