Si optamos por incorporar el branding en nuestras estrategia de marketing digital, podremos encontrar la rentabilidad de nuestra marca, desarrollando una gestión estratégica y creativa de los medios digitales para construir la identidad de una marca y hacerla relevante, diferente y sostenible en el tiempo.

En este sentido, el marketing digital nos permite trabajar alrededor de muchas áreas de impacto: desde una campaña de Google Adwords, el posicionamiento SEO, las Redes Sociales, a las campañas de email marketing, Social Ads…  Todas estas acciones directas son las denominadas “acciones push”, orientadas 100% a la conversión de un sitio web. Esto quiere decir, que si las trabajamos hacia el entorno digital, conseguiremos respuesta por parte del usuario en un corto periodo de tiempo.

Ahora bien, parece ser que en el “mundillo” del marketing digital estar al día resulta cada vez más complicado, ¿verdad? Aunque suene a cliché, lo cierto es que el mundo digitalizado en el que nos encontramos se desarrolla cada vez más, por lo que debemos estar aprendiendo y renovando nuestros conocimientos día a día. En este sentido, las marcas también tienen la tarea de reinventarse e idear nuevas e innovadoras estrategias para mantenerse fuertes y vigentes ante estos cambios. Ya no sólo es suficiente tener un logo o un slogan, una marca debe tener una estrategia de branding a largo plazo, permitiendo posicionarse en la mente del usuario asociado a unos determinados valores, pero sobre todo entrar en su “top of mind“.

 

¿Qué es el branding y el branding digital?

El branding es el trabajo que se realiza para que una marca tenga un nombre y una imagen única y reconocible, buscando crear un conjunto de sensaciones y percepciones determinadas sobre el público o sus potenciales clientes. Es mucho más que un logo y un slogan. Se trata de crear vínculos emocionales entre las marcas y el público. Y el motivo resulta bastante simple: muchas de las decisiones de compra tienen potentes conexiones emocionales.

La clave para que las emociones tomen valor, parte de integrarlas en la misma definición del propósito, la promesa y la personalidad de la marca, así como en los beneficios que la marca ofrece.

A pesar de que se suele hablar de branding como el proceso de creación de una marca, sin embargo lo cierto es que branding es algo que se hace todos los días en una empresa. Si bien es cierto que las bases de la construcción de una marca se dan en sus primeros pasos o incluso antes de nacer, sobre la marca se van realizando cambios que la hacen evolucionar o incluso cambiar por completo.

Con todo, hoy en día, el branding tal y como lo conocemos evolucionó para dar paso a una nueva versión: el branding digital. Esto es debido a que los escenarios de actuación de una marca han aumentado, manteniendo al tiempo los tradicionales. Los métodos de siempre han hecho hueco a los más nuevos: escenarios digitales que implican relaciones más profundas entre las marcas y los seres humanos.

Esos escenarios o nuevos puntos de contacto son múltiples y nunca dejan de crearse. El social media, el marketing de influencia, el marketing de contenidos y la publicidad digital son solo algunos de ellos. Estos se complementan y juntos trabajan para lograr diferentes objetivos, sean de branding o marketing (que también van de la mano).

 

¿Cuál es la relación entre branding y marketing digital?

Actualmente no podemos negar que estamos rodeados de información, hay miles de marcas que quieren llamar nuestra atención y solo lo consiguen aquellos que se arraigan profundamente en nuestra mente y corazón. Por este motivo, ahora el branding es más importante que nunca e integrarlo en nuestra estrategia de marketing digital nos ayudará a llegar de manera más inmediata a nuestros clientes potenciales.

Gracias a los medios digitales, tendremos inmensas posibilidades para conectarnos con la gente, ya que nos permiten dialogar con los usuarios, escucharlos y construir con ellos.

Por ello, debemos de vertebrar una estrategia de marketing digital coherente y flexible, que aporte valores bien definidos y acordes con el branding de nuestra marca. Además, en temas de branding y marketing nada está escrito. Están en constante cambio y por eso nunca asumas que ya sabes todo, la mejor actitud que puedes tomar es ser curioso y aprender constantemente.

Entradas recomendadas

gestionar redes sociales
Gestionar Redes Sociales: Las 7 mejores herramientas
cómo funciona linkedin ads
Linkedin Ads cómo funciona y cómo obtener un alto ROI
Creación de contenidos digitales
Creación de contenidos digitales: por qué es importante
formaciones gratuitas de marketing digital con certificación y que un profesional del marketing no debe perderse
Formaciones gratuitas de marketing digital con certificación

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