Brand consulting and strategy
Behind every decision, there is a direction.
We are brand consultants with a clear principle: think, define, and direct. In that order. Always.
Personal Branding
Business Branding
Who we are
We build Criterion. And from there, the brand
DNM is a strategic direction consultancy for growing personal and business brands.
We work with leaders and companies that already have proven value and need to turn it into a brand with clear direction and positioning.
We sell criterion. Everything else is built from there.
AnalyzeYour context, your market, your current decisions.
DefineThe direction your brand needs to take.
AccompanyThe implementation from start to finish.
Philosophy
Four beliefs that govern our criterion
These are the filters we use to make every brand decision.
First the decisionThen the brand
Every visible element — logo, site, message — responds to a prior strategic decision. When the decision is clear, design materializes it.
The brand isdirected.
Building a brand is execution. Directing it is criterion. DNM operates from direction: we define what is built, why, and in what order.
Context defines the strategy.
Every brand faces different decisions depending on its timing, market, and maturity. Strategy is built from real context, never from a template.
Coherence over creativity.
A clear and consistent brand sustains itself over time. That is the coherence we build: ensuring that every decision reinforces the previous one.
Strategic leaders
Who directs
your brand
Behind every decision, there is a team with criterion. Professionals who combine strategy, creative direction, and sector expertise to accompany brands through their most important decisions.
Arch. José GarnicaFounder
Architect by training, strategist by conviction. He has directed brands in the architectural, industrial, and professional leadership sectors, converting trajectory into positioning.
STRATEGIC DIRECTION · BRAND POSITIONING
Eng. Javier MartínezCo-founder
Engineer by training, systems strategist by vocation. Building high-performance methodologies, he co-founded DNM to bring that same rigor to the branding field: turning decisions into identity with direction.
BRAND SYSTEMS · STRATEGIC OPERATIONS
The DNM Method
Executive personal brandingin four phases
We manage C-Suite branding through a four-decision process. Each phase has a purpose, a deliverable, and a level of commitment. Each phase prepares the next.
Strategic diagnosis
Brand strategy
Cinematic materialization
Ongoing direction
Analysis of your public image as a business asset. Audit, calibration, and opportunity map.
Personal brand system: positioning, narrative, verbal and visual system.
Film-grade production: Brand Films, editorial photography, and content system.
Monthly guidance to sustain consistency and direct the system's evolution.
Companies & entrepreneurs
who trust us
If your brand needs direction, let's talk
Share your brand's context. With that information, we'll define if there is a strategic path for us to work together.