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【Especial Branding 2018】Aprende a crear una marca inolvidable Saltar al contenido El branding o el poder de las marcas para vender Una de las palabras más de moda en este momento es la branding. De hecho, si lees cualquier portal o blog de marketing verás que se nombra esta palabra sin parar. Pero… ¿Qué es el branding y para qué sirve? ¿Las pymes y los freelance también necesitan desarrollar su marca? Y lo más importante: ¿De verdad ayuda a vender más? En este artículo no solo te damos las respuestas a esas preguntas, sino que te enseñamos cómo puedes potenciar tu propia marca. Así que, ¡comencemos!
¿Qué es el branding? Para muchas personas hablar de branding o de marketing es lo mismo. No existe diferencia. Sin embargo, son 2 conceptos que no tienen que ver. Mientras el marketing busca aumentar las ventas por medio de un mejor control del mercado, con el branding reforzamos nuestro concepto de marca para atraer a los clientes. En AEBRAND , Asociación Española de Empresas de Branding, se propone la siguiente definición:
“Branding es la gestión inteligente, estratégica y creativa de todos aquellos elementos diferenciadores de la identidad de una marca (tangibles o intangibles) y que contribuyen a la construcción de una promesa y de una experiencia de marca distintiva, relevante, completa y sostenible en el tiempo”.
En otras palabras, el branding se refiere al proceso de creación de una marca. Más en concreto, se trata de la disciplina encargada de la creación y gestión de marcas.
¿Qué tipos de branding existen? Como con cualquier otro concepto relacionado con la publicidad o el marketing, el branding ha ido evolucionando y especializándose en distintas ramas. Veamos cada una de ellas.
Branding corporativo: este concepto, también denominado branding de empresa, se refiere a la construcción de una marca por parte una compañía.Branding personal: en este caso nos referimos a la marca de una persona particular. Por ejemplo, puedo ser la de un profesional, un deportista, un músico o un político.Co-branding: es la unión de 2 empresas para fusionar lo mejor de sus respectivas marcas. Por ejemplo, Philips y Marcilla se unieron en el lanzamiento de una cafetera. Una aportó su reconocimiento como empresa tecnológica y la otra su prestigio por la calidad de su café.Digital branding: aquí nos referimos al aspecto digital de la marca. A cómo se gestiona el prestigio de la marca en redes sociales, su página web o sus contenidos del blogCause branding: se asocia una marca a una causa social o benéfica.Country branding: aquí la marca sería el país y nuestro interés es vender su marca para atraer más turistas. Por ejemplo, la marca España siempre se ha asociado a un turismo de sol y playa.Branding emocional: este tipo de branding significa que la marca busca vincularse con una emoción. Por ejemplo Nike siempre ha querido relacionar su marca con el espíritu de superación en el deporte.Branding awareness o bran awareness: si traducimos de forma literal diríamos que es «la conciencia que tenemos de la marca». En otras palabras, hasta qué punto nuestra marca es recordada por un determinado concepto. Te damos otro ejemplo para que lo veas. Si te decimos «bebida refrescante», ¿en qué piensa? Casi seguro que en Coca Cola. Eso es Branding awareness.Branded content: no es un tipo de branding pero sí es un concepto relacionado que debes conocer. El branded content es el contenido específico que se crea sobre la marca. Como ves, tipos de branding y términos relacionados con la creación de marca hay muchos
Algunos de nuestros artículos sobre Branding [promonet_cluster postperpage=»6″]
Ejemplos de branding Pero como no hay nada mejor para entender algo que los ejemplos, os dejamos varios vídeos de algunos de los términos que acabamos de ver.
Ejemplo de branding corporativo: Campofrío VIDEO
Ejemplo de branding emocional: P&G VIDEO
Ejemplo de branding personal: la marca personal de Harvey VIDEO
Ejemplo de co branding: Mini y Coca Cola VIDEO
Al final, términos hay muchos, pero todos giran sobre lo mismo «la importancia de crear una marca potente». Pero, ¿te has planteado por qué es tan importante crear una marca? Vamos a ello.
