Como identificar lacunas e oportunidades de fidelização da marca no mercado?

Definitivamente, lo más importante antes de comenzar un trabajo de estrategia de marca es identificar y conocer quién es mi grupo objetivo. Qué los mueve, cuáles son sus dolores, sus aspiraciones, etc. En un mundo tan cambiante como es el actual, los consumidores buscan cosas diferentes, y están muy informados, por lo que las marcas deben estar también muy al día de todo lo que pasa en el mercado y en las mentes de sus potenciales consumidores.

Identify brand loyalty gaps through market research, customer feedback, and competitor analysis. Use data analytics to forecast trends, enhance customer journeys, and explore partnerships. This targeted approach strengthens brand loyalty by aligning with evolving consumer expectations.

Un clave para iniciar el trabajo con una marca es definir su "buyer persona" es decir su cliente ideal, otorgarle un nombre, edad, intereses y definir su estilo de vida. Responder preguntas como ¿a que se dedica? ¿dónde trabaja? ¿qué marcas son sus favoritas? ¿cuáles son sus metas y aspiraciones en la vida? ¿qué hace en su tiempo libre? etc. Te ayuda mucho a clarificar hacia quién le hablas.

To craft a compelling brand story, start by understanding your audience inside out. Use tools like surveys, interviews, and customer journeys to dig into their needs, preferences, and perceptions of your brand. Break your audience into segments based on loyalty, satisfaction, and engagement levels. This intel helps you tailor your brand story to hit the right chords with different groups, making your narrative more relatable and impactful.

Conduct research: Utilize surveys, interviews, and focus groups to gather insights into your target audience's needs, preferences, and expectations. Segment your audience: Divide your audience into distinct groups based on demographics, behavior, and other relevant factors. This allows for tailored loyalty strategies. Develop buyer personas: Create detailed profiles that represent your ideal customers, including their motivations, pain points,

Siempre se dice que la competencia es buena y es sana. Por supuesto que a muchos no les gusta tener muchos competidores, pero si no hubiera competencia, las marcas no avanzarían, ni nosotros mismos no nos desafiaríamos a ser mejores, a pensar out of the box, a ser más innovadores, etc. Es fundamental conocer a la competencia, buscar qué podemos hacer mejores. En este preciso momento estoy armando una propuesta para un prospecto que me decía que no tiene competencia directa. Mi respuesta fue "siempre la hay", siempre hay sustitutos a tu producto o servicio. Hay que estar atentos y saber identificarlos, para poder ganar.

Identify your direct and indirect competitors. Analyze their brand positioning, loyalty programs, and customer engagement strategies. Evaluate their strengths and weaknesses. Look for opportunities to differentiate your brand and offer a more compelling loyalty experience

Conocer el escenario en el que nos movemos nos permite saber cuál es nuestro valor real de marca, todas las marcas tienen fortalezas y debilidades, como también tipos de comunicación distinta, cada cliente valora atributos diferentes. Un gran ejercicio es revisar las campañas que realizan los bancos, siendo un "commodity" logran captar segmentos de clientes completamente diferentes gracias a sus campañas de publicidad, es interesante revisar los co-branding que realizan donde ahí es relevante el primer punto, saber con que otras marcas ya interectua o valora tu cliente ideal.

By assessing competitors' strengths and weaknesses, a brand can identify areas where it can differentiate itself and offer unique value propositions. Utilizing customer feedback and data analytics helps pinpoint specific areas for improvement in products, services, or customer experiences. Building strong relationships through personalized communication and loyalty programs can further enhance brand loyalty. Continuous monitoring of market dynamics ensures adaptability, enabling a brand to capitalize on emerging trends and evolving consumer demands, fostering sustained customer loyalty in the competitive landscape.

To understand brief ask questions to yourself. that how we are unique then others? How we adding more values in customer's life then compitiors? It's give a proper idea about our brand also nowadays TOWS Matrix is very helpful to understand our brand position also we can compare easily to our compitiors

La identidad de marca es el paso fundamental, creo yo en el proceso de la definición de estrategia. Se debe identificar la oferta de valor, qué me hace distinto al resto, qué le doy yo a mi audiencia y a mis consumidores, diferente al resto. Para esa definición de la identidad se deben tener muy claros cuáles son mis valores, cuál es mi personalidad de marca, cómo voy a hablar, cómo me moveré en mi espacio y entorno. Y, lo más importante es la CONSISTENCIA. Debemos ser consistentes en el tiempo, es la única forma de construir marcas de largo plazo.

