Como você comunica e reforça os valores e a personalidade da sua marca em diferentes pontos de contato?

I work in the branded merchandise industry. I choose to work with companies and brands that align with my values of diversity and sustainability. I source products for those customers from diverse makers and feature items that are as sustainable as possible. I let customers know about those attributes. Branded apparel is the most popular category. The apparel business can be a dirty one, with chemicals and waste. Being mindful of what you are showcasing is important. For example, showing styles that people want to wear, vs the cheapest is a good step to avoid waste. Selecting eco-conscious fabrics, like Reprieve® made from single-use plastic bottles is also important as is working with a decorator who employs 'clean' processes.

In my experience, this fundamental starting point is often overlooked. It is crucial to allocate time and energy for the brand to conduct a thorough self-awareness study, defining its positioning, beliefs, values, and universe. Only after this exercise is it possible to establish a range of characteristics that will enable the company to make a lasting impression on the minds of its prospects: tone of voice, visual elements, types, and formats of content. Maintaining consistency in every action, communication, and positioning is essential to connect with the target audience and expand its reach.

Start by thoroughly understanding your brand identity, encompassing core values, mission, and personality traits. Choose touchpoints wisely by identifying platforms and channels that align with your target audience and effectively convey your brand message.

Use consistent phrasing and consistent look & feel. You want people to hear the same messages across platforms. And you want people to think of your company when they see your style.

A identidade visual da sua marca inclui logotipo, paleta de cores, tipografia, imagens e estética geral do design . Esses elementos devem ser consistentes em todos os seus materiais de marketing. Do seu site aos seus perfis de mídia social. Uma identidade visual única e memorável pode diferenciar sua marca dos concorrentes.

Maintain consistency and coherence across touchpoints, ensuring a unified brand image. Implement standardized design elements, messaging, and tone of voice to reinforce your identity. Be authentic and relevant in your communication. Align your brand values with real actions and address the evolving needs and expectations of your audience.

Os pontos de contato com o cliente são interações entre uma empresa e um cliente ao longo da jornada do cliente . A identificação dos principais pontos de contato com o cliente ajuda as empresas a determinar oportunidades para melhorar a jornada de seus clientes. Os pontos de contato afetam a experiência de seus clientes e a percepção que eles têm de sua marca. A jornada do cliente tem cinco estágios: conscientização do cliente, consideração, decisão, ação e fidelização do cliente (retenção e defesa do cliente).

In my opinion and based on my experience this is crucial for effective brand communication. Selecting the right channels and where the interactions should happen at all ensures that the message gets to the target audience in a relevant, impactful way. A good and strategically balanced touchpoint selection helps the brand consistency and to create good user experiences. It also enforces the overall brand perception. A focused and resource efficient approach leads to more engagement and maximizes the impact of interactions.

In my experience being consistent is crucial for a brand because and one of the main challenges in brand management. It is must have for gaining a unified and memorable brand identity because consistency and coherency builds trust and credibility among audiences. As it signals reliability and professionalism a great uniformity fosters a better connection with the audience. This leads to increased loyalty and a positive brand perception across various touchpoints such as social media, websites, podcasts, out of home...

Os pontos de contato com o cliente são as interações que os clientes têm com sua marca, produto ou serviço ao longo de sua jornada . Podem ser online ou offline, diretos ou indiretos, intencionais ou acidentais. A qualidade e a consistência desses pontos de contato podem melhorar ou prejudicar a experiência e a fidelidade do cliente.

Isso significa que desde a primeira percepção do seu produto ou serviço, geralmente o site ou um Google Ad, até o final, ou seja, a compra repetida ou recomendação de sua oferta por parte de seu cliente . A relevância dos pontos de contato individuais varia de empresa para empresa. Por exemplo, digamos que um cliente vê um produto ecológico anunciado nas redes sociais . Esse é o ponto de contato número 1 do cliente com esse negócio de varejo.

As we consider ways to meaningfully join with clients, note that a brand strategy is ever-evolving and mostly client driven. Your marketing touch points should address and anticipate clients‘ wants. 📌 Bottom line: your brand strategy will improve and sharpen over time to seize market demand.

Values is something personal, so authenticity within your communication is a trusted path to celebrating your authentic self and if these values align with audience they will celebrate you as well as recognise themselves in your shoes

The unique brand personality is something that creativity can only highlight. So more of experimenting on the creative side will bring also an engaging side of the brand collect the audience's attention and sustain it.

There's a lot to learn from brands that have a mascot, even if yours doesn't. Ask yourself and your brand team questions about the brand as if it were really human, just to get to know it better. Use the answers to brainstorm new ideas to engage with customers in offbeat ways. E.g.: - What's my brand's ideal Sunday afternoon? - How does my brand act at a party? - What does my brand talk to its friends about? - Who would my brand's dream dinner party guest be? Your target audience shares a lot of personality traits with your brand, so this will help connect with them in unexpected ways and help them relate better to you!

Cada ponto de contato com o cliente representa a oportunidade da sua marca de aumentar a retenção de clientes . Você pode envolver os clientes por meio de comunicações direcionadas ao longo do relacionamento com sua marca, o que pode levá-los adiante no funil de vendas . Cada etapa da jornada exige interações diferentes, começando com a conscientização e terminando com suporte contínuo ao cliente e programas de fidelidade.

Here's an example I like: In Coca-Cola's "Share a Coke" campaign, they transformed their iconic logo by printing popular names on cans and bottles. This creative move made each purchase a personal experience, as customers hunted for their names or shared personalized drinks with friends. The campaign went beyond individual names, including relationship terms for an emotional touch. People eagerly shared their unique Coke bottles on social media, turning a simple product into a memorable and shareable moment. This innovative approach not only reinforced Coca-Cola's brand values of personalization and sharing happiness but also created a widespread, positive buzz.

Além de ter bem definido o posicionamento e a personalidade da marca, é importante conhecer a jornada do cliente, mapear todos os pontos de interação, em cada fase da jornada, e definir bem as mensagens que devem ser transmitidas e de que maneira, para criar conexões verdadeiras e criar conhecimento de marca.