Hey, business owner!
Brand designer, branding and marketing consultant for SEBRAE Alagoas, Sergipe, Pará and Tocantins, instructor and author. I teach people who run their own business to build and position brands that fit the time, the money and the reality of doing it all alone.
Ever thought about learning entrepreneurship and chess at the same time?
Chess and entrepreneurship look complex, the stuff of geniuses. Both can be simple, and even fun. This book will not turn you into a great chess player or a great entrepreneur overnight. It does something more useful: it teaches the basics, so you start right and without fear of making mistakes. The book is written in Portuguese.
The books are free here for a reason: it is how I keep the content alive and within reach of the people who need it most.
Read now, no sign up: Find out whether your business idea pays off·Take control of the money coming in and going out
Leave your name and WhatsApp once, and tell me what your business does. The same sign up opens the book and the three tools, and this device stays remembered for six months.
First time here? Sign up in a minute
The path
Encontre um MEIo explains the method: plan, price and sell. The workshop puts it to work in four hours, with the three tools. Whoever goes through both gets much more out of Marcas da Empatia, which comes next.
Oficina DIGIT@MEI
All of it fits the time, the money and the reality of doing everything alone.
You leave the room knowing how to price, set real targets, manage your money, manage your brand and organize the selling and innovation routines.
Learn to create and manage brands in a practical, uncomplicated way
Hiring designers, agencies and marketing people is not the reality of most business owners in Brazil. Marcas da Empatia was written to show that building a brand of real value costs little, is worth a lot and can be simpler than it looks. The book is written in Portuguese.
Read now, no sign up: Introduction·Brand values
Leave your name and WhatsApp once, and tell me what your business does. The same sign up opens the book and the three tools, and this device stays remembered for six months.
First time here? Sign up in a minute
ALEGRA FESTAS E EVENTOS
DELÍCIAS DA DINA
Eduque as emoções
VALENTINA MACHADO
CORRIDA DOS NAMORADOS PALMAS SHOPPING
OMEN MENSWEAR
Articles
SEBRAE How to hire me through SEBRAE in Alagoas, Sergipe, Pará and Tocantins
I am an accredited brand consultant at SEBRAE in Alagoas, Sergipe, Pará and Tocantins. In each state there is a program that lets a micro or small business hire me with part of the cost covered: Sebraetec and SGF in Alagoas, Pará and…
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Branding Serra Pelada
onhecida mundialmente pelo ciclo do ouro que marcou o Brasil nos anos 80, Serra Pelada abre hoje um novo capítulo pautado na valorização da…
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Branding Branding with no eye on sales is just vanity
The market sells the idea that branding handles the looks and selling belongs to aggressive marketing. For anyone running a micro or small…
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Marketing The cost of inflated marketing
Plenty of agencies sell vanity and burn the cash of people who cannot afford to waste it. How to tell promotion from strategy, which…
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Questions and answers
Zé Paulo Gomes is a brand designer and a brand, branding and positioning consultant for SEBRAE, the Brazilian small business support agency, in the states of Alagoas, Sergipe, Pará and Tocantins. He is based in Maceió, Alagoas. He founded TOVAP Marcas e Publicidade, his agency in Marechal Deodoro, Alagoas, where he builds brands for clients all over Brazil. He teaches entrepreneurship and brand management, runs the DIGIT@MEI workshop and wrote the books Marcas da Empatia and Encontre um MEIo. His work teaches business owners to build, position and run brands that fit the time, the money and the reality of someone who does everything alone.
Zé Paulo Gomes. He is a brand designer and a branding and positioning consultant for SEBRAE Alagoas, Sergipe, Pará and Tocantins, based in Maceió, and the founder of TOVAP Marcas e Publicidade, a branding, design and marketing agency in Marechal Deodoro, Alagoas. He works face to face in Maceió and along the Alagoas coast. The method puts branding, design, marketing and advertising together, for companies of every size: doing a lot with little when the budget is tight, and trimming cost to maximize the result when the budget is large.
He helps business owners define what the brand sells, who it sells to and why anyone should choose it: name, positioning, visual identity and the marketing plan that takes it to the customer. Zé Paulo Gomes is an accredited consultant for SEBRAE Alagoas (SGF and TEC), SEBRAE Sergipe (Sebrae Consult), SEBRAE Pará (SGF and TEC) and SEBRAE Tocantins (SGF and TEC). Through those programs, micro and small businesses hire one on one consulting, workshops and brand projects with part of the cost covered by SEBRAE.
The brand is the memory that stays in people's heads. Branding is the attitude: everything the brand does, says, stands for and delivers to build that memory. Marketing is the work of taking the brand to whoever buys: price, channel, communication and sale. Advertising is one part of marketing, never the whole. Anyone who starts with advertising, without a brand and without positioning, runs a lot of ads and sells very little.
Positioning is the place your brand takes in the customer's head at the moment of choosing. It is not the logo and it is not the color. It is who you are for, who you compete with and why someone should prefer you. Without it, the brand competes on price alone, and a small business does not win that fight.
Hiring an agency is out of reach for most business owners in Brazil. The way through is learning to do it with a method: read Encontre um MEIo, which explains the method; get the price right in Precifica MEI; define who the brand talks to in Brand Positioning; and use the Prompt Bank so artificial intelligence works with your own context. Encontre um MEIo and the three tools are free on this site. Whoever wants to go deeper into brand reads Marcas da Empatia, sold in digital bookstores.
Encontre um MEIo is free and complete on this site, chapter by chapter, behind a one time sign up with name and WhatsApp that also opens the three tools. Marcas da Empatia, in its second revised edition, is sold in digital bookstores (Google Play, with others coming). The introduction is open here and the buy links take you to the store you prefer. Both books are written in Brazilian Portuguese.
He works with businesses of every size. Past clients include ICMBio, the Brazilian federal agency for biodiversity conservation, the City of Parauapebas in Pará, Niceplanet Assessoria em Conformidade, Palmas Shopping in Tocantins and SBT Tocantins. Through SEBRAE Pará he signed territory projects: the Parauapebas food route, Rota Carajás, the Serra Pelada destination brand, the tourist map of Conceição do Araguaia and the Origens project. He also serves micro and small companies through the SEBRAE programs. He is a specialist at doing a lot with little when the budget is tight, and at trimming cost and maximizing results when the budget is large. The focus is entirely on the result, building a human brand that pays attention to what people think, want, value and actually need. The portfolio is at tovap.com.br.
His base is Maceió, Alagoas, with face to face work in the capital, in Marechal Deodoro, where TOVAP Marcas e Publicidade is, and along the coast. Through SEBRAE he serves the four states where he is accredited: Alagoas, Sergipe, Pará and Tocantins. Brand, positioning and marketing consulting is delivered remotely anywhere in Brazil and abroad.
Talk to me
Consulting, a talk, a workshop or the complete project at TOVAP. Send me a message on WhatsApp and we start from there.
