El concepto de Branding se refiere al proceso de construcción de una marca, expresión que a su vez implica definir y desarrollar lo que algunos autores acertadamente llaman la promesa de la marca: es decir, todo el conjunto de valores que esta comunica.
Sin embargo, yo prefiero usar la palabra “personalidad”, con el objeto de hacer una comparación más familiar. Y es que una marca no es otra cosa, si no su personalidad misma.
Así como identificamos a cada uno de nuestros amigos por su personalidad y esta ciertamente define nuestras opiniones y sentimientos por cada persona, igualmente las marcas tienen una personalidad que hace que el público tenga determinadas opiniones y sentimientos acerca de ellas.
Muchos de nosotros tendremos amigos y parientes que por su personalidad nos caen bien, nos generan confianza y en conjunto, desarrollamos sentimientos positivos hacia ellos. Por otro lado, existirán quienes no nos caigan tan bien, nos generen desconfianza y en general, desarrollemos sentimientos negativos hacia ellos.
Estas percepciones, acertadas o no, producen acciones, que en el ámbito de los negocios, se traducen en decisiones de compra.
De aquí la importancia del Branding, que no solo se aplica a las grandes corporaciones, si no también a los pequeños negocios y a los profesionales en general. La construcción de una marca de forma adecuada definitivamente hace la diferencia entre el éxito y el fracaso.
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