¿Para qué sirve el branding en tu empresa? Antes de nada hay que tener en cuenta una idea muy importante: una marca no es un logo o una tipografía . Eso solo son aspectos de nuestra identidad corporativa. El branding va mucho más allá que una mera cuestión estética. El marketing ha evolucionado mucho con los años. Mientras que en sus inicios todo giraba en torno al producto ahora todo se mueve por y para el cliente. Pero las necesidades de los clientes también han cambiado. Ante una oferta inmensa de productos, los consumidores reclaman otro tipo de valores o experiencias. Ya no compramos un reloj, adquirimos un reloj que nos haga sentir como un aventurero o un deportista. Como explicábamos en el post sobre el marketing emocional , las marcas tienen que dotar de una serie de valores a sus productos que los cliente percibirán como un valor añadido. Pero además de este valor extra, trabajar nuestra marca nos aporta más beneficios:
Te diferenciarás de tu competencia. Tu marca será más recordada (el branding awareness). Fidelizarás más a tus clientes. Generarás más confianza. Y es que si empresas como Apple o Coca Cola invierten tantos millones en generar imagen de marca es porque les resulta beneficioso.
Historia del branding: el origen de la marca Aunque es habitual pensar que el branding es un término reciente, la realidad es que no lo es. Para ir hasta el principio tenemos que retroceder, nada más ni nada menos, que hasta el año 1660. El término inglés “brand” deriva de otro término usado por los habitantes de Escandinavia que era “brandr” (marca). En sus comienzos, esta palabra significaba “quemar” ya que se empleaba cuando se grababa la piel del ganado. Marca que ayudaba a sus dueños a poder diferenciar cada res. El verdadero boom del branding llegó de la mano de la revolución industrial . Para entonces una marca era algo muy simple, un logo y una forma de introducir algún producto al mundo. Sin embargo, con la segunda guerra mundial aparece el consumismo y con él la necesidad de diferenciar los productos. El branding dejó de ser solo un simple logo y la marca pasó a ser una forma mediante la que se comunicaban las características de un producto. Ya se busca un vínculo emocional con el usuario. En 1958, se extiende la palabra “marca” como marca de producto gracias al trabajo de los publicistas. Estos publicistas fueron los pioneros en crear propuestas de valor en las que buscaban relacionar la marca y lo que pensaban los consumidores. Pero no sería hasta la década de los 90 cuando los consumidores empezaron a comprar los productos porque los asociaban con la marca. Sin embargo, todo debía dar una vuelta de tuerca más Todavía faltaba que llegase Internet
¿Qué significado tiene el branding en la actualidad? Hoy en día el branding busca que las marcas dejen un recuerdo imborrable en la memoria de los consumidores. Así que podríamos asignarle la siguiente definición:
“Disciplina encargada del desarrollo y construcción de una marca a través de estrategias relacionadas con el nombre, el símbolo o el logotipo que la determinan influyendo en su valor, tanto para el cliente como para la empresa”.
El principal objetivo del marketing es suscitar relaciones y crear lazos emocionales duraderos con los consumidores . No olvides que a los clientes no les importa pagar una cifra elevada por una buena marca siempre y cuando les trasmita la confianza que buscan en ella. El director de una de las agencias de publicidad más prestigiosas del mundo (Saatchi & Saatchi) introdujo el concepto de Lovemark. Kevin Roberts aseguraba que todas las marcas debían proponerse que sus clientes amasen la marca. Gracias a esto la empresa obtiene claros beneficios como la diferenciación de sus productos frente a la competencia y generar confianza en su marca. No obstante, a día de hoy aún existe mucha controversia sobre el significado real de branding. Si tenemos que elegir una definición para branding nos quedaríamos con la que le da Scott Bedbury , CEO de la consultora Brandstream :
“El Branding es tomar algo común para mejorarlo, de manera que busca hacerlo algo valioso y significativo».
En definitiva, lo que estamos buscando al crear una marca es una unión y fidelización con el cliente. Nuestro branding debe abanderar unos valores que el cliente reconozca y se sienta orgulloso de ellos.
Cómo desarrollar una estrategia de branding El proceso de crear una marca y gestionarla para conseguir un mayor impacto en nuestros clientes es a lo que se ha denominado: brand managament. Pero, ¿y eso cómo se hace? Siempre que se habla de branding parece que entramos en un mundo muy poco concreto y difícil de gestionar por ser tan etéreo. Sin embargo, tampoco es tan difícil. Ahora te explicamos, cómo empezar dar tus primeros pasos con tu marca.
