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Identi= dad de marca en proyectos sociales. Forjando la esencia de Entreprenehur Artesanal

Brand = Identity in = Social Projects.= Shaping the Essence of

Entreprenehur Artesanal

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Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial 4.0.

Resumen

Este artículo presenta el proceso de creación de la marca Entreprenehur Artesanal en Latacunga (Ecuador). El objetivo es analizar el proceso llevado a cabo para la creación de una marca, cohere= nte con las características<= span style=3D'letter-spacing:-.5pt'> distintivas del proyecto social y afín a su contexto. Metodológicamente se sigue un enfoque cualitativo, basado en el análisis interpretativo de= la información recolectada a través de entrevistas y la revisión documental. Mediante los i= nsights del brief se construyen fichas nemotécnicas para registrar y organizar información de manera resumida y estructurada. Para el desarrollo de la identidad corporativa y su manual, que pretenden ser percibidos como una iniciativa social, se aplica la metodología de Guillermo González, que se enfoca en la creación de ideas y su aplicación a la realidad. Finalmente, se somete el producto definitivo a un focus group para conocer su criterio. Se concluye que la construcción de la marca= , a través del enfoque adoptado, demuestra ser eficaz. Sin embargo, se reconoce el potencial para refinar y perfeccionar dicho proceso en futuras intervenciones.

Pala= bras clave: <= /b>Branding, identidad de marc= a, proyecto social, artesanía.

Abstract

= This article presents the pr= ocess of creating the brand Entreprenehur Artesanal= in Latacunga (Ecuador). The objective is to = analyze the process carried out to create a brand consistent with the distinctive characteristics of the social project and related to its context. Methodologically, a qualitative approach is followed, based on the interpretive analysis of the information co= llected where, through interviews, documentary review, and insights from the brief, mnemonic sheets are constructed to record and organize information in a summarized and structured manner. For the development of the corporate identity and its manual, which aim to be perceived as a social initiative, the methodology of Guillermo González is applied, which focuses on the creation of ideas and their application to reality. Finally, the final product is subjected to a focus group to know their criteria. It is concluded that the construction of the brand through the adopted approach demonstrates its effectiveness. However, the potential to refine and perfect this process in future interventions is recognized.<= o:p>

Keywords: Branding, brand identity, social project, craftsmanship.

Sumario. 1. Introducción. 2. Revisión de literatura. 3. Metodologí= a. 3.1. Enfoque metodológico. 3.2.= Metodología de diseño. 4. Desarrollo de la propuesta 4.1. Identificación = del problema. 4.2. Recopilación de datos. 4.3. Síntesis. 4.4. Iluminación. 4.5 Gestación. 4.6. Elaboración de la propuesta de diseño. 5. Aprobación final de la propue= sta de marca. 6. Conclusiones.

Como citar= : Paredes Amaguaya, A. I. (= 2024). Identidad de marca en proyectos sociales. Forjando la esencia de Entreprenehur = Artesanal. Ñawi. Arte, Diseño, Comunicación, Vol. 8, Núm. 1, 331-351. https://nawi.espol.edu.ec/

www.doi.org/10.37785/nw.v8n= 1.a17

1. Introducci&oac= ute;n

En la era actual, el branding o la gestión de ma= rca en las empresas y en las organizaciones que pretenden posicionarse en el merc= ado, es un aspecto fundamental que debe ser tomado en cuenta, al igual que la in= vestigación y desarrollo, el área de recursos humanos, la logística y el área financiera (García-Lavernia = Gil, 2021; Maza Maza et al., 2020). Originalmente, las empresas que venden bienes y servicios abordan este concepto como esencial para su crecimiento, pero ha evolucionado extendiéndose = más allá del mundo corporativo, para terminar<= span style=3D'letter-spacing:-.25pt'> abarcando proyectos con un enfoque social (Rivera, 2019).

En= esa línea se encuentra “Entrep= renehur Artesanal”, que nace<= span lang=3DES style=3D'letter-spacing:-.4pt'> de la vocaci&oacut= e;n de sus coordinadores= por ayudar a artesanos y productores locales que enfrentan retos intrincad= os al tratar de consolidar y expandir sus negocios. A pesar de la singularidad y el valor inherente de sus productos, suelen confrontar adversidades frente a entidades corporativas y la carencia de compet= encias gerenciales para administrar y posicionar sus emprendimientos de forma eficaz.

Ante esta situación, el pr= oyecto “Entreprenehur Artesanal” de la ciu= dad ecuatoriana de Latacunga se rige como una respuesta estratégica, destinada a potenciar habilidades empresariales y facilitar el ac= ceso a nuevos horizontes laborales. Esta propuesta<= span style=3D'letter-spacing:-.45pt'> brinda herramientas y saberes fundamentales en dominios como el diseño, la promoción o la gestión financiera y operativa. Adicionalmente, promulga la sin= ergia local, instaurando prácticas que generan un impacto colectivo beneficioso.

2. Revisión de literatura

Para Contreras y Garibay (2020), la comunicación es un fenómeno histórico, mutable e interminable que ha acompañado al ser humano desd= e sus orígenes. El individuo ha experimentado una evolución e integración en<= span style=3D'letter-spacing:2.0pt'> diversos grupos sociales, y la comunicación, tanto como proceso como herramienta esencial para las interacciones humanas, ha sufrido cambios en todos sus campos de estudio y desarrollo tecnológico. En el ámbito organizacional, una comunicación efectiva fac= ilita el progreso de los sectores productivos y laborales. Esta combinació= n de comunicación y organización ayuda a establecer objetivos, tomar decisiones y trazar planes de acción (Domínguez et al., 2022, 98).

