Behind the Counter: Valentina Story and Maritza Rondón of Branddict
MEET THE VISIONARIES BEHIND BRANDDICT: VALENTINA STORY & MARITZA RONDÓN — Creative Marketing Isn’t Just Strategy, Its Soul. In a hospitality world that often leans into trends and templates, Valentina Story and Maritza Rondón are carving a different path, one defined by intentional storytelling, emotional resonance, and bold, identity-driven branding. Together, they are the powerhouse behind Branddict, a creative agency dedicated to helping food and hospitality brands not only stand out, but stay unforgettable. Valentina, a designer turned chef turned creative strategist, combines her background in graphic design, culinary arts, and food criticism to build immersive, meaningful brand concepts. Maritza, with deep experience in media, communications, and digital marketing, brings the storytelling to life online—ensuring that every pixel, post, and platform speaks with purpose.What unites them? A belief that hospitality is about connection—not just visuals or vibes, but the feeling you leave behind. In their Behind The Counter feature, "The Art of Standing Out: How Creativity Drives Hospitality Success," Valentina and Maritza explore why creativity,when rooted in honesty and soul, is the most powerful tool in any restaurateur or hotelier’s toolbox. The Art of Standing Out: How Creativity Drives Hospitality SuccessValentina Story and Maritza Rondon, Co-Founders of Branddict If there’s one thing we've learned from working in hospitality, it’s this:People don’t remember marketing copy, they remember how you made them feel. In an industry where new restaurants open every week and every hotel offers its version of “experiential luxury,” traditional marketing alone won’t cut it. It’s not about shouting louder—it’s about showing up with heart, purpose, and imagination. Creativity is what brings your brand to life and keeps guests coming back for more. Let’s Talk About Standing OutHospitality is noisy. Between Instagram feeds, TikTok trends, and never-ending ads, your audience is bombarded from all angles. So how do you break through? Creativity.Take MITA in Washington, DC. This vegetable-forward, Latin American restaurant could’ve gone the typical route pretty plates, soft lighting, and a few buzzwords about “sustainability.” But instead, they built a story grounded in love, identity, and cultural memory. From Lou Bernard’s evocative cocktails to Chef Miguel and Chef Tatiana’s homage to their Latin roots, every element feels intentional. MITA doesn’t just serve food it invites you into a conversation. If you’re only posting food photos and weekly specials, you’re doing the bare minimum. Push further. Find the why behind your concept—and lead with it. Memorable Experiences Begin with MeaningThe most unforgettable moments in hospitality aren’t always the most extravagant, they’re the most intentional. Consider ALMA Cocina Latina in Baltimore, which reimagines Venezuelan cuisine through a modern, elevated lens. Led by a visionary woman and Chef Hector Romero, ALMA creates deeply immersive dining experiences like spirit-paired dinners that connect guests to the cultural roots behind each bottle and plate. Our advice: focus on the personal and purposeful. Maybe it’s a dish inspired by your heritage or a heartfelt moment of hospitality—these are what turn meals into memories. Digital Isn’t Just a Channel, It’s a CanvasYour digital presence is often the first impression your brand makes. Treat it with the same creativity and care you bring to the plate.Whether it’s:• Partnering with local artists to reinterpret your brand• Sharing pre-service rituals on Instagram Stories• Letting your team shine through personality-driven content...people connect with people. At Branddict, we created a video series called “The Soul of the Kitchen”unscripted, heartfelt chef stories. The result? Some of the highest engagement our client had ever seen. Not because it was slick, but because it was honest. Creative Marketing Works, We’ve Seen ItWe don’t just preach creativity, we practice it. One of our favorite projects? MITA. From day one, we shaped the brand hand-in-hand with the chefs. Every texture, tone, and touchpoint reflected their vision. The digital strategy? Designed to create emotional resonance. And it worked. MITA’s community didn’t just follow they engaged, remembered, and shared. With clarity, creativity, and consistency, you don’t just build a brand—you build a legacy. To Our Hospitality ColleaguesIf you take one thing away from this:Creativity is your superpower. Use it. Tell your story. Make people feel seen. Be bold, be honest, and don’t be afraid to break the mold. Because at the end of the day, this business isn’t just about plates or pillows it’s about people. And when you lead with creativity, you don’t just stand out.You stay in their hearts. Let’s keep pushing this industry forward—beautifully, boldly, and with soul.
