New branding for Ecotourism and Adventure Tourism Association (ABETA)

Expressing yourself adequately through both words and images is fundamental to creating a solid identity. If this is already a big challenge for people and organizations, imagine it for more abstract entities such as a tourism segment. This was the challenge that Raízes took on together with Seishin, a company specializing in branding.

Branding

This term refers to the creation not only of a brand, but also of the image of a product or company in the marketplace. It means creating more than a logo or a slogan, it means creating a concept for the business, city, good or service.

 

Branding actions are different from marketing actions, because branding does not seek to sell products or services, but rather a long-term return by adding value to products, services or the brand, and thus seeks to create a relationship with consumers. (Implantando Marketing)

Raízes

Our role was to support the communications team with theoretical bases that define ecotourism and adventure tourism. In addition to the concepts, a lot of other important information was gathered and shared to support the creation of a new assertive branding for the segments in Brazil.

The result was a Communication Strategy, a Brand Book, a Photographic Composition Manual, a Graphic Design Manual and a Writing and Tone of Voice Manual, all of which are available to download from the ABETA website.