= Es así como, = para las empresas, instituciones y organizaciones= la comunicaci&oa= cute;n externa es un pilar <= span lang=3DES style=3D'letter-spacing:-.1pt'>fundamental que se manifiestan a través de representaciones visuales, y permiten a sus stakeholders asociarlos con sus productos, bienes o servicios. = En el mismo sentido, estas representaciones= visuales se vinculan con los principios= , valores, políticas y personalidad de la institución.

Por tanto, los elementos simbólicos que muestran son una parte esencial de la dinámica comunicativa y la comunicación empresarial. A través del diseño corporat= ivo, se pueden plasmar dichas representaciones y aprovechar los atributos detectados como diferenciad= ores de su competencia, así como<= span style=3D'letter-spacing:-.3pt'> generar significados en sus stakeholders= = (Apolo et al., 2018, 253). Un posicionamiento fuerte de la marca definirá de manera inequívoca a la audiencia objetivo principal y las necesidades específicas (Bahçecik et al., 2019, 521).

Ig= ualmente, puede = establecerse (Takaki et al.,<= span lang=3DES style=3D'letter-spacing:-.25pt'> 2019) = que gestionar una marca va más allá de un simple análisis de la imag= en como la percepción general del servicio ofrecido. También implica estudiar cómo se percibe la administración de la identidad corporativa. En el corazón de esta gestión se encuentra una narrativa que es más profunda que solo logos o eslóganes impactantes. Esta historia<= span style=3D'letter-spacing:-.35pt'> representa la esencia, y sirve como vínculo entre la organización y su audiencia, siendo determinante, especialmente en proyectos que buscan gener= ar un impacto social significativo (Escalada, 2020).

En ese mismo sentido, si nos detenemos a definir la identidad de marca, para Sánchez (2023) consiste en la forma en que una marca se presenta al mundo, mediante sus elementos visuales y comunicativos. Estos elementos expresan la personalidad, los valores y el propósito de la marca, y la hacen distingui= rse de las demás. Por lo tanto, puede generar una conexión con los consumidores, generando confianza y lealtad, lo que la lleva a ser un elemento crucial que a la postre puede aportar beneficios a las empresas.

As= imismo, la identidad de marca se puede describir como un conjunto único de asociaciones que el estratega busca c= rear o mantener. Estas asociaciones representa= n el propósito de la marca, implicando un compromiso de los miembros= de la organización hacia los clientes. Dentro de este conjunto, algunas asociaciones formarán el núcleo de su identidad, y así la estructura de la marca estará compuesta por una identidad central y otra extendida (Solórzano & Parrales, 20= 21, 29).

Para Batallanos (2022, 57), la identidad corporativa es el ADN de una empresa u organización, constituyendo los cromosomas<= span style=3D'letter-spacing:-.35pt'> de la entidad que siempre están arraigados en<= span style=3D'letter-spacing:-.35pt'> su esencia institucional. Se desglosa en aspectos visibles y objetivos, que son lo que la empresa es y lo que la empresa hace, y en aspectos subjetivos, que es lo que la empresa comunica. En el primer caso, “lo que la empresa es”, involucra la estructura institucional, la historia, el desarrollo y la organización de actividades.<= span style=3D'letter-spacing:-.3pt'> Por otro lado, “lo que la empresa hace” se refiere a las actividades come= rciales o de servicios, coordinadas con un proceso que conduce a un resultado financiero o comercial.

La identidad subjetiva, o “lo que la empresa dice”, se relaciona c= on la comunicación de información, mensajes y promesas a través de canales de comunicaci&o= acute;n, siempre basados en lo que la empresa es y en lo que la empresa hace.

En consecuencia, más all&a= acute; de un logotipo o un slogan pegajoso, la identidad de marca se trata del alm= a de una organización. Es la suma de su historia, su misión, visión y los valores que pretende inculcar en su audiencia. Auto= res reconocidos en el campo del marketing, como Kotler y Keller (2012, 20), subrayan la significancia de la identidad de marca en la estrategia de marketing global, pues sirve como el diferenciador principal en un mercado saturado, permitiendo a las empresas= y proyectos comunicar efectivamente = su propuesta de valor.

En= este sentido, González y Moncayo (2023, 214) <= span lang=3DES style=3D'letter-spacing:-.1pt'>detallan que el proceso de construcción de una marca <= span lang=3DES style=3D'letter-spacing:-.1pt'>genera estructuras cognitivas que ayudan a los clientes a organizar su entendimiento de los productos y servicios, lo que facilita su proceso de toma de decis= iones. Este proceso incrementa el val= or de la empresa.

As= imismo, Jiménez (2022, 10) establece que la creación de una marca comienza con un logo que actúa como su principal identificador, marcando el punto de partida para la configuración de= su identidad corporativa o sistema de identidad. Este sistema debe ser diseñado de manera = estratégica para reflejar la intencionalid= ad y las asociaciones<= /span> mentales q= ue concuerden con la promesa de v= alor de la marca. La construcción de la marca se inicia desde su

concepción, con un posicionamie= nto y una promesa de marca ya establecidos,= así como una personalidad y valores que puedan comunicarse de manera efectiva. Además, la arquitectura de la marca plantea cómo se jerarquiza y ordena, incluso cómo se relaciona con otras marcas dentro de la misma empres= a.

Entonces, la construcción = de la marca no es un proceso automático; en cambio, depende de la ejecución coherente, la gestión de recursos y el desempeño a lo largo del tiempo.

En= el ámbito de la innovación y el emprendimiento que tienen = como finalidad marcar = un impacto en determinados contextos, la identidad de marca puede ser una columna vertebral para el éxito de cualquier iniciativa (Del Rí= o et al., 2020, 55). La comunicación es esencial para los emprendimientos, ya que si no transmiten quiénes son y lo que hacen al público, prácticamente <= /span>no existen. La clave está en comunicar lo que los hace únicos y diferentes, lo que justifica la necesidad de implementar un “Plan de Comunicación Corporativa” (López Videla & Daza Ramos, 2019, 17).

