Independent consulting in marketing, regulatory compliance (ISO, ENS, GDPR), digitization and B2B sales from Aranda de Duero (Castilla y Leon) covering all of Spain.
Independent consulting in marketing, regulatory compliance (ISO, ENS, GDPR), digitization and B2B sales from Aranda de Duero (Castilla y Leon) covering all of Spain.
The family business is the client type with the greatest concentration of specific challenges: family-business governance, inherited identity, generational handover, professionalisation with respect for the legacy. I work with family businesses of different sizes and sectors with cultural sensitivity and professional rigour.
Family businesses represent a very significant proportion of the Spanish business fabric. Century-old wineries, three-generation industries, inherited professional practices, agri-food businesses with family brands. They have asymmetric advantages (solid culture, long-term vision, commitment to territory, trusted relationships) but also specific challenges: brand is often built on ‘who we are’ more than on ‘what we do’, marketing tends to be intuitive, generational handovers create identity tensions, professionalisation requires changes that hurt.
I work with family businesses with specific cultural sensitivity: respect for real legacy (not as a pose), understanding of family-business dynamics, patience with change processes, ability to talk to both the outgoing and the incoming generation. The usual combination: positioning work that updates the brand without giving up its historical archives, narrative that respects the legacy while projecting forward, brand succession aligned with company succession, professionalisation of marketing in phases the family can absorb.
Positioning with respect for the legacy, brand narrative that updates without breaking, brand succession aligned with business succession, professionalisation in absorbable phases, intergenerational communications.
Diagnosis, positioning and a 12-month operating plan.
Editorial content that connects brand and person, with your identity.
Neuroscientific principles applied to campaigns, UX and product.
External review of identity, value proposition and coherence.
Measure which channel really generates each multi-channel sale.
Sessions for teams, trade associations and academic centres.
It's one of my most experienced areas. I've worked with wineries, agri-food businesses, industry and professional firms in handover moments. The key is knowing how to talk to both generations, respect what's been built and project the future at the same time — a balance few consultants manage.
With respect and rigour. Serious modernisation starts from a deep analysis of what's essential in the current brand (what doesn't get touched) and what's secondary (what can be updated). Archive work, conversation with different generations, proposals on a gradient so the family can choose the pace.
Yes. Family businesses tend to have councils where family members participate with different roles (some operational, others purely shareholders). My role includes professional reporting to those forums with cultural sensitivity — not arriving as a generic consultant applying recipes.
I stay in marketing — not in family mediation. If the conflict is serious, the family needs advisers specialised in family business (legal, tax, mediators). My role is marketing with cultural sensitivity — not the resolution of family conflicts that require other profiles.
Long. Relationships with family business usually last 3-10 years — and they're built on accumulated trust. It's work that requires patience, presence, professional judgement and the ability to adapt to the family's rhythms.
First session free of charge and confidential. Cultural sensitivity and respect for the legacy guaranteed. Closed proposal within 5 days if we fit.
It applies as long as you serve Spanish customers or process Spanish data; the framework is mandatory above thresholds we summarise in the table.
Indicative ranges for SMEs 10-50 employees: 2,500-12,000 EUR for documentation + auditor fees vary by AENOR / BV / SGS / LRQA.
BOE references RD 311/2022 (ENS), Regulation EU 2016/679 (GDPR), LOPDGDD, NIS2, DORA and the EU AI Act 2024/1689 depending on scope.
Average runs 4-7 months for a single ISO. Compound integrated SGI (9001+14001+27001) usually 8-12 months.
Yes, Kit Consulting 2026 covers up to 24,000 EUR in advisory hours; Kit Digital covers tools (CRM, ERP, ciberseguridad) up to 29,000 EUR.