Every crisis highlights that waste is unacceptable. We waste opportunities, time, resources, energy\u2026 We waste value, especially when we lack good tools to manage the potential value we possess. And it seems Brazil enjoys waste, doesn't it? But let's not delve into public management issues, trying to understand where our taxes go. Let's talk about what we understand and how we can act to channel unproductive energy.<\/p>\n
This is where an accurate branding diagnosis comes in. More than just addressing these inefficiencies, we need to identify the drivers, detractors, and accelerators of value. This mapping is a game-changer.<\/p>\n
At Ana Couto, we achieve this by always acting with great strategy and creativity, striving to take our clients to the next level and build iconic brands. To do this, we start from an important premise: Branding is the alignment of your brand strategy with your business strategy and communication. In other words, personality, value proposition for the client, and a unique and consistent narrative all working in the same direction. The fundamental point here is understanding if you have a virtuous circle between being, doing, and saying. Many companies begin to waste value due to misalignment of this tripod, creating a vicious cycle of inconsistency. That clich\u00e9 phrase: A brand is a promise that needs to be delivered.<\/p>\n
To continue the conversation, I'm going to share with you three important questions to ask when facing this problem. The goal is to have a clear diagnosis of what drives, what hinders, and what accelerates organizations.<\/p>\n
In my organization, what drives me to grow and bring more value to my clients?<\/strong><\/p>\n A good product or service, with a good cost-benefit ratio, can be an important driver, competing in the market with a high-quality offering. Another driver can be a well-rated service experience. In a world of likes, follows, and unfollows, having a well-rated service with a good NPS counts for a lot.<\/p>\n Here, too, brand recognition and reputation, and its history, when well told, can come into play, generating even more admiration. Building a loyal relationship with your customer is another indication that your business has good drivers.<\/p>\n The question also applies when we look inward. Does the organizational culture drive the business forward? Is the team aligned and agile in its decision-making?<\/p>\n Drivers can be found in the business's value proposition, brand awareness, or the engagement generated by communication. These are strengths you already possess.<\/p>\n Let's consider a brand like Granado. It reinforces its history in very strong and consistent brand territories; its product line is always innovating and offers a very differentiated shopping experience compared to others in the same segment. All of this drives the value creation of this organization.<\/p>\n Brands strengthen their personality through their history and, with a clear purpose, come to occupy a prominent position in the market and in people's lives. Think of Coca-Cola. More than just a soft drink, what it offers is a more optimistic way to get through the day. Happier on sunny days and cozier on cold days \u2013 it's no coincidence that polar bears are always drinking Coca-Cola when Christmas arrives.<\/p>\n Just as important as looking at what drives the organization's value is discovering: what is the organization's value detractor?<\/strong><\/p>\n Often, you're putting in a huge effort in one direction and the result doesn't change. For example, you bring in many customers, but in less than a year, they're all gone. When you don't build customer loyalty, your life becomes more difficult, and you need to understand when you lose the game. This is, without a doubt, a detractor for your business.<\/p>\n Sometimes, a point of dissatisfaction in the service journey can frustrate your customer, leading them to speak negatively about the company. Today, the problem with detractors is that they can gain traction on social media, making the issue even worse. Since everything is referenced with ratings and likes, from NPS to Reclame Aqui (a Brazilian consumer complaint website), everything is exposed. Therefore, it's crucial to constantly monitor the quality level of your product or service.<\/p>\n Communication detractors also come into play here. They are perceived when your brand says something different at each touchpoint or even when it fails to build a consistent narrative \u2013 both in terms of positioning, its points of differentiation, and also in terms of visual and verbal territory. It's that old exercise: if you remove the logo from the ad, can you still tell which brand it is? Many brands communicate without differentiation or reinforce category clich\u00e9s. This can be a bigger detractor than you might imagine.<\/p>\n Another exercise. During a TV commercial break, three supermarket commercials air in a row, all talking about the price of margarine or some other product. After the third advertiser, can you still remember the price or who the advertisers were?<\/p>\n A detractor can also be found in the culture, when the team is still subject to "command and control," without a vision of the company's strategy. Often, culture is a strong obstacle in the organization.