Sin embargo, cuando el proyecto es eminentemente social, la identidad de marca adquiere un matiz aún más profundo y vital, porque los protagonistas son= los valores, propósitos y promesas que deben resonar de for= ma intensa y genuina con comunidades y actores involucrados. Y los diseñadores juegan un papel importante ya que, según Porrúa = (2019, 11), tienen habilidades estratégicas <= /span>que les permiten identificar problemas, exa= minarlos y discernir sus aspectos esenciales. A través de un proceso creativo, visualizan soluciones y concretan innovaciones.

En= este contexto, pueden mencionarse algunas investigaciones que han desarrollado<= /span> experiencias = de branding para proyectos sociales, por ejemplo, el llevado a cabo en Colombia por Barrera Orjuela y Niño Ortiz (2023), que tuvo como objetivo fortalecer la estrategia de marca del programa social “Regale una vida”, de la Fundación Cardioinfantil. En este caso, se prioriza el diseño gráfico y el branding para comunicar eficazmente, y en sus conclusiones enfatizan en el papel d= el diseño como un aporte para estos programas sociales.

= Igualmente, cabe referirse al caso presentado por Contreras (2021= , 6), que profundiza en la construcción participativa para la identidad corporativa = de la Fundación Cultural Guakená, Since= lejo (Sucre), Colombia. Se trata de = una organización independiente de int= ereses privados, religiosos o políticos, y está compuesta por un gru= po diverso de individuos de 18 a 40 años. Su objetivo es transformar a través de soluciones colaborativas y sostenibles.<= span style=3D'letter-spacing:-.45pt'> Cada miembro se especializa en una disciplina y comparte un fuerte compromiso ético y<= span style=3D'letter-spacing:-.35pt'> moral. Esto crea una relación basada en la cohesión y la responsabilidad entre los miembros y las comunidades a las que sirven. La organización actúa como una red social de = apoyo constante.

Con respecto a su identidad corporativa, se fortalece a través de su enfoque de comunicación<= span style=3D'letter-spacing:-.25pt'> participativa. Este enfoque permite a todos los miembros sentirse valorados e incluidos, lo que a su vez fortalece su sentido de pertenencia a la organización. Además, como parte de su estrategia “construyendo futuro”, la fundación busca definir su cultura organizacional y crear su imagen corporativa. Esta imagen corporativa no sólo= representa a la organización, sino que también refleja sus valores y objetivos, ayudando a la fundación a establecer relaciones con los distintos grupos de interé= ;s y a sensibilizar a las comunidades sobre el valor del arte.

En esa misma lí= nea, en el artículo de Gregory y otros autores (2019) se desarrolla una revisi&oacu= te;n de la literatura sobre branding y marketing social, complementada por un estudio de caso centrado en WaterAid, una organización no gubernamental británica que se ded= ica a proporcionar acceso al agua potable y saneamiento en comunidades con escasos recursos en diversas par= tes del mundo.

El estudio revela que el branding se consolida como una herramienta crítica p= ara las ONGs, per= mitiéndoles diferenciarse de otras organizaciones, comunicar su propósito y su impacto social, y también establecer v&ia= cute;nculos emocionales con sus audiencias. Asimismo, se presenta un modelo de cuatro etapas que propone una estrategia efectiva de branding para las ONGs, abordando la definición de la identidad de la marca, el incremento del reconocimiento de esta, la creaci&oa= cute;n de asociaciones de marca y la evaluación del valor de = la marca.

El artículo también aporta valiosas implicaciones prácticas para las ONGs que buscan mejorar su branding. Estas incluyen la realización de un análisis exhaustivo, tant= o interno como externo, de la situación actual de la marca, la definición clara de la misión, = visión, valores y personalidad de la marca, la elaboración de una identidad visual corporati= va coherente y memorable, la comunicación de la estrategia de branding a través de diversos canales y medios, y la evaluación del rendimient= o y el retorno de la inversión de la marca. Estas recomendaciones pueden<= span style=3D'letter-spacing:2.0pt'> servir como guía para fortale= cer la identidad y el impacto de las organizaciones en la esfera social.

En el Ecuador, mediante las escuelas de diseño, se han desarrollado trabajos finale= s de grado y posgrado que enfocan sus esfuerzos en la identidad y gestión de marca como es el caso del estudio de Girón (2020), quienes establecen el papel crucial del diseño corporativo en el mundo empresarial, enfoc&aacu= te;ndose en cómo una imagen corporativa adecuada puede potenciar el posicionamiento de una empresa. Usando a Cake Studio en la ciudad de A= mbato (Ecuador), como caso de estudio, el trabajo examina su comunicación<= span style=3D'letter-spacing:-.45pt'> e identidad actuales, apoyándose en teorías y datos recolectados. A través del estudio, se destac= an las competencias del diseñador gráfico publicitario en= el ámbito del diseño corporativo y se enfatiza la importancia del Diseño y la Comunicación Visual en el posicionamiento de marca. La metodología combina observación, an&= aacute;lisis y encuestas, culminando con la validación por expertos para asegurar resultados consistentes.

As= imismo, se encuentra el trabajo de Chauca (2019), que examina la imagen corporativa de Children = International, una entidad social con base en Quito y oficina principal en Kansas City, Missouri. Se reconoce que la imagen corporativa no surge de manera autónoma; en cambio, se relaciona con aspectos de comunicación organizacional, como la identidad corporativa y las comunicaciones interna y externa. Además, el estudio se fundamenta en la teoría del “interaccionismo simbólico̶= 1;, para entender cómo una colectividad forma una percepción sobre una entidad. Tras el análisis y fundamentación teórica, se derivan conclusiones sobre la interrelación del interaccionismo simbólico con la comunicación organizacional, sobre el modo en que las entidades sociales administran su comunicación, y también sobre la percepción de Children International vinculada a la teoría, identidad y gestión comunicativa.

