por Mariana Melo, consultora da TGI Consultoria em Gestão
Empresas e organizações que investiram na construção de uma marca que comunica sua essência com clareza e apresenta bem seus diferenciais têm sentido menos os efeitos da crise.
Uma marca forte ajuda as empresas a conquistarem e reterem clientes. Isso ocorre porque a construção de uma imagem que seja fiel à identidade da empresa é o atalho mais rápido para um cliente entender como pode se beneficiar de seus produtos ou serviços e criar vínculos. Imagine só se, antes de consumir um produto, fosse preciso visitar a fábrica, entrevistar os engenheiros de produção e estudar sobre as matérias-primas utilizadas para saber se o produto é confiável ou não. Certamente não ia funcionar.
Comunicar a mensagem da marca por meio de canais mais acessíveis, como a propaganda, a arquitetura da empresa, a embalagem, o modelo de atendimento, os eventos, ajuda o cliente a conhecer a empresa e ver, mais rapidamente, as vantagens que ela pode oferecer. Ao fazer um produto orgânico, por exemplo, é normalmente tomado o cuidado de utilizar cores como verde ou lilás na embalagem, ajudando o nosso cérebro a rapidamente associá-la a produtos saudáveis. Ou, numa clínica médica, pode ser montado um ambiente acolhedor e um atendimento personalizado, em que seja evidente o cuidado com cada paciente.
Em tempos de crise, aqueles que já vêm construindo uma imagem de marca forte, que comunica bem a essência da empresa e mostra com clareza seus diferenciais competitivos, tendem a sofrer menos. Segundo Philip Kotler, guru do marketing, com uma marca forte é possível ter maior fidelidade dos clientes, ser menos vulnerável às ações da concorrência e, consequentemente, obter maiores margens de lucro.
O atual desafio é superar as medidas de corte e redução (da equipe, das despesas, das unidades de negócio) e, ainda assim, conseguir manter os cuidados com uma marca forte, que possa continuar trazendo vantagens competitivas e ajudar a empresa a fazer mais com menos. Não é nada fácil, mas pensar na estratégia de marca e usar a criatividade para amortecer os impactos da crise é uma alternativa que pode ser barata e eficiente.
Por isso, para cuidar da marca na crise e, quem sabe, sair dela mais fortalecido, é recomendável: (1) comunicar-se bem com a equipe, que deve ser o principal “embaixador” da marca, esclarecendo as medidas tomadas e não deixando espaço para boatos; (2) reforçar a capacitação da equipe da linha de frente, evidenciando os diferenciais competitivos e aproveitando a possível maior ociosidade para melhorar o atendimento; (3) ser estratégico na hora de fazer cortes, pensando em como fazer o que precisa ser feito com o menor impacto possível para a imagem da empresa; (4) ter comunicação diretiva, diminuindo as despesas que precisam ser reduzidas, mas não deixando de se comunicar com o público-alvo principal; (5) e, por fim, aproveitar a tecnologia para manter o contato com os clientes, utilizando as redes sociais (Facebook, Instagram, LinkedIn, etc.), newsletters e o site institucional, com cautela para não ser invasivo e desgastar a relação.
Cuidar da marca da sua empresa é uma estratégia que não pode ser nunca deixada de lado, muito menos em época de crise.
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