Ismael Martínez of SG branding tells us how they help clients develop brands they love and inspire.
First of all, how are you and your family doing in these COVID-19 times?
Ismael Martínez: We are all good. We didn’t have any cases in our family, and we are happy to live in small towns where the situation is lighter.
Tell us about you, your career, how you founded SG branding.
Ismael Martínez: I started my first company when I was 18 years old. It took me two years to realize that I really loved this business and internet world, but I still had a lot of things to learn. I sold the company, and I started to study a lot of different things related to marketing, development, design, and management. When I was 29, I set up my company, where we started to grow and introduce new services. Now I’m proud to manage a 360º marketing company, and we keep growing and growing.
How does SG branding innovate?
Ismael Martínez: As we are a marketing company, we have a lot of different areas where we innovate. Digital area never stops innovating but also Neuromarketing and new discovering in marketing. There is a lot of new technologies every month that we have to study and analyze to see if they are convenient for our clients. We also try to innovate in our process to improve our clients’ experience and success.
In short, our main innovation is to provide new marketing and communication solutions from different perspectives that, when interconnected, allow us to achieve higher levels of effectiveness. This is how we have achieved, for example, that one client has doubled its turnover, that another has positioned itself as a worldwide reference in less than three years, or that another has managed to highlight its strengths, which allowed it to close contracts with clients that were elusive to it until we took action.
How the coronavirus pandemic affects your business, and how are you coping?
Ismael Martínez: We were a bit scared when all this started because nobody knows what was going on. After a couple of months, we started to have a huge wave of new and old clients that wanted to reinvent their business and look into the digital world or keep working on their marketing strategies.
Did you have to make difficult choices, and what are the lessons learned?
Ismael Martínez: The most difficult choices are to invest in yourself when you have a lot of work. It’s worth investing in your own company even when you are so busy because you never know where you will be in one year. You always have to try to achieve new goals, find new markets, analyze new technologies… if you stay in the same place, other companies will pass you.
What specific tools, software, and management skills are you using to navigate this crisis?
Ismael Martínez: We work with a lot of different tools:
Economical management: Holded
Project and task management: ClickUp
Calendar and email: Gmail
Internal communication: Slack
Collaborative design: Figma
But we never stop investigating new ways to do things.
Who are your competitors? And how do you plan to stay in the game?
Ismael Martínez: We are not really centered on our competitors or where they are. We are more focused on being the best version of ourselves, creating a company that clients enjoy working with. Be transparent, serious, and efficient. If you do the right things right, you will stay in the game.
Your final thoughts?
Ismael Martínez: Managing a company is a never-ending adventure. You have to learn to suffer, to learn from your failures and always improve. You have to listen and try new things but the best thing we can do as managers is to get the best talent possible. Having a good team will help you to achieve whatever you want.
Of course, now is a complicated moment but if you wait for the perfect time, you will get tired of waiting.
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