The difference isn’t in how they look, but in what they convey from their truth.
At TOTEM, we support creative branding processes that transform organizations from their core.
We don’t do branding as an aesthetic task, but as a profound exercise in strategic authenticity.
A practice we develop, refine, and evolve with each client, culture, and conversation.
That process has a name: TOTEMethodology.
It’s not a rigid or linear model. It’s a six-stage journey where each decision is born from a discovered truth, not an imposed one.
1️⃣ Immersion — Understand before acting
Everything starts with listening. We immerse ourselves in the brand’s culture, its people, its contradictions.
There are no standardized briefings. There are real conversations, deep observation, and time to feel.
Or as we like to define ourselves: we are tailors who create branding, designing and creating customized solutions for each client.
2️⃣ Strategic definition and positioning
With what we’ve learned, we draw the brand compass: purpose, values, personality, and differentiation.
Not as labels, but as principles that guide what the brand stands for and where it’s going.
We define the strategy to follow and a positioning that can be genuine and generate a positive impact.
3️⃣ Creative development
The strategy takes shape: verbal and visual identity, tone of voice, logo, color, rhythm, narrative.
We design from meaning, not from fashion. Because design doesn’t embellish: it conveys who you are.
Strategic branding doesn’t seek a fleeting impact, but a lasting connection.
4️⃣ Validation and adjustments
We test. We iterate. We listen. We repeat.
Feedback doesn’t weaken, it strengthens. Each adjustment refines the most genuine expression of the brand.
Designing is also about fine-tuning what the brand isn’t yet able to express in words.
5️⃣ Consistent and Solid Implementation
Identity is deployed across all touchpoints: spaces, networks, packaging, internal communications.
Not to appear consistent, but to truly be consistent.
A strong brand is felt, not seen.
6️⃣ Continuous Evolution
Living brands don’t freeze (or melt).
They learn, adapt, and question themselves. They revise their narrative without losing their essence.
Brands that look inward are those that move forward solidly.
At TOTEM, we don’t create brands.
We guide processes that transform how organizations understand each other, communicate, and connect with their environment.
Where is your brand today on this path?
Which of these stages requires a new perspective?
Comment, share, or simply reflect (this post has already achieved its objective).
This journey doesn’t begin with a meeting. It begins with an honest question.
Do you dare?
Happy weekend,
TOTEM Team
