PT 
A brand's image is built through communication at the most varied points of contact. It is present from the first contact through a post, an advertisement, a response between employee and customer, even on a business card at a sales stand. Everywhere, a verbal and visual unity must be established, thus building a unique and efficient business perception and an outstanding experience.
Effective management requires all this communication to be applied in the most cohesive and strategic way possible. Thinking about communication in a macro way is fundamental to achieving cohesion and effectiveness in your business's commercial strategies.
In the case of companies whose main sales platform is e-commerce, it is essential to follow some basic criteria, which we have listed below.
1. The Experience Journey: Sell. Talking. Maintain.
It is understood that access to a sales platform is guided by a prior interest in buying a particular product or service. Users generally access shopping sites when they already have an interest in buying, whether it comes from an advertising impact or for their own reasons.
However, it is essential that the entire shopping experience is mapped out and properly thought through, as this is where the new customer will be in direct contact with the brand experience, one of the main factors responsible for generating empathy between business and consumer.
Your experience should be perfect. Always simple and uncomplicated.
When it comes to SELLING, always expose your brand's tone of voice, whether it's friendly or serious, it doesn't matter, keeping the language used on the site aligned with all your brand's other points of contact is essential for a successful positioning.
When it comes to text boxes, pop-ups or the entire purchase process on your platform, be simple, clear and direct. Your customer is already interested in the product, they just want to have access to the price and purchase quickly and easily, so that they can proceed to checkout or not. If your platform has a long purchase path, you're likely to lose a large part of your audience. Optimize the steps, ensure that your platform users don't feel fatigued by the process.
MAINTAIN. Something that is forgotten by many, but which is essential for the success of your platform, is precisely maintaining contact after the purchase process. That's why having an after-sales stage with redirects to other brand networks (when available), or with relevant content of moderate constancy, will help them return to the platform.
Sensations, a complete experience
Sensations Travel, for example, is a case of success on this issue. With the StorylineSensations has mapped out all its touchpoints to create experiences far beyond travel, creating enchantment in the "before, now and after". The entire journey is personalized according to each profile and destination, provoking a deeper and more memorable experience and connection.
2. Unity in everything
As explained, all your brand communication must be extremely aligned with the Business Core of your business. From a post on social media to a registration confirmation email, your brand is generating experiences, building customer perceptions and generating empathy with your audience.
Don't neglect your materials, however small they may be within an entire consumer journey process, each material, each text, each image is part of a much larger project. Never view your deliveries in isolation, always take a macro view of your business, building and ensuring unity throughout your communication.
3. Be Honest
In short, being sincere is more important than just communicating. Brands need a reason to exist, a purpose, a reason. Thinking in this way ensures that your brand is not just another business, but something of perceived, desired value that motivates people and creates behavior.
Look inwards, question yourself, understand yourself as a brand, and then expose yourself with purpose and sincerity. Your communication is just a glass that reflects your essence. There's no point in creating a Mission, Vision and Values that are exciting but empty and misleading.
At every point of contact, make sure you come across as you really are, because your customers will notice. A brand that is sincere with its actions is a brand that builds a legacy.
[:en]From ego to empathy
As a young designer you may have heard this phrase a lot. But what does it mean? As someone who is pretty empathetic and self-critical, I never felt like it applied to me. But in retrospect, I think that's because most people use "ego" to describe inflated self-importance, when it's really just a word that describes how we understand our personal identity.
The distinction is important because letting go of your ego can be a nuanced practice in empathy. It's not just advice for arrogant jerks, it's essential for anyone working professionally. As a designer, my thoughts, tastes and keystrokes obviously are part of the equation, but it took some time to figure out that I could not create work in a silo as a reflection of my "aesthetic."
To some of you this might sound like a bummer, but when you take on a client's challenges and their point of view, you will have to think differently. You will find new approaches and you will grow. But more on that later.
"As a young designer you may have heard this phrase a lot. But what does it mean? As someone who is pretty empathetic and self-critical, I never felt like it applied to me."
Ernst Neufert in "The art of architectural design".
OK, but what does this have to do with my brand?
As a young designer you may have heard this phrase a lot. But what does it mean? As someone who is pretty empathetic and self-critical, I never felt like it applied to me. But in retrospect, I think that's because most people use "ego" to describe inflated self-importance, when it's really just a word that describes how we understand our personal identity.
As a young designer you may have heard this phrase a lot. But what does it mean? As someone who is pretty empathetic and self-critical, I never felt like it applied to me. But in retrospect, I think that's because most people use "ego" to describe inflated self-importance, when it's really just a word that describes how we understand our personal identity.
From ego to empathy
As a young designer you may have heard this phrase a lot. But what does it mean? As someone who is pretty empathetic and self-critical, I never felt like it applied to me. But in retrospect, I think that's because most people use "ego" to describe inflated self-importance, when it's really just a word that describes how we understand our personal identity.
The distinction is important because letting go of your ego can be a nuanced practice in empathy. It's not just advice for arrogant jerks, it's essential for anyone working professionally. As a designer, my thoughts, tastes and keystrokes obviously are part of the equation, but it took some time to figure out that I could not create work in a silo as a reflection of my "aesthetic."
Famous last words
As a young designer you may have heard this phrase a lot. But what does it mean? As someone who is pretty empathetic and self-critical, I never felt like it applied to me. But in retrospect, I think that's because most people use "ego" to describe inflated self-importance, when it's really just a word that describes how we understand our personal identity.
Hope this answers some of your questions, Dmitro.
- Author's name