Ba= jo estas perspectivas, el presente trabajo tiene como objetivo presentar el proceso realizado para la creación de la identidad marcaria de “Entrepr= enehur Artesanal”, con el fin de contribuir al programa y sus fines sociales.

3. Metodología

3.= 1     Enfoque metodológico=

El enfoque metodológico adoptado en esta investigación es cualitativo, seleccionado por su capacidad para explorar y comprender cómo los individuos perciben y experimentan fenómenos, basá= ndose en sus interpretaciones = y significados personales (He= rnández Sampieri et al., 2014, 34). Asimismo, emplearemos dicho enfoque<= span style=3D'letter-spacing:-.15pt'> porque permite obtener informaci&oacut= e;n detallada y profunda sobre las experiencias de los individuos sin necesidad de medición numérica o datos estadísticos.

Por otro lado, este enfoque se centra en la comprensión de las experiencias humanas a través del lente de aquellos que las viven (Fuster, 2019, 203). Se presta especial atención a cómo los individuos= interpretan sus experiencia= s, cómo construyen sus mundos y qué significado atribuyen a sus experiencias (Castillo, 2021, 9). El= objetivo es entender el “qué”, el “cómo” y el “por qué” de un fenómeno, en lugar del “cuánto”.

Ad= emás, este <= span lang=3DES style=3D'letter-spacing:-.1pt'>enfoque permite al investigador ser flexible y receptivo a los cambios que pueden surgir durante el proceso de investigación. Esto significa que el diseño de la investigación puede ser modificado a medida que se recoge y analiza la información, permitiendo así que la investigación sea<= span style=3D'letter-spacing:-.2pt'> verdaderamente informada por los datos (Loayza, 2020, 57).

Es así como, para la recopilación de información aplicada a los actores clave del estudio, se llevó a cabo mediante entrevistas semiestructuradas que permitieron recopilar dato= s esenciales en fichas nemotécnicas que organizan adecuadamente la información (Cruz Velarde, 2018, 21). Además, se realizaron actividades como la captura fotográfica y la interacción con representantes del proyecto “Entrepr= enehur Artesanal”. En esta misma actividad, se creó el brief = que según Santos (2023) es un documento claro y conciso que orienta a un individuo o grupo en la ejecución de un proyecto, proporcionando una visión completa de sus objetivos, métodos, plazos y contexto (Sterman, 2021, 31). En el caso del proyecto &#= 8220;Entreprenehur Artesanal”, sirvió para establecer la identidad = de la marca y recopilar datos esenci= ales para identificar el conocimiento a través de esta identidad de marca= .

Para la revisión de literatura, y con el fin de establecer los conceptos y lineamientos clave sobre la creación de marca con fines sociales, se realiz&oacut= e; búsquedas en bases de datos académicas relevantes, sig= uiendo categorías predefinidas relacionad= as con la investigación. Se establecieron criterios de selección y exclusión para identificar los estudios pertinentes, centrándose en la calidad y relevancia de los trabajos. Criterios de inclusión, en la búsqueda de literatura especializada: trabajos publicados a partir del a&ntil= de;o 2018; documentos localizados bases de datos indexadas; tesis académicas. Y los criterios de exclusión, en la búsqueda de esa literatura especializada, fueron los siguientes: publicaciones anteriores al a&nt= ilde;o 2017; documentos de páginas web o blogs; documentos sin relevancia académica; investigaciones sin relevancia para el objetivo de estudio.

= El proceso de revisión de la literatura se llevó a = cabo siguiendo estándares de rigor académico, a partir de procedimientos detallados para identificar, seleccionar y ana= lizar estudios relacionados con la construcción de marcas con fines sociales. A continuación, se detallan las categorías y pasos utilizados en este proceso:

Categorización de temas relevantes. En primer lugar, se definieron las categor&iacu= te;as temáticas relevantes para<= span style=3D'letter-spacing:2.0pt'> la revisión. Esto incluy&oacu= te; conceptos clave relacionados con el branding social, tales como “identidad de marca”, “comunicación de marca” o “impacto social”.

B&= uacute;squeda de literatura. Se llevó = a cabo<= span lang=3DES style=3D'letter-spacing:-.15pt'> una búsqueda exhaustiva en bases de datos = académicas y repositorios <= /span>especializados. Se utilizaron bases de datos = como, Scopus o Google = Scholar. Las búsquedas se realizaron utilizando los términos o conceptos clave anteriormente mencionados.<= /span>

Criterios de selección. Se establecier= on criterios de selecci&oac= ute;n para identificar los estudios pertinentes. Estos criterios incluyeron la relevancia de los es= tudios para las categorías temáticas definidas, la calidad de la investigación, la disponibilidad de texto completo y la fecha de publicación.

Pr= oceso de selección. Se realizó una revisión inicial de los títulos y resúmenes de los estudios identificados en las = búsquedas. Los estudios que= no cumplían con los criterios de selección se excluyeron en esta etapa. Posteriormente, se revisaron los textos completos de los estudios que cumpl&iacut= e;an con los criterios.

Análisis de datos. Se seleccionaron estudios relacionados con la presente investigación, y= se buscó la informaci&oacut= e;n relevante: el título del estudio, autor(es), año de publicación y hallazgos clave. A continuación, se describen dichos estudios:

La= investigación denominada “Mejora de la estrategia de gestión de marca = del proyecto social = Regale Una Vida de la Fundación Cardioinfanti= l”, de Barrera y Niño<= /span> (2023), en la cual <= span lang=3DES style=3D'letter-spacing:-.1pt'>definió que el diseño gráfico es clave para crear <= span lang=3DES>una identidad con conexión emocional, resaltando que= las redes digitales son esenciales= para difundir proyectos sociales, con el feed de Instagram de la Tienda Cardio demostrando su impacto; asimis= mo la metodología se basó en análisis conceptual y visual del branding, para llevar la marca de la Tienda Cardio a plataformas digitales, con recomendaci= ones para mejorar su identidad visual.

