{"id":9745,"date":"2023-01-09T12:06:28","date_gmt":"2023-01-09T12:06:28","guid":{"rendered":"https:\/\/promoguy.nl\/brand-guidelines-how-to-create-a-unique-voice\/"},"modified":"2024-09-25T20:25:17","modified_gmt":"2024-09-25T20:25:17","slug":"brand-guidelines-how-to-create-a-unique-voice","status":"publish","type":"post","link":"https:\/\/promoguy.nl\/es\/blog\/2023\/01\/09\/brand-guidelines-how-to-create-a-unique-voice\/","title":{"rendered":"Directrices de marca: C\u00f3mo crear una voz \u00fanica"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Las directrices de marca son una gu\u00eda esencial para expresar la identidad de una empresa. <a class=\"wl-entity-page-link\"  href=\"https:\/\/promoguy.nl\/es\/blog\/vocabulary\/identity\/\" data-id=\"https:\/\/data.wordlift.io\/wl1503668\/entity\/identity\" >identidad<\/a>. Su principal ventaja es la coherencia que aportan a la voz, el tono, las im\u00e1genes y mucho m\u00e1s. Tambi\u00e9n a\u00f1aden un aire de profesionalidad a todas las comunicaciones externas e internas y se convierten en un modelo para el aspecto y la sensaci\u00f3n distintivos de la marca.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">En este art\u00edculo se analizan formas pr\u00e1cticas de construir una voz \u00fanica junto con la iconograf\u00eda (utilizando ejemplos destacados).<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Crear una voz de marca aut\u00e9ntica<\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Crear una nueva identidad de marca para su empresa requiere reunir bastantes elementos. He aqu\u00ed algunos puntos de partida:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>Misi\u00f3n<\/strong><\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Construya a partir de su identidad y sus valores fundamentales. A partir de la declaraci\u00f3n de principios, tambi\u00e9n puede desarrollar la historia de su empresa y las met\u00e1foras asociadas. Para m\u00e1s informaci\u00f3n sobre la creaci\u00f3n de una <a href=\"https:\/\/promoguy.nl\/es\/blog\/brand-strategy-communicating-brand-story\/\" target=\"_blank\" rel=\"noreferrer noopener\">historia de marca y estrategia de mensaje de marca<\/a>consulte este art\u00edculo.<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>Construya <a class=\"wl-entity-page-link\"  href=\"https:\/\/promoguy.nl\/es\/blog\/vocabulary\/audience\/\" data-id=\"https:\/\/data.wordlift.io\/wl1503668\/entity\/audience\" >Audiencia<\/a> Conocimientos<\/strong><\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Hay dos maneras de hacerlo: o bien ajustar el estilo de su marca en torno a un p\u00fablico existente o bien encontrar el mayor p\u00fablico objetivo viable que resuene con la voz de su marca. En cualquier caso, tendr\u00e1 que investigar a su p\u00fablico y formular un plan de acci\u00f3n. <a href=\"https:\/\/promoguy.nl\/es\/blog\/buyer-persona-customer-outreach-tips-for-businesses\/\" target=\"_blank\" rel=\"noreferrer noopener\">persona compradora<\/a>.<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>Auditar el contenido existente<\/strong><\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Sea cual sea el estilo de contenido que obtenga m\u00e1s visitas de su cat\u00e1logo, algo debe estar haciendo bien. Sigue las estad\u00edsticas de audiencia.<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>Qu\u00e9 hacer y qu\u00e9 no hacer al crear<\/strong><\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Puede que tengas una idea de lo que es tu marca, pero tambi\u00e9n tienes que delimitar lo que no es. Elabore una lista exhaustiva de las mejores pr\u00e1cticas y las cosas que debe evitar. Este es un ejemplo de las directrices de marca de Adidas para la presentaci\u00f3n de su logotipo:<\/p>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" class=\"wp-image-9753\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2022\/12\/Screenshot-2022-12-27-at-12.40.33-700x423.png\" alt=\"Logotipo de las directrices de la marca Adidas\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>Redactar un documento de comunicaci\u00f3n<\/strong><\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Ahora es el momento de reunirlo todo en un documento para crear una voz de marca coherente. Tambi\u00e9n puedes trabajar con una hoja de trabajo sobre la voz de la marca. Aqu\u00ed tienes una buena forma de redactar la voz de tu marca:<\/p>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" class=\"wp-image-9758\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2022\/12\/Brand-Guidelines-Voice-Chart.png\" alt=\"Directrices de marca Cuadro de voz de la marca\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Del mismo modo, tambi\u00e9n puede utilizar este diagrama de Venn para decidir los elementos espec\u00edficos de la voz:<\/p>\r\n\r\n\r\n\r\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" class=\"wp-image-9782\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2022\/12\/Brand-Voice-Elements-1.png\" alt=\"Elementos de la voz de marca Diagrama de Venn\" \/><\/figure>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Rueda de arquetipos de marca<\/h2>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" class=\"wp-image-9784\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2022\/12\/Graphic_Sales-funnel-700x782.png\" alt=\"\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Puede utilizar la rueda para determinar qu\u00e9 arquetipo se adapta mejor a su empresa. Aunque esta herramienta es sobre todo divertida y creativa, tambi\u00e9n puede ayudar a mantener la coherencia en sus operaciones. Utilizar una personalidad unificada de este tipo puede ayudarle a mantener el orden a lo largo de sus operaciones.