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. This is the secret to leaving a legacy in the online universe
According to the study "Marketing Trends 2024", led 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 their own.
Thiago Finch, CEO ofTick, reinforces the relevance of this scenario for digital entrepreneurs. In the current market, it's not enough to 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", explain the specialist
Creating a lasting difference
For Finch, the construction of a legacy begins with a deep understanding of the audience. He points out that digital businesses need to go beyond the obvious and seek 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 a reference in their fields". This does not mean just being seen, but to be remembered for the solution you provide. It's not just about showing up, but being recognized for solving problems in a creative and practical way, comment Finch
Furthermore, the creation of products that meet the real needs of the market is essential. Thiago Finch emphasizes that the focus should not be solely on selling, but solving demands in a practical way. "The customer perceives 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. It is useless to offer something generic. When the brand cares about understanding real needs and presenting effective solutions, she comes to be seen as trustworthy and indispensable, affirms
Relationship as the basis of success
Another fundamental 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 ambassador of your brand. When you invest in after-sales, support and humanized communication, create a trust cycle that benefits the business in the long term. The satisfied customer is a natural promoter of your brand. Invest in after-sales, in a support that really solves and in a closer communication makes him come back and, many times, "indicate the brand to other people", observe Finch
Examples of this can be seen in simple strategies, such as personalized email sends or marketing actions that enhance the customer experience. According to the expert, these initiatives generate value and strengthen the brand's reputation
Planning and consistency are essential
For those who are starting, Finch advises a strategic plan 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 want to grow quickly, but this cannot happen at the expense of hasty decisions. A strong legacy is built gradually, with planning, patience and the ability to adjust to the changes that arise along the way, explain Finch
At the end, the message from the expert 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 leave. "Brands that inspire and transform people's lives are more likely to remain relevant in the future", concludes Finch
