More than a product: It is not what you sell, it is what you stand for.

Consumers expect more from brands than just a good product, they are more aware, selective, and driven by their values more than ever. When brands only focus on selling, they start to feel disconnected. According to BrandExtract, branding now is less about transactions and more about building trust, identity and a long-lasting connection.

I have experienced this shift firsthanded, through projects that have challenged me to think about past features and attributes. In one project, D’Nuestra Tierra, a gourmet brand concept, I realized that branding was not just about the product looking, it was about creating a feeling of quality and intention in every detail, from packaging to purpose. With Gayosso, the idea of offering pet funeral services, taught me that people do not just buy, but they connect, seeking for emotional resonance. Both projects reminded me that branding is about connecting and meaning. 

Brands need a purpose to truly resonate, when a brand reflects their values, it creates a bond that goes beyond the product. Brands that last are the ones that make people feel understood and seen. As I am preparing to step into the industry, I am drawn to brands that are thoughtful, customer-centered, and intentional. Because in the end, relevance is earned through purpose.