True Brands

What True Brands does

True Brands is a privately held Chilean strategic brand consulting firm based in Las Condes, Santiago, led by three founding partners — María Elena Guerrero (Executive Director), Trinidad Pizarro, and Javiera Contzen. The firm provides brand strategy, identity design, content, and marketing services to large Chilean enterprises across retail, supermarkets, education, construction, automotive, food, legal technology, and technology sectors. Its client portfolio includes major Chilean corporations such as Falabella, Cencosud, MASISA, Jumbo, and Derco, alongside institutions including Universidad Finis Terrae, Universidad AI, CCHC, San Camilo, and Solarity, plus select startups such as Lemontech and Muumami.

The firm's core offering is organized under the proprietary "THE TRUE" service framework: THE TRUE WAY (brand strategy), THE TRUE VOICE (branding and visual identity), THE TRUE PLAN (marketing plans), THE TRUE GAME (brand content), THE TRUE FACE (editorial content), and THE TRUE INSIDE (workshops and studies). In parallel, True Brands produces the annual "Empresas Humanas" corporate reputation study, now in its third edition, which evaluates brands across seven dimensions — honesty, relevance, contribution, employability, leadership and quality, sustainability, and financial performance. The study is conducted in partnership with Nielsen IQ (2025 edition) and previously GfK (2023, 2024 editions), and the most recent edition surveyed over 4,000 Chilean citizens across 119 brands in 19 sectors.

True Brands operates on a professional services B2B model with custom, quote-based consulting engagements. Its go-to-market combines direct outreach, professional networking on LinkedIn, and event-driven thought leadership anchored by the Empresas Humanas annual research presentation, which attracts 100+ executives from major Chilean companies. Pricing is not publicly disclosed and engagements appear to be tailored multi-year contracts. With 1-10 employees and no disclosed external funding, the firm operates as a lean boutique consultancy sustained by recurring enterprise engagements and its annual reputation study functioning as a content marketing and lead-generation asset.

Name

True Brands

Legal name

True Brands

Website

https://truebrands.cl

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

1–10 employees

Short description

True Brands is a Chilean strategic brand consulting firm based in Las Condes, Santiago. It offers brand strategy, identity, content, and marketing services through its proprietary THE TRUE methodology framework and produces the annual Empresas Humanas corporate reputation study with Nielsen IQ.

Ownership category

akta.pro rank

Product category

Brand Consulting Services

NAICS

Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Brand Consulting, Audits & Research (Brand Health, Equity, Competitive) (BPAFAEAJ)

akta.pro secondary industry

Corporate Reputation & Thought Leadership (MPAAAOAF)

Keywords

• Brand strategy consulting
• Corporate reputation research
• Brand identity design
• Marketing strategy services
• Brand content creation

Headquarters

HQ city

Las Condes

HQ country

Chile

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Strategic Brand Consulting: Full-service strategic brand consulting from strategy design through implementation. Services include business strategy, design and branding, content creation, and brand strategy development.
2. Research and Studies: Corporate reputation studies and research publications, including the annual 'Empresas Humanas' study conducted with Nielsen IQ/GfK. Studies are available for download with commercial brochures.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

True Brands is a strategic brand consulting firm that designs and implements marketing strategy, branding, and brand content for large Chilean enterprises. Its services cover business strategy, brand identity design, marketing planning, content creation, and corporate reputation research, delivered through proprietary frameworks (THE TRUE WAY, THE TRUE VOICE, THE TRUE PLAN, THE TRUE GAME, THE TRUE FACE, THE TRUE INSIDE) and the annual Empresas Humanas corporate reputation study conducted with Nielsen IQ.

Product overview

True Brands is a strategic brand consultancy offering a comprehensive suite of brand services under its THE TRUE product family: THE TRUE WAY (brand strategy), THE TRUE VOICE (branding/visual identity), THE TRUE PLAN (marketing plans), THE TRUE GAME (brand content), THE TRUE FACE (editorial content), and THE TRUE INSIDE (workshops/studies). Additionally, True Brands produces the annual Empresas Humanas research study on corporate reputation in Chile, now in its third edition, developed in partnership with major market research firms (GfK/Nielsen IQ).

Differentiator

Problem solved

Functional benefit

Brands

• Empresas Humanas: Annual corporate reputation study developed by True Brands in partnership with Nielsen IQ (formerly GfK), measuring how citizens perceive company reputation in Chile across seven dimensions.

