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Time to take a risk? See how a podcast can help your brand

Hora de se arriscar Veja como um podcast pode ajudar sua marca

Podcasts have conquered more and more people over time. According to the latest Deezer survey, from 2019, the consumption of this content format grew by 67% in Brazil in the last year. The explanations for this increase vary between a greater number of influencers producing podcasts or the characteristic of being an easy medium to reach the public, since it is possible to consume it at work, doing housework, driving, among other examples. Given all this potential, what you can see is that the podcast can be an excellent digital marketing tool for your brand. 

Read too: Content marketing: understand why it is a relationship strategy

As it does not require a super structure to be carried out, just a good microphone, topics that interest the niche and interesting guests, the podcast does not require a bold initial investment, so that your brand can share information and raise good debates. With that, it is also very important that the brand sees the podcast as an opportunity to show all its expertise, mastery over a subject, which in the future could lead to business partnerships and new product ideas, for example. 

Podcast: engagement and personality for the brand 

One of the most outstanding characteristics of the podcast audience is that they tend to listen to everything until the end. From this, the engagement barrier becomes much lower. For new listeners, they can also listen to past podcasts if the topics covered haven't become stale. 

Read too: How Digital Marketing can help overcome the crisis

In addition, the podcast is yet another way for the brand to gain personality and become even more human. Listening to the same podcast with a certain frequency creates a closer bond with the audience, which becomes familiar with the presenters, creating a bond that can last for years. Therefore, a much greater level of trust is achieved by the market and the final public with the brand. 

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What is storytelling and how to do an authentic one?

O que é storytelling e como fazer um autêntico

If you study or work in the area of communication, it is very likely that you have already thought about storytelling, even without using that term itself. Being a combination of the words of English origin “story” and “telling”, this marketing and advertising tool has been used for many years and can be defined as the art of developing stories capable of delighting the public. That is, with elements such as a central axis, beginning, middle and end, as well as attention to characters, environments and conflict.

Read too: Better understand the difference between target audience and persona

To create a good storytelling you need to bet on authenticity. Although this word is easily related to far-fetched and daring ideas, it doesn't take so much pressure on this aspect. That's because the great asset of storytelling is to dialogue directly with the public. With your brand's well-developed persona, you already have a good technical foundation to establish narrative points. The persona includes all the elements necessary to strengthen the identification, which already brings a greater understanding by the public of the character, their values, passions and day-to-day problems, for example, thus automatically becoming something authentic. As a result, you get a believable and engaging story.

By taking this persona into account, the team responsible for the script can already assume other elements that make sense to their audience, such as the setting in which the story will take place. If your brand dialogues directly with offices, for example, it is essential to represent this reality, so that there is immediate identification.

Storytelling should carry a message to the public

In addition to betting on good visual production, it is also very important to be concerned with the message that your brand intrinsically wants to convey with the product or service. And here, it is worth pointing out that simplicity has great strength, since the idea must be conveyed in an easily understandable way and with human and/or emotional aspects. In this way, it will be possible to positively impact a greater number of people, who will keep the transmitted message.

Conflict is another important element in this narrative. It is from there that the audience will understand the situation of the character, assimilate the emotional value of the climax and, finally, better capture the resolution of the problem.

Read too: 9 tips on how to retain your customers

more humane communication

By investing in storytelling, the brand automatically changes the way it dialogues with its audience, which then becomes more human. These connections are very important for both sides. The brand wins because it starts to have a good, more positive image before the public with values to be respected and the customer wins, because he knows who can perfectly meet his needs and understands his desires.

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Inclusive marketing merges innovation with a more human experience

Marketing inclusivo mescla inovação com experiência mais humana

Inclusive marketing is on the rise in importance, which does not stop growing, mainly due to the role of social movements on identity guidelines. But what is this concept about? Inclusive marketing can be defined as a strategy that aims to create content and campaigns that reflect diversity, thus leaving behind a problematic social construction, which exalts only one social group. That is, with this marketing tool, more real people, from different origins, cultures, gender identities, etc., start to be valued.

