En el mundo de la mercadotecnia hablamos mucho sobre la imagen. Pero ¿qué es en realidad? ¿es solo un concepto superficial o en realidad va más allá de algo simplemente estético?
La imagen es -en mercadotecnia, al menos- percepción. Cuando tú percibes algo, te creas una imagen de ello y entonces existe. Así. Si no lo percibes, no existe.
¿Qué quiero decir con esto? La percepción de las personas sobre una empresa o sobre ti no tiene nada que ver con lo que en realidad hagas tú o la marca. Bueno sí, pero tiene mucho más que ver con lo que PERCIBAN, es decir, con lo que parezcan ser o hacer, no lo que sean o hagan en realidad.
Así es, en marketing la intención no es lo que cuenta. Lo que cuenta y verdaderamente importa es lo que los públicos perciban de la marca. Da medianamente igual lo que en realidad haga esta, las acciones que realice o los valores bajo los que se soporte. Si en comunicación hacen parecer otra cosa, entonces serán otra cosa. Y recuerden que TODO comunica.
Entonces… si imagen es igual a percepción y percepción es igual a realidad… imagen = realidad.
Y sí, yo era de esos que se quejaban de la vestimenta y del nefasto ‘cómo te ven te tratan’. Pero la realidad es que cuando comprendes esto, estás en la posición de darle la vuelta a la situación y puedes jugar con la percepción de la gente. Y no de una forma maquiavélica, sino simplemente jugar con la imagen para que la realidad de otros le sume a ti y a tus objetivos.
¿Qué si yo no quiero dar una imagen formal y seria? Perfecto, da completamente igual mientras haya una congruencia entre lo que tú o la marca busquen ser o a donde quieran llegar y la imagen que proyecten. Una marca que se quiere posicionar como una burlona, con tintes chistosos y sarcásticos no tendría porqué ser seria y formal. Lo mismo contigo.
Pero como decía mi ex jefe, tienes que saber para dónde vas. Si no sabes a dónde vas, cualquier camino te lleva. Pero si sabes a dónde vas, dónde quieres estar o la imagen que quieres transmitir, ya tienes la mitad del camino hecho. Ahora toca proyectar una imagen congruente con esa realidad. Y como dije antes: TODO COMUNICA. Pero por favor que no se entienda que solo hablo de la ropa.
Niveles de Imagen
Ahora, si nos adentramos un poco más en el mundo de las percepciones, tenemos que comprender que la imagen no es una sola cosa. Como las cebollas, la imagen se procesa por capas. A esto se le llama niveles de imagen.
Ejemplifico… pensemos en el presidente de México AKA ‘Cabecita de Algodón’. Cuando traemos a la mente a este cuate, en realidad no solo pensamos lo que pensamos porque es AMLO y ya. Lo hacemos por capas. Va el ejemplo:
- Persona: Aquí es literal la imagen que tengas del señor don Andrés Manuel.
- Morena: Súmale al revoltijo mental la percepción -buena o mala- que tengas del partido político al que pertenece.
- Político: ¿Qué percepción tienes de los políticos? Seguramente no muy buena ¿verdad?
- México: Termina por agregarle la percepción que tengas tú o quien sea que haga este ejercicio sobre nuestro querido México.
La suma de todo esto entonces te da la imagen -cof cof realidad- de mi amigo López. Ojo, la realidad subjetiva para el individuo que lo analice, no es una realidad que se pueda generalizar.
Ahora, ¿te animarías a hacer este ejercicio con una marca? ¿En qué capas o niveles dividirías la imagen de una empresa como McDonald’s, Starbucks o Nike? ¿Y de una como Marlboro?
Reputación
Entendiendo todo esto, es relevante que pongamos sobre la mesa que para trabajar de buena manera la imagen/percepción/realidad de una marca, debe haber una consistencia en los esfuerzos que se realicen.
¿Por qué? Porque la reputación es la imagen sostenida a lo largo del tiempo. Es decir, tu reputación o la reputación de una marca será el resultado de la percepción que se tenga de ti en el paso del tiempo… tu realidad.
Y aunque aún me resisto a tratarme cual marca, entiendo que todo comunica y que hay cosas que se alinean conmigo y con lo que quiero en mi vida.
Independientemente de eso, y bajo la cachucha de mercadólogo que me pongo día a día, tengo presente todo el tiempo este tipo de conceptos y su importancia en el desarrollo de una marca.
Y tú, ¿qué reputación tienes? ¿Qué eres? se percibe de ti?
“la reputación es la imagen sostenida a lo largo del tiempo”
Uffas. Esa frase esta buenísima. Excelente contenido como siempre hombre común
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