{"id":1975,"date":"2021-09-29T16:49:00","date_gmt":"2021-09-29T11:49:00","guid":{"rendered":"https:\/\/startertemplatecloud.com\/e05\/?p=1975"},"modified":"2021-11-30T22:41:14","modified_gmt":"2021-11-30T17:41:14","slug":"5-errores-a-evitar-en-la-construccion-de-marca","status":"publish","type":"post","link":"https:\/\/oupenmaind.com\/ar\/5-errores-a-evitar-en-la-construccion-de-marca\/","title":{"rendered":"5 Errores a Evitar en la Construcci\u00f3n de Marca"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"1975\" class=\"elementor elementor-1975\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-329da566 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"329da566\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-6282785e\" data-id=\"6282785e\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-62fb878e elementor-widget elementor-widget-text-editor\" data-id=\"62fb878e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><\/p>\n<div class=\"is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<p><\/p>\n<div class=\"is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis: 50%;\">\n<p><\/p>\n<ol>\n<li><strong> Tener una idea confusa de lo que es una marca<\/strong><\/li>\n<\/ol>\n<p>Una marca es lo que los dem\u00e1s piensan que eres.\u00a0Una percepci\u00f3n fundamentada sobre c\u00f3mo te ven, qu\u00e9 sentimientos despiertas en su interior y qu\u00e9 dicen de ti. En tu negocio, nada es m\u00e1s importante que tu marca, porque precisamente es lo que te define y encapsula tu misma esencia. Es, por tanto, la principal raz\u00f3n por la que van a escogerte sobre la competencia. Un logo es solamente un elemento de representaci\u00f3n visual.<\/p>\n<ol start=\"2\">\n<li><strong> Separarla de las decisiones de negocio<\/strong><\/li>\n<\/ol>\n<p>Es necesario un enfoque de gesti\u00f3n de la marca desde el negocio, lo que implica utilizara para impulsar la cultura, las operaciones de la empresa y las experiencias de los clientes (y empleados).\u00a0 La marca alineada al negocio representa as\u00ed la idea central de la organizaci\u00f3n y el funcionamiento de la empresa \u2013 de hecho, la marca es el negocio. Por tanto, a nivel corporativo, el m\u00e1ximo responsable de la marca es el CEO o el Director General.<\/p>\n<ol start=\"3\">\n<li><strong> Creer que el posicionamiento es un eslogan<\/strong><\/li>\n<\/ol>\n<p>Las marcas que se diferencian priorizan lo intangible sobre lo tangible, lo emocional sobre lo funcional y el \u201cpor qu\u00e9\u201d sobre el \u201cqu\u00e9\u201d. Centrarse en servicios, capacidades, y caracter\u00edsticas que la compa\u00f1\u00eda ofrece en lugar de en su prop\u00f3sito m\u00e1s profundo es un gran error. Aunque un eslogan puede ser una gran s\u00edntesis de una estrategia de posicionamiento de marca, por s\u00ed solo no es suficiente para crear una conciencia y un reconocimiento de marca generalizados.<\/p>\n<p><\/p>\n<\/div>\n<p><\/p>\n<\/div>\n<p><\/p>\n<p><\/p>\n<p><\/p>\n<p><\/p>\n<figure class=\"wp-block-gallery-2 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure><\/figure>\n<figure><\/figure>\n<figure><\/figure>\n<figure><\/figure>\n<figure><\/figure>\n<figure><\/figure>\n<figure><\/figure>\n<figure><\/figure>\n<figure><\/figure>\n<figure><\/figure>\n<figure><\/figure>\n<figure><\/figure>\n<\/figure>\n<p><\/p>\n<p><\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-2768 size-full\" src=\"https:\/\/oupenmaind.com\/ar\/wp-content\/uploads\/2021\/09\/5-Errores-en-la-construccion-de-Marca.png\" alt=\"\" width=\"1200\" height=\"675\" srcset=\"https:\/\/oupenmaind.com\/ar\/wp-content\/uploads\/2021\/09\/5-Errores-en-la-construccion-de-Marca.png 1200w, https:\/\/oupenmaind.com\/ar\/wp-content\/uploads\/2021\/09\/5-Errores-en-la-construccion-de-Marca-300x169.png 300w, https:\/\/oupenmaind.com\/ar\/wp-content\/uploads\/2021\/09\/5-Errores-en-la-construccion-de-Marca-1024x576.png 1024w, https:\/\/oupenmaind.com\/ar\/wp-content\/uploads\/2021\/09\/5-Errores-en-la-construccion-de-Marca-768x432.png 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><\/p>\n<hr \/>\n<p><\/p>\n<p><\/p>\n<p><\/p>\n<p><\/p>\n<div aria-hidden=\"true\">\n<ol start=\"4\">\n<li><strong>Tratar a las marcas como entes abstractos<\/strong><\/li>\n<\/ol>\n<p>No hay marca hasta que \u00e9sta se gana el derecho a tener una relaci\u00f3n abierta y honesta con los clientes, incluso con la sociedad. Esta es la forma de construir confianza sin la cual ser\u00e1 imposible sobrevivir. La idea de \u201cmarca\u201d se centra as\u00ed en toda una constelaci\u00f3n de sentimientos que una compa\u00f1\u00eda puede generar en las personas, mucho m\u00e1s all\u00e1 de la funcionalidad de sus productos.\u00a0 En el fondo, la marca implica un proceso de humanizaci\u00f3n impregnando a las empresas con personalidades. Debemos infundir humanidad en los negocios si queremos crear relaciones.<\/p>\n<ol start=\"5\">\n<li><strong> No proteger y defender la marca<\/strong><\/li>\n<\/ol>\n<p>Toda marca debe estar convenientemente protegida, aunque no lo exija la ley. Los errores en este sentido pueden convertirse en grandes oportunidades para otros.\u00a0 Aseg\u00farate de proteger la propiedad intelectual de tus marcas frente a imitaciones y todo tipo de infracciones contra tus patentes, los derechos de dise\u00f1o (<em>copyright<\/em>) o la imagen comercial. No s\u00f3lo estar\u00e1s preservando la p\u00e9rdida de ingresos, sino tambi\u00e9n la imagen, la reputaci\u00f3n y el valor general de la marca.<\/p>\n<p>Crear una marca fuerte es todo un reto y debe abordarse con una estrategia bien definida. En este complejo camino, no falla el <em>branding<\/em> si no los responsables de llevarlo a cabo. Al menos se pueden evitar estos escollos (y otros) para asegurar en el futuro no caer en los errores del pasado.<\/p>\n<\/div>\n<p><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>el Branding, en cuanto a responsable de la gesti\u00f3n de la marca, es una poderosa herramienta de administraci\u00f3n del riesgo tanto para las empresas como para sus inversores.<\/p>\n","protected":false},"author":1,"featured_media":2772,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_kadence_starter_templates_imported_post":true,"_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":"","footnotes":""},"categories":[13],"tags":[14,16,19,18,15,17,20],"class_list":["post-1975","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding","tag-branding","tag-diseno","tag-ecuador","tag-guayaquil","tag-marca","tag-marketing","tag-publicidad"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - 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