Brand
Ecosystem

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We analyze the audience experience and establish the role of the different brand channels, internal or external, to maximize the brand's reach and relationship with its consumers.

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Why do we

need one?

Brands are not just about the product or service they offer, they are built each time that an audience of interest comes into contact with any product, channel or media they may associate with our brand, i.e. the brand experience. 

Knowing all the brand audiences and their interactions with it can benefit it enormously, can improve the points where the audience builds negative perceptions about it and build on the moments when it generates positive sensations. In this way, we create an overall satisfactory experience that improves the relationship with the brand and leads to greater engagement with it.

What does it
consist of?

1 Qualitative and quantitative audience research

By conducting interviews, workshops, surveys, and by reviewing consumer and consumer trend reports, we gain a wealth of valuable insights and lessons that help us understand the audience experience, and their current and future needs and pain points in relation to the brand.

2 Elaboration of the customer journey

The information obtained is interrelated and a linear graph is elaborated that shows each of the phases that the audience of interest experiences with the brand. It is not a fixed experience analysis model, but rather, each customer journey is adapted to each case and the number of phases increases or decreases depending on the case. It must be adapted to the audiences’ realities, as they all have different experiences. We detect common experiences, the channels with the greatest penetration and affinity, and the specific demands for each audience, in order to focus precisely on each phase of the brand experience.

3 Implementation of the brand ecosystem

At this point, decisions must be made in relation to the strategic coherence of the brand and its business objectives. This implies detection of weaknesses and strengths, minimization of weaknesses, maximization of strengths, development of new solutions for phases without brand presence, improvements in the user experience of the product or service, etc.
The role of the channels in each of the phases of the process is also relevant, as some will be more effective in the initial phases of knowledge and first contact, and others will shine in the final phases of the process, the purchase or the experience of the product or service.

FAQS

  • Are brand ecosystems the only way to achieve customer loyalty?

    No. There are many methods to achieve greater customer loyalty, such as CRM tasks, but these processes only focus on a small part of what a brand is all about. Working with a brand ecosystem helps gain a holistic view of the brand and consequently improve it at a strategic level. It serves all phases of the internal and external audience’s brand experience, and builds greater loyalty with changes from within the organization.

  • What are the touchpoints of a brand?

    Any channel in which it impacts an audience of interest.

  • What are some examples of brand touchpoints?

    Internal: Employees, suppliers, distributors, shareholders, board of directors, etc.
    External: Consumers, journalists, public administrations, etc.

  • What is the main function of a brand?

    To be the nexus of the association of a company’s meaning and perceptions.

Related expertise

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