Provide brand experience to your collaborators, how and why?

• Index hide

  1 Consolidating a brand experience for a company’s employees first begins with understanding that they don’t work for you, they work together with you to consolidate the organization.

  2 Based on a clear and practical relationship between the collaborator and the company, external communication guarantees results in each of the areas in which the company is committed.

  3 The brand experience and the activation of this formula together with employees patents a very important resource today, which has to do with the way the market thinks.

  4 Merca2.0 – What is a brand experience center and why is it relevant?

  5 Merca2.0 – Accompanying distributors, what makes the difference for a brand?

  6 Merca2.0 – What elements can you recommend to other brands to communicate through a physical space?

  Consolidating a brand experience for a company’s employees first begins with understanding that they don’t work for you, they work together with you to consolidate the organization.

• Based on a clear and practical relationship between the collaborator and the company, external communication guarantees results in each of the areas in which the company is committed.

• The brand experience and the activation of this formula together with employees patents a very important resource today, which has to do with the way the market thinks.

The relationship between brand and consumer starts from the collaborators that a company has, the commitment they establish with the firm and the clarity they have in what they are going to communicate, hence the brand experience be fundamental in the equation of the company.

In May 2021 we reported the biggest sacrifice that a brand has ever made, due to the poor service that one of its collaborators provided: closing.

The anecdote became a business case, when the Vocamx brand offered to close, after its CM attacked a consumer, who only asked for details of a garment that the store sold, to ensure that she bought the correct size.

In these cases, there are opportunities to think about the relationship of a brand with its collaborators, such as Rafael Avendanogeneral manager for Mexico of Jeunesse, explains it in an exclusive interview for Merca2.0.

Merca2.0 – What is a brand experience center and why is it relevant?

Rafael Avendaño – It is relevant because the effect of association is very important, the effect of contact, of being able in a physical place to transmit what we are as a company, with a whole series of elements that have a value proposition, where your distributors have a space to bring your prospects and gather your teams, in addition to having the support of a corporate in a physical location.

Merca2.0 – Accompanying distributors, what makes the difference for a brand?

RA – It is a lever, as a corporate we have the vision of giving distributors the tools to leverage the company’s image, in a business person-to-person contact is essential and multiple spaces have been sought to do so from the health contingency .

This does not take away the essence of contact, we decided to bet on a space that adds digital and virtual elements, leverages them, gives prospects the opportunity to understand a place that transmits the essence of the company and in the same way achieve an experience with sensations in all places where a brand has a presence.

Merca2.0 – What elements can you recommend to other brands to communicate through a physical space?

RA – The attracting elements in which the brand moves. For example, we have a distributor-centric approach, so that they feel at home and have the opportunity to experience the brand, products and to be in a place where they can develop their business, sensorially with an environment to create business in an appropriate way. , so that your prospects can live a complete brand experience.

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