{"id":7715,"date":"2020-09-14T14:45:46","date_gmt":"2020-09-14T14:45:46","guid":{"rendered":"https:\/\/honeypot-marketing.local\/?p=7715"},"modified":"2024-10-19T10:46:44","modified_gmt":"2024-10-19T14:46:44","slug":"identidad-de-marca-unica","status":"publish","type":"post","link":"https:\/\/honeypotmarketing.com\/es\/branding\/unique-brand-identity\/","title":{"rendered":"Desarrollar una identidad de marca \u00fanica en la nueva normalidad"},"content":{"rendered":"<iframe width=\"100%\" height=\"315\" src=\"https:\/\/www.youtube.com\/embed\/UHRl9_5yvbk\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><div itemscope itemtype=\"http:\/\/schema.org\/AudioObject\"><meta itemprop=\"name\" content=\"Developing a Unique Brand Identity in the New Normal\" \/><meta itemprop=\"uploadDate\" content=\"2020-09-14T14:45:46-04:00\" \/><meta itemprop=\"encodingFormat\" content=\"audio\/mpeg\" \/><meta itemprop=\"duration\" content=\"PT55M21S\" \/><meta itemprop=\"description\" content=\"With the dominance of social media as communication tools during the pandemic, brand identity now goes much deeper than a look and a feel. This week Dan and the bees discuss what it takes to build a unique brand identity in 2020.Be sure to ask th...\" \/><meta itemprop=\"contentUrl\" content=\"https:\/\/media.blubrry.com\/digital_marketing_honeypot\/mc.blubrry.com\/digital_marketing_honeypot\/How_to_Develop_a_Unique_Brand_Identity_in_the_New_Normal_of_2020.mp3?awCollectionId=1033945&#038;aw_0_azn.pgenre=Business&#038;aw_0_1st.ri=blubrry&#038;aw_0_azn.pcountry=CA&#038;aw_0_azn.planguage=en-ca&#038;cat_exclude=IAB1-8%2CIAB1-9%2CIAB7-41%2CIAB8-5%2CIAB8-18%2CIAB11-4%2CIAB23%2CIAB24%2CIAB25%2CIAB26&#038;aw_0_cnt.rss=https%3A%2F%2Fhoneypotmarketing.com%2Ffeed%2Fpodcast%2F\" \/><meta itemprop=\"contentSize\" content=\"50.7\" \/><iframe src=\"https:\/\/player.blubrry.com\/?media_url=https%3A%2F%2Fmedia.blubrry.com%2Fdigital_marketing_honeypot%2Fmc.blubrry.com%2Fdigital_marketing_honeypot%2FHow_to_Develop_a_Unique_Brand_Identity_in_the_New_Normal_of_2020.mp3%3FawCollectionId%3D1033945%26aw_0_azn.pgenre%3DBusiness%26aw_0_1st.ri%3Dblubrry%26aw_0_azn.pcountry%3DCA%26aw_0_azn.planguage%3Den-ca%26cat_exclude%3DIAB1-8%252CIAB1-9%252CIAB7-41%252CIAB8-5%252CIAB8-18%252CIAB11-4%252CIAB23%252CIAB24%252CIAB25%252CIAB26%26aw_0_cnt.rss%3Dhttps%253A%252F%252Fhoneypotmarketing.com%252Ffeed%252Fpodcast%252F&amp;modern=1&amp;podcast_link=https%3A%2F%2Fhoneypotmarketing.com%2Fes%2Fbranding%2Funique-brand-identity%2F#mode-Dark&border-FFAD00&progress-FF9400\" scrolling=\"no\" width=\"100%\" height=\"165\" frameborder=\"0\" id=\"blubrryplayer-1\" class=\"blubrryplayer\" title=\"Reproductor de podcasts Blubrry\"><\/iframe><\/div><p class=\"powerpress_links powerpress_links_comfeedpodcast\" style=\"margin-bottom: 1px !important;\">Podcast: <a href=\"https:\/\/media.blubrry.com\/digital_marketing_honeypot\/mc.blubrry.com\/digital_marketing_honeypot\/How_to_Develop_a_Unique_Brand_Identity_in_the_New_Normal_of_2020.mp3?awCollectionId=1033945&amp;aw_0_azn.pgenre=Business&amp;aw_0_1st.ri=blubrry&amp;aw_0_azn.pcountry=CA&amp;aw_0_azn.planguage=en-ca&amp;cat_exclude=IAB1-8%2CIAB1-9%2CIAB7-41%2CIAB8-5%2CIAB8-18%2CIAB11-4%2CIAB23%2CIAB24%2CIAB25%2CIAB26&amp;aw_0_cnt.rss=https%3A%2F%2Fhoneypotmarketing.com%2Ffeed%2Fpodcast%2F\" class=\"powerpress_link_pinw\" target=\"_blank\" title=\"Jugar