Creating a brand that remains relevant in the digital market is not a simple task. In a scenario where trends change rapidly, the key is to build something that goes beyond the momentary and has meaning for the audience. That is the secret to leaving a legacy in the online universe.
According to the study ‘Marketing Trends 2024’ conducted by Deloitte, brands that prioritize building communities and invest in meaningful interactions with the public are more likely to achieve long-term sustainability. The report highlights that 57% of consumers prefer companies with a clear purpose and values aligned with theirs.
Thiago Finch, CEO of Ticto, reinforces the relevance of this scenario for digital entrepreneurs. ‘In the current market, it is not enough to sell products or services. The public wants to feel part of a story. Brands that can build this genuine connection stand out because they create a relationship that goes beyond commercial and becomes emotional,’ explains the specialist.
Creating a lasting differential
For Finch, building a legacy begins with a profound understanding of the audience. He points out that digital businesses need to go beyond the obvious and find creative ways to engage customers, using technological tools and well-defined strategies.
“Companies that invest in relevant and personalized content can position themselves as a reference in their areas. This means not only being seen but being remembered for the solution you provide. It’s not just about appearing but being recognized for creatively and practically solving problems,” comments Finch.
Furthermore, creating products that meet real market needs is essential. Thiago Finch emphasizes that the focus should not only be on selling but on solving demands practically. “The customer notices when there is a genuine effort to serve them. Well-thought-out products and personalized services are the foundations of a brand that grows with credibility and consistency. Offering something generic is not enough. When a brand cares about understanding real needs and providing effective solutions, it becomes seen as reliable and indispensable,” he states.
Relationship as the foundation of success
Another key point is the relationship with the customer. In the digital market, where communication happens quickly and directly, it is essential to keep the audience engaged even after the purchase.
“Companies need to remember that the sale is just the beginning of the journey. A satisfied customer can become the biggest advocate for your brand. When you invest in after-sales, support, and humanized communication, you create a cycle of trust that benefits the business in the long run. A satisfied customer is a natural promoter of your brand. Investing in after-sales, in support that actually resolves issues, and in closer communication makes them come back and often recommend the brand to others,” observes Finch.
Examples of this can be seen in simple strategies, such as personalized email campaigns or marketing actions that value the customer experience. According to the expert, these initiatives generate value and strengthen the brand’s reputation.
Planning and consistency are essential
For those starting out, Finch advises strategic planning with clear and consistent goals. He warns that the anxiety for immediate results often compromises the construction of a solid legacy.
“I understand the desire to grow quickly, but this cannot happen at the expense of rushed decisions. A strong legacy is built slowly, with planning, patience, and the ability to adapt to the changes that come along the way,” explains Finch.
In the end, the expert’s message is clear: the digital legacy is not just about technology, but about people and connections that last. “Whether at the beginning of the journey or already established, the focus should always be on the impact you want to make. Brands that inspire and transform people’s lives are more likely to remain relevant in the future,” concludes Finch.
