However, as we have mentioned on several occasions in some of these columns, people constantly face an overload of information and this same scenario is also reflected in the brands that are increasingly exposing the consumer to hundreds of advertising stimuli. through different devices and social channels seeking to win their increasingly scarce attention.
This multiplicity of options puts brands up against a great challenge, which is to differentiate themselves and not only from the strictly functional aspect but also in the top of mind of your average consumers.
With this challenge ahead, establishing the brand purpose is key to attracting and retaining your customers. For this reason, searching for, knowing and understanding what are the values that move its various segments of the public directly impacts the construction of a communication that is a bridge between the brand and how its current and potential consumers perceive it.
At this point, as so often mentioned in Public Relations, brands should not forget that it is key to link up with all their audiences, but more especially with the latent ones, those who can not only become profitable potentials but also opponents, especially today. that, as social actors, brands are required to take action and take a position on the different issues that mark the conjunctural agenda of today’s society.
In this sense, for brands, social causes are topics to focus on, but above all commitment, especially if what they want is to be relevant to their audience. According to various studies, more and more consumers expect exactly that from large companies: that they express themselves and advocate for causes that align with their interests.
In short, today brands must know that on their way to success, generating profits is the ultimate goal, the core of the business will have to be committed to a genuine and transparent commitment that goes beyond investments in PR and/or marketing and that It implies prioritizing taking a position on various social issues and issues of interest to its consumers, because it is these actions that will affect its profitability, positioning and permanence over time. Even more so, if we consider that it is already known that consumers are willing to pay more for a product or service if the brand is aligned with their beliefs.
Some time ago, in a previous column, I was wondering Can public relations disappear? And although sometimes I feel so, when I reflect on the challenges that brands face, I realize that PR is as key as it is necessary when it comes to making a difference and consolidating long-term ties because that will be what will make us choose one brand over another. In short, things change, but essentially not so much… don’t you think?