In the talk ‘Did you see that brand?’, the mechanic and CEO of DG Motors explained how education and training in communication can strengthen a business’s identity and help it connect with its audiences via social media. How can a brand ensure that it not only attracts views, but also remains in the public’s memory? This was one of the central questions of the talk ‘Did you see that brand?’, delivered by Diego Gómez, a mechanic and CEO of DG Motors – an automotive workshop with branches in Quito and Guayaquil – who visited the Faculty of Art, Design and Audiovisual Communication (FADCOM) at the Escuela Superior Politécnica del Litoral (ESPOL).
Around 80 people attended the event, including students of Media Production and those studying other subjects, who learnt how communication can become a strategic tool for developing a brand and boosting a business. Drawing on his experience in the automotive sector, Gómez shared how he has strengthened his communication skills through education and training, incorporating them into DG Motors’ strategy. One of the principles he highlighted was the difference between virality and brand recall: “Virality means people see you, but a brand means they remember you.” From this perspective, he explained that a brand is not limited to its visual appearance, but is also built on what people remember, feel and say about it.
As part of his strategy, Gómez features in DG Motors’ audiovisual content and makes his own image a central element of the workshop’s communications. This decision enables him to convey personal attributes, build a recognisable identity for the business and foster a closer relationship with his audience. He also shared guidelines for structuring social media posts, from an opening hook that captures attention within the first few seconds to a closing line that reinforces the message. The experience enabled students to analyse a real-life case study in brand building and to understand how content planning, personal image management and an understanding of the dynamics of new media can be applied in professional contexts. This type of event complements academic training by exposing students to real-world industry experiences, strengthening their skills in audiovisual communication and content creation, and providing tools to develop strategic proposals that meet the needs of different audiences.
The talk left future professionals with a question to ponder: ‘What do you want people to remember about you?’. Beyond simply racking up views, the challenge lies in building an identity that sets a brand apart and maintains a connection with its audience. The event took place thanks to Diana Macías’s willingness to host the session in her class and Andy Rodríguez’s efforts to secure the guest speaker’s participation, with support from the Communications Department at FADCOM–ESPOL.
Find out more about DG Motors’ work on their official channels:
TikTok. https://www.tiktok.com/@dgmotorstaller
Instagram. https://www.instagram.com/dgmotorstaller/?hl=es
© Photography: Anelis Cruz and Romina Gómez / Text: José Luis Castro
