Statistics\nshow that every day more people dare to leave their 9:00 to 5:00 jobs to start\na business venture on their own. And also, that there are very few who manage not\nto succeed but stay in the market for more than five years.<\/p>\n\n\n\n
This\napplies not only for online ventures, but for any type of business. Because the\ntruth is that once the product or service becomes obsolete, or that the\ncompetition launches something similar at a better price, all the effort that\nhas been invested in raising that business can go down the drain. And that’s\nwhere brand purpose comes into play.<\/p>\n\n\n\n
Apple,\nGoogle, Starbucks, Amazon, for example, are not just some of the most valuable\ncompanies in the world, but solid brands that transcend the business itself.\nAnd, to achieve a lasting impact, purpose must go beyond the product or\nservice. People within the organization, products as such and the presentation\nwe make of them to the market \u2013that\u2019s how we communicate our business and products\u2013\nmust be imbued with that purpose that is manifested in a long-term vision,\ndefined values \u200b\u200band a story that moves the audience to act.<\/p>\n\n\n\n
In this\nsense, building a consistent storytelling, a story that adequately conveys that\npurpose, is essential in the construction of a strong brand. Nike, for example,\nis not about the sportswear or the sneakers, nor the swoosh, or its slogan,\nJust Do It! Nike is not about sponsoring athletes or promoting athletics\neither. Nike is about encouraging its users to unlock their internal athlete.\nAnd that very powerful idea, is present in everything the brand does.<\/p>\n\n\n\n
A solid\nbrand allows you to make changes in the business or rectify the course when\nnecessary with the guarantee that users will continue to trust the brand. In\nfact, recent surveys published by Forbes magazine reveal that 94% of consumers\nwould follow a brand with which they are emotionally committed in any\ncircumstance, while 64% say that the values \u200b\u200bthey share are the main reason\nwhy they are related with a brand.<\/p>\n\n\n\n
Thus, that\nthe brand transcends the business is a maxim that all entrepreneurs should keep\nin mind when starting a business venture. Because any business that sells\nsomething, be it a product or a service, can do well. However, only those who\nmanage to create emotions, awakening feelings that fit with the needs and\nvalues \u200b\u200bof users, are those that remain in your memory and your heart. And\nthat is a brand: the set of emotions, sensations, feelings and expectations\nthat are summoned in our mind every time we interact with the product, in any\nof its representations, be it the name, the logo, or the product or service\nitself same.<\/p>\n","protected":false},"excerpt":{"rendered":"
Whiplash Team, June 21st 2019 Business or brand, that is the question A few years ago, being an entrepreneur was a something just for a few brave and daring. Today, however, thanks to the Internet, access to entrepreneurship has been democratized and launching a business…<\/p>\n","protected":false},"author":2,"featured_media":31180,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"yoast_head":"\n