Brand identity for small and medium-sized enterprises (SMEs) located in the city of Estelí, Nicaragua

Abstract

In the city of Estelí, Nicaragua, most small and medium-sized enterprises (SMEs) have not implemented structured strategies to promote what they offer to the market. These small businesses often create their brand image with visual elements chosen based on individual preference, resorting to free online resources or inexperienced freelancers paid with minimal budgets. The objective of the article is to analyze different experiences in brand identity management in the development and competitiveness of SMEs, identifying the main limitations to strengthening their positioning in local markets. The practical contribution was to provide information to promote the sustainable and equitable economic development of the sector. This study is a qualitative documentary review, using the PRISMA-2020 methodology. The sample consisted of 10 studies conducted in the period 2017-2025, selected based on previously defined eligibility criteria. The findings confirm that brand identity design and management play a key role in the competitiveness of SMEs; however, limitations such as the absence of a strategic approach and specialized advice and empirical management of visual identity were identified. It is concluded that one of the main barriers in the sector is the perception of branding as an expense rather than a strategic investment, which affects business differentiation and sustainability.