Read too: 9 tips on how to retain your customers

Although for some people this means taking advantage of a moment of visibility, inclusive marketing carries a very positive message for the world, as it dialogues directly with people, recognizing their values, feelings, urgencies, which can repel actions or embrace them. In addition, with this attitude, the brand positions itself responsibly in the face of changing paradigms, which certainly reflect on the way it is seen, winning new customers, among other market factors.

How do I market inclusively to my customers?

First of all, it is worth remembering that doing inclusive marketing also means responding to customer expectations. According to a survey prepared by Salesforce, 90% of consumers believe that companies do have a responsibility to make the world a better place, which is true. After all, how many lives do brands impact, whether in a good or bad way?

The first fact is undoubtedly the representativeness, thus breaking with a historical sequence of exaltation of just one group, thus placing more black, yellow, and indigenous men and women in marketing actions, not forgetting other symbolic minorities, such as the LGBTQ+ population and people with physical disabilities and intellectual. And, most importantly: always maintaining the utmost respect for these people, deconstructing outdated and pejorative stereotypes. Therefore, it is essential to have a diverse marketing team that is sensitive to these issues, willing to listen to people and understand the area's next steps in this regard.

Another factor is the language. Using racist and homophobic terms, for example, no longer go unnoticed and are pointed out by the public as a serious mistake. In some cases it may even lead to legal action. Thus, the brand can easily be boycotted and its reputation tarnished.

Furthermore, it is also important to remember the accessibility, and here that word can mean two different things. The first is to enable people with visual and hearing disabilities, for example, to have the experience provided by the brand, thus starting to feel included and respected. While the second meaning is already linked to a more socioeconomic context, with alternatives that serve different audiences in an inclusive way.

Read too: Know what Performance Marketing is

fairer experiences

Inclusive marketing is there to make people's experiences fairer and more humane with brands. That said, elements such as integrity and ethical coherence are more than necessary, which does not mean that a brand that made mistakes in the past can no longer redeem itself. Recognizing the failure publicly and adopting a new attitude from then on can even change paradigms, see the example of the Skol beer brand with the slogan “I forgot the no at home”, which later admitted the error, and from then on changed it. if the way to publicize beer.

Don't underestimate your audience, people are not naive. When running a campaign dishonestly extolling a certain social claim, your brand can easily get its reputation tarnished. Nowadays, people no longer buy a product per se, but also an experience with a series of values linked to the brand. Value honesty and coherence, only then will the impacts be truly positive.

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What is GE Matrix and how can it be used by my company?

O que é Matriz GE e como ela pode ser usada pela minha empresa

Every day more companies enter the market in search of an audience, thus automatically becoming a competitor. Faced with this scenario, in which every real matters a lot, knowing how to allocate the investment and identifying if it is the right time to invest is fundamental, so that the business is not exposed to great risks. Therefore, one of the most used tools to help in this decision making is the GE Matrix or McKinsey Matrix.

Read too: What is Branding and why does your company need it?

GE Matrix Origin

The GE Matrix originated in the 1970s, when the BCG Matrix appeared, created by the Boston Consulting Group. And just like much of business history, shortly thereafter, the competitor, McKinsey, developed a more improved model to help its client at the time, General Electric (GE).

In this new representation that today bears the name of the multinational company, five quadrants were added, thus totaling nine. Considering the axes Industry Attractiveness (vertical) and Business Unit or Product Strength (horizontal).

How does the matrix work?

As just mentioned, the matrix is divided into two axes. In terms of attractiveness, it should include how the market is performing in general and also long-term expectations. While, horizontally, there is the competitive advantage of each business unit and what is the analysis of its future performance in relation to that market in general.

In this way, the business units to be analyzed are categorized based on two criteria by grade, which will indicate their placement in the matrix. Units can then be low, medium, or high grade when it comes to competitive strength. Whereas, the axis facing the market can have low, medium or high attractiveness.

