Discover how to align brand, business, and communication strategies to create unique and memorable experiences, boosting your brand's value and loyalty.
If you follow the content here at anacoute You probably already know about our branding strategy, which is based on "IS, DOES, AND SAYS," and that's our tagline. But if you're new here, I'll explain it in a tweet (or whatever we call it now that X stands for former Twitter): we believe that branding is also about the brand, but not only that. Branding It is the alignment of strategies Brand, Business e Communication.
A well-regarded brand has an advantage at the moment of decision, but the product or service needs to deliver, otherwise there will be no repeat purchases, just as the communication needs to tell the story, otherwise the consumer won't even consider it. Working only on Brand, Business, or Communication is a waste; aligning all three is building a strong brand. Valuable branding.
What is Faz's role in branding?
And it is in the DOING process, that is, in the business, that the design of the customer experience is created, at all moments of the process. customer journey – whether they are consumers, clients, partners, or employees. From the point of sale to unboxing, including the app interface and customer service center, or any other point of contact.
Of course, our goal is always to build at least pleasant interactions, but a merely good journey is not enough; the experiences that put the Branding In practice, they have the potential to create unique interactions and memorable moments, and thus become equity of... brands we love most.
A case that illustrates the starting point for a successful brand experience it was the one Havaianas, In this project, we created a unique global visual identity system to generate consistency and differentiation across all touchpoints around the world.
One of Brazil's most iconic brands, a symbol of Brazilian identity, needed a strategy that aligned its narrative very well on a global level, to the point of even considering the flexibility to work with different partnerships – since Havaianas It is this collaborative brand that creates and interacts with a multitude of other brands and contexts.
Can you imagine an international client or partner choosing your brand because it is so unique, distinctive, and cohesive that it leads you to conquer new markets around the world?
Customer experience and its relationship with branding.
For better or for worse, the customer experience It has a strong influence on everything we think and feel about a brand. The examples are endless, but to simplify, let's just bring up two for reflection, one positive and one negative. Using one of the main tricks of memorable experiences, the peak-end effect, which is ending at peak moments – yes, that's why Disney fireworks happen at the end of the day – let's start with the negative example.
Examples of what not to do in branding.
One of the worst-reviewed and smallest markets customer loyalty In Brazil, it's the mobile telephony and internet sector, but why? In general, the brands are recognized, the communication is exciting, the problem lies precisely in the alignment with the business, in the customer experience.
We are increasingly connected, which also makes the task of keeping customers satisfied even more challenging for players in this market; just a few minutes without a connection can irritate the user. But dissatisfaction increases at the points of contact that should be for resolution, due to a lack of alternative channels, long waits, and little autonomy for customer service representatives. The result? We give up years of relationship and switch to the competition, and thanks to number portability, the WhatsApp number comes along. But hold on, this doesn't mean there's no way out; in fact, it reveals opportunities to do things differently and stand out.
In the United States, where three major operators dominate the market, the Consumer Cellular, This brand, though much smaller, stands out when it comes to customer satisfaction and loyalty. It has an ecosystem model that leverages the network of these giants to offer reliable coverage, while focusing on understanding its consumers (the brand, in fact, targets the senior niche) and taking care of their needs. customer experience, which aims to be simple and human.
Examples of what to do in branding.
To talk about a positive experience, the Airbnb It is one of the brands with the best user ratings. A few years ago, it became a case study as "the largest hospitality company without owning a single hotel room," but the great value of the business lies in its experience, which enables its purpose of "Creating a world where anyone can belong anywhere.".
Airbnb promises and delivers the perfect accommodations for those who want to feel like a local, no matter what type of traveler you are, whether you're a seasoned veteran or a casual traveler, because the brand understands its diverse customers and their needs and wants. To build trust, they use profile verification, user reviews, and fair policies; to find the best match, they use super-detailed search filters; to guide the traveler, they use the right messages for every moment, from confirmation and "pack your bags" to check-in details. Every interaction is designed for a... fluid customer journey, But if something goes wrong, a friendly and well-trained agent will be available 24/7, through your preferred channel and language, wherever you are.
On the other side of the platform, Airbnb also takes care of the experience of host, With a range of recommendations and services to help with pricing or to ensure more attractive photos, those who excel even earn the title and badge of Superhost.
A customer experience strategy Airbnb's approach is so unique that it has become synonymous with lodging and has built a community that perpetuates its value proposition; it's impossible not to be inspired – and impossible not to love it.
Written by: Cecilia Lombardi
Don't stop here: Check out the complete Havaianas case study and the strategy that paved the way for the iconic Brazilian brand to conquer the world: https://anacouto.com.br/cases/havaianas-2/
