For the process of building a brand, one must take the DNA developed internally in a company to its consumer. In order to make this contact between the essence of the brand and its various publics, the use of graphic elements allied with advertising in multiple channels can play a fundamental role, acting as a tool for spreading the DNA of a fashion brand. In order for this DNA to be understood and capable of generating these multiple experiments, it is possible to make use of the TXM Branding methodology, which was developed by the Organizational Genesis Guidance Laboratory - LOGO - of the Federal University of Santa Catarina - UFSC. Focused on brand development and divided into 3 steps: Think, Experience and Manager. Graphic design and advertising can act as a disseminator of this essence, bringing brands and consumers closer together.