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Otra forma de determinar tu lugar en la rueda es a trav\u00e9s del <a href=\"https:\/\/www.archetypesc.com\/12-brand-archetypes-quiz\/\" target=\"_blank\" rel=\"noreferrer noopener\">cuestionario sobre arquetipos de marca<\/a>. Es una forma sencilla de determinar d\u00f3nde encaja mejor la imagen de tu empresa en este pante\u00f3n y ser \u00fatil tanto para el branding externo como para el interno. Aparte de eso, es algo as\u00ed como un test de personalidad de Buzzfeed: no te lo tomes demasiado en serio, pero util\u00edzalo para ser consciente de las caracter\u00edsticas de tu empresa.<\/p>\r\n<p><iframe title=\"Miles de directrices de marca\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/RsFZ3qV2c9A?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Elementos de las directrices de la marca digital<\/h2>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\">Directrices de fotograf\u00eda de marca<\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Tener un estilo fotogr\u00e1fico y cinematogr\u00e1fico distintivo y reconocible armoniza a la perfecci\u00f3n los contenidos visuales. Es especialmente importante tener un tema com\u00fan en todas las im\u00e1genes y v\u00eddeos. Los colores y los encuadres son un lenguaje como cualquier otro y el uso de ese lenguaje dice mucho de tu marca y de su voz.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">He aqu\u00ed algunos aspectos que debes tener en cuenta a la hora de decidir la voz de tu marca fotogr\u00e1fica:<\/p>\r\n\r\n\r\n\r\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" class=\"wp-image-9768\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2022\/12\/Screenshot-2022-12-28-at-14.35.33.png\" alt=\"\" \/><\/figure>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>Contenidos y materias<\/strong><\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Decide lo que vas a permitir y lo que no en tus fotos, como se muestra arriba o en el ejemplo anterior de Adidas.<\/p>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" class=\"wp-image-9775\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2022\/12\/Screenshot-2022-12-28-at-15.27.43-1.png\" alt=\"Directrices de la marca Porsche Fotograf\u00eda\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>Composici\u00f3n<\/strong><\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">As\u00ed es como se compone el plano y se representan los elementos que lo componen. Puedes hacer que las cosas sean sencillas y centradas o complejas y visualmente ruidosas, en funci\u00f3n de lo que convenga a la misi\u00f3n de tu empresa o de c\u00f3mo trate los materiales externos.<\/p>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" class=\"wp-image-9773\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2022\/12\/Screenshot-2022-12-28-at-14.51.07-1.png\" alt=\"Directrices fotogr\u00e1ficas de la marca Apple\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>Tono y paleta<\/strong><\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Puedes intentar crear un ambiente con contrastes marcados, colores terrosos o paletas sencillas. Apple, como se muestra en la imagen anterior, utiliza fondos con poco color y mucho contraste para que sus productos destaquen y parezcan m\u00e1s futuristas.<\/p>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" class=\"wp-image-9770\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2022\/12\/Screenshot-2022-12-28-at-14.38.37-1-700x249.png\" alt=\"Directrices fotogr\u00e1ficas de Nike\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>Elementos humanos<\/strong><\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">\u00bfC\u00f3mo representa su marca a las personas? \u00bfQu\u00e9 emociones y sentimientos quiere transmitir a su p\u00fablico y c\u00f3mo los utiliza? \u00bfLas personas de tus fotos parecen fuertes o vulnerables seg\u00fan lo que les prometen tus productos?