The starting point
Defining a brand takes time, judgment, and a lot of well-thought-out decisions. Tone is worked on, rules are set, boundaries are agreed upon, and everything is documented so it can be used consistently day to day.
The problem usually isn’t there. In most organizations, the brand exists, it’s well built, and it has a clear framework. The issue shows up later, when that judgment is needed and it’s not always available.
Because defining a brand is one thing. Being able to access it right at the moment a decision has to be made is something very different.
And that’s where EVA comes in.
A real case (too real)
Marketing team.
Tuesday, 6:37 p.m.
A LinkedIn asset needs to be adapted quickly.
The content works, but the usual doubts appear:
Does this tone fit how we normally communicate on this channel, or are we drifting?
Does this image respect the brand’s visual criteria?
Does this closing sound like the brand, or could it belong to anyone?
The brand is in a PDF, in a folder, or in a presentation from two years ago that no one opens. There’s urgency. This isn’t the moment.
The decision gets made anyway, based on prior experience, on what was done last time, or on the intuition of whoever is closest.
The piece goes out and performs, like other times.
But the brand’s criteria weren’t part of the decision.
The right criteria, at the right moment
With EVA, that journey changes. The question comes up in the same place where the work is happening, and the answer arrives applied to that specific case, without stopping the process.
It doesn’t change the pace or the type of decisions being made. It changes the starting point. The team keeps moving forward, but from a shared reference that stays active while the work is happening.
That continuous guidance prevents every tweak, adaptation, or exception from becoming an isolated case. Decisions connect to each other and start building a recognizable line, without the need for later reviews.
The brand stops fading into the background and becomes truly present.
Learn more about EVA: wearesmall.es/en/holaeva
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