Modelo de exposición y comunicación de marca para constructora pineda acosta y asociados S.A.S.

Abstract

This preliminary project aims to design, structure, and implement a Brand Exposure and Communication Model for Constructora Pineda Acosta y Asociados S.A.S., a company dedicated to multifamily residential construction located in the Quinta Paredes neighborhood of Bogotá, Colombia. The proposal is based on a diagnosis that reveals the company's low digital visibility, reflected in limited activity on social media, the absence of a clearly defined verbal identity including a slogan and a consistent communication tone and a visual identity that lacks consistency across different platforms. To address this situation, the project proposes a model structured around three main pillars: visual brand identity, verbal identity (communication tone, value proposition, and slogan), and communication channels, including digital platforms (Instagram and TikTok) and in-person spaces (industry fairs and events). This model is expected to strengthen the company's brand positioning, build an active digital community, and ultimately establish a documented and replicable system consisting of a brand manual, an editorial calendar, and criteria for selecting appropriate communication channels.