11 puntos a incluir en tu checklist para crear una buena brand experience

La pregunta del millón: ¿Qué armas, qué ingredientes tenemos para ofrecer una buena experiencia de marca?

Te compartimos una especie de check-list de lo que tendrá que tener tu experiencia.

  • Identidad de marca. El primer contacto con la marca es a menudo visual: el logo, el tagline, la publicidad, el punto de venta. Definir la identidad visual, la forma de presentar la marca es el punto de entrada al universo de la marca. Que sea atractiva, coherente, clara, diferenciada… es solo el primer paso de la experiencia, un paso algo superficial pero fundamental.
  • Valores y propósito. Una marca, cada vez más, no es solo un producto sino un objetivo, unos valores, un valor añadido para el consumidor, para los stakeholders, y para la sociedad. “Por qué estamos aquí, qué queremos aportar” es una piedra angular de todo el resto de la experiencia.
  • Culturade marca. Con qué otras dimensiones de la cultura se identifican. A menudo, más que crear desde cero, la marca pensará en otras dimensiones de la cultura de su público objetivo: sus productos culturales, costumbres, formas de relacionarse, formas de vivir y de ver la vida.
  • Comportamiento de la empresa y reputación. La forma de tratar a los empleados, a la comunidad, al planeta, a los proveedores… son dimensiones básicas de la experiencia. Una marca que quisiera transmitir una experiencia inclusiva, o solidaria, o de respeto al consumidor, pero no cumple en sus interacciones como empresa, sería incoherente.
  • Servicio al cliente. Las interacciones humanas con el cliente son un elemento esencial de la experiencia de marca. Hablamos de un servicio eficiente, por supuesto, pero más allá, de la forma de hablar (¿con cercanía? ¿humor? ¿elegancia?…) con el target, y de aportarle valor y solucionar sus problemas.

Descubre los otros 6 puntos de la lista en el artículo completo [+]

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