Products and services

• THE TRUE WAY (Brand Strategy) Strategic brand planning service for large enterprises covering value proposition creation, brand architecture and portfolio development, purpose and brand narrative definition, and customer experience design.
• THE TRUE VOICE (Branding) Brand identity and visual communication service including brand identity design, naming, visual identity systems, graphic design, and environmental branding for enterprise clients.
• THE TRUE PLAN (Marketing Plan) Annual marketing planning and initiative development service covering external marketing strategy, internal communications strategy, and digital strategy including social media ecosystem definition and content planning.
• THE TRUE GAME (Brand Content) Brand content strategy and activation service including editorial line definition, communication language design, always-on content plans, and 360-degree brand activation campaigns.
• THE TRUE FACE (Editorial Content) Corporate editorial content production service including corporate videos and institutional media outlets for enterprise clients.
• THE TRUE INSIDE (Workshops and Studies) Strategic workshops and research studies service including team co-creation and alignment, strategic meetings, and design thinking workshops for brand self-assessment and challenge identification.
• Empresas Humanas (Corporate Reputation Study) Annual corporate reputation study developed in partnership with Nielsen IQ (formerly GfK) that measures how citizens perceive company reputation in Chile across seven dimensions: honesty, relevance, contribution, employability, leadership and quality, sustainability, and financial performance.

Quantifiable outcome

• 90%+ of companies evaluated maintained or improved their reputation scores in Empresas Humanas 2024
• +2 more outcomes

Named customers12 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• Nielsen IQcoreStrategic or Co-development Partner · 1 October 2025Co-development partner for the Empresas Humanas 2025 corporate reputation study. Nielsen IQ provides consumer insights expertise and market research methodology for the annual study that surveys 4,000+ Chilean citizens evaluating 119 brands across 19 sectors.
• GfK (An NIQ Company)coreStrategic or Co-development Partner · 1 October 2024Co-development partner for Empresas Humanas 2023 and 2024 studies. GfK provided consumer insights and market research methodology for corporate reputation studies evaluating 90+ companies across multiple sectors in Chile.

Scale indicators3 records

Recent moves5 records

Expansion highlights3 records

Direct peers

• Lippincott: Global brand strategy and design consultancy known for corporate identity and brand research. Direct peer on the brand strategy, identity, and corporate reputation research side, with analogous enterprise client base.
• Interbrand: Global brand consultancy offering brand strategy, naming, identity, and research across markets. Directly comparable to True Brands' full-service brand consulting offering, with global reach and analogous methodology focused on brand valuation and corporate reputation work.
• Wolff Olins: Global brand consultancy (Omnicom) offering brand strategy, identity, and experience design. Comparable to True Brands' strategic and creative brand work; operates at larger scale and broader geographic footprint.
• Landor & Fitch: Global brand consulting and design firm (WPP) providing brand strategy, identity design, and brand experience work. Comparable to True Brands' THE TRUE WAY/TRUE VOICE strategy-plus-identity offering, with much broader geographic and studio resources.
• Siegel+Gale: Global brand strategy and simplicity consultancy (Branding5/Omnicom) providing brand strategy, naming, and experience design. Comparable to True Brands' THE TRUE WAY and naming/identity services, with focus on brand-led simplification work.
• Meta Branding: Chilean brand strategy and design consultancy based in Santiago. Most direct domestic peer to True Brands in terms of geography, client base, and brand consulting offering; competes for the same pool of Chilean enterprise clients.
• Peonza Consultores: Chilean strategic communications and brand consultancy. Comparable regional peer competing for Chilean enterprise brand strategy and corporate communications mandates similar to True Brands' clients.
• FutureBrand: Global brand consultancy (Interpublic) focused on brand strategy, design, and experience. Direct peer to True Brands' brand strategy and identity services, with Latam presence and comparable corporate reputation methodology.

Broad incumbents

• Accenture Song: Global experience and brand transformation arm of Accenture, offering brand strategy, creative, content, and marketing at scale. Overlaps with True Brands' full-service brand consulting model but offers broader transformation services including technology implementation.
• Havas Creative: Global advertising and brand communications network offering brand strategy, creative, media, and content services. Comparable on the brand content and marketing strategy side of True Brands' THE TRUE PLAN and TRUE GAME offerings, with global scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/true-brandschile

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about True Brands