How to create a brand identity in the era of engagement

Creating a brand identity in recent years is not exactly the same as creating a brand identity a few decades ago. What consumers seek and what the new playing fields for companies in their relationship with customers allow to do is somewhat different from what could be done ten, twenty or a hundred years ago. Values ​​have changed, expectations have changed the same and the new supports allow influencing different elements. The Internet has made consumers appreciate different things and expect the same. The relationship between potential customers and brands is based on different points. Consumers now expect companies to be more transparent, to relate to them almost like friends, and to give them material to feel engaged with. Now it seeks to establish much more subjective relationships between products and consumers, which has led brands to a race for engagement. The element that measures success today, the question that helps build a strong and powerful brand identity, is the engagement that has been achieved between consumers and the company Egypt Mobile Database. But how can you build a brand when what it takes to make it strong is something as ethereal as commitment? Making someone feel identified, committed, with a brand implies reaching the part of feelings and that is something that cannot be achieved with certain traditional brand building elements.

What keys do you have to press to create a brand identity therefore in the era of engagement? The secrets to getting consumers to commit to a brand are much more related to intangible rather than tangible elements. On the Marketo blog , they have highlighted some of the points that can help make a brand stand out in this new era. The important thing is to tell a story “No matter how digital, social or mobile we are in the world around us, marketing will always need well-told, evocative stories, and the ability to connect with the needs, desires and emotions of the audience,” they note. The ability to tell good stories, storytelling , is therefore something imperishable. Good stories continue to have an effect on consumers, and in fact, great advertising campaigns that keep reaching out to buyers and touching them always have great stories behind them. Good stories, the stories that make products transcend beyond what they are supposed to be and what they offer, will always remain an invaluable resource in reaching the hearts of consumers and helping them see the values ​​of brands.

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Stories are starting points Good stories are not dead, therefore, and brands must and need to continue using them in this new era of communication between brands and consumers. But nevertheless, the story has shifted its focus. How the user will receive them and what is expected to be done with them no longer obtain the same responses as in the past. As they remember from Marketo, now the stories of the brands are no longer told as a movie (in which the sender sends a message and the viewer processes it in a dark room where their attention is focused on it). Now good stories are only starting points. Consumers have learned to turn company messages into conversation starters with brands, and stories will be too. You can’t just pitch a story about a company, no matter how good, and expect the consumer to just get it Brother Cell Phone List. Now you have to make it a starting point for conversations. Good stories generate responses and knowing how to follow them is essential to turn them into an element for engagement. Technology is a new ally for storytelling New technologies have changed the landscape of the relationship between companies and their consumers, but it can also change how resources are used to reach them more efficiently.

New technologies make it possible to increase interaction, make the response much more continuous over time, discover what consumers want to know and hear, and personalize stories and content to reach them much more directly. 80% of those responsible for marketing, according to a study by the Economic Intelligence Unit and Marketo, assure that they will trust new technologies to improve consumer engagement and to build relationships of trust. Technology gives the clues and the tools to do it. Building engagement takes work But although all brands want to build engagement with their consumers and although certain elements, such as new technologies, can help to achieve it, the truth is that it is not worth wishing and resorting to the supports that will make the path easier for engagement it is created magically. Marketing managers will have to work hard to achieve this and, above all, they will have to learn these new steps to achieve it. The interest already exists: 40% of marketing managers consider that the one point they should work on to develop new skills is digital engagement and 27% point to engagement in general and the user experience. For this, it will not be enough to work, you also have to know how the internet works today and how consumers are receiving information. The world is oversaturated with advertising messages and brand content. Companies therefore have to bet on relevant messages, with added value, to get attention to all that pile of content.

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