How Rodrigo Ruiz De Teresa Builds Brands That Last

In a world of fleeting trends and overnight sensations, Rodrigo Ruiz De Teresa specializes in something increasingly rare - building brands that stand the test of time. Let's examine how he does it.

The foundation of Rodrigo's brand-building approach is what he calls "authentic differentiation." Rather than chasing what competitors are doing, he helps brands identify and amplify what genuinely makes them unique. For a boutique coffee roaster, this meant:

• Research revealed their true differentiator wasn't bean quality (like competitors claimed) but their small-batch roasting process

• They built their entire brand around "craft roasting" with transparent stories about their roasters

• Packaging included roast dates and roaster profiles

• Social media featured "a day in the life" of their roasting team

The result? They tripled their premium subscription base in a year.

Rodrigo also emphasizes brand consistency across all touchpoints. He creates comprehensive brand guidelines that go beyond just logos and colors to include:

• Messaging architecture (how the brand speaks)

• Visual storytelling principles

• Experience standards (how customers feel at each interaction)

For a tech startup, this meant:

• Website, app, and even error messages used the same friendly, approachable tone

• Product demos followed the same narrative structure as their ads

• Customer support was trained in the brand voice

This consistency built trust and recognition, reducing customer acquisition costs by 30%.

But what really makes Rodrigo's brands resilient is his focus on emotional connection. He identifies the core emotional need the brand fulfills - not just the functional benefit. For a financial services client:

• Competitors focused on "better returns"

• Rodrigo uncovered their customers' deeper need was "financial peace of mind"

• The brand repositioned around "sleep-well investing"

• Content focused on reducing financial stress

• Even their performance reports were designed to feel reassuring

This emotional positioning helped them weather market downturns better than competitors.

Rodrigo also builds brands to evolve. He creates flexible identity systems that can grow with the company. For a health food brand expanding internationally:

• The logo worked across cultures

• The color palette had regional variations

• Messaging frameworks accommodated local differences

• Packaging templates could incorporate new product lines

This forward-thinking approach saved them millions in rebranding costs as they grew.

The lesson? Lasting brands aren't built on slogans or logos alone. They're built on authentic differentiation, emotional connection, consistent experiences, and adaptable systems - principles Rodrigo Ruiz De Teresa has mastered.