en nueva ventana\" onclick=\"return powerpress_pinw('https:\/\/honeypotmarketing.com\/es\/?powerpress_pinw=7715-podcast');\" rel=\"nofollow\">Jugar en nueva ventana<\/a> | <a href=\"https:\/\/media.blubrry.com\/digital_marketing_honeypot\/mc.blubrry.com\/digital_marketing_honeypot\/How_to_Develop_a_Unique_Brand_Identity_in_the_New_Normal_of_2020.mp3?awCollectionId=1033945&#038;aw_0_azn.pgenre=Business&#038;aw_0_1st.ri=blubrry&#038;aw_0_azn.pcountry=CA&#038;aw_0_azn.planguage=en-ca&#038;cat_exclude=IAB1-8%2CIAB1-9%2CIAB7-41%2CIAB8-5%2CIAB8-18%2CIAB11-4%2CIAB23%2CIAB24%2CIAB25%2CIAB26&#038;aw_0_cnt.rss=https%3A%2F%2Fhoneypotmarketing.com%2Ffeed%2Fpodcast%2F\" class=\"powerpress_link_d\" title=\"Descargar\" rel=\"nofollow\" download=\"How_to_Develop_a_Unique_Brand_Identity_in_the_New_Normal_of_2020.mp3?awCollectionId=1033945&amp;#038;aw_0_azn.pgenre=Business&amp;#038;aw_0_1st.ri=blubrry&amp;#038;aw_0_azn.pcountry=CA&amp;#038;aw_0_azn.planguage=en-ca&amp;#038;cat_exclude=IAB1-8%2CIAB1-9%2CIAB7-41%2CIAB8-5%2CIAB8-18%2CIAB11-4%2CIAB23%2CIAB24%2CIAB25%2CIAB26&amp;#038;aw_0_cnt.rss=https%3A%2F%2Fhoneypotmarketing.com%2Ffeed%2Fpodcast%2F\">Descargar<\/a><\/p><p class=\"powerpress_links powerpress_subscribe_links\">Suscribir: <a href=\"https:\/\/honeypotmarketing.com\/es\/feed\/podcast\/\" class=\"powerpress_link_subscribe powerpress_link_subscribe_rss\" target=\"_blank\" title=\"Suscr\u00edbete v\u00eda RSS\" rel=\"nofollow\">RRSS<\/a><\/p><p>Con el predominio de las redes sociales como herramientas de comunicaci\u00f3n durante la pandemia, la identidad de marca ahora va mucho m\u00e1s all\u00e1 de una apariencia y una sensaci\u00f3n. Esta semana, Dan y las abejas hablan sobre lo que se necesita para construir una identidad de marca \u00fanica en 2020.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-7716\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/195-scaled.jpg\" alt=\"Red dart hitting yellow note with massage what makes you unique? over dartboard background\" width=\"2560\" height=\"1709\" \/><\/p>\n<p>Aseg\u00farate de preguntar a las Abejas cualquier duda que puedas tener sobre lo que hacen para mantenerse cuerdos bajo presi\u00f3n y sortear los obst\u00e1culos.<\/p>\n<p>Mira el video o el podcast que se encuentra m\u00e1s arriba. \ud83d\udc46 Suscr\u00edbete a nuestra transmisi\u00f3n en vivo semanal en Facebook o disfruta de ella mientras te desplazas con un podcast en la plataforma que elijas. Mantente al d\u00eda con las noticias, tendencias y consejos en marketing digital y participa en la conversaci\u00f3n.<\/p>\n<h2>\u00bfQue esta funcionando?<\/h2>\n<p>Una identidad de marca \u00fanica es una de las cosas m\u00e1s valiosas que cualquier empresa puede desarrollar y, en definitiva, es la mejor manera de destacarse de la competencia. Si tanto usted como su competencia tienen un gran producto, el gran diferenciador ser\u00e1 su identidad de marca \u00fanica.