Creating a brand that remains relevant in the digital market is no simple task. In a scenario where trends change rapidly, the key lies in building something that goes beyond the momentary and holds meaning for the audience. This is the secret to leaving a legacy in the online universe.
According to the ‘Marketing Trends 2024’ study conducted by Deloitte, brands that prioritize community-building and invest in meaningful interactions with their audience 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 their own.
Thiago Finch, CEO of Ticto, reinforces the relevance of this scenario for digital entrepreneurs. ‘In today’s market, it’s not enough to just sell products or services. The audience wants to feel part of a story. Brands that manage to build this genuine connection stand out because they create a relationship that goes beyond the commercial and becomes emotional,’ explains the expert.
Creating a lasting differentiator
For Finch, building a legacy begins with a deep 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 manage to position themselves as references in their fields. This doesn’t just mean being seen, but being remembered for the solution you provide. It’s not just about appearing but being recognized for solving problems creatively and practically,’ comments Finch.
Additionally, creating products that respond to the real needs of the market is essential. Thiago Finch emphasizes that the focus shouldn’t just be on selling but on solving demands practically. ‘The customer notices when there’s 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 doesn’t work. When a brand makes an effort to understand real needs and presents effective solutions, it becomes seen as reliable and indispensable,’ he states.
Relationship as the foundation of success
Another fundamental point is customer relationship. In the digital market, where communication happens quickly and directly, it’s essential to keep the audience engaged even after the purchase.
‘Businesses need to remember that the sale is just the beginning of the journey. A satisfied customer can become your brand’s biggest ambassador. When you invest in post-sale support and humanized communication, you create a cycle of trust that benefits the business in the long run. A satisfied customer is a natural advocate for your brand. Investing in post-sale, in support that truly solves problems, and in closer communication makes them return and often refer the brand to others,’ observes Finch.
Examples of this can be seen in simple strategies, such as sending personalized emails 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 indispensable
For those just starting out, Finch advises strategic planning with clear and consistent goals. He warns that the anxiety for immediate results often compromises the building of a solid legacy.
‘I understand the desire to grow fast, but it shouldn’t happen at the cost of rushed decisions. A strong legacy is built gradually, with planning, patience, and the ability to adapt to changes that arise along the way,’ explains Finch.
In the end, the expert’s message is clear: a digital legacy isn’t just about technology but about people and lasting connections. ‘Whether at the start of the journey or already established, the focus should always be on the impact you want to leave. Brands that inspire and transform people’s lives have a better chance of staying relevant in the future,’ concludes Finch.