With that, the determination of these characteristics is what will define the five possible decisions that the company can take in relation to its business unit investments: priority investment; invest or grow; cautious investment or hold; limited expansion or harvest; divest, harvest or sell.

Read too: Know what Performance Marketing is

  • Priority investment: most optimistic scenario of all.
    • Competitive strength: high;
    • Market attractiveness: high.
  • Invest or grow:
    • Competitive strength: medium or high;
    • Market attractiveness: medium or high.
  • Cautious investment or holding:
    • Competitive strength: high;
    • Market attractiveness: low.
  • Or else:
    • Competitive strength: average;
    • Market attractiveness: medium.
  • Limited expansion or harvest:
    • Competitive strength: average;
    • Market attractiveness: low;
  • Or else:
    • Competitive strength: low;
    • Market attractiveness: medium.
  • Divest, harvest or sell: most pessimistic scenario of all.
    • Competitive strength: low;
    • Market attractiveness: low.

How to assemble a GE Matrix?

  • survey

Make a list of all the items your brand offers, that is, your products and/or services.

  • Classification

When sorting, put them in ascending order of resources used, to make them viable.

  • Business Units in the GE Matrix

Insert the units in the GE Matrix, to make an individual analysis of each item.

  • cautious analysis

Finally, judge whether to increase, maintain or decrease investments according to the selected quadrant. That is, it is possible to visually understand the situation of the business as a whole, and then focus on marketing strategies, knowing what should be prioritized at the moment.

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Businesses will be able to try WhatsApp payment function in a few weeks

Empresas poderão experimentar função de pagamento pelo WhatsApp em algumas semanas

This week WhatsApp announced a novelty that surprised its millions of Brazilian users. This is because the country will be the first to test an update that allows bank transfers and payments to merchants and service providers. Check out our today's content to learn more about the WhatsApp payment function.

Read too: Practical and dynamic: see how to use WhatsApp Business and optimize your company's communication

Called Facebook Pay, the function intends to make free transactions between individuals. However, in the case of entrepreneurs using WhatsApp Business, there will be a flat fee of 3,99% per transaction. In addition, the platform also reported that companies interested in receiving their payments through the app must have a Cielo account, both credit and debit. With this registration, it will also be possible to make a refund and request technical support.  

WhatsApp payment aims to help entrepreneurs adapt to the digital economy

Much of Brazil's economy is due to the initiatives of millions of micro and small businesses. After all, they employ the majority of Brazilians and offer countless practicalities for our daily lives. Based on this scenario, the platform's director of operations said, through a note, that the novelty should help entrepreneurs adapt to the digital economy, in addition to supporting growth and financial recovery. 

Read too: Check out 10 trends in Digital Marketing that your brand should pay attention to in 2020

On the other side of the coin, there is also the consumer who will be much more practical to settle their payments, since they will have everything on a single platform, just register their own debit card in the application, create a numerical password of six digits and inform name and CPF.

The function, which should also reach other platforms, such as Facebook itself, should start working on WhatsApp in the coming weeks. With that, we just need to follow how the implementation will be and the real pros and cons of this update, which has a lot to offer. 

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New normal: Valentine's Day 2020 will be different for couples, says Google survey

Novo normal Dia dos Namorados 2020 será diferente para os casais aponta pesquisa do Google

According to a Google search conducted between the 18th and 20th of May, at least 63% of Brazilians will celebrate Valentine's Day in a different way this year. The study developed to understand the impacts of the pandemic on the special date was prepared online with the participation of 800 Brazilians.

With the recommendation of social distancing, 25% of the respondents said they will stop going to restaurants, while 22% canceled travel plans and 12% decided to postpone the celebration. In this way, most couples are planning to do something together at home, as was the response given by 35% of the participants. Other 20% said they intend to prepare a special dinner.

Read too: What is CRM in Marketing? Discover a little more about this tool and see its benefits.

