Branding digital: El valor de tu marca en internet

 In Empresas, Estudiantes, Profesionales

El proceso de branding debe ser capaz de trasladar la singularidad de una marca a los entornos digitales en los que esta interactúe

Branding es el proceso de construcción de una marca, que comprende el desarrollo de un conjunto de atributos y valores, por los que se quiere que dicha marca sea reconocida por su público.

Parte de los elementos que se desarrollan cuando se hace branding son los colores, símbolos y tipografía que reflejen los valores de una marca, el eslogan que representa una promesa, el tono de comunicación, el tipo de imágenes a usar y por supuesto el logotipo.

 En la era digital en la que estamos, el proceso de branding debe también ser capaz de trasladar la singularidad de una marca a los entornos digitales en los que esta interactúe, y aquí entran en juego otros elementos que hace diez años no eran relevantes como son la usabilidad, el contenido y la calidad de la interacción con los seguidores, entre otros.

La usabilidad es un término que se refiere a la facilidad de uso de una plataforma, un sistema o un producto. Mide por ejemplo, la capacidad de una web para ser utilizada de manera intuitiva por un usuario desde cualquier dispositivo. Es un elemento importante en branding digital porque si un usuario entra a nuestro sitio buscando información, y no la encuentra de manera fácil, probablemente se vaya de nuestra página con una mala experiencia sintiéndose “mal atendido”.

Si el mensaje de marca que lanzamos en Marketing offline es una “atención eficiente”, la usabilidad será la encargada de trasladar este mensaje a lo digital.

El segundo elemento que vamos a tratar aquí es el contenido. Haciendo una metáfora del refrán “dime con quién andas y te diré quién eres”, en digital sería: “Dime qué contenido publicas y te diré quién eres”. Y es que el contenido es la base de toda estrategia digital, pues la forma en que nos vamos a comunicar ya sea por el sitio web, las redes sociales, email o cualquier otro canal digital, es a través del contenido que diseñamos para nuestra audiencia.

El contenido debe adecuarse al mensaje que queremos ofrecer y a la forma en que queremos que recuerden nuestra marca; así una discoteca creará contenido que refiera la experiencia de una alegre fiesta nocturna con amigos y un banco diseñará contenido que inspire seguridad y genere confianza.

El tercer elemento a destacar (porque hay muchos más) es la interacción con los usuarios. Todos los clientes quieren ser atendidos con prioridad y en los entornos digitales el sentido de urgencia es mayor aún, pues al realizar una consulta en un webchat o en una red social esperamos respuestas instantáneas sin importar la hora del día.

La capacidad de una marca para responder a las consultas y comentarios o de crear dinámicas que incentiven la interacción con sus seguidores será la que defina qué tan cercana, transparente y comprometida es la empresa.

Muchas marcas pecan de creer que el branding es un logo que los represente, pero en verdad las marcas son reconocidas más por elementos intangibles como la experiencia de usuario y las percepciones y sensaciones que esta deja en cada cliente.

En conclusión, el proceso de branding debe extenderse tanto como sea necesario para garantizar que la esencia de una marca sea coherente en todos los puntos de contacto.

 

Fuente: Diario La prensa
 http://www.laprensa.com.ni/2017/03/28/tecnologia/2206344-branding-digital-el-valor-de-tu-marca-en-internet

 

 

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