FeelingBrand Co.

Brand strategy and visual identity in Bogotá

FeelingBrand is a branding agency and brand consultancy in Bogotá, Colombia, which says it has worked since 2009 from the principle that a company's purpose should guide its brand. Its work begins with the question of how a brand is seen both outside and inside the organisation, and it examines consumers and competitors across six dimensions, which it names as leadership, commitment, appeal, distinction, satisfaction and experience.

Brand platform: purpose, values and story

The core consultancy defines a brand's purpose, sometimes described as its DNA, together with its values, principles and storytelling. The agency treats this platform as the foundation for every decision a company makes, arguing that a business without a clear purpose becomes hard to differentiate. It also works on culture and corporate governance, aiming to build a culture centred on the brand and the people who carry it.

Visual identity, naming and brand systems

On the design side, FeelingBrand creates and refreshes corporate and product identities, and it builds the brand architecture, signage, brand manuals and communication materials that keep an identity consistent. Naming and logo design are presented as part of this work. Its rebranding projects include a logistics company that is a key ally in international trade and a technical optical products business, where the agency's stated aim was to turn a technical product into a brand that sells confidence rather than price.

Customer experience and community building

Beyond the identity, the agency runs content campaigns intended to build organic positioning and community, and it designs the customer journey alongside employee branding and brand internalisation programmes. It describes its aim as making the people inside a company its first advocates, since a brand that the team does not share cannot reach the consumer effectively.

Brand guardianship over time

After launch, FeelingBrand offers what it calls brand guardianship: monitoring the brand's consistency, managing how it is perceived and making strategic adjustments as the market changes. Clients can also set up in-house branding management, with the agency supporting the work through creative direction and development.

Entrepreneur workshops and innovation labs

The firm also works with entrepreneurs. Its listed offer includes individual sessions on business model ideas, group coaching on managerial mindset, and workshops on disruptive business models, opportunity spotting and the five stages for validating a business idea. It runs innovation labs and a programme that trains participants as brand strategists.