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When a Latin American cybersecurity firm aimed to enter the competitive U.S. market, they initially took familiar branding steps: reviewing logos, websites, and messaging. Yet, something was missing. Their brand message wasn’t resonating, their positioning felt disconnected, and their visual identity failed to translate effectively.
That’s when they turned to Scalto, the leading fintech and B2B branding agency co-founded by Gabriela Pulido and Alejandra Slatapolsky. Scalto specializes in helping companies navigate market entry challenges—not just by refreshing branding but by strategically rebuilding it from within.
“You might have an attractive logo and appealing visuals,” explains Pulido, “but true branding goes beyond aesthetics. It's about creating a clear perception and meaningful connection with your audience.”
Scalto’s methodology is rooted in over 30 years of industry expertise and specifically crafted for Latin American companies expanding into the U.S. market. Their proven approach emphasizes three crucial elements: Strategy, Story, and Execution.
Scalto’s process begins by pinpointing the fundamental problem clients are trying to solve. This foundational step, though seemingly basic, often reveals critical strategic gaps.
“We start by clearly defining the market challenges and business objectives,” says Pulido. “Understanding your market space, audience, and your core intention is essential.”
This initial strategic diagnosis frequently uncovers that what companies truly need is more than just enhanced branding—they require an ambitious, future-oriented strategy.
With strategic clarity established, Scalto crafts a compelling brand narrative tailored for internal and external stakeholders.
“We’re not just creating catchy taglines,” emphasizes Slatapolsky. “It’s about clearly communicating what your brand stands for consistently across all channels—from sales presentations to LinkedIn profiles.”
For the cybersecurity client, Scalto created targeted messaging for different stakeholders, including CEOs, CTOs, and mid-level decision-makers, each message uniquely tailored yet consistently aligned with the central brand story.
“Often, companies don’t just need a brand refresh—they require a strategic reset,” notes Pulido.
Scalto’s branding process doesn’t end with defining a strategy and story—it advances into comprehensive execution. This phase includes creating a robust "brand toolbox" encompassing visual identities, impactful pitch decks, persuasive website copy with SEO in place, stakeholder communication plans, executive positioning strategies, and detailed customer journey mapping.
“Our integrated approach ensures branding and communications work seamlessly,” says Slatapolsky. “A brand is only impactful if effectively communicated and executed.”
Executive positioning is also vital. “Leaders and executives significantly amplify brand credibility and growth,” adds Pulido. “Effective executive positioning accelerates market entry and brand recognition.”
Ultimately, Scalto provides clients with more than aesthetic upgrades. Clients receive a strategic roadmap with actionable plans designed to scale businesses effectively in the U.S. market and beyond.
“Our solutions empower companies with the strategy, story, and essential tools for aligned execution,” concludes Slatapolsky. The result: clear brand messaging, precise market positioning, increased engagement, and alignment from executives through the entire team.
Pulido summarizes: “Our mission isn't to create brands that simply look appealing; our goal is to build strategically sound brands that deliver tangible results.”
🎧 Interested in More Strategic Insights?
This article draws insights from "Ideas to Scale," Scalto’s podcast highlighting successful strategies in branding and execution.
👉 Watch the full episode here to hear the full story and get practical advice from real client cases.