<\/p>\n<p>Seg\u00fan un\u00a0<a rel=\"nofollow\" href=\"https:\/\/www.nielsen.com\/wp-content\/uploads\/sites\/3\/2019\/04\/nielsen-global-new-product-innovation-report-june-2015.pdf\">Encuesta de Nielsen (p\u00e1gina 14)<\/a>, 59% de los consumidores prefieren comprar productos nuevos de marcas que les son familiares.<\/p>\n<blockquote><p>Dado que m\u00e1s de la mitad de todos los consumidores desean comprar de marcas que conocen, es f\u00e1cil ver por qu\u00e9 es tan importante construir una identidad de marca \u00fanica.<\/p><\/blockquote>\n<p>Consulte este art\u00edculo para conocer algunos excelentes ejemplos de grandes marcas que han alcanzado un \u00e9xito incre\u00edble gracias al reconocimiento de marca.<\/p>\n<p><a href=\"https:\/\/blog.hubspot.com\/agency\/develop-brand-identity\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>C\u00f3mo desarrollar una identidad de marca \u00fanica (y memorable) en 2020<\/strong><\/a><\/p>\n<h2>Comunicarse con un tono de voz coherente<\/h2>\n<p>La coherencia es fundamental a la hora de crear una identidad de marca \u00fanica. Quiere ser inmediatamente reconocible, sin importar el formato o el medio. Esto significa coherencia tanto en l\u00ednea como fuera de l\u00ednea.<\/p>\n<p>Integre su marca en todos los aspectos de su negocio. Quiere que se refleje en todo lo relacionado con su negocio: en todo lo que los clientes puedan ver, leer o escuchar.<\/p>\n<p>Esto puede incluir cualquier cosa, desde:<\/p>\n<ul>\n<li>Tarjetas de presentaci\u00f3n<\/li>\n<li>Anuncios<\/li>\n<li>Embalaje<\/li>\n<li>Logo<\/li>\n<li>Bandera<\/li>\n<li>Fuentes<\/li>\n<li>Tono de voz<\/li>\n<li>Mensajer\u00eda<\/li>\n<li>Im\u00e1genes<\/li>\n<li>Decoraci\u00f3n<\/li>\n<\/ul>\n<p>Quiere que todos estos elementos se unan en un paquete cohesivo que represente su marca con una visi\u00f3n y un tono unificados.<\/p>\n<p>Si cambia constantemente su marca o se representa de manera diferente en l\u00ednea que fuera de l\u00ednea, si sus anuncios no se parecen al dise\u00f1o de su sitio web y sus canales sociales, solo confundir\u00e1 a sus clientes y perder\u00e1 su confianza en usted.<\/p>\n<p>Si desea profundizar a\u00fan m\u00e1s, aqu\u00ed hay un enlace a un blog que escribimos que explica con mucho m\u00e1s detalle los pasos para desarrollar una identidad de marca \u00fanica.<\/p>\n<p><a href=\"https:\/\/honeypotmarketing.com\/es\/guide-online-brand\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Investigar. Planificar. Ejecutar. Los 3 pilares para construir tu marca en l\u00ednea.<\/strong><\/a><\/p>\n<h2>Sepa lo que representa<\/h2>\n<p>La compra \u00e9tica se est\u00e1 volviendo algo com\u00fan y casi esperado, como deber\u00eda ser. Ahora m\u00e1s que nunca, la gente exige m\u00e1s de las empresas. No basta con tener un gran producto o una publicidad elegante.<\/p>\n<p>La gente quiere saber qu\u00e9 representa su empresa y si apoya o no pr\u00e1cticas comerciales \u00e9ticas y sostenibles.<\/p>\n<p>Si a\u00fan no lo has hecho, es recomendable que te sientes y decidas qu\u00e9 es lo que realmente te apasiona y por qu\u00e9 empezaste tu negocio en primer lugar. Las personas a las que les importan esas mismas cosas se sentir\u00e1n identificadas con tu marca y querr\u00e1n interactuar contigo.