New search interests on Google and more people with gifting intent on Valentine's Day

The idea of celebrating at home also led to an increase in interest in product categories related to this form of celebration. According to Google's balance sheet, 25% of lovers searched for new clothes, shoes and accessories. Flowers and cards appear next in the ranking with 24%, while food for meals and beauty and perfumery products were the target of interest, respectively, 23% and 18%.

Read also: Naming: learn about the different types and see some tips on how to create a brand name

A surprise of the research was in relation to the intention to present. In previous years, the average number of respondents who intended to buy a gift for their partner was 20%. This year, a significant growth was observed, since now 22% reveal to have this purpose. Within this group, 43% declared that they will make the purchase over the internet.

Finally, respondents also stated that they adapted the gift, opting for gifts that are easier to buy (25%) and for products that minimize the need to exchange (23%).

Read too: Learn what SWOT is, a tool also known as FOFA

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World Environment Day: a reflection on the role of brands

Novo normal Dia dos Namorados 2020 será diferente para os casais aponta pesquisa do Google

This Friday (5) Environment Week ends with a date celebrated in several countries, World Environment Day, which, in addition to promoting a series of interesting activities, also brings a message of reflection, which extends from the day the day at home to the routine at the company. In the case of brands, more specifically, doing one's own part means having a commitment to the truth and to minimizing negative impacts both on the body's health and on the environment.

Read too: Report points out that consumers are more loyal to companies with a good ethical reputation

It is, therefore, a continuous work, which takes place in the other 364 days of the year. A brand that has a legitimate commitment to the environment has an intrinsic relationship with communication strategies that include awareness, engagement and mobilization processes through integrated influence, relationship and communication actions.

Read too: Why should companies dedicate energy to their Sustainability Reports?

This should all be done on a daily basis, including initiatives to cause marketing, in which the brand can adopt one or more causes to incorporate into the company's mission; sustainability report, which is one of the ways of providing clarification to society based on technical data; projects based on the Sustainable Development Goals (ODS) of the UN, harmonizing actions in partnership with the whole world to build a better future; as well as the relationship with the community, with the aim of giving back to the region a little of what it extracted, with socio-environmental actions.

Faced with the challenges faced by companies today, sustainability management must be a priority in business strategies in any segment. Companies that pay attention to sustainability and social issues will always be one step ahead.

Read too: Research points out that brands need to improve the way they treat women

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What is CRM in marketing? Discover a little more about this tool and see its benefits

O que é CRM em marketing Descubra um pouco mais sobre essa ferramenta e veja seus benefícios

As in any professional area, marketing has a series of strategic tools to help the company's results, among them is the CRM. Acronym for the term Customer Relationship Management, which in Portuguese can be translated to Customer Relationship Management, the resource can help a lot in your business. Check out our content and find out what CRM is in marketing and what its benefits are.

In short, it is the set of strategies used to manage information from customers and potential customers with personal data such as name, address and cell phone, in addition to their activities and contact channels with the brand, which may include visits to the website, emails, as well as payment histories and other relevant references.

Read too: Naming: learn about the different types and see some tips on how to create a brand name

Optimization of manual processes and much more

With a CRM platform in hand, you and your team avoid wear and tear on both the client and the company, which can thus optimize manual processes and efforts to solve problems.

According to a survey by the American company Salesforce, from these software it is possible to obtain an increase of 37% in sales revenue, as it finds more leads, closes more deals and maintains more customers, which consequently helps in the expansion of the company.

Customer satisfaction and ROI (Return on Investment) in marketing were other points calculated by Salesforce, which observed respective growth rates of 45% and 43%. The reason customers are happy is that the dialogue with the brand ends up being more personal, relevant and up-to-date.

Therefore, they generate great business opportunities and customer loyalty. That is why they are considered one of the most powerful tools in the search for financial stability for the brand.

Read too: Learn what SWOT is, a tool also known as FOFA

CRM types

There are two main types of CRM available in the market, Local and Cloud. Also known as CRM On-Premise, Local is maintained on a physical server in the company, where you need to install the software on the server or on a specific computer.

