{"id":7120,"date":"2019-09-30T16:04:19","date_gmt":"2019-09-30T14:04:19","guid":{"rendered":"http:\/\/www.gestingral.com\/gestingral\/?p=7120"},"modified":"2019-09-30T16:04:19","modified_gmt":"2019-09-30T14:04:19","slug":"la-marca-de-empresa","status":"publish","type":"post","link":"https:\/\/www.gestingral.com\/es\/la-marca-de-empresa\/","title":{"rendered":"La marca de Empresa"},"content":{"rendered":"<p><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-padding-top:0px;--awb-padding-right:0px;--awb-padding-left:0px;--awb-border-sizes-top:0px;--awb-border-sizes-bottom:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:calc( 1260px + 0px );margin-left: calc(-0px \/ 2 );margin-right: calc(-0px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:-15px;--awb-spacing-right-large:0px;--awb-margin-bottom-large:20px;--awb-spacing-left-large:0px;--awb-width-medium:100%;--awb-spacing-right-medium:0px;--awb-spacing-left-medium:0px;--awb-width-small:100%;--awb-spacing-right-small:0px;--awb-spacing-left-small:0px;\"><div class=\"fusion-column-wrapper fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-1\"><p style=\"font-size: 18px; line-height: 28px;\" align=\"justify\">El mercado est\u00e1 lleno de marcas y sigue en aumento. Con la digitalizaci\u00f3n el abanico de la envergadura de las marcas tambi\u00e9n se ha ampliado. Esto hace que cuando nos planteamos crear o hacer cambios en una marca, debemos tener muy claro a qu\u00e9 altura queremos colocar la marca. La competencia es grande y los recursos que tenemos al alcance tambi\u00e9n. Pero la diferencia no siempre est\u00e1 en los recursos. Sino en la coherencia de la creatividad.<\/p>\n<\/div><div class=\"fusion-image-element \" style=\"text-align:center;--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-none imageframe-1 hover-type-none fusion-animated\" style=\"border-radius:12px;\" data-animationType=\"fadeInUp\" data-animationDuration=\"0.3\" data-animationOffset=\"top-into-view\"><img decoding=\"async\" width=\"1001\" height=\"251\" alt=\"La Marca de la Empresa\" title=\"la-marca_CAP\u00c7ALERA\" src=\"http:\/\/www.gestingral.com\/wp-content\/uploads\/2019\/09\/la-marca_CAP\u00c7ALERA.png\" class=\"img-responsive wp-image-7082\" srcset=\"https:\/\/www.gestingral.com\/wp-content\/uploads\/2019\/09\/la-marca_CAP\u00c7ALERA-200x50.png 200w, https:\/\/www.gestingral.com\/wp-content\/uploads\/2019\/09\/la-marca_CAP\u00c7ALERA-400x100.png 400w, https:\/\/www.gestingral.com\/wp-content\/uploads\/2019\/09\/la-marca_CAP\u00c7ALERA-600x150.png 600w, https:\/\/www.gestingral.com\/wp-content\/uploads\/2019\/09\/la-marca_CAP\u00c7ALERA-800x201.png 800w, https:\/\/www.gestingral.com\/wp-content\/uploads\/2019\/09\/la-marca_CAP\u00c7ALERA.png 1001w\" sizes=\"(max-width: 640px) 100vw, 1001px\" \/><\/span><\/div><div class=\"fusion-separator fusion-full-width-sep\" style=\"align-self: center;margin-left: auto;margin-right: auto;margin-top:10px;margin-bottom:10px;width:100%;\"><\/div><div class=\"fusion-title title fusion-title-1 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-margin-bottom:10px;--awb-margin-top-small:10px;--awb-margin-right-small:0px;--awb-margin-bottom-small:20px;--awb-margin-left-small:0px;\"><h2 class=\"fusion-title-heading title-heading-left\" style=\"margin:0;\">Desde Publigest<\/h2><\/div><div class=\"fusion-text fusion-text-2\"><p>Desde <em>Publigest<\/em>, el departamento de <strong>publicidad, dise\u00f1o y comunicaci\u00f3n<\/strong> de Gestingral siempre trabajamos con una visi\u00f3n global del cliente, ya sea haciendo publicidad, dise\u00f1o o campa\u00f1as de comunicaci\u00f3n. La empresa debe tener una imagen corporativa representada principalmente por la imagen de la marca. Y la actividad de la empresa tambi\u00e9n debe ser coherente con la imagen corporativa y los diferentes elementos que rodean esta marca.