As a social media partner with a more intentional and strategic approach to social media, we believe that in order to achieve social media success, the right foundations of a business must be established. Apart from having the perfect product or a seamless operation, branding is one often overlooked essential element of a business. With hundreds of new businesses popping up every week, standing out from the competitors is becoming more challenging than ever.

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One common misconception we often hear from business owners is that brand = logo. Although a beautiful logo can paint a picture, it does not fully and properly tell a story of what your brand is about. And without a compelling story and strategy, it's almost next to impossible to build a timeless brand in the digital age.

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We sat down with María Trujillo, the Founder and Creative Director of Aquí, to talk about why branding is important to every business.

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Maria Frances: Hey María! Can you share a little bit more about you and what you do?

María of Aquí: I’m María Trujillo, the Creative Director and Founder of Aquí, a woman-owned graphic design studio specializing in branding and website design. Originally from Mexico, I’ve lived abroad my whole life, spending most of it in Singapore as a Third Culture Kid. This global experience has given me a unique perspective on diverse cultures and design. We help purpose-driven businesses build meaningful and impactful visual identities, guiding you through every step of the process, from branding to website design and everything in between.

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MF: What led you to start Aquí? Any aha moments that inspired you to start your very own design agency?

MoA: It’s a bit of a long story, but in short, I had worked at several agencies and reached a point where I felt like I needed to carve out my own path. My dad played a big role in encouraging me to take the leap, and over eight years ago, I decided to test the waters by starting Aquí. A big aha moment for me was when I silenced my inner critic and stopped doubting whether I had enough experience. I realized that growth happens through action, so I decided to give it a shot and see where it would take me - and look where we are today—just turned 8 and thriving!

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MF: Branding is often diminished to or often equated to a logo. How do they differ from each other? Why do you think having a brand is more important than having a logo?

MoA: I love this question! A logo is just one piece of a the puzzle - it’s a visual identifier. But a brand encompasses so much more: it’s the emotional and psychological relationship you build with your audience. A brand is your story, values, voice, and how people perceive your business. A strong brand is what makes you memorable and meaningful to your customers, while a logo is just a part of that larger puzzle. That’s why having a well-rounded brand is far more valuable than simply having a logo.

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MF: How does storytelling, impact, and design all come together at Aquí?

MoA: At Aquí, storytelling is at the heart of what we do. We believe that every brand has a story to tell, and design is how we visually communicate that story to the world. Our goal is to create impactful designs that not only look beautiful but also resonate deeply with audiences by reflecting a brand’s core values and mission. When storytelling, impact, and design come together, they create a seamless, cohesive experience that makes a lasting impression.

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MF: Having been in this industry for years, what do you see are the common mistakes entrepreneurs and start-ups make when it comes to branding?

MoA: One of the most common mistakes I see is when businesses rush into creating a brand without having a clear vision of their values or their target audience. They focus too much on aesthetics or trends rather than creating something authentic and lasting. Another mistake is being inconsistent with their brand message or visual identity, which can confuse their audience. A brand needs to evolve but remain true to its core, which is a delicate balance many overlook.

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MF: What's your one advice for businesses trying to stand out from their competitors whilst staying relevant with the times?

MoA: My biggest advice is to stay authentic and true to your brand’s core values, even as trends change. It’s easy to chase what’s popular, but the brands that truly stand out are the ones that remain authentic to who they are while adapting creatively to new challenges and opportunities. Stay consistent in your messaging and design, but always look for ways to innovate and connect with your audience on a deeper level.

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P.S. María and Team Aquí did our beautiful brand refresh and website design so if you love our brand identity and website, go and give them a follow on Instagram! We are cooking up something exciting for 2025 — keep your eyes peeled for more details!