Po= r su parte, Contreras (2021) sostiene en su proyecto “Fundación Cultural Guakená, construcción de identidad corporativa desde la comunicaci&oa= cute;n participativa” que la comunicación participativa refuerza la identidad corporativa= mediante el diálogo horizon= tal, la democracia participativa y el sentido de pertenencia de las organizaciones y sus comunidades. En cambio, Gregory, Ngo, y Miller (2019), en su estudio “Branding for non-<= span class=3DSpellE>profits: = explaining new donor decision-making in the charity sector”, se centraron en desarrollar y validar un modelo de toma de decisiones de nuevos donantes en organizaciones benéficas, considerando = la influencia de la visibilidad de la marca y la actitud hacia la marca como factores que afectan la intención de un donante de elegir una marca en particular. Los resultados obtenidos y replicados en cuatro organizaciones benéficas líderes en el campo de la ayuda internacional indican que la visibilidad de<= span style=3D'letter-spacing:-.4pt'> la marca se relaciona de manera positiva con la intención de elegir una marca, y esta relación<= span style=3D'letter-spacing:-.4pt'> se explica en parte por la actitud que los donantes tienen hacia esa marca. Finalmente, para Chauca (2019) la importancia del diseño y comunicación visual en proyectos sociales se destaca por una identidad corpor= ativa coherente y atractiva para transmitir el mensaje y conectar con la audiencia; asimismo, mejo= rar la comunicación interna y externa, permitiendo aumen= tar el reconocimiento y atraer nuevos clientes.

S&= iacute;ntesis y Conclusiones. Se realizaron análisis cualitativos de los estudios incluidos en la revisión para identificar tendencias= , patrones y conclusiones relevantes. Estos hallazgos<= span style=3D'letter-spacing:-.4pt'> se utilizaron para fundamentar el artículo y para proporcionar una comprensión más profunda de los temas de branding social. Este proceso de revisión sistemática permitió identificar y<= span style=3D'letter-spacing:-.15pt'> analizar estudios relacionados con las categorías temáticas definidas, brindando una base sólida para el desarrollo de = la investigación.

3.2      = Metodología de<= span style=3D'letter-spacing:.25pt'> diseño

Pa= ra la creación de la propuesta se recurrió a la investigación aplicada, basándose en la metodolog&ia= cute;a de diseño de González Ruiz (1994, 50), que establece que el diseño es un proceso de creación y elaboración por medio del= cual el diseñador traduce un propósito en una forma real. Su metodología se puede describir en los siguientes pasos.

1.   Identificación del pr= oblema. Definición del pr= opósito de diseño y de= sus ramificaciones co= laterales.

2.&n= bsp;   Recopilación de datos. Se reúne el conjunto de elementos de cualquier tipo, factibles de brindar pautas sobre el tema requerido, aunque a primera vista nada tengan que ver con el proble= ma (información indirecta).= También se acumulan informaciones pertinentes y específicas a las premisas del acto creativo (información dire= cta).

3.&n= bsp;   Síntesis. Es el mecani= smo de incubación de la idea, el procesamiento de segregación, selección, eliminación, concentración y depuración de los datos elaborados.

4.     Gestación. Puede ser= inconsciente y adquirir características de premonición.

5.&n= bsp;    Iluminación. Es indeterminado en el tiempo. Puede durar segundos o prolongarse indefinidamente. Es la soluci&oa= cute;n al problema planteado dando alusión a la idea encontrada. Aparece sin esfuerzo, es un acto alegre, de plenitud.

6.   Verificación. Plasmar de= manera co= rrecta la idea <= /span>visual. Su construcción<= span lang=3DES style=3D'font-size:8.5pt;mso-bidi-font-size:11.0pt;letter-spacing= :-.4pt'> en términos de representación gráfica.

Esta metodología permi= te al diseñador abordar un problema de diseño desde múltiples ángulos, y asimismo llegar a una solución que sea= tanto funcional como estéticamente agradable.

Finalmente, y a través de un focus group <= /i>que, de acuerdo Arias (2020, 41), puede utilizarse como técnica o como método, se despliega una conversación que se desarrolla en torno a un tema establecido por el investigador, y la dinámica de la conversación se gestiona a través de la rotación de turnos para la participación. Se presentó la propuesta de marca, recogiendo las opiniones de cada uno de los participantes del proyecto. Este proceso culminó con la aprobación de la propu= esta del proyecto social.

4. Desarrollo de la propuesta

4.= 1      Identificación del problema

= Se identificaron= las necesidades y los beneficiarios del proyecto de manera= estratégica, y tambié= ;n los objetivos, tal y como se muestr= a en la Tabla 1.

= Problema

Objetivo=

Propósito

<= span lang=3DES style=3D'font-size:8.5pt;mso-bidi-font-size:11.0pt;line-height:= 115%; letter-spacing:-.1pt'>Ausencia de una identidad definida = para “Entreprenehur Artesanal”.

Crear una i= dentidad marcaria para “Entrep= renehur Artesanal” a travé= ;s del branding, enfoc&aacut= e;ndose en el refuerzo del sector artesanal de la parroquia La Victoria.

Elaborar una propuesta gráfica que capture el alma del proyecto, culminando con la creación = de un logo, un manual de estilo y aplicativos de marca.

Tabla 1. = Identificación de problemas y objetivos.

A continuación, se muestra= el brief, qu= e es el documento que proporciona una guía clara para realizar un proyecto o tarea, detallando objetivos, met= odología, tiempos y contexto específico. En este caso, fue realizado a partir de la entrevista con los miembros del proyecto, y sintetiza informaci&oacut= e;n relevante.

