He branding It was never just a logo, but today it is less so than ever. In a saturated market, where new proposals are born every day and consumers are exposed to thousands of messages, the real difference is in the brands that manage to become living, coherent and authentic ecosystems.

“Today the brands are social change actors, not just message senders. They influence behaviors, generate conversations and have the power to open new agendas. The challenge is to build identities that inspire, are consistent and transform values ​​into tangible results”explains Yusuf Laroussi, Chief of Staff LATAM de another, independent strategic communication agency with a strong presence in the region.

The current consumer, regardless of their generation, demands authenticity, but also commitment. In Latin America, a study of Americas Market Intelligence confirms that 78% of people expect brands to treat employees and suppliers fairly, 76% demand positive social impact and 69% prioritize sustainable practices. These figures reflect something deeper than a consumer preference: they reveal that citizens look to brands to fill spaces where public institutions often cannot reach. The expectation is clear: that companies are social actors that promote well-being, equity and trust in contexts where these values ​​are not always guaranteed.

For Laroussi, this marks a turning point: "Without spark, there is no sale. But that spark today goes far beyond temptation or impulse: what people are looking for is depth and purpose. A brand that does not connect its story with people's values ​​will be discarded. For this reason, 360 branding is not an option, it is the basis of cultural and commercial relevance."

That search for purpose would be meaningless without the ability to express it consistently. The coherence It is what turns an ideal into a real experience for audiences. And here the true value of 360 branding comes into play: articulating a story that is not only proclaimed, but also lives in every touch point.

The power of coherence

Contrary to what many think, 360 branding does not mean being on all possible platforms. Means create an integrated narrative that adapts to the language of each channel without losing consistency:

• A graphic identity that is recognizable.
• A verbal narrative that expresses purpose.
• An art direction that translates values ​​into atmospheres.
• Experiences - digital or physical - that reinforce the same message.

“Every point of contact is an opportunity to build trust", points out the expert from another. “When the customer lives the same story from an advertisement to the after-sales service, we have a branding that inspires and lasts.”

Consistency not only builds trust: it also drives growth. A study of Statesman shows that 60% of Gen Z discovered a new brand on social media in 2023 and 32% made a purchase as a result, clear evidence of how the immediate connection between narrative and experience impacts consumption decisions. But this phenomenon is not exclusive to young people: the expectation of coherence cuts across all generations. From those who value digital transparency to those who seek stability and solidity in long-established brands, consistency has become a universal principle to maintain relevance and credibility.

But coherence is not limited to the digital world. It should also be reflected in the packaging, in in-person events, and in customer service. "The brand must feel the same at any point of contact. That is the difference between being remembered or being irrelevant", says Laroussi.

Towards identities that transcend: the 4Cs of Branding 360 framework

To navigate this complexity, Laroussi proposes a four-axis framework:

1. Coherence
2. Culture – sensitivity to adapt to local contexts without losing global consistency.
3. Community – consumers as co-creators and brand ambassadors.
4. Trade – measurable results that validate the investment.

"360 branding that does not translate into commercial impact ends up being just an aesthetic exercise. The real challenge is to inspire as well as sell", he adds.

In saturated markets, the brands that succeed are those that understand that 360 branding is much more than marketing: it's strategy. A strategy that integrates values, culture and consistency to build trust and leave a mark.

“ Organizations need allies capable of transforming a story into coherent, measurable and culturally relevant experiences. The true value of a strategic communication agency lies in analyzing the legitimate space of each brand and translating it into a unique narrative, its own and capable of generating genuine and authentic connections. “That is the way to transcend in an environment where the only constant is change,” concludes Yusuf Laroussi.