{"id":1223,"date":"2016-08-26T13:02:50","date_gmt":"2016-08-26T13:02:50","guid":{"rendered":"http:\/\/www.heydiseno.cl\/?p=1223"},"modified":"2022-05-12T10:49:17","modified_gmt":"2022-05-12T13:49:17","slug":"branding-y-marketing-cual-es-la-diferencia","status":"publish","type":"post","link":"https:\/\/www.heydiseno.cl\/cerramos\/2016\/08\/26\/branding-y-marketing-cual-es-la-diferencia\/","title":{"rendered":"Branding y marketing: \u00bfCu\u00e1l es la diferencia?"},"content":{"rendered":"\n<h3 class=\"wp-block-heading\">\u00bfTus actividades de marketing son tan efectivas como quisieras que sean? Muchos empresarios dir\u00edan que no aunque sus esfuerzos sean buenos porque siempre queremos m\u00e1s de nuestras comunicaciones de marketing.<\/h3>\n\n\n\n<p>Una raz\u00f3n por la que tus comunicaciones de marketing pueden no estar funcionando como deben es debido al agujero entre tus mensajes de marketing y tu <a href=\"https:\/\/www.heydiseno.cl\/portafolio\/\">identidad de marca<\/a>.<\/p>\n\n\n\n<p>Este agujero es lo que puede hacer que los clientes hagan una pausa antes de dar clic en tu enlace, decidir si lo que dices es cierto o no o ir a la competencia a comprar en lugar que de tu empresa.\n<\/p>\n\n\n\n<p>Con frecuencia, las personas usan los t\u00e9rminos <em>branding<\/em> y marketing de forma intercambiable, pero son bastante diferentes.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Branding<\/strong><\/h3>\n\n\n\n<p>El branding refleja los valores, personalidad y atributos de los productos de tu organizaci\u00f3n; es lo que atrae a tus clientes, generando emociones, determina si se han convertido en clientes y si recomendar\u00e1n tus productos o servicios a otros.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/assets1.bmstatic.com\/assets\/bookshelves-covers\/d5\/a0\/LFcuQZEm-ipad.jpg\" alt=\"branding y marketing\"\/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Marketing<\/strong><\/h3>\n\n\n\n<p>Por otro lado, el marketing describe la actividad que se realiza para alcanzar a clientes y acercarlos hacia tu empresa. Estas actividades pueden incluir <a href=\"https:\/\/www.staffdigital.pe\/redes-sociales\/\"><em>social media<\/em><\/a>, correos electr\u00f3nicos, anuncios impresos, anuncios digitales, material promocional, etc\u00e9tera. El marketing efectivo colocar\u00e1 tu identidad de marca en el coraz\u00f3n de todo lo que se hace.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p><strong>El branding es estrat\u00e9gico. El marketing es t\u00e1ctico<\/strong><\/p><\/blockquote>\n\n\n\n<p>Aqu\u00ed tienes algunos ejemplos de d\u00f3nde no se integra el branding con actividades de marketing, creando una desconexi\u00f3n en la mente de los consumidores:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>El marketing promueve el \u201ccompra uno y lleva uno gratis\u201d, mientras que el branding dice \u201csolo vendemos productos de buena calidad, productos exclusivos\u201d.<\/li><li>El marketing dice \u201csomos muy geniales y divertidos\u201d, el branding gira alrededor de valores tradicionales y manos de obra segura\u201d.<\/li><li>El marketing promete \u201ccompetir con los precios de la competencia\u201d, pero el branding dice \u201csomos \u00fanicos, hacemos las cosas diferente del resto\u201d.<\/li><\/ul>\n\n\n\n<p>Como se puede ver, estos mensajes conflictivos crean un espacio entre lo que el marketing es y los valores, personalidad y atributos de la organizaci\u00f3n\/producto. Esta es la raz\u00f3n por qu\u00e9 es importante ser claro en lo que es tu identidad de marca antes de embarcarte en cualquier tipo de marketing. Con una estrategia de marca bien planificada, tus actividades de marketing ser\u00e1n m\u00e1s efectivas y no solo llegar\u00e1s a m\u00e1s clientes, sino tambi\u00e9n a clientes existentes que regresar\u00e1n por m\u00e1s. El branding no se trata solo de <a href=\"https:\/\/www.staffdigital.pe\/blog\/pequena-diseno-de-logo\/\">dise\u00f1o de logo<\/a>,&nbsp;aunque esta es una parte de entregar un mensaje consistente a lo largo de todas tus comunicaciones. Es igual de importante lo que tu branding dice sobre tu empresa o producto. <\/p>\n\n\n\n<p>El branding debe responder el por qu\u00e9. \u00bfPor qu\u00e9 tu empresa existe? \u00bfPor qu\u00e9 tu producto hace lo que hace? Tambi\u00e9n debe hacer que tu empresa se diferencia de la de los dem\u00e1s algo transmitir lo que piensas sobre tu empresa (y lo que los clientes piensan) a trav\u00e9s de atributos, valores, prop\u00f3sitos, fortalezas y pasiones.