C= aracterísticas generales

= Ubicación: = Parroquia de La victoria, sector de Pujilí, ciudad de Latacunga, provincia de Cotopaxi, República de= l Ecuador.

Tipo de Proyecto: Gestión contable, financiero y= turístico.

Impacto = Socioeconómico: = Mejora de = la economía = local, beneficiando = al sector = turístico y = progreso de = los habitantes.

Incentivos Tributarios

Sistema tecnológico de gestión contable, financiero y turístico

Reseña histórica

Durante años, los artesanos en la parroquia La = Victoria han = venido trabajando de forma silenciosa. Poblaciones<= /span> indígenas y comuneros se han ido forjando un futuro en el mercado en base a lo que elaboran sus manos; sin embargo, la gran mayoría de artesanos<= span style=3D'letter-spacing:-.5pt'> poseen un gran problema: carecen de un adecuado sistema de gestión contable, financiera y turística que les permita= tomar decisiones gerenciales de una forma más técnica, y así desarrollar sus recur= sos gastronómicos y artesanales para obtener una mejor rentabilidad y = ser más competitivos a nivel nacional e internacional.

De allí surge el proyecto social “Entreprenehur Artesanal”, el cual consiste en un sistema de gestión contable, financiero y turístico para el sector artesanal, pu= esto que proporcionará información clara y precisa, que da lugar a un mejor uso de los productos y servicios financieros, así t= ambién, herramientas primordiales para la toma de decisiones.

Desarrollo del proyecto

El = proyecto se llevó a cabo en la parroquia de La= Victoria, en el sector de Pujilí de la ciudad de Latacunga, provincia= de Cotopaxi, y en la actualidad no es un proyecto que dependa de un local pa= ra desarrollar sus funciones; únicamente es un proyecto de gestión contable, financiero y turístico. El valor que tiene por mejorar la economía y el progreso de los habitantes de dicha localidad es una de las principales características del proyecto, ya que igualmente el sector turístico se vería beneficiado en aspectos como el económico. Entre los principales servicios con los que el proyecto “Entreprenehur Artesanal”, aparecen los siguientes: incentivos Tributarios y un sistema tecnoló= gico de gestión contable, financiero y turístico.

Objetivo del proyecto

Desarrollar un sistema de gestión contable, financiero y<= span style=3D'letter-spacing:-.45pt'> turístico que incremente= la productividad mediante el uso eficiente de los recursos basados en su medición y control en el sector artesanal de la parroquia La Victoria, cantón Pujilí.

<= span lang=3DES style=3D'font-size:10.0pt;mso-bidi-font-size:11.0pt'>        &= nbsp;       <= span lang=3DES style=3D'font-size:10.0pt;mso-bidi-font-size:11.0pt'><= /span>

Acerca de la competencia

Competidores = directos=

= El proyecto “Entreprenehur Artesanal”= ; no cuenta con competencias hasta la fecha, = ya que es el único proyecto de este tipo que se encuentra implementado en la parroquia de La victoria del cantón Pujilí.

A= nálisis FODA del emprendimiento/empresa

Fortalezas:

Apoyo por parte de los investigadores de la Universidad de las fuerzas armadas ESPE<= span style=3D'letter-spacing:2.0pt'> Desarrollo del sistema de gesti&oa= cute;n contable

= Personal profesional = a cargo del proyecto

Debilidades:

Inexistencia = de = una = marca = que = presente = al = proyecto = Distribución en medios digitales

= Gestión de marketing=

Oportunidades:

Asociaciones de agremiados

= Apoyo institucional por = parte de la Universidad de la = Fuerzas Armadas (ESPE) Y la Universidad Técnica = de Cotopaxi

Amenazas:

Poca o ninguna promoción del proyecto por parte de los presidentes de cada gremio artesanal Recepci&oacu= te;n por parte de los beneficiarios

Todas las localidades a la que se debe llegar

Acerca de la Marca

1.   = Palabra o texto que desea incluir en la marca: Arte, turismo y economía
<= span style=3D'mso-list:Ignore'>2.=      Icono o figura que desea incluir en la marca: Escoger= el nombre con más impacto; si ya existe un nombre, se recomienda incluirlo. Las figuras que se proponen son: manos, vasijas, barro y el turismo

<= span style=3D'mso-list:Ignore'>3.=      Aplicaciones que utilizar&aac= ute; la marca: Rótulos, tarjetas de presentación, hojas membreta= das, artículos de papeler&i= acute;a, redes sociales, web.

Filosofía

Misión:

Crear estrategias que permitan la utilización de los incentivos existent= es y el apoyo al sector turístico en el ámbito administrativo.<= /p>
= Visión:=

= Desarrollo<= span style=3D'letter-spacing:-.5pt'> de un sistema de gesti&oacut= e;n contable, financiero y<= span style=3D'letter-spacing:-.5pt'> turístico que increment= e la productividad mediante el uso eficiente de los recursos basados en su medici&oacu= te;n y control en el sector artesanal.<= o:p>

= Valores

Trabajo = en = equipo = Solidez

Calidad = Puntualidad = Honradez = Responsabilidad <= /span>Transparencia

= Cumplimiento=

4.2&= nbsp;      Recopilación de datos

= Se creó una colección de imágenes que reflejaban las características y la esencia del proyecto. El objetivo era comunicar<= /span> una visión general de lo que representa el proyecto, y se hizo mediante un moodboard (Figura 1), que es un método empleado por los diseñadores para asegurar coherencia visual en sus creaciones artísticas. Esta cohesi&oa= cute;n visual también puede ser aplicada en las tareas diarias de individuos no especializados en diseño y de entidades empresariales (Machado,<= span style=3D'letter-spacing:-.3pt'> 2018).