<\/p>\n So, we come to the third question: what are the accelerators you need to unlock your business potential?<\/strong><\/p>\n Every category is governed by certain value drivers, by "ways of doing things" that set the tone for the business. But we don't need to stop there. Brands win because they change the game and raise the bar for their entire category. Which technology brand is known for its unique experience, simple design, and intuitive interface, which is valuable to its users? We don't even need to think much because Apple immediately comes to mind, right? From the product to the buying and usage experience, everything at Apple is designed to establish new rules in the market. In 2001, when it opened its first physical store, the brand took a leap in business. When it launched the App Store in 2008, it took another leap. It takes a good dose of audacity to understand the rules and then change them. And that's what makes the difference for great brands.<\/p>\n Apple's stores, both physical and the App Store, were major accelerators of its business. It truly managed to strengthen and activate the full value of its ecosystem. First, because the entire technology industry was sold in those cold and confusing stores that anyone avoided entering. When that glass temple came along, it was like entering a church and being blessed by the Pope. That was a game changer for Apple, which dictated new market rules. Then came Samsung stores, for example, very similar to the Apple church.<\/p>\n The second major driver was creating a channel within the App Store to showcase all partners and their apps, ensuring that Apple products are constantly being improved. They never get old. The wonders of the new world that technology provides us.<\/p>\n Lately, there's a new little word that seems to be setting the tone for winners: rundle<\/em>, the recurring revenue of bundles<\/em>. We are seeing a race to increasingly retain customers, ensuring they never leave your brand. Look at Amazon's offering, with its clear purpose of always having the best shopping service, bringing total convenience and customer knowledge. We've seen Amazon expand to Amazon Prime, to Audible, and, when you look, it ends up adding up to a good amount on your credit card, like another electricity bill you pay monthly. Even men's razors have become a subscription club with Dollar Shave Club.<\/p>\n But this new world of building customer loyalty with a complete offer is generating some discomfort. We now see Epic's dispute with the game Fortnite, which is locked in a power struggle with Apple. The game developer decided to circumvent Apple's rules by offering an alternative payment method for transactions made within the game's app. The price was more attractive to the end user because Epic wouldn't have to pass on the 30% destined for the Apple store. In response, the App Store removed the game from its catalog. This was the necessary move for Epic to make the move that initiated a lawsuit accusing the App Store of operating under a monopoly logic. The fight is intense and is only just beginning.<\/p>\n In conclusion, the point is that we are all in this race to create more relevance and loyalty for our customers, expand the ecosystem, and positively impact the world. We are keeping an eye on the market and focused on strengthening what we have already built. But the journey is long, and therefore it's best to pay close attention to where you are wasting value. That leaky tap water that keeps dripping is causing a greater impact than you imagine, because our resources are finite.<\/p>","protected":false},"excerpt":{"rendered":" Toda crise evidencia que desperd\u00edcio \u00e9 inaceit\u00e1vel. Desperdi\u00e7amos oportunidades, tempo, recursos, energia… Desperdi\u00e7amos valor, principalmente quando n\u00e3o temos bons instrumentos para gerenciar o valor que temos em potencial. E parece que o Brasil gosta de um desperd\u00edcio, n\u00e9? Mas n\u00e3o vamos entrar nessas quest\u00f5es de gest\u00e3o p\u00fablica, tentando entender para onde v\u00e3o nossos impostos. Vamos […]<\/p>\n","protected":false},"author":2,"featured_media":8057,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7,117],"tags":[49,73,60,95,120,112],"class_list":["post-8052","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-artigos","category-tip-insights","tag-ana-couto","tag-branding","tag-comunicacao","tag-marca","tag-negocio","tag-valor"],"_links":{"self":[{"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/posts\/8052","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/comments?post=8052"}],"version-history":[{"count":1,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/posts\/8052\/revisions"}],"predecessor-version":[{"id":14841,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/posts\/8052\/revisions\/14841"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/media\/8057"}],"wp:attachment":[{"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/media?parent=8052"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/categories?post=8052"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/tags?post=8052"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}