Hoy en día la identidad de marca si o si tiene que tener claro sus valores y propósito. Sin embargo me atrevería a decir que el "look and feel" de la marca en redes sociales, se lleva el protagonismo a la hora de comunicar. Por eso existe un "brand voice", que define la forma en que la marca se comunica a nivel de tono, la marca tiene una personalidad que representa una narrativa a la cuál las personas que sienten identificadas o representadas por las características de esa marca, se transforman en seguidores.

Articulate your brand values, mission, and personality. Identify what sets your brand apart from the competition. Develop a consistent brand voice and tone that resonates with your audience

Der wichtigste Schritt, um die Markenidentität eines Unternehmens oder Organisation zu erarbeiten, ist das Mit einbeziehen von unterschiedlichen Mitarbeitenden aus dem Unternehmen. Eine nachhaltige Identität kann man niemals von außen überstülpen. Daher erarbeitet die Gruppe an Mitarbeitenden aus unterschiedlichen, hierarchischen Ebenen wie auch verschiedenen Abteilungen gemeinsam am Ergebnis. Es ist wichtig, dass man sich zuerst mit den Werten & Denkweisen des Unternehmens auseinandersetzt. Dies ist am einfachsten für die Teilnehmer zu greifen. Anschließend greift man mithilfe einiger Tools das Mission-Statement an. Zum Ende ist eine bildliche Darstellung der Vision eines extrem hilfreiches Instrument. 👨🎨

As you embark on defining your brand identity, consider it not as a static statement but a dynamic conversation. Utilize tools like vision, mission, values, and more to craft an initial image. However, remember, this identity is not set in stone. It evolves with your audience and industry trends. Encourage ongoing engagement and feedback, making it a collaborative effort. Your brand identity isn't merely about resonating emotionally today; it's about staying relevant tomorrow. Embrace the fluidity of this process, ensuring your brand is not just heard but continually understood and appreciated by your audience.

Unpopular opinion: Brand strategist rack their brains to create ‘unique’ and ‘exquisite’ loyalty programs. Whereas I believe that there are many tried and tested programs that can be tailored to suit our clients and their offerings.

Choose a program format that aligns with your brand identity and target audience. Offer relevant rewards and incentives that motivate customers to engage. Make it easy for customers to participate and track their progress. Personalize rewards and experiences to enhance customer engagement

When developing your brand loyalty program, prioritize personalization for an enhanced customer experience. Surprise elements like exclusive offers and personalized perks elevate engagement. Leverage social proof by encouraging customers to share experiences, turning them into authentic brand ambassadors. Ensure a seamless redemption process for a positive customer experience. Beyond tangible rewards, consider aligning your program with your brand's ethos, supporting a social cause for added depth. Craft a program that goes beyond transactions, creating a personalized, seamless, and meaningful experience that resonates with your audience.

Sin duda que para poder mejorar en todo lo que hacemos se deben medir los resultados. Una frase que se repite en muchas partes es "lo que no se mide, no se mejora". Y es muy cierto. Lo bueno hoy en día, que muchas cosas son digitales, es que todo lo digital se puede medir. Esa es una ventaja. Hay que saber aprovechar eso para poder medir nuestros performance de marca, los niveles de lealtad de nuestros consumidores, cuántos vuelven a comprarnos, cuántos quedan felices después de usar nuestro servicio, etc. Es la única forma de poder avanzar, escalar nuestro negocio y que sea sostenible en el tiempo.

