EL NUEVO BRANDING

ATTACHMEDIA-opt1

El branding no es el nombre de la marca ni tampoco su lema ni su logo. En realidad, el branding no es otra cosa que crear una percepción sobre una marca.

Cuando los anunciantes se preguntan cómo abordar el branding de un nuevo producto, lo que realmente se están preguntando es qué quieren que la audiencia piense sobre él cuando aterrice en el mercado.

Una marca es una promesa. Es la expectativa de una experiencia. Y las marcas pueden cumplir con las expectativas, superarlas y en el peor de los casos, quedarse por debajo de lo esperado por el cliente.

La verdadera esencia de una marca no se encuentra en los colores de su logo ni el diseño de web corporativa. Todos estos elementos son importantes, pero no dan cobijo a la esencia de la marca, que sólo puede encontrarse en el significado que ésta tiene para el consumidor. Y para que algo tenga significado para el consumidor se necesitan las palabras. Las palabras importan y mucho para las marcas.

El significado de una marca no viene derivado de su logo ni del diseño de sus productos sino de las experiencias que el consumidor tiene con ella, experiencias expresadas en palabras.

Lo que la gente dice sobre una marca a lo largo del tiempo crea un significado, un significado que la publicidad no hace después sino reforzar, pero no crear.

Por este motivo, las marcas animan cada vez más a sus clientes a generar contenido sobre ellas mismas. Se trata de que el consumidor mencione la marca y comparta sus experiencias con ella con otras personas, tanto en plataformas online como offline. Pero para lograrlo, para conseguir que el cliente hable sobre ella, la marca tiene que prender la mecha de la conversación.

El contenido es en realidad una moneda de cambio, una divisa que las marcas utilizan para comerciar con la atención de la audiencia, explica Frank Strong en Copyblogger. Esa moneda de cambio que es el contenido aumenta su valor a medida que es compartida por más personas. El intercambio de contenido entre diferentes personas es lo que en último término da validez a éste. Y el intercambio puede generar debate, pero también desacuerdo.

A las marcas les compete la creación de contenido, el modo en que éste se comparte es algo que escapa inevitablemente de sus manos. El objetivo de las marcas es detectar qué tipos de contenidos tienen más valor para la audiencia y tienen también más probabilidades de ser compartidos. El siguiente paso es lograr los recursos necesarios para producir el mejor contenido posible.

En el camino para lograr su objetivo, las marcas se toparán probablemente con muchos obstáculos en el camino que sólo podrán sortear si permanecen activas y no abandonan en ningún momento la creación de contenido con valor para el cliente. Cuanto más “habladoras” sean las marcas, más “habladores” serán también sus clientes. Aun así, no se trata de hablar por hablar, sino de hablar teniendo en cuenta si lo que decimos interesa o no a la audiencia.

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