Figura 1. Moodboard<= span lang=3DES style=3D'font-size:7.5pt;mso-bidi-font-size:11.0pt;line-height:97= %; letter-spacing:-.35pt'> del<= span lang=3DES style=3D'font-size:7.5pt;mso-bidi-font-size:11.0pt;line-height:97= %; letter-spacing:-.3pt'> proyecto (elaboración propia, 2023).

En la identificaci&oac= ute;n de los elementos técnicos y metodológicos, necesarios para el de= sarrollo de la propuesta, se crearon las fichas nemotécnicas. La Figura 2 muestra un= a de las ocho fichas desarrolladas.

4.3        Síntesis

Figura 2. Ficha 3 sobre la fase de= identificación (elaboración pr= opia, 2023).

En= este punto, se detalla el proceso de extracción y síntesis que se empleó para examinar los componentes de la marca <= span lang=3DES style=3D'letter-spacing:-.1pt'>(Tabla 2). Estos <= span lang=3DES style=3D'letter-spacing:-.1pt'>elementos se evaluaron y se adaptaron al concepto con el que se trabajaba. El inicio = de este proceso consistió en identificar los elementos o aspectos que estarían ligados a la construcción o conceptualización y que tendrían conexión con la marca.<= /span>

Elemento

Referencia

Abstracción

= ;

= ;

= ;

Vasija

= ;

= ;

= ;

Manos de artesano

4.4        Iluminación

Tabla 2. Ta= bla de conceptualización de elementos de la marca.

La etapa de iluminación implica una emergencia de ideas que se plasman a través de bocetos (Figura 3). Esta representación facilita la conceptualización de los componentes fundamentales de la marca, acercándonos a una o múltiples soluciones basadas en los elementos que definirían = la identidad de la marca.

Figura 3. Bo= ceto de conceptualización (elaboración propia, 2023).

4.5      = Gestación

Para la creación, en esta etapa, se desarrolló en una retícula una propuesta basada en el boceto y en la forma de las vasijas artesanales, dando como resultado lo que se muestra en la Figur= a 4. Se concibió el concepto del imagotipo de la marca, que aún requería pruebas de visibilidad y adaptabilidad en diversos fondos antes de su consolidación fin= al.

Figura 4. Isotipo creación (elaboración <= /span>propia, 2023).

Además, la formulación de la propuesta se bas&oacut= e; en definir múltiples paletas de colores, que sirvieron para realizar ensayos cromáticos, estableciendo así un punto de inicio para la creación de toda la representación gráfica del manual de identidad, tal y como = se observa en la Figura 5.

Figura 5. Pr= ueba de color (elaboración propia, 2023).

4.6      = Elaboración de la propuesta de diseño

En esta etapa, se aborda la elaboración de la marca (Figura 6), la retícula asociada, sus variantes, el espacio de respeto, las restricciones de uso y la escala mínima (Vintimil= la et al., 2020). Estos componentes, que suelen estar presentes en la mayoría= de los manuales, deben estar debidamente fundamentados para garantizar un entendimiento claro de la marca.

Figura 6. Construcci&oa= cute;n de la marca (elaboración propia, 2023).=

<= span style=3D'mso-list:Ignore'>5.&n= bsp; Aprobación fina= l de la propuesta de marca

Finalmente, en el focus = group llevado a cabo con los responsables del proyecto “Entrepr= enehur Artesanal”, se present&oacu= te; la marca (Figura 7), y se plante&oacu= te; un cuestionario para recoger feedback. L= as respuestas, en general, indicaron que la marca evocaba<= span style=3D'letter-spacing:-.25pt'> imágenes relacionadas c= on manos de artesanos, con vasijas. Hubo consenso en que la marca reflejaba adecuadamente la temática artesanal. Se sugirió agrandar la palabra “artesanal”, para ganar claridad. La visibilidad de la marca fue valorada positivamente. Varios participantes mencionaron tener experiencia en proyectos similares, aunque no tan especializados. En su evaluación,= los responsables consideraron que la marca seguía lineamientos y normas adecuados para su diseño y creación.

Figura 7. Isotipo final (elaboración propia, 2023).            &n= bsp;            = ;            &n= bsp;            = ;            &n= bsp;            = ;            &n= bsp;            = ;

6. Conclusiones

La identidad de marca desempeña un papel esencial tanto en el ám= bito empresarial como en proyectos sociales y organizaciones benéficas. En todos = estos contextos, la comunicación efectiva a través de representacio= nes visuales y elementos simbólicos es fundamental para establecer una conexi&oacut= e;n significativa con la audiencia= y para comunicar los valores, la personalidad y el propósito de la entidad. El diseño corporativo, incluyendo eleme= ntos como el logotipo, los colores, la tipografía y otros aspectos visuales, juega un papel crucial en la creación de una identidad de marca sólida y coherente. Esta identidad sirve como un diferenciador en un mercado competitivo, y permite a las organizaciones transmi= tir de manera efectiva su propuesta de valor.

Ta= mbién en el contexto de proyectos sociales como “Entre= prenehur Artesanal” la construcción de una identidad de marca va má= ;s allá de la creación de elementos visuales y logos atractivos.= Se destaca la importancia de la au= tenticidad y la conexión con la comunid= ad. Sin embargo, es esencial considerar las deficiencias identificadas para lograr un impacto significativo= .

La participación comunitar= ia desempeña un papel crucial en la construcción de la identidad= de marca en proyectos sociales. La comunidad debe sentirse parte integrante del proceso, para que la marca refleje sus valores y necesidades. La falta de participación comunitaria puede llevar a una desconexión entre la marca y la audiencia objetivo, limitando su efectividad.<= /span>

As= imismo, la creación de identidades de marca efectivas en proyectos sociales = es una similitud clave en los casos de “Entreprenehur Artesanal” y “Tienda Cardio”. Ambos <= span lang=3DES style=3D'letter-spacing:-.1pt'>proyectos reconocen la necesidad de una representación visual coherente y atractiva para <= span lang=3DES style=3D'letter-spacing:-.1pt'>conectar emocionalmente con la audiencia y comunicar los valores del proyecto.