On the other hand, Cloud CRM does not present as many barriers to use and maintenance. It can be accessed from different locations and devices (smartphones or tablets), at any time of the day, it has a minimal initial investment, updates are automatic and it safely follows the company's growth.

Read too: Learn a little more about the 80/20 rule, also known as the Pareto Principle

beyond the question what is CRM in marketing, also know its applications

  • Operational

At first, the system assists and uncomplicates all the company's operations. We can say that it embraces the after-sales, customer service, support, financial and legal teams, to name a few.

  • Analytics

Being fundamentally a data gathering tool, CRM software is also an analytical resource. This means that the reports created by the platform are translated into valuable metrics for making strategic decisions.

  • Collaborative

CRM solutions allow professionals and sectors to work collaboratively, which is very important for teams that depend on each other's work, such as marketing and sales departments.

  • Strategic

Finally, a CRM tool has a strategic function. The collected data allows a careful analysis of consumer behavior and its relationship with the company.

Read too: 9 tips on how to retain your customers

What is the difference between CRM and ERP?

It is not difficult to confuse CRM and ERP tools. However, the ERP (Enterprise Resource Planning) is a type of basic software for companies, which is focused on the fiscal and accounting control of the organization, managing the cash flow in a calculated way. While CRM is consumer-oriented, with customer-related information, as discussed earlier.

However, it is natural that many CRMs also fulfill the role of an ERP. Most platforms can be integrated.

Read too: Know what Performance Marketing is

CRM integration with other systems

Continuing with the topic of integration, CRM systems can be integrated with social media, financial, e-mail marketing, data collection and online service management tools, which are strengthened when combined with customer management. Most features are more effective when synchronized, which makes this practice not only recommended, but also encouraged by professionals in the field.

Read too: Understand what Lifetime Value (LTV) is and why it is important to know how to apply this concept to your brand

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Naming: learn about the different types and see some tips on how to create a brand name

Naming conheça os diferentes tipos e veja algumas dicas de como criar o nome de uma marca

Those who dedicate themselves to understanding a little more about communication processes know that understanding a message comes through different elements. However, it is difficult to point out one that is more important than the name. It is how you introduce yourself, become known and convey ideas when quoted, written or referenced. And in the case of companies it is no different. Understand a little more about naming and check out some tips on how to create a brand name.

Quite simply, naming is the process of creating names for brands, which indirectly includes communicating beyond it. When it doesn't make any sense, people rarely make automatic connections, as in the case of Apple, which is linked to the idea of knowledge. Therefore, we can say that choosing the name is the first, and one of the most important, steps in branding actions.

Read too: What is Branding and why does your company need it?

The process of creating names for companies must take into account legislation and the availability for creating virtual spaces. Breaking laws and committing other acts of bad faith do not bear good fruit and are charged sooner or later. With this, it is necessary to take into account a number of factors to arrive at the ideal name.

Naming is not done overnight.

Among the factors that must be taken into account are the public, concept, objectives, differentials, values, positioning and issues that are intended to be solved. In other words, the naming process is complex. But believe me, it's worth it. Check out the main elements to consider when creating a memorable name for a brand or product.

  • The name must be available;
  • Opt for something short and easy;
  • Think carefully about the meanings of the words;
  • Escape clichés and fads;
  • Affective and personal motivation are interesting, but beware;
  • Evaluate sound and writing;
  • Explore words in other languages.

Read too: Learn what SWOT is, a tool also known as FOFA

How to create a brand name? Know also the types of naming

It's not easy to come up with unique and dynamic ideas to find something that fits the market niche. Get to know the main types of naming, to think of some parallels that can help you in this important task.

● Descriptive: the descriptive name is the one that indicates what the company, product or service is or does. So, when hearing or reading it, people will immediately associate it.
E.g. Bank of Brazil.

● Experience: A brand name can also be chosen because of experience. In this case, it deals with the emotions and expectations provided by the brand.
E.g. the Amazon clothing brand.

● Invented: invented names may not refer to later experiences, but they certainly have their value. They are unique and, over time, gain strength in people's minds.
E.g. Häagen-Dazs.