<\/p>\n\n\n\n<p>Debe reflejar la cultura y personalidad de tu organizaci\u00f3n; para peque\u00f1as empresas, esto puede incluir la personalidad y cultura de tu equipo de trabajo.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>C\u00f3mo usar tu identidad de marca en marketing<\/strong><\/h3>\n\n\n\n<p>Los puntos antes mencionados te dar\u00e1n una idea de lo que debes pensar al definir una identidad de marca. Sin embargo, si ya tienes una y no est\u00e1 alineada con tus actividades de marketing, esto es lo que debes hacer:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Aseg\u00farate de que los objetivos est\u00e9n alineados con la visi\u00f3n y misi\u00f3n de tu organizaci\u00f3n, si las tienes. \u00bfC\u00f3mo este marketing encaja con los objetivos generales de tu empresa?<\/li><li>\u00bfQui\u00e9n es tu audiencia meta y qu\u00e9 piensan sobre tu producto o servicio? \u00bfQu\u00e9 esperan de tu marca? \u00bfPor qu\u00e9 compra de ti y no de la competencia y qu\u00e9 beneficios reciben de ti?<\/li><li>Mensaje principal. S\u00e9 claro sobre lo que tienes que decir en tu marketing y c\u00f3mo esto encaja con tu identidad de marca. Esto ayudar\u00e1 a asegurar que no haya desconexi\u00f3n. Por ejemplo, en lugar de \u201cCompra uno llega uno gratis\u201d para una marca que presume de exclusividad, un \u201cOrdena hoy y recibe un regalo exclusivo\u201d ser\u00eda m\u00e1s adecuado.<\/li><li>Aseg\u00farate de que tus esfuerzos de marketing reflejen la personalidad de tu marca y encaje con el tono de tu audiencia. \u00bfC\u00f3mo desean que les hablen? Tu tono puede cambiar dependiendo de tu audiencia, como cuando te comunicas con clientes o cuando te comunicas con inversionistas. Sin embargo, siempre est\u00e1 alineado con la personalidad de marca general.<\/li><li>Posicionamiento de marca. Cada pieza de marketing ayuda a construir una identidad de marca y, por lo tanto, debes buscar oportunidades para promover esto. Puedes haber planificado enviar un correo electr\u00f3nico compartiendo una oferta especial, pero \u00bftambi\u00e9n ayudaste a posicionar tu marca en otras formas, por ejemplo, al compartir una publicaci\u00f3n?<\/li><\/ul>\n\n\n\n<p>Toma en cuenta estos consejos y combina el marketing y branding de tu marca para lograr una identidad corporativa mucho m\u00e1s unificada.<\/p>\n\n\n\n<p>Art\u00edculo cortes\u00eda de <a href=\"https:\/\/www.staffdigital.pe\/\">Staff Digital, agencia de marketing digital en Lima, Per\u00fa<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u00bfTus actividades de marketing son tan efectivas como quisieras que sean? Muchos empresarios dir\u00edan que no aunque sus esfuerzos sean buenos porque siempre queremos m\u00e1s de nuestras comunicaciones de marketing. Una raz\u00f3n por la que tus comunicaciones de marketing pueden no estar funcionando como deben es debido al agujero entre tus mensajes de marketing y tu identidad de marca. Este [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2514,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"disabled","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"2307","stick-header-meta":"default","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[3],"tags":[18,34,78],"class_list":["post-1223","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding","tag-branding","tag-diseno-de-marcas","tag-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Branding y marketing: \u00bfCu\u00e1l es la diferencia? - Hey Dise\u00f1o<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.heydiseno.cl\/cerramos\/2016\/08\/26\/branding-y-marketing-cual-es-la-diferencia\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Branding y marketing: \u00bfCu\u00e1l es la diferencia? - Hey Dise\u00f1o\" \/>\n<meta property=\"og:description\" content=\"\u00bfTus actividades de marketing son tan efectivas como quisieras que sean? 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