<\/p>\n<\/div><div class=\"fusion-title title fusion-title-2 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-margin-bottom:10px;--awb-margin-top-small:10px;--awb-margin-right-small:0px;--awb-margin-bottom-small:20px;--awb-margin-left-small:0px;\"><h2 class=\"fusion-title-heading title-heading-left\" style=\"margin:0;\">A tener en cuenta<\/h2><\/div><div class=\"fusion-text fusion-text-3\"><p><strong>LA EMPRESA<\/strong>. Desprende un car\u00e1cter particular mediante su producto y la relaci\u00f3n que mantiene con los clientes.<\/p>\n<ul>\n<li><strong>El producto y su calidad<\/strong>. Todos los elementos que rodean la marca deben ser coherentes con la calidad del producto que se ofrece para no generar decepci\u00f3n en los nuevos clientes.<\/li>\n<li><strong>Los canales de venta<\/strong>. Por mucha digitalizaci\u00f3n que tengamos, la comunicaci\u00f3n cara a cara siempre ser\u00e1 m\u00e1s rica. El reto est\u00e1 en poner el cliente y el vendedor cara a cara. El resto de canales digitales juegan con la rapidez y la <strong>usabilidad<\/strong>. Y a partir de aqu\u00ed comienza la creatividad.<\/li>\n<li><strong>La filosof\u00eda de la empresa<\/strong>. Si ha decidido invertir por un estilo de trabajo y organizaci\u00f3n, este punto tambi\u00e9n define la marca. Debe ser coherente con el resto y debe ser visible, si se considera un valor importante de la empresa.<\/li>\n<\/ul>\n<p><strong>NOMBRE Y LOGOTIPO<\/strong>. Este punto de la imagen corporativa tiene un objetivo muy importante. El primer contacto con el p\u00fablico. Aqu\u00ed tenemos que ganar los primeros puntos de ventaja sobre la competencia despertando la curiosidad y confianza de este futuro cliente.<\/p>\n<p><strong>EL LIBRO DE ESTILO<\/strong>. No siempre tiene que ser un documento complejo como estamos acostumbrados. Este punto debe ayudar a mantener una coherencia entre todas las actividades diarias entorno la empresa. Ya sea dise\u00f1o a la hora de generar publicidad, sea el tono de los correos intercambiados con clientes o proveedores, y en todo lo que rodea productos o servicios ofrecidos.<\/p>\n<p><strong>APLICACIONES DE LA MARCA<\/strong>. Si nos centramos en la parte m\u00e1s publicitaria, la marca aparece en diferentes espacios. Tarjetas, cat\u00e1logos, web, redes, el tel\u00e9fono, carteles exteriores\/interiores. Estas aplicaciones se deben cuidar para mantener la coherencia que desde un principio nos hab\u00eda hecho ganar la confianza del cliente. No es lo mismo imprimir una tarjeta de presentaci\u00f3n que un cartel exterior de 4 metros iluminado. Aplicaciones hay tantas como d\u00e9 la imaginaci\u00f3n. Mi recomendaci\u00f3n es que juegues con estos 3 valores: imaginaci\u00f3n, coherencia y recursos. Y nuestro trabajo es que todo esto encaje bien.<\/p>\n<p><strong>CANALES DE COMUNICACI\u00d3N<\/strong>. Conoces tus clientes potenciales o target? Pues en funci\u00f3n de esta informaci\u00f3n se han de escoger los canales donde mostramos el contenido relacionado con la marca y sus productos.<\/p>\n<p>Si tienes alguna duda sobre lo que rodea a la imagen corporativa de tu empresa, puedes contactar con el <a href=\"http:\/\/www.gestingral.com\/es\/empresas\/publigest\" target=\"_blank\" rel=\"noopener noreferrer\">departamento de <strong>publicidad, dise\u00f1o y comunicaci\u00f3n<\/strong> de Gestingra<\/a>l.<\/p>\n<\/div><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-2 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-padding-top:0px;--awb-margin-top:0px;--awb-border-sizes-top:0px;--awb-border-sizes-bottom:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row 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