This graduation project proposes an alternative based on innovation for positioning Cafe Botero’s brand in the corporate market. To make this posible a deep investigation based on secondary sources and experts was done, amplifying the context of how the proposed topic has been treated and the factor taken into account in the past. After this, Cafe Botero is presented as company to get to know all of its characteristics inside coffee market. Different instruments and methodologies where also used for identifying Cafe Botero principal competitors, their identifying elements and their selling strategies through a communication auditory. Finally, a communication strategy with exemplified actions is proposed in order to achieve the goal before exposed. This project is evidence that strategic communication is necessary in any type of company, allowing it to positionate in consumers minds, applying different investigation and measuring tools, and solving different problems in organization through diagnosis that show the advantages and opportunities of a company in the market.