Creating a brand that remains relevant in the digital market is not an easy 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 "Marketing Trends 2024" study conducted by Deloitte, brands that prioritize community building and invest in meaningful interactions with the audience are more likely to achieve long-term sustainability. The report highlights that 57% of consumers prefer companies with a clear purpose and aligned values.
Thiago Finch, CEO yesTick, reinforces the relevance of this scenario for digital entrepreneurs. "In the current market, it is not enough to sell products or services. the audience wants to feel part of a story. The 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 difference
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 seek creative ways to engage customers, using technological tools and well-defined strategies.
“Companies that invest in relevant and personalized content are able to position themselves as a reference in their areas. 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 in a creative and practical way,” says Finch.
Furthermore, creating products that meet the real needs of the market 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 no use. When the brand cares about understanding the real needs and presenting effective solutions, it begins to be seen as trustworthy and indispensable," he states.
Relationship as the basis of success
Another fundamental point is the relationship with the client. 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 your brand’s greatest ambassador. When you invest in after-sales service, support and humanized communication, you create a cycle of trust that benefits the business in the long term. A satisfied customer is a natural propagator of your brand. Investing in after-sales service, in support that really solves problems 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 sending personalized emails or marketing actions that enhance the customer experience. According to the specialist, these initiatives generate value and strengthen the brand's reputation.
Planning and consistency are essential
For those just starting out, Finch recommends a strategic plan with clear and consistent goals. It warns that the anxiety for immediate results often compromises the building of a solid legacy.
“I understand the desire 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 adapt to changes that appear along the way,” explains Finch.
In the end, the specialist's message is clear: digital legacy is not just about technology, but about people and lasting connections. 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.
