Branding for an HCM software company in Latin America
“Talana. Tecnología Humana” (Human Technology). The new tagline not only embodies Human Capital Management (HCM) but also emphasizes the humanization of work. Its concise nature, coupled with its rhyming scheme in Spanish, enhances its memorability. The refreshed brand identity resonates with a deeply human-centric approach, showcasing emotional intelligence while remaining authentic to the company’s tech-driven DNA.
Brand voice recommendation
For optimal cohesion and resonance, we advocate for maintaining consistency by employing the voice of a female presenter across all ad campaigns. This choice is underpinned by the significant role of women in HR management, the imperative of narrative uniformity, and the prevalent association of female voices with embodied technology, exemplified by products like Apple’s Siri and Amazon’s Alexa.
