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We live nowadays from one brand to the other. Since we got up and went to the bathroom, we started our contact with the products and our experience with the brands. Toothpaste, soap and shampoo are functional products that, thanks to the brand image, provide us with emotional benefits.
Then we take our car to go to the office or maybe to make an appointment. The brand of our car, in addition to transportation, fulfills an ambitious function. Some people use their car mainly to demonstrate their power or improve certain aspects of their personality. For example, if you choose a sports car or a car to enjoy nature, your car becomes a symbol to show your aspirations or your strengths.
(Read: Step by Step to get your business to sell more)
Nowadays, there are consumers who, before reviewing product features, choose the benefits or emotional experiences that a brand offers. It is clear that when a brand manages to touch the hearts of people, it benefits because, thanks to the love of the brand, strong emotional links are created that allow companies to increase their loyalty every day. customers.
Back to the beginning, what's a mark? For many, a brand is a name and a symbolic logo. Many customers who want to develop a brand and the concept of my brand do not go beyond the graphic part. Of course, design plays a key role in creating a winning brand. However, the design must start from the essence of the brand and its strategic part.
(Read: Win the trust of the customer, the great challenge of the brands)
The development of a brand has its gestation, the discovery of the reason for being the company, the reason why the company generates value for the target group. This somewhat philosophical part of creating the brand is sometimes difficult for many business leaders to understand. It is therefore very important to explain how one discovers the soul of a brand.
The word "discover" is very important, again, many customers ask me to build a reason to be of the company, although it can be done and then impregnate all the culture of the company. Business of this construction, the ideal would be to discover what is the "Why?" of the company. Which is why?" Always accompanied by values and customs lived within the organization. In small organizations or in companies whose founder is a person, the reason for being a business is created by the founder. For example, Richard Brandson with Virgin or Amazon with Jeff Bezos, these organizations breathe the DNA of their founders.
In a world where products abound and become cheaper, brands become the solution that offers real value to the consumer. Today, no product deserves the loyalty that it deserves, while a brand succeeds that its consumers fall in love and do not change it in any way, otherwise, ask the "lovers" of Apple, Harley Davidson, Coca-Cola, among others. A brand that inspires, in addition to having loyal customers, makes users want to talk about it. It is for these people to become "ambbadadors" for their brand, that means they will recommend it to their acquaintances. Nowadays, a recommendation from a trusted person has much more power than a message conveyed through instructions (ads paid by companies).
We sometimes think that a good brand is an expensive or prestigious brand. However, recently in Colombia, we have seen low-cost brands such as Tostao, D1, Stark or FitforAll, among others, generate inspiring brands.
It's time for the brands, the products were abandoned several years ago. If you want to achieve exceptional results in your numbers and your business has a long-term future with certainty, start by discovering the reason for your business and, as a result, create a powerful brand.
Juan Carlos Briceño.
Professor Marketing Universidad del Rosario and CESA.
CEO Shape Marketing.
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