● Toponymics: toponymic names make direct reference to the place of origin of the company or product.
Ex.: New York Times, Folha de S.Paulo.

● Patronymics: patronymic names, in turn, are based on names of persons.
Ex.: Colgate, Nestlé, Philips, Gillette, Ferrari and many others.

● Compound: already the compound names are the junction of two or more words for its composition.
Ex.: Gatorade is the fusion of the words Gator and Aid, which means “support for the Gators”, as an incentive to the football team of the University of Florida.

● abbreviated: the opposite can also occur, that is, with the abbreviation of another term, but with a unique sound.
Ex.: Intel, which is the shortening of the word “intelligence”.

● Suggestive: suggestive names are those that awaken the idea or memory of something.
Ex.: Antarctica, whose product is usually consumed chilled.

● Acronyms: another very common resource when creating names is a kind of abbreviation, the acronyms.
Ex.: SBT (Brazilian Television System), 3M (Minnesota, Mining and Manufacturing) and LG (Life's Good).

Read too: 9 tips on how to retain your customers

After all, how do you come up with a brand name and how do you know you made the right choice?

Naming is not magic. However, there is a methodology that can help in this task so as not to start from scratch. The first step is the investigation, moment to raise the attributes of the brand, as mission and values, cultural and geographic factors, as well as the target public.

Read too: Learn a little more about the 80/20 rule, also known as the Pareto Principle

The second phase is the brainstorming phase. Promote a dynamic with those involved in the project by making a cloud of words that refer to the idea. Here, there is no need to restrict possible bad choices, the objective is precisely to let creativity flow, so that, then, in the filtering phase, the elimination of what did not work very well is done. Later, in the analysis stage, it is necessary to be a little more careful, answering some questions:

● Is it easy? Your name must be simple to pronounce and write;
● Is it impactful? It must stand out in the eyes of the consumer;
● Is it expressive? Another crucial naming factor is representing the purpose of the brand;
● Is it unique? It is essential to differentiate you from the competition;
● Is it memorable? The name should ring like a gong in the consumer's mind;
● Is it pleasant? The appearance of the name should also appeal to the audience;
● Is it available? Is the domain (URL) and top profiles available?;
● Is it traceable? Your brand must be found by people in the digital environment;
● Is it versatile? See if the name can be used elsewhere in the world, if there is interest in expansion.

Read too: Know what Performance Marketing is

Before putting the tips on how to create a brand name into practice, consider partnering with a communication agency.

Throughout this article, it is possible to observe that choosing a name for the brand is not a very simple task, as it involves several tests, application of techniques, in addition to all the bureaucratic part. Therefore, having a specialized and experienced team in this process can speed up a lot of things, in addition to ensuring that everything is being done in accordance with Brazilian legislation.

Last but not least, a communication agency or an internal team focused on the area will make all the difference for the construction of the visual identity, creation of social media with that name, as well as medium and long-term planning of marketing actions. , either online or offline campaigns, feasible with the budget available for such actions.

Alliance Comunicação has been in the market for over 10 years, offering the best solutions in the area to its customers, including Branding Management. Click here to learn more.

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Learn what SWOT is, a tool also known as FOFA

Aprenda o que é SWOT ferramenta também conhecida como FOFA

Used as a strategic planning tool in project management, to analyze scenarios and support decision making, the SWOT analysis, or SWOT, is widely used by companies that want to implement a project, such as the launch of a new product. This is due to the fact that it provides a complete diagnosis of the situation of the brand and the environments that surround it. But, after all, what is SWOT?

SWOT is an acronym formed by the words Strengths, Weaknesses, Opportunities and Threats which, in Portuguese, takes the abbreviation FOFA (Strengths, Opportunities, Weaknesses and Threats). Since, strengths and weaknesses refer to the internal analysis, with positive and negative points of the company or project in planning. That is, factors that, for the most part, are under the control of the brand and can be modified.