1. ¿Quiénes somos? Quizás te parezca una obviedad pero no lo es. Si no tenemos claro quiénes somos como empresa, cuál es nuestra personalidad o nuestra propuesta de valor, es imposible que sepamos lo que queremos transmitir. En este apartado debemos especificar cuestiones como estas:
Misión: qué es lo que vamos a ofrecer y cómo vamos a hacerlo. Cómo ayudamos a nuestros clientes.Personalidad: en la línea de lo que decíamos antes. A veces no es lo qué se hace sino cómo se hace. ¿Cuáles son nuestros puntos diferenciales?Valores: piensa en los ejemplos que vimos antes. Nike no quiere ser una marca de ropa deportiva. Nike quiere ser la marca que te viste cada día que te superar haciendo deporte: Just do it. Es importante volver a recordar que el branding no es solo un logo o una estética. Por así decirlo, eso es solo el envoltorio del regalo. Nuestra marca tiene que ser algo con lo que el cliente se sienta vinculado y que reconozca como parte de su vida. Solo hay que pensar en Apple. Sus fans son auténticos evangelizadores de la marca hasta un punto reverencial. De hecho, para mucho Steve Jobs (cofundador de Apple) es una figura a venerar.
2. ¿A quiénes nos dirigimos? Está claro este punto y lo hemos especificado varias veces cuando hablábamos de cómo hacer un plan de marketing o el Inbound marketing . Ahora las estrategias que funcionan son las que hipersegmentan. Cuanto más conocemos a nuestra buyer persona , más nos podremos acercar a ella. Más vinculación y fidelización podremos conseguir.
3. Identidad corporativa Que la marca no sea solo un logo ni significa que no sea importante. Toda nuestra imagen corporativa (también Branding identity ) es otra vía en la que transmitimos a nuestros clientes quienes somos. Es muy útil desarrollar un manual de identidad corporativa en el que fijemos las bases de nuestra identidad visual. Con esto conseguiremos que todos los mensajes que enviemos sean coherentes.
Tipografía Los especialistas prefieren una tipografía gruesa y con pequeñas decoraciones en las letras, ya que esto demuestra solidez y confianza en los consumidores. También es importante que vigiles el que sea legible . Si es muy bonita pero no se entiende, lograremos el efecto inverso al queremos.
Logotipo Su función es la de identificar, por eso es de vital importancia que el logotipo muestre toda la esencia y personalidad de la marca . Puede ser un texto o una imagen pero lo importante es que sea representativo y atractivo. Debe cumplir 3 exigencias para un buen posicionamiento:
Debe ser versátil para poder adaptarlo a los diferentes entornos de la comunicación. Debe ser creíble y que guarde relación con la empresa. Debe ser comprensible. El logo va muchas veces acompañado del eslogan ya que le ayuda a redondear el mensaje que quiere transmitir.
Colores Los colores nos transmiten sensaciones y tienen una simbología propia. A nadie se le escapa que el rojo es la pasión o el verde la esperanza. También nos proporcionan «temperatura». Los colores cálidos suelen ser más agradables pero los fríos denotan más profesionalidad.
Nombre El branding naming es una de las partes más complejas porque no existe una fórmula perfecta para elegir un nombre. Existen numerosos ejemplos de marcas que, aun sin tener un nombre demasiado ingenioso, han sido capaces de construir un imperio. Un ejemplo es Walt Disney que solo con el apellido del creador ha llegado a lo más alto. Aun así, hay que pensar que el nombre que elijamos va a influir de forma significativa en la marca . Lo ideal es que el nombre sea:
Original. Fácil de recordar. Corto. Sencillo de pronunciar. Elegir un nombre es un proceso complejo, no te angusties si ves que no sale nada. A veces la inspiración es traicionera. Si saber cuál es el proceso ideal para elegir un buen nombre lee este post .
4. La estrategia Con estos elementos claros, habría que plantear cómo vamos a potenciar la marca. Lo normal es que se plantee una estrategia en 4 fases:
Situación actual: en qué momento nos encontramos. ¿Es una marca nueva? ¿Es una marca que se ha vinculado con unos valores erróneos? ¿Nuestra marca no está calando?Objetivo: teniendo claro lo primero definimos qué queremos lograr.Acciones: qué campañas concretas vamos a efectuar para alcanzar nuestros objetivos.Análisis: como siempre el apartado final es medir los resultados obtenidos. Como ves , el proceso de crear una marca es largo. Pero no solo es eso. Una marca está vida y evoluciona lo que implica que debemos estar siempre atentos a cómo es la percepción de los clientes. Por si quieres profundizar en cómo desarrollar el branding de tu empres te dejamos este vídeo de Andy Stalman , uno de los mayores expertos en la materia del momento
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5 Ideas para aumentar la competitividad de tu marca Si tienes una empresa y estás pensando en potenciar tu estrategia de branding, permanece ahora te traemos 5 claves para conseguir reforzar tu marca.
