Here's how you can craft a brand experience that resonates with your target audience.

Especially understand the entry points to your brand’s category. It’s essential to know when and where your audience engages with your category and ideally purchases your brand. Given the busy lives of consumers, it’s crucial to understand the optimal times and places to reach them. While considering your current buyers is important, it’s even more critical for growth to focus on your occasional buyers and non-buyers. Crafting a concise brand identity around your brand’s name and sharing it where your audience groups dwell ensures your brand remains relevant.

Entender quiénes son tus consumidores, cuáles son sus intereses, necesidades y comportamientos, es la base sobre la que se construyen campa?as efectivas y relevantes. Conocer a tu audiencia te permite crear contenido que no solo atrae, sino que también construye relaciones duraderas y significativas. En un mercado saturado de información, la personalización y relevancia se convierten en tus mayores aliados para destacar y lograr tus objetivos de marketing.

Knowing your audience is one of the first rules of any communication or relationship. Although digital media today make it increasingly possible to get to know various facets of a brand's audience, both through their journey and through their behavior and conversations on social networks, I always encourage my collaborators and students to exercise the role of mystery shopper. Interacting as a mystery shopper, whenever possible of course, allows you to directly understand the sales pitch, the main arguments, look at the product or service's exposure, compare it, in many cases, with competitorsIf you're lucky, when you visit the point of sale, you'll be able to meet a buyer and expand your knowledge of why they buy, their preferences, etc.

I don’t think you can do anything in marketing without knowing who you are doing it for. Knowing your audience is what’s going to make you find what will sparkle their eyes. Human beings keep “recorded” into their brains the moments that truly mean something to them.

Knowing your audience, or audiences, is the basics of the basics. It's impossible to imagine any marketing action without knowing your audience. So invest the time and intelligence to get to know your audience, or audiences, in as much detail as possible. Go from the macro to the micro. When and in what situations does your customer become interested in your product? We haven't talked about brands yet. What triggers do they use to define the brands that will be part of their final choice process? What do they value in brands that could lead to their final decision? And finally, how would they like to pay?

A few points here: 1) You can't just have a unique value proposition - you, in reality, need to have a unique product or service. For most companies that's finding a few points that separate your product/service out when the vast majority overlap. However, I have seen many products that have no real differentiation (common in SaaS IMHO) struggle with their messaging and it's because the messaging isn't built on any real reality of differentiation. You can't put lipstick on a pig. 2. The value prop should be a natural offshoot of the brand's identity (which itself should be the overlap of who the company is relative to who the audience is and what their needs are).

From day one, I built my business on two pillars, value and earning a 5-Star Review every time. IMO, these are the two most important things to customers when they choose a service. The reviews build trust, exude quality, and support your value proposition. We used to say at Blockbuster, ("keep it simple, stupid)

You should build a strong brand essence based on the problem-solving benefits of your product, your brand’s leading topic, and a concise set of brand values. These aspects are crucial to establishing a compelling value proposition. Extensive market research isn’t needed; a clearly positioned and concisely well-articulated brand naturally attracts the appropriate audience.

Your value proposition is actually the reason why your audience should pick you over a competitor. You may sell a commodity, but it doesn’t have to be ordinary. Differentiate, add a service, stand out with Speed the delivery or customer service. Take your pick , but choose according to what your audience will feel special about. And stick to it. Your value proposition is your daily goal to deliver to your audience

We know that a unique and well-differentiated value proposition is increasingly rare. And when it does exist, the possibility of it being matched in a short space of time is also very high. But that doesn't make it any less important. It's the best thing about your product or service. So let's give it the prominence it deserves. But in addition to the value proposition, RTBs are even more important when it comes to communication in order to gain trust and buy-in. Why can your brand or service make such a powerful and desirable promise? Preferably, if you can show it, do so. It's always better than just talking.

Consistency and repetition are crucial in messaging. Once you’ve defined your brand’s message, communicate it consistently across all selected platforms and repeat it frequently. Potential consumers need multiple exposures to your brand before they even consider exploring it, and even more contact points before making a purchase. If your team feels annoyed about sharing the same message repeatedly, it’s likely that the market has only just begun to notice your brand.

El mensaje debe ser coherente, esto sin lugar a discusión, pero por favor no confundir que el mensaje ha de ser el mismo, ya que en cada plataforma o medio en el cual expondremos los mensajes de nuestra marca, los usuarios no son exactamente iguales, por lo que la forma de llegar a ellos y transmitir nuestra oferta de valor debe estar acorde a dicha audiencia.

When I started working in advertising, it was relatively easy to talk about integrating media and points of contact: TV, radio, outdoor, POS, cinema, newspaper and magazine. With the emergence and constant evolution of the digital environment, guaranteeing the integrity of the message has become more critical. But it is still extremely important that, when faced with a single objective, all messages are designed to overcome barriers and lead to the expected results. Obviously, we're talking about the core of the message and not its expressions. That's why we insist on always looking at what we want with a given campaign or communication platform.

Esto es clave, no es simplemente comunicar lo que hará que una marca sea considerada y valorada, sino el que lo comunique de manera atractiva es lo que hará la diferencia, hacerlo de tal forma que a las audiencias a quienes queremos llegar les haga cierto "click", de esta forma aumentar la recordación de la marca (TOM) y en hasta el cari?o por ella (TOH), generando conversaciones y verdaderas conexiones con tu audiencia.

Engaging content is key to building a positive brand experience. It is a great way to add immediate value to your target audience and establish your company as a trusted source on a topic that you and your customers care deeply about.

Conocer y mapear el customer journey es fundamental para poder entender que es lo que necesitan nuestros clientes y como llegar a ellos en cada uno de los touch points de su ciclo de vida.

If you want to see every potential route your customers can take along their journey, physically map it out. Make it 1000 times (estimated) easier for your team to make the customer journey as seamless and enjoyable as possible by eliminating bottlenecks, hindering endpoints, and confusion. Mindset shift: consider your trip from A to B where A is the customer with their problem, and B is them using your product/service. Give them the quickest route to any of their desired future states.

Develop a Human Brand Voice: People crave genuine and relatable connections. Ensure your brand voice is human or close to human by speaking in a language that your audience uses and understands, avoiding jargon and corporate-speak. Share stories and experiences that reflect your brand's values and mission, and be open and transparent about your journey, including both successes and challenges. This approach builds trust and makes your brand more approachable and relatable.