<\/p>\n<blockquote><p>No puedes complacer a todo el mundo, as\u00ed que no lo intentes.<\/p><\/blockquote>\n<p>Conc\u00e9ntrese en la identidad \u00fanica de su marca y comp\u00e1rtala con su audiencia. Tendr\u00e1 muchas m\u00e1s posibilidades de desarrollar relaciones y conseguir clientes leales y clientes habituales. Limite su enfoque lo m\u00e1s que pueda y obtendr\u00e1 muchos m\u00e1s clientes potenciales calificados.<\/p>\n<h2>Aproveche las emociones<\/h2>\n<p>Bienvenidos al 2020. En este momento, todos estamos un poco emocionados. Sin embargo, no es ese el objetivo que persigo con esto.<\/p>\n<p>\u00bfQu\u00e9 emociones inspira tu marca en las personas?<\/p>\n<ul>\n<li>Excitaci\u00f3n<\/li>\n<li>Curiosidad<\/li>\n<li>Alegr\u00eda<\/li>\n<li>Comodidad<\/li>\n<\/ul>\n<p>Esta es tu oportunidad de comunicarte con tus clientes a nivel humano, por lo que deseas establecer una conexi\u00f3n emocional directa con ellos.<\/p>\n<p>Si puedes conectar con tu audiencia a nivel emocional, as\u00ed construir\u00e1s una base s\u00f3lida para relaciones duraderas.<\/p>\n<p>Si no est\u00e1s seguro de c\u00f3mo se sienten tus clientes con respecto a tu marca, preg\u00fantales. Crea una encuesta, organiza una campa\u00f1a de correo electr\u00f3nico, ofrece una recompensa o un descuento por participar. Tambi\u00e9n puedes intentar preguntarles qu\u00e9 piensan sobre tu competencia.<\/p>\n<p>Preg\u00fantales a tus empleados qu\u00e9 piensan sobre la marca. Por supuesto, es posible que todos digan que es incre\u00edble, porque todo es incre\u00edble o, ya sabes, tener un trabajo es incre\u00edble. Tal vez puedas darles la opci\u00f3n de expresar sus opiniones de forma an\u00f3nima.<\/p>\n<p>Claro, es genial recibir comentarios positivos y que muchas personas digan que tu marca es lo m\u00e1ximo, pero los comentarios negativos son a\u00fan m\u00e1s valiosos. Conocer los puntos d\u00e9biles que pueden tener los clientes con respecto a tu marca te ayudar\u00e1 a mejorar y a brindarles un mejor servicio. Incluso comprender los puntos d\u00e9biles que tienen con respecto a tu competencia puede ser muy \u00fatil.<\/p>\n<p>Si no est\u00e1 seguro de c\u00f3mo empezar, intente preguntar a sus clientes algunas de estas preguntas:<\/p>\n<ul>\n<li>\u00bfQu\u00e9 probabilidades hay de que usted recomiende nuestro servicio\/empresa a otros?<\/li>\n<li>\u00bfC\u00f3mo calificar\u00edas tu \u00faltima experiencia con nosotros?<\/li>\n<li>Si pudiera cambiar s\u00f3lo una cosa de nuestros productos\/servicios, \u00bfqu\u00e9 ser\u00eda?<\/li>\n<li>\u00bfQu\u00e9 otra opci\u00f3n consideraste antes de elegirnos?<\/li>\n<li>\u00bfQu\u00e9 nos diferencia de la competencia?<\/li>\n<li>\u00bfHay algo m\u00e1s que quieras que sepamos?<\/li>\n<\/ul>\n<h2>Construye tu historia<\/h2>\n<p>En palabras de Leo Burnett: \u201cEncuentra el drama inherente en tu producto\u201d.<\/p>\n<p>Cada marca tiene alguna conexi\u00f3n con la vida de las personas y eso puede convertirse en una historia.