Track key metrics such as repeat purchase rate, customer lifetime value, and Net Promoter Score (NPS). Analyze data to identify areas for improvement. Conduct surveys and collect feedback from customers to understand their perception of your loyalty program

Um die Markentreue wirklich messen zu können, benötigt es unterschiedliche Werkzeuge und Herangehensweisen. Neben den klassischen Analysen rund um den NPS, customer lifetime value oder auch das Ergebnis von Kundenumfragen stehen in der heutigen Zeit auch andere Parameter zur Verfügung. Und zwar Social Media: Hier erlebt man die Kundinnen & Kunden und somit die Community hautnah. Man interagiert mit Menschen und die Menschen interagieren mit der Marke. Hier gilt es Vertrauen, Glaubwürdigkeit und Emotionen aufzubauen und das Engagement zu messen und zu lernen. 📈🔥 Eine Community, die eigenen user-generated Content (UGC) erstellt, diesen in ihren eigenen Feeds teilt, sich mit der Marke auseinandersetzen. Diese zeigen eine klare Treue.❤️

It is obvious , analytical strategy is always helps to grow the business and take a strong decisions, During my recent experiences many time happen with organisations that they have a customers but they don't compare CAC( customer acquisition costs) compare to CLV( customer Life time value) and they end up with lossing a business even they have High volume of customer but their life is low and acquisition is high

In measuring brand loyalty, beyond traditional metrics like NPS and CLV, delve into qualitative insights through social media sentiment analysis. Utilize advanced analytics for a nuanced understanding of customer behaviour and identify improvement areas. Supplement quantitative data with qualitative feedback from interviews or focus groups for a comprehensive view. The goal is not just monitoring metrics but extracting actionable insights to optimize your brand strategy iteratively. This ensures your brand remains agile and responsive to the evolving needs of your loyal customer base.

I would always - when possible - goes with building brand communities. These communities serve as a dynamic platform for engaging with your loyal customers, providing invaluable insights into their perceptions, needs, and preferences. By offering a space where customers can interact, share experiences, and provide feedback, you gain direct access to the 'pulse' of your audience. These communities can be built on various platforms, from social media groups to dedicated forums or blogs. The key is to create an environment that encourages open dialogue and genuine interaction !

Create opportunities for customers to connect and interact with your brand. Utilize social media platforms to build relationships and foster a sense of community. Recognize and reward loyal customers for their contributions. Offer exclusive experiences and content to your most engaged customers

Community auf Instagram, TikTok und Co. ist für Marken aktuell das Wichtigste. Meine Empfehlung: Fokussiere dich auf diesen Bereich. Suche dir externe Content Creator, die einen absoluten Markenfit besitzen, und lass sie für deine Marke Inhalte kreieren. Sie wissen, wie die Plattformen funktionieren und was ihre Follower feiern. Nach extrem kurzer Zeit wirst du deine eigene Community aufbauen. Lege dir dann eine klare Strategie fest, wie du deine Community in die soziale Markenwelt mit einbindest. Versuche dich in unterschiedlichen Formaten und unterschiedlichen kreativen Ansätzen. Halte durch und fokussiere dich. 🚀

loyalty emerges from unexpected intersections. Decode non-traditional signals; Dissect the whispers of discontent; loyalty often blossoms where expectations falter. Explore the untapped emotional reservoirs within your audience. Dive deep into cultural shifts and societal nuances to uncover latent desires.Lastly, view competitors not merely as rivals but as collaborative canvases—blurring boundaries fosters loyalty in the ever changing competitive landscape

Adopt a customer-centric approach: Focus on understanding and exceeding customer expectations at every touchpoint. Utilize technology and data analytics: Leverage data-driven insights to personalize experiences, optimize loyalty programs, and measure performance effectively. Be flexible and adaptable: Be willing to adjust your strategies based on market trends and customer feedback. Embrace innovation: Explore new technologies and trends to create unique and engaging loyalty experiences. Build a strong brand culture: Foster a culture that values loyalty and prioritizes customer satisfaction across all levels of the organization

Identifying Brand Loyalty Gaps and Opportunities: 1️⃣Analyze customer data (reviews, segments) and competitors. 2️⃣Uncover gaps in the customer experience through journey maps and feedback. 3️⃣Explore emerging trends like AI personalization and social media integration. 4️⃣Quantify potential impact and prioritize opportunities for highest return. 5️⃣Monitor and adapt strategies using data-driven feedback loops and key metrics.