<\/p>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" class=\"wp-image-9771\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2022\/12\/Screenshot-2022-12-28-at-14.42.56-700x245.png\" alt=\"Gu\u00eda fotogr\u00e1fica\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>Valores y narraci\u00f3n<\/strong><\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">La fotograf\u00eda tambi\u00e9n puede encarnar la historia de su empresa. Puede significar e ilustrar valores con una historia que represente sus valores. Puede ser futurista o cl\u00e1sica o poderosa o humilde, todo ello con la combinaci\u00f3n adecuada de elementos.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\">Directrices iconogr\u00e1ficas<\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Para la gu\u00eda de estilo de su marca, los iconos y logotipos son muy importantes. Suelen aparecer en la misma gu\u00eda de uso \"lo que se debe y lo que no se debe hacer\" para mayor claridad en su aplicaci\u00f3n. Para ver un ejemplo eficaz, eche un vistazo a las directrices de marca de Nike:<\/p>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" class=\"wp-image-9762\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2022\/12\/Nike-Brand-Guidelines-1.png\" alt=\"Logotipo Nike Directrices de marca\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Del mismo modo, se pueden mostrar variaciones del logotipo. Esto ayuda a utilizarlo en una gran variedad de contextos, ya que puede tener que usarlo con distintos fondos y disposiciones de color. Se utilizan ambas versiones dependiendo del tipo de fondo que haya o de si es necesario que haya texto.<\/p>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" class=\"wp-image-9763\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2022\/12\/Nike-Logo-700x180.png\" alt=\"Variaciones del logotipo de Nike\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<h3 class=\"wp-block-heading\">Directrices para submarcas<\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Las submarcas pueden variar un poco su voz, ya que tienen motivos \u00fanicos respecto a la empresa matriz. Una forma de decidirlo es ampliando los valores fundamentales que representan a la filial en comparaci\u00f3n con la empresa principal. Algunas est\u00e1n muy unidas en estilos, como HBO y HBO Max, mientras que otras pueden desviarse bastante.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">En cuanto a las directrices de construcci\u00f3n y las voces para las filiales, puede decidir en funci\u00f3n de algunas preguntas:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>\u00bfVar\u00eda el grupo destinatario?<\/li>\r\n\r\n\r\n\r\n<li>\u00bfEs diferente la finalidad del producto?<\/li>\r\n\r\n\r\n\r\n<li>\u00bfEn qu\u00e9 se diferencia de la l\u00ednea principal de productos?<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">He aqu\u00ed un ejemplo: Compare c\u00f3mo se redujeron los elementos del logotipo original de la NBC para su filial de streaming \"Peacock\".<\/p>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" class=\"wp-image-9767\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2022\/12\/Screenshot-2022-12-28-at-14.14.33-700x225.png\" alt=\"Submarca Peacock NBC\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<p class=\"wp-block-paragraph\">La tipograf\u00eda es sencilla y similar a la de muchos nuevos servicios de streaming (texto simple en una fuente sencilla como el texto del logotipo de Netflix) junto con un s\u00edmbolo que simplifica una variaci\u00f3n de la iconograf\u00eda de la empresa matriz. Dado que el prop\u00f3sito de la filial est\u00e1 alineado pero separado, representa una desviaci\u00f3n parcial del libro de marca original al tiempo que construye su propio aspecto.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><em>Si est\u00e1 buscando servicios de estrategia de marca o servicios de creaci\u00f3n de marca, Promoguy puede ayudarle. Echa un vistazo a nuestros servicios para obtener m\u00e1s informaci\u00f3n.<\/em><\/p>\r\n<p><iframe title=\"C\u00f3mo venden identidad visual las empresas de bebidas\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/MyYnANtzsPQ?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>","protected":false},"excerpt":{"rendered":"<p>Las directrices de marca son una gu\u00eda esencial para expresar la identidad de una empresa. Hablaremos del proceso de creaci\u00f3n de directrices de marca, de las directrices fotogr\u00e1ficas y del uso de la iconograf\u00eda de marca.<\/p>","protected":false},"author":1,"featured_media":12782,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"wl_entities_gutenberg":"","footnotes":""},"categories":[13,10],"tags":[187,189,188],"wl_entity_type":[47],"class_list":["post-9745","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-online-marketing-en","category-online-presence","tag-brand-guidelines","tag-brand-voice","tag-branding","wl_entity_type-article"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.8 (Yoast SEO v27.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Brand Guidelines: How to Create a Unique Voice - Promoguy Digital Marketing Agency<\/title>\n<meta name=\"description\" content=\"Every company needs its own visual identity and story. 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