Read too: Learn a little more about the 80/20 rule, also known as the Pareto Principle

On the other hand, the external environment analyzed in opportunities and threats cannot be interfered with. They range from market analysis, competition, suppliers to the political, economic, social and cultural macroenvironment. The result of the analysis of these factors generates a 2×2 matrix, called the SWOT Matrix, which divides the four analysis results into internal/external and positive/negative factors. In this way, a complete overview of the factors that can determine the success of your project is obtained.

What is SWOT: Internal Environment Analysis

In the internal environment, it is possible to have control of everything that involves the project, such as intellectual capacity, technology used, communication and marketing actions, as well as organizational culture, management, among other elements. As previously stated, within the internal environment, strengths and weaknesses must be analyzed. Therefore, you need to evaluate criteria such as:

  • Location;
  • Time to market;
  • Reputation;
  • Financial resources;
  • Human resources, the specific skills of the team;
  • Marketing/Media;
  • Management;
  • Access to raw material;
  • Operating capacity;
  • Assets such as real estate, materials and equipment (technology quality);
  • Service;
  • Production;
  • Creation;
  • Strategic relationship with large companies;
  • Traffic, the portfolio of customers.

Forces

In strengths, you should analyze the advantages and differentials that your business and/or project has in relation to competitors. Also check internally the availability of resources for the maintenance of services or products. All of this will provide you with a solid foundation.

weaknesses

With regard to weaknesses, outline all those aspects that may be bad for the business, such as high transport costs, employees with more expensive hourly rate. It is also very important not to forget to include your weaknesses in relation to the competitor, which may be less activity on social networks, among other factors.

Read too: 9 tips on how to retain your customers

What is SWOT: External Environment Analysis

In this topic are questions related to politics, macroeconomics, environmental disasters, interest rate and competition. With this, it is essential that the company is attentive to everything that involves the market in which it operates. The SWOT analysis related to the external environment, in general, involves:

  • Customers (behavior, bargaining power and other things);
  • Suppliers (your bargaining power and theirs, for example);
  • Competitors (direct and indirect);
  • Entry barriers for those just starting out (what are they, how can they get in the way);
  • Substitutes (workarounds that exist for your customers and if there are serious threats);
  • Intermediaries (which ones exist in the segment, their bargaining power);
  • Class entities (how they are organized and whether they have pressure power).

What is SWOT: macroenvironment is another indispensable factor for analysis

The macroenvironment refers to everything that is beyond the company and the segment. Therefore, it is important to analyze what economic indices have to say, social trends and how these aspects influence your brand. Check out some examples:

  • Law projects, rulers in power, ideological currents (politics and legislation);
  • Inflation, consumption levels and average income of the population (economy);
  • Birth rate and average educational level of the population (demography);
  • New technologies, operational processes, automation;
  • Beliefs, values, customs and consumption habits (society and culture);
  • Scarcity of raw materials, catastrophes, increased pollution (environment).

Opportunities

Here you should list everything that, in some way, is positive for the customer, such as economic growth, increased interest in a particular service and/or product, good momentum for the brand, etc.

Read too: Know what Performance Marketing is

Threats

Finally, we have the threats, a scenario in which all the unfavorable factors for the company are concentrated. Here, too, it is important to take stock of the losses at stake. Much damage can be prevented in this quadrant of the matrix.

Read too: Understand what Lifetime Value (LFT) is and why it is important to know how to apply this concept to your brand

What are the main advantages of the SWOT matrix?

A solid SWOT analysis is not done in a short time, it can take weeks to gather data and draw an intelligent line of reasoning from them. However, it is worth mentioning that this tool can bring answers not only to projects that will work, but also to avoid the execution of ideas that would be catastrophic for the brand and its reputation. No wonder it is so popular with entrepreneurs.

Brainstorm with your team and turn the 2×2 matrix into a strategy. It will lead to conclusions about the brand's strategic position, potential for improving products and services, insights to solve problems and new services, prioritizing actions, as well as promoting partnerships that until then would not even be considered.

Read too: What is Branding and why does your company need it?