La promoción a través de las redes digitales es esencial en la difusión de proyectos sociales. “Tienda CardioR= 21; destaca el impacto de su feed en Instagram, siendo un ejemplo de cómo estas plataformas pueden demostrar el impacto de las organizaciones benéficas. Las redes digitales ofrecen un canal efectivo para llegar a una audiencia amplia y comprometer a las personas en la causa. En el caso de “Entreprenehur <= /span>Artesanal”, se aconseja que los siguientes pasos se enfoquen en la p= resencia en redes sociales.

Existen diferencias sign= ificativas en la metodología de anális= is y el alcance de evaluación entre los dos casos. Mientras “Entreprenehur Artesanal” utiliza u= na metodología cualitativa con herramientas como fichas nemotécn= icas y focus = group, y la metodología desarrollada por Gonz&aacut= e;lez Ruiz (1994), el proyecto “Tienda Cardio” = se enfoca en un análisis conceptual y visual del branding.

La adaptabilidad en la metodología y en el enfo= que, a la hora de realizar una evaluación profunda, son lecciones valiosas para quienes trabajan en el ámbito= de organizacion= es benéficas (Gregory et al., <= span lang=3DES style=3D'letter-spacing:-.1pt'>2019) y proyectos sociales. La identidad de marca no sólo se enfoca al diseño visual, sino que también maneja la estrategia, la comunicaci&= oacute;n y la evaluación. La discusi&oac= ute;n sobre cómo aplicar estas lecciones en otros contextos es esencial para fortalecer el impacto de estas iniciativas en la sociedad.

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Rivera, M. R. (2019). La evolución <= /i>de<= /i> las= <= /i>estrategia= s de<= /i> marketing<= /span> <= /i>en<= /i> el<= /i> <= /i>entorno digital. Implicacio= nes <= /i>jurí= ;dicas. Tesis doctor= al. Madrid: Universidad Carlos III.

Sánchez, J. (2023). <= span lang=3DES style=3D'font-size:8.5pt;mso-bidi-font-size:11.0pt;line-height:11= 5%; letter-spacing:-.1pt'>Identidad <= span lang=3DES style=3D'font-size:8.5pt;mso-bidi-font-size:11.0pt;line-height:11= 5%; letter-spacing:-.1pt'>de marca en la década de 2010: Microsoft. Revista de Estudios Interdisciplinarios <= span lang=3DES style=3D'font-size:8.5pt;mso-bidi-font-size:11.0pt;line-height:11= 5%; letter-spacing:-.1pt'>del <= span lang=3DES style=3D'font-size:8.5pt;mso-bidi-font-size:11.0pt;line-height:11= 5%'>Arte, Diseño y la Cultura, 10, 95-119.

Santos, D= . (2023). ¿Qué es un brief, p= ara qué sirve y qué tipos existen?= Blog Hubspot. Rescatado de https://blog. hubspot.es/marketing/que-es-un-brief

Solórzano, J., = & Parrales, M. (2021). Branding: posicionamiento de marca en el mercado ecuatoriano. Espacios, 42, 27-39.

Sterman, A. (202= 1). Cómo <= span lang=3DES style=3D'font-size:8.5pt;mso-bidi-font-size:11.0pt;line-height:11= 5%; letter-spacing:-.1pt'>crear <= span lang=3DES style=3D'font-size:8.5pt;mso-bidi-font-size:11.0pt;line-height:11= 5%; letter-spacing:-.1pt'>marcas = que <= span lang=3DES style=3D'font-size:8.5pt;mso-bidi-font-size:11.0pt;line-height:11= 5%; letter-spacing:-.1pt'>funcionen. = Las <= span lang=3DES style=3D'font-size:8.5pt;mso-bidi-font-size:11.0pt;line-height:11= 5%; letter-spacing:-.1pt'>herramientas de las grandes consultoras internacio= nales aplicadas al mundo de los emprendedores, pequeñas y grandes empresas. Buen= os Aires: Nobuko.

Takaki, M., Bravo, R., & Martínez, E. (2019). La gestión de la identidad corporativa en= la universidad: análisis y consecuencias desde la perspectiva del profesorado. Revista Europea de Dirección y Economía de la Empresa, 24, 25-34.

Vintimilla, G= ., Erazo, J. C., & Narváez, I. (2020). Branding e identidad corporativa en el sector financiero popular y solidario. Revista Arbitrada Interdisciplinaria Koino= nía, 5 (10), 255-261.

Rese&ntil= de;a = curricular

Alexis I= saac Paredes Amaguaya tiene una Maestría en Diseño y Gestión de Marcas, y una Licenciatura en Diseñ= ;o Gráfico. Es docente universitario e investigador. También es un freelance independiente, dedicado al desarrollo de la comunicación estraté= ;gica institucional, al branding y al= marketing digital.

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= Problema	Objetivo=	Propósito
<= span lang=3DES style=3D'font-size:8.5pt;mso-bidi-font-size:11.0pt;line-height:= 115%; letter-spacing:-.1pt'>Ausencia de una identidad definida = para “Entreprenehur Artesanal”.	Crear una i= dentidad marcaria para “Entrep= renehur Artesanal” a travé= ;s del branding, enfoc&aacut= e;ndose en el refuerzo del sector artesanal de la parroquia La Victoria.	Elaborar una propuesta gráfica que capture el alma del proyecto, culminando con la creación = de un logo, un manual de estilo y aplicativos de marca.