<\/p>\n<p>Las redes sociales han creado un entorno incre\u00edble que permite a las empresas interactuar y comunicarse realmente con sus clientes.<\/p>\n<blockquote><p>Recuerde que los canales de las redes sociales son herramientas de comunicaci\u00f3n, no vallas publicitarias. Piense en ellos m\u00e1s como un tel\u00e9fono que como un televisor, si eso le resulta de ayuda.<\/p><\/blockquote>\n<p>Una buena historia evoca emociones y ayuda al lector a conectarse con su marca de una manera mucho m\u00e1s personal que simplemente hablar de su producto o servicio.<\/p>\n<p>Tambi\u00e9n es importante tener en cuenta que cada canal de redes sociales tiene su propio tono y diferentes grupos demogr\u00e1ficos, por lo que deber\u00e1s adaptar tu historia para que se ajuste al tono de la plataforma en la que la est\u00e1s compartiendo. Esto puede parecer contrario a la regla de la coherencia, pero en realidad es aqu\u00ed donde se vuelve incre\u00edblemente importante.<\/p>\n<p>Como decimos siempre, es necesario comprender realmente qui\u00e9n es tu audiencia y d\u00f3nde est\u00e1 para poder hablarles de una manera que tengan eco.<\/p>\n<h2>Hazlo personal<\/h2>\n<p>Una de las tendencias m\u00e1s importantes en marketing en este momento es la personalizaci\u00f3n. Todo lo que pueda hacer para personalizar la experiencia del usuario ayudar\u00e1 a desarrollar la personalidad \u00fanica de su marca y har\u00e1 que su contenido sea m\u00e1s memorable para sus clientes.<\/p>\n<p>Starbucks es un ejemplo com\u00fan, simplemente escribiendo tu nombre en tu taza. A veces son las peque\u00f1as cosas las que realmente importan, las que la gente realmente nota. Simplemente no escribas mal los nombres. A nadie le gusta eso.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-7720\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/1200x630.jpg\" alt=\"starbucks misspelled names\" width=\"1200\" height=\"630\" \/><\/p>\n<p>Sin embargo, puedes ir m\u00e1s all\u00e1 de simplemente agregar nombres a tazas o correos electr\u00f3nicos.<\/p>\n<p>Entregar mensajes y experiencias basados en el comportamiento continuo de una persona puede ser mucho m\u00e1s poderoso que la personalizaci\u00f3n b\u00e1sica con nombres.<\/p>\n<p>Vivimos en una era de recopilaci\u00f3n y automatizaci\u00f3n de datos. Tenemos acceso a pr\u00e1cticamente todo y contamos con herramientas para realizar un seguimiento y activar acciones, lo que puede ahorrar una enorme cantidad de tiempo y energ\u00eda.<\/p>\n<blockquote><p>Los correos electr\u00f3nicos activados, aquellos que se activan por las acciones espec\u00edficas de una persona, pueden tener tasas de apertura 3 veces mayores y tasas de clics 2 veces mayores en comparaci\u00f3n con los correos electr\u00f3nicos est\u00e1ndar.<\/p><\/blockquote>\n<p>Los consumidores quieren experiencias personalizadas. A continuaci\u00f3n, se ofrecen algunos ejemplos para que se haga una idea:<\/p>\n<ul>\n<li>Ofertas de descuento en productos que hemos analizado.<\/li>\n<li>Alertas cuando los productos que nos gustan est\u00e1n en oferta.<\/li>\n<li>Recordatorios sobre saldos de cuentas.