Idea 1: ofrece recursos de todo tipo para tu audiencia El marketing de contenidos es una de las materias con mayor recorrido en estos momentos. Si en tu página web creas un blog donde ofrezcas posts o vídeos interesantes conseguirás un mayor engagement . Y como consecuencia de ello, un mayor respeto como marca.
Idea 2: El punto de venta y la atención al cliente Otro punto fundamental es la atención al cliente. Ahora que estamos en plena era digital hay que reforzar todavía más este campo para favorecer que los clientes se puedan poner en contacto con nosotros con facilidad. Las redes sociales so ahora uno de los puntos más calientes para este tema. No son pocas las veces que una mala gestión de las redes deriva en una crisis de comunicación.
Idea 3: Ser una marca honesta Para conseguir un vínculo emocional estable con el cliente lo mejor es ser lo más honesto y transparente posible. Debemos estar a la altura de lo que el comprador espera de la empresa. Nuestro discurso debe ser real y cumplir con las promesas que realicemos. Y si cometemos un error, la mejor opción siempre será ser transparente y reconocerlo.
Idea 4: Estrategia co branding entre marcas El co branding es una interesante estrategia que surge a principio de los 90. Cada vez es más común que 2 marcas se unan con el único fin de buscar un beneficio económico para ambas. En cierta forma podríamos considerar el co-branding como la máxima expresión de una estratégica. Llevar a cabo una estrategia de co-branding puede suponer muchísimo esfuerzo, aunque también es probable que aporte resultados en igual medida. ¿Qué aspectos son importantes en el cobranding? Como ya hemos dicho antes, el mayor beneficio del co branding es que ayuda a incrementar el valor percibido de ambas marcas. Sin embargo, además de este, también existen otras ventajas como son:
Refuerza el posicionamiento de la marca. Permite compartir la inversión entre el material y la publicidad. Nos permite “aprovechar” el posicionamiento de la marca aliada para evitar tener que crear una marca desde cero con todo el gasto económico que eso significa. Permite compartir los canales de distribución de cada una de las marcas para así darse a conocer más ampliamente y llegar antes al público objetivo. Ejemplos exitosos de co-branding que han durado en el tiempo son, por ejemplo, Calgonit y Siemens o McFlurry y M&M´S.
Idea 5: Estrategia de branding en el medio digital El papel de Internet en nuestro día a día es tan potente que la presencia de una marca en el medio digital es indispensable . Parece que si una empresa no aparece en ninguna web ni ninguna red social no existe.
Página web: toda empresa por pequeña que sea debe contar con su propia web. Esta web debe ir en consonancia con la imagen que se proyecta en el entorno offline. La clave de la estrategia de branding está en conseguir que la presencia de la marca en la red sea constante para así evitar que los consumidores se fijen en la competencia.Interactuar en las redes sociales: las redes sociales no influyen directamente en las ventas, sino que más bien sirven para generar opinión y ganar seguidores. En la actualidad existen multitud de redes sociales, pero no todas sirven para lo mismo en el mundo empresarial. Por ejemplo, YouTube te ayudará a compartir contenido audiovisual sobre nuestros productos y servicios. Por el contrario, Twitter servirá como medio de atender al cliente.Mobile marketing: cada vez son más las personas que acceden a Internet a través de sus móviles. Por eso es muy importante que la web de la empresa sea visible en todos los tipos de dispositivos que existen en el mercado. Por otro lado, están las apps que tan famosas son ahora. Son cada vez más las empresas que creen que invertir en una buena app es fundamental para la empresa.Búsqueda de influencers para posicionar la marca: seguro que cuando estás pensando en comprar un producto o servicio determinado tiendes a buscar a algún conocido que ya haya comprado en esa empresa para conocer su experiencia. En el caso de Internet, la empresa escoge cuidadosamente a alguien que sea influyente dentro de la sociedad para publicitar su marca. Los elegidos suelen ser personas conocidas o que tengan un gran número de seguidores en sus redes sociales. Como ves las estrategias de branding necesitan de un trabajo duro y constante ya que por el mas mínimo error la marca puede verse muy perjudicada. Te dejamos aquí un video que explica de una forma corta y sencilla del poder que tiene el branding en las empresas.
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