The mission of Your Branding Letter is to demystify the big word Branding. Here, you’ll find ideas, definitions, investigations, and interviews that reveal what branding is, implies, and amplifies. Showcasing those who do, use, and expand it: Brand Revealers. (It’s you and me, by the way…).
👋 Hello, Brand Revealers. How are you doing today?
Food is a story, taking a picture of food is cinematography
You’ve probably noticed that certain fields, products, and themes naturally attract attention and engagement. Food is one of these bubbles of stories: it can magnetize, provoke debate, remain playful, and spark trends and conversations as people demand transparency and more. Food is a story made by people for people, giving it an organic connection to the way we communicate, share, study, and produce it. It goes beyond words; food is visual and sensory: the visual cues, the aroma, the setting, the taste, the texture at that bite, and the aftermath. What about the memory? It stays vivid and pops up anytime it is triggered. Profound.
Today, we have a craftsman of stories who draws you into his world from your gut.
Marcos Tuero is a photographer I discovered last year through his eye-catching pictures of pastries and more. I didn’t realize at first that he was also the one cooking. When I learned he was a chef as well, I started connecting the dots about his work and recognized true mastery in crafting a space with character, depth, and a sense of poetry. His work, both as a chef and a photographer, inspired me to invite him on YCL as a Multiple in One. You’ll be able to read that interview later, a creative perspective on juggling multiple talents.
For now, dive into his branding eye, building, and anchor: a passion for food that speaks to the heart. As I’ve said before, food and branding have a direct line to magnetism.
Let’s dive in! Enjoy the visual treat alongside the wise words.
A set of characteristics that form the identity of a brand.
🇪🇸 Un conjunto de características que forman la identidad de una marca.
Marcos
Branding is trial and error. Positioning takes effort, time, and dedication. How can entrepreneurs recover from a branding that doesn't yet resonate with their audience?
Acknowledging past mistakes to create a change that allows reconnection with the audience and earns their loyalty.
🇪🇸 Reconocer los errores cometidos para que haya un cambio que permita reconectar con la audiencia y ganar su lealtad.
Marcos
What are the repeated words you hear about your Brand and Branding from your audience, teams, and people who discover you? (3 to 5 keywords)
In my personal case, I think that my brand is associated with ✦ Baking ✦ Baroque art ✦ Photography
🇪🇸 En mi caso personal, creo que mi marca está asociada con ✦ Repostería ✦ Arte barroco ✦ Fotografía
Marcos
What is your best branding story from clients, yourself, or an iconic brand?
I think the best stories are those that connect emotionally with your audience, evoking memories or sensations, especially when we talk about recipes.
🇪🇸 Creo que las mejores historias son aquellas que conectan emocionalmente con tu audiencia, evocando recuerdos o sensaciones, especialmente cuando hablamos de recetas.
Marcos
Do you have any recommendations for mastering branding, such as books, podcasts, conferences, etc.?
Your brand is made up of multiple skills that you creatively use to celebrate food stories. What is the most challenging part for a chef to stand out with unique recipes when the internet is abundant with food references?
Standing out in the crowd on social media is very challenging. Everyone will tell you they have the best, fastest, and most delicious recipe. That’s why it’s essential for your content to be genuinely personal and show who you are and your vision.
For this reason, I rarely follow trends; instead,
I share the recipes I enjoy or those I think my audience will like.
Then I add my personal touch to make them different from common recipes,
and finally, I present them with my signature photographic aesthetic.
🇪🇸 Destacar entre la multitud dentro de las redes sociales es muy complicado. Todos te dirán que tienen la mejor receta, la más rápida y la más sabrosa. Por eso es fundamental que tu contenido sea genuinamente personal y muestre quién eres y tu visión. Para ello, raramente participo de los trends y en cambio publico las recetas que me gustan o que considero que van a gustarle a mi audiencia; luego les doy mi toque personal para diferenciarlas de las recetas comunes y por último las represento con mi característica estética fotográfica.
Marcos
What is storytelling to you, and how has it helped you refine your message as you grow your brand?
Storytelling is fundamental in gastronomy. Images need to convey something: a feeling, an emotion, a memory, to make us travel through time or imagine a story. Most of my recipes are the classic, familiar ones that everyone knows and has cooked at some point.That’s why, when people see them, they connect with both the recipe and what it evokes.
🇪🇸 El storytelling es algo fundamental en la gastronomía. Las imágenes deben transmitir algo: un sentimiento, una emoción, un recuerdo, hacernos viajar en el tiempo o imaginar una historia. La mayoría de mis recetas son las recetas clásicas de siempre que todo el mundo conoce y que han cocinado alguna vez. Por eso cuando las ven conectan con ellas y con lo que evocan.
Marcos
Photography enhances branding principles. As a chef, how did your brand thrive thanks to a strong photographic approach?
A key aspect of building a personal brand is your image. Ideally, you want your audience to perceive your unique style in your visuals. This will make your work easily recognizable to them. Every photographer has a personal style. Discovering and developing it is just a matter of time and effort. It’s like getting to know yourself so that your audience can get to know you.
🇪🇸 Un aspecto clave para conseguir una marca personal es la imagen. Lo ideal es conseguir que tu audiencia perciba tu estilo único en tus imágenes. Eso hará que tu trabajo sea fácilmente reconocible para ellos. Todo fotógrafo tiene un estilo personal. Descubrirlo y desarrollarlo es solo cuestión de tiempo y trabajo. Es como llegar a conocerse a sí mismo para que luego tu audiencia pueda conocerte.
Marcos
If your brand could be food, what would it be, and why? (It can be a dish, a fruit, or any food.)
As for describing my brand as food... I think it would be something classic but with a twist... something like... a Sacher cake with passion fruit!
🇪🇸 En cuanto a describir mi marca como comida... creo que sería algo clásico pero con un giro... algo como... ¡una tarta Sacher con maracuyá!
Marcos
📍You can connect and discover more about his work @
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