Se você está começando a empreender, é essencial ter em mente o processo de criação e gestão de uma marca, conhecido como branding. O branding envolve a definição de uma visual identity, valores, propósito, personalidade e estratégias de comunicação, para construir uma imagem e reputação positivas perante o público-alvo.

De acordo com uma pesquisa realizada pela Sponsorb com os principais líderes corporativos do Brasil, a busca por novas linhas de receita e negócios é uma das principais dificuldades estratégicas para garantir o aumento da lucratividade, em um cenário altamente competitivo. Diante disso, compartilho a seguir 5 dicas de branding para quem está começando a empreender.

Branding: defining your brand identity

Every brand must have an identity, personality and concrete strategies. Defining these factors is crucial to differentiating your brand in the market. Start by defining your vision, mission and values, as well as your personality and tone of voice, to ensure your brand has a clear and consistent identity across all touchpoints.

A visual identity é um dos elementos mais importantes de uma marca. Ela inclui o logotipo, as cores, as fontes, o estilo de design e a tipografia. Esses elementos devem estar presentes em todos os materiais de marketing, desde os cartões de visita até as redes sociais.

Defining your Target Audience

Knowing who your brand’s consumers will be is essential to the success of your business. By understanding who your audience is, you can create a relevant and effective strategy to reach them. Do research to understand who your potential customers are, how they think and behave, and adapt your brand to meet the needs and expectations of your target audience.

It’s important to create an ideal customer persona for your brand. A persona is a fictional representation of your ideal customer, based on real data about behavior and demographic characteristics. The persona helps you understand what your target audience values, what their challenges are, and how you can help them solve their problems.

Storytelling your Branding

Telling your company's story is an important part of building a strong, well-structured brand. A well-told narrative can help create an emotional connection with your audience, making your identity memorable. Tell your story authentically, creating an emotional connection between the brand and its customers, not just a commercial relationship.

O storytelling pode ser feito via diferentes canais, como o site da empresa, as redes sociais, os blogs e as campanhas de marketing. É importante que a história da marca seja consistente em todos os canais de comunicação, para reforçar a identidade da marca.

Customer Experience

Prioritize customer experience: Satisfied customers are more likely to buy again and recommend a brand to others. Therefore, it is essential that companies prioritize factors such as exceptional and personalized service, as well as simplifying the purchasing process, to ensure customer satisfaction.

However, customer satisfaction is not only guaranteed through exceptional service and a streamlined purchasing process. Today's customers are looking for authentic brands that create a genuine connection with them. This is why authenticity is crucial to make your brand stand out in the competitive market.

All branding needs to be authentic

Finally, authenticity is one of the characteristics most valued by companies today. It's no wonder that many brands are striving to show customers that they are genuine, transparent and truthful in their actions. But, after all, what is authenticity and why is it so important for companies?

A autenticidade pode ser definida como ser verdadeiro consigo mesmo e com os outros. Para as empresas, isso significa ter um propósito claro e comunicar de forma honesta como ela está trabalhando para alcançá-lo. Quando uma empresa é autêntica, ela não precisa se esconder atrás de campanhas publicitárias elaboradas ou táticas de marketing enganosas. Em vez disso, ela pode criar uma conexão emocional com seus clientes e construir uma base sólida de confiança.

Authenticity: Why is it so important for companies?

Companies that are authentic have a competitive advantage over others. See why:

• Builds customer trust: In other words, when a company is authentic, it strives to be transparent in its actions and communicates clearly with its customers. In this way, it helps to build a solid foundation of trust, which is essential to maintain a good reputation in the market.
• Creates an emotional connection with customers: This helps create a sense of loyalty and commitment to the brand, which in turn can lead to loyal customers who stay with the company over time.
• Differentiates the brand from the competition: In a world where many companies use deceptive marketing tactics, an authentic company stands out as a trustworthy and honest choice.
• Increases customer satisfaction: When customers feel like they are dealing with an authentic company, they tend to be more satisfied with their overall experience. This can lead to more positive reviews, word-of-mouth recommendations, and a more loyal customer base.
• Increases employee motivation: It can increase employee motivation. In other words, when employees know they are working for a company that is honest and transparent, they tend to feel more engaged and committed to their work.