Brand management orbrandingconsists of planning and developing actions focused on building and positioning a company in the market. According to the Brazilian Service of Support for Micro and Small Enterprises (Sebrae), the recognition of the brand by the public allows for customer loyalty and adds value to the business
Attentive to this, companies have been moving to establish a presence in the minds of consumers. According to research commissioned by theFrontify, brand management platform, 87% ofChief Marketing Officerinterviewed CMOs said they invested in brand building work in the last year.
The actions for a brand to have a good market positioning and become a reference in a specific niche encompass everything from creating the visual identity to the positioning of the website in search results.
The actions developed with this objective must be aligned with the values and identity of the brand, as advised by Sebrae. Creating a unique essence allows the company to stand out from competitors and establish an emotional connection with potential customers.
Communication is a strategy for recognition
Serasa Experian, specialist in analysis and information, it highlights that defining a language and the characteristics of communication with consumers are essential strategies for developing a distinct and easily recognizable personality
It is necessary to consider what you want to convey to the audience and link these ideas in the choice of forms, colors, logos, symbols and packaging. Standardization across all platforms ensures consistency and promotes the adherence of brand elements in the minds of those seeking a specific service
The determination of a target audience is necessary to personalize offers and guide strategic decisions, how the use of techniques ofstorytellingto tell stories and generate engagement and emotional connection.
Customers who become loyal to the brand ensure repeat sales and act as ambassadors by recommending it to family and friends or posting on social media
SEO ensures greater visibility in search engines
Added to the actions of branding, the work ofSearch Engine Optimization(SEO) increases a company's visibility, that starts to rank higher in search results and has a better chance of attracting customers, and strengthens online reputation.
Between acesSEO strategiesthat can be adopted to optimize a website are improving usability and user experience and obtainingbacklinksof relevant sites, responsible for increasing authority and attracting organic traffic
Sebrae warns that it is not enough to have a large number of links pointing to your site, quality is needed: the more authority the page mentioning the other has, greater the weight of this recommendation for Google
The hiring of aagency specialized in link buildingallows the development of techniques to meet the specific needs of companies. She is responsible for thinking about the target audience, create valuable content, identify linkage opportunities and monitor the project's progress
Social media is the main channel for brand building
The research commissioned byFrontifyalso revealed that social media marketing has been prioritized as a channel for brand building, followed by direct marketing.
The strategy consists of identifying the platforms most used by the target audience to develop targeted actions.
Social media promotes the dissemination of advertising content and interaction with consumers. According to a survey released by theHootsuite, 75% of customers buy products they see on platforms, like Instagram and TikTok.
Sebrae suggests turning to influencer marketing, establish partnerships with influencers and invest in campaigns, so that actions are connected with the values and purpose of the organization
The influencer exerts a position of authority in the digital space for the audience that follows them. Your hiring as a brand ambassador or partner can be carried out by a specialized agency in the development of Digital PR strategies
One of the duties of thePR no marketing digitalis to use online channels to build credibility and carry out actions aimed at relationship building with the press and strategic audiences. THEreleaseit is one of the main tools for disseminating relevant information
The digital advisory builds communication actions more aligned with the interests of the audience. In this way, it is possible to establish the best strategies for promoting a product or service and understand how to promote it through magazines, sites and podcasts
Adapting to new technologies and trends is an advantage over the competition that expands business opportunities. Sebrae highlights that innovating is a prerequisite for the survival of small businesses, and no longer a matter of choice
