Estimated reading time: 4 minutes
August. Vacation time. A time for rest and reflection… Will you accompany me on a short journey going through branding, experiences and storytelling? Let’s go!
Nowadays, companies have converted the Internet into an extension of their brands. Their presence answers the opportunity to exploit the major potential offered to them by the web to achieve business objectives, while responding to the demands and behavior of its target public, key in this medium and fundamental, given its power of exposure and diffusion of contents (opinions, recommendations and conversations, in general).
When we want to buy something, the Internet has become our first stopoff in the purchase chain. Through the web, we expect to get personalized information when we need it. We have the means to get it and our demands are high.
For that reason, the Internet has become the most influential medium for brands, as it also offers multiple ways of working brand building actions through which it can transfer and reinforce its identity, and involve its target audience in the process. But we cannot expect those benefits without planning and understanding the options out there with a global approach.
Where to start?
Listen? Create content? Social networks?… Inspire interest!?
A brand is not a “logo”, a set of products (intangible in the digital sphere), services and messages. Now more than ever, brands are experiences resulting from its audience’s interactions with it (sensory, emotional, cognitive, social experiences…); they are stories lived and perceptions experienced. Something transcendental, which should be highlighted.
We are in a world of socially connected brands, in which brands must be present and connect with their audience well before the purchase. They must accompany the consumer on their journey discovering the brand, creating a RELATIONSHIP OF TRUST, and providing value, ENGAGEMENT through CONTENT (key moments of inspiration and decision).
(Next stop on our journey: storytelling and strategic concept )
Eva Mª Vaquerizo is an expert in Digital Marketing, Brand Corporate Communication and Web Analysis. She is defined by her passion, willingness and enthusiasm for facing each challenge with a smile, a real commitment, a resolute attitude and a desire to overcome the odds.