<\/li>\n<\/ul>\n<p>Todas estas cosas se pueden implementar f\u00e1cilmente con las herramientas adecuadas. Muchas empresas evitar\u00e1n la tecnolog\u00eda y no querr\u00e1n pagar por ella, pero invertir en buenas herramientas dar\u00e1 sus frutos.<\/p>\n<h2>Preste atenci\u00f3n a las tendencias<\/h2>\n<p>Si quieres estar a la vanguardia, tienes que estar al tanto de las tendencias. Especialmente en estos d\u00edas, en los que las tendencias pueden ser tan cambiantes, tienes que estar al tanto de todo.<\/p>\n<p>Mant\u00e9ngase siempre fiel a sus valores fundamentales, pero a\u00fan puede adaptar e implementar cualquier cambio en la tecnolog\u00eda o en la cultura para integrar su identidad de marca \u00fanica.<\/p>\n<p>Est\u00e9 atento a lo que hacen las empresas m\u00e1s exitosas. Eche un vistazo a las empresas que fracasaron y observe en qu\u00e9 se equivocaron.<\/p>\n<p>Otros errores comerciales pueden ser un gran recurso para construir su identidad de marca \u00fanica, as\u00ed que definitivamente investigue, vea qu\u00e9 est\u00e1n haciendo bien o mal sus competidores y aprenda de sus experiencias.<\/p>\n<p>Para terminar, te dejamos con este art\u00edculo gigante que explica paso a paso c\u00f3mo crear una identidad de marca \u00fanica. Consigue una silla c\u00f3moda y ponte c\u00f3modo. En serio. Este es un gran paso.<\/p>\n<p><a href=\"https:\/\/www.crowdspring.com\/blog\/brand-identity\/#brand-identity-research\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>C\u00f3mo crear una identidad de marca \u00fanica y memorable en 2020<\/strong><\/a><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-7256\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/horizontal-logo-1.png\" alt=\"abeja mel\u00edfera\" width=\"41\" height=\"49\" \/><\/p>","protected":false},"excerpt":{"rendered":"<p>Con el predominio de las redes sociales como herramientas de comunicaci\u00f3n durante la pandemia, la identidad de marca ahora va mucho m\u00e1s all\u00e1 de una apariencia y una sensaci\u00f3n. Esta semana, Dan y las abejas hablan sobre lo que se necesita para construir una identidad de marca \u00fanica en 2020. Aseg\u00farese de preguntarles a las abejas cualquier pregunta que pueda tener sobre qu\u00e9\u2026<\/p>","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"_uag_custom_page_level_css":"","_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","_monsterinsights_skip_tracking":false,"wpai_generated_summary":"","_kadence_starter_templates_imported_post":false,"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_kad_post_classname":"","wpai_meta_description":"","footnotes":""},"categories":[100],"tags":[89,93,49,123,70,90,284],"class_list":["post-7715","post","type-post","status-publish","format-standard","hentry","category-branding","tag-digital-marketing","tag-digital-marketing-strategy","tag-how-to","tag-marketing","tag-marketing-strategy","tag-marketing-tips","tag-small-business"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 5.0.1.1 - aioseo.com -->\n\t<meta name=\"description\" content=\"With the dominance of social media as communication tools during the pandemic, brand identity now goes much deeper than a look and a feel. 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