É sempre bom mudar!
Já percebeu que tudo a nossa volta está sempre em transformação? Mudar é importante, inevitável também para os negócios, trilhar novas rotas, revitalizar! E vou te dizer, a comunicação é uma ferramenta fundamental nesse processo de reconstrução.
Em 2019 muitas marcas passaram por mudanças, entre elas: Master Card, Amil, Decolar, PanVel, Minalba, entre outras. Quando falamos de marcas, não estamos falando simplesmente de redesenhar o logotipo e a identidade visual, isso é apenas uma forma de tornar visível sua comunicação. Nós estamos falando de posicionamento, de negócio, gerar novas experiências para o consumidor, criar novas estratégias de comunicação.
Quando optamos por transformar um negócio, é importante pensar no que estou projetando para as pessoas, de que forma elas estão interpretando meu serviço ou produto, pois a marca é também a percepção das pessoas, e o papel da empresa é influenciá-las positivamente nesta percepção. Por isso é muito importante criar um projeto de forma consciente, com ajuda de um profissional. A construção de uma marca não é algo tão simples, a marca é um reflexo da empresa, sua maneira de ser; é a manifestação de sua cultura, uma comunicação que acontece de dentro para fora.
Pensar no negócio de forma isolada não parece tão interessante, pensar na marca como uma ação secundária pode ser um erro. Uni-las é o melhor caminho para quem busca estar à frente dos concorrentes. O branding está cada vez mais unificado com o negócio e torna-se difícil dissociá-lo à marca, pois ela está presente na memória do consumidor. O Autor do Livro Paixão e Significado da Marca – Arthur Bender, faz uma observação muito interessante sobre marca e negócio: “Você consegue imaginar o Banco Itaú dissociado da marca Itaú? Eu não. Não acredita? Tente. Você vai ver que não dá. Mesmo fazendo força para pensar no banco, você é envolvido no branding do Itaú. Não conseguimos separar mais uma coisa da outra. Você tenta pensar só na empresa, no negócio, nas instalações do banco e o que acontece no seu cérebro? Vem imediatamente à mente as cores laranja e azul e todas as associações relacionadas com a marca. E você comprova que não tem como não pensar no banco sem pensar na marca Itaú. Você pensa na internet banking do Itaú e logo vem à mente a imagem do símbolo sendo feito no ar por uma pessoa. Só de ler essa frase sua mente já resgatou as imagens e você enxergou parte do filme que apresentava essa cena. Uma imagem (e o significado contido nela) que está no cérebro de milhões de pessoas e da qual será muito difícil que um concorrente consiga se apropriar.”
Vale refletir, se nesse ano você está projetando mudanças para o seu negócio, você está no caminho certo, é preciso evoluir sempre, mas fique atento, sua marca tem um significado, este significado traz sentido para o consumidor, tornando a sua marca cada vez mais valiosa.
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