Hispanicizing Your Brand’s Identity

Recently I had the privilege of attending Hispanicize Miami, the largest annual event for Latino trendsetters and newsmakers in digital content creation, journalism, marketing, entertainment and tech entrepreneurship.

Photo of Steph Conti

Steph Conti

Associate Director

Some of my personal highlights from Hispanicize included getting to see LeJuan James (@lejuanjames) and Jenny Lorenzo (@jennizzle, #cubanabuela) speak; both are young Hispanic influencers and content creators known for mimicking and satirizing their parents and grandparents.

Aside from meeting some of today’s hottest influencers, I was reminded of how strong our generational connections are by being in the presence of Hispanic cultural icons such as Don Francisco and my fellow Venezuelan patriot, Oscar de Leon. Even though they are well into their 70’s, these individuals are still very much relevant and a part of our consumer culture.

This conference showed me how strong of a connection there is between the young and older generations in the Hispanic culture. What does this mean for brands? It means that you better get abuela’s seal of approval before you try to sell Maria anything.

Here are some key insights when trying to Hispanicize your brand:

1. Find the connections: More than anything, the Hispanic culture is lively and welcoming. If a brand wishes to reach the Hispanic audience, especially the older decision makers, they must find the intersections between their mission and our values. It is important to remain authentic to your brand’s story and our culture of family and community.

2. Show you understand: The Hispanic culture is rich with history and storytelling, in fact we often communicate just by telling stories. A brand should show that they understand this history, and preferred method of communication, by putting in the time to research and comprehend our way of life, buying trends, and decision-making processes.

As I recently witnessed, the millennials and trendsetters of our generation still rely on their parents and grandparents for consumer decisions. Even in the digital space, we turn to them for inspiration and approval.

3. Don’t be afraid to ask questions: I mentioned that Hispanics like to talk and tell stories, right? Well it’s true. We love to share information about our culture and families. Finding the connections between our cultures can be a strong unifying experience and builds trust between your brand and the audience. All you have to do is ask!

The decision-making process for any consumer varies depending on the environment and the product, but for the Hispanic audience, these three points will always ring true. If you’d like our help connecting your brand to your consumer of choice, reach out to us.