Brand Coaching: the relationship between coaching and marketing
The branding It is a very popular concept in the business world. Refers to develop and shape a brand that allows a user to identify with certain symbols, ideas or experiences that go beyond the simple product or service with which you intend to do business. For example, Coca Cola , in addition to selling soft drinks share happiness.
A company whose brand transmits a fuerte corporate identity and a good positioning in the market, will be a stable and secure source of income in the long term.
Branding not only refers to the logo and image of the brand, but takes into account those characteristic values of the organization that grant uniqueness and credibility, and that allow it to differentiate itself from the others, as they cause a unique impact on the market.
Brand Coaching allows to maximize the development of the brand
Coaching is a methodology that maximizes the professional and personal development of people and influences the transformation of these, because it generates changes in perspective, increases motivation, commitment and responsibility.
There are many types of coaching, but all share the same methodology. The Brand Coaching born from the need of people and companies to develop, reinforce or define their image when presenting themselves to others. Therefore, Brand Coaching is intimately linked to marketing, which is why it has found a place in companies and in people who want to maximize the brand concept.
To achieve this, a marketing strategy is used through the tools of Coaching. This type of coaching is useful, since helps clarify values, set realistic goals and overcome limiting beliefs that may be interfering with the development of the brand's potential.
The values of the company and the connection with the client
The image and the personality A company (or product) is a basic tool when it comes to highlighting and differentiating itself from competitors, but what will make the customer loyal is the relationship between the image that is intended to be shown and the values of the brand. Therefore, a defined image and consistent with its principles, is valued by customers in a positive way. That is, either for the company's relations or relations between individuals, lThe image must be reinforced in all aspects and must be consistent with the values that are promoted .
The important thing is to know what the image is intended to show, and it is in this aspect that the coach can help companies to identify their mission, vision and values, and can provide tools that help overcome barriers or limiting beliefs. for the free expression of the identity, and for the correct acquisition of the marketing objectives that are pursued. Therefore, Brand Coaching is not only an image consultancy, but helps the members of the company to develop and plan something deeper, the brand concept.
Brand Coaching does not give recipes, but rather facilitates tools for the members of the company to develop the brand on their own , after a deep reflection. If the company is new, Brand Coaching can help establish the basis of the brand, but if the company has been in the market for some time and problems have arisen (economic crisis, identity crisis of the brand, etc.), Brand Coaching it can help to restore the balance between values and a powerful image that can give confidence to future clients.
Brand Coaching helps customer loyalty
As we commented in the article "Emotional Marketing: reaching the heart of the customer", today, brands seek strategies to build loyalty to their customers, as well as attract the attention of new consumers to generate lasting relationships over time. This is achieved by generating an emotional connection with them: it is not about buying only the product, but about feeling the brand as theirs.
The most successful companies create expectations in individuals and generate emotions through experiences . Thus, they seduce consumers by making accomplices of their commercial stories and reaching their hearts; touching your emotions. By generating closeness to the potential client efficiently, they increase their chances of selling their products.
This emotional component is one of the keys of Brand Coaching, since this methodology is an essential tool in correct emotional management, as it provides a set of skills and abilities that influence the ability of people to succeed, and to cope , more adequately, to external demands and pressures. Coaching, in addition, fosters a learning environment that allows companies to be in the present, with realistic goals and clear objectives, and allows to overcome barriers to go further, with new alternatives and creative ideas.