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In the world there are thousands of brands and products that go virtually unnoticed by consumers. Those consumers without emotional connections to brands focus only on the attributes of the product. This type of consumer is the one who will change brands easily if he finds another one that works better. But the consumer who maintains emotional connections with a brand, has a strong and powerful relationship that will try to follow everything you do.

Consumers have a wide range of possibilities in the market and brands must stand out and strive to create and take care of this relationship with the customer. We know that purchases increase when there is emotion behind and repetition is more than likely. It is clear… we must make the consumer happy!

Can you imagine having customers who share their passion for your products? Well, get ready, some brands have achieved it thanks to Brand engagement. Getting customers to become true brand bearers is something that happens very rarely. They not only buy your products, but also communicate their passion in a much more powerful way than the brand itself. Excellent! The difficult thing is not to attract customers, but to keep loyal those who already are and turn them into “brand lovers”.

brand engagement

The exchange of values

We can define Brand Engagement as the process of providing communication and brand experience that adds value to the audience, reinforcing the relationships between both. For years the Brand Engagement was exclusive of large companies, only those who had a strong investment in marketing could afford it. But today’s companies play with a big advantage. Technological evolution allows everything to be more immediate. Therefore, Brand Engagement can now be available to all companies, regardless of their size.

Companies create products but those who really give them life are the people, because they create emotional connections and powerful links. As in any relationship, emotional connections are fundamental in brand strategies. The Brand Engagement implies a step forward that moves the brand, inside and outside, of the transactional terrain towards an area of ​​value exchange. We always associate the term engagement with social networks and we believe that it was born with them, but that is not the case, since it is a term that was born with Gary M. Reynolds in 1977 when he began to implement engagement marketing. When a brand wants to work with commitment marketing, generate engagement and convert the consumer into a loyal customer, they must design and implement a strategy that takes into account the following variables:

  • Segmentation. It is the key to Brand Engagement, since we must segment the public well that we direct our strategy.
  • Contents. We design the information we are going to use to make our consumers loyal.
  • Actions. We define the actions that we are going to put into practice within the commitment marketing strategy.
  • Channels. We will define what means we will use to reach consumers, within which we will analyze online media and offline media.

And it’s been a while since the brands stopped being an entity that only manufactured products or offered a service for its client and began to generate content. So, what is the best way to create content linked to the brand for an appropriate Brand Engagement? These are some of the features that characterize this type of content:

  • Relevant and high quality content.
  • The product goes into the background or is not even mentioned.
  • Appeals to feelings, to the transmission of values.
  • The brand is presented secondarily.
  • The objective is to provoke sensations or positive emotions to the client.
  • The important thing is the brand experience.

Popeye Spinach

A clear example of Branded Content is the case of Popeye, which arose from the need of the Chamber of Producers of Spinach in the US to encourage the consumption of spinach in children of the generation of the thirties. Finally they came up with the idea of ​​developing a comic strip of a muscular sailor who became strong by taking spinach. The success of this campaign was such that the increase in production achieved by the farmers who produced spinach reached values ​​never before seen. You can say Popeye was the first Branded Content strategy in history that generated a high Brand Engagement, providing added value to the consumer.


Find Your Greatness by Nike

The message that Nike transmits in this campaign is totally empathetic and emotional. Nike is one of the masters in developing this type of marketing, creating images that deeply motivate your target group and using digital tools to continue with communication. Zero sales search. Pure engagement.

As you have seen, the connections that consumers feel with brands are purely emotional and the links that are created are very important as they mark a present and a future. Good brand management is able to overcome any barrier. Turning our users into Brand Lovers and maintaining them is a winning action that we must know and value.

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