Brand defense: what are the pillars of digital protection?

When we talk about brand defense, we are referring to the set of essential strategies and actions to protect your business in the online environment, ensuring that your identity, reputation, and digital assets are safe against unfair competition, scams, and other threats.

Here at Branddi, we understand that need like no one else. After all, in today's digital world, the protection of your trademark goes far beyond registration with the INPI: it requires a comprehensive and proactive approach.

What if we said that we mapped out some secrets of digital protection? Those who hold up an insurmountable barrier against the risks that lurk in the online environment?

Read on and discover how to build a digital fortress for your brand, with the pillars that Branddi masterfully masters!

What is Brand Advocacy - the so-called brand defense?

If, on the one hand, traditional brand defense focuses on protecting your legal rights and combating external threats, Brand Advocacy - which we can also call brand defense - looks inward, transforming its most satisfied clients into true ambassadors.

That's because, in a world where consumers trust ads less and less, recommendations from people nearby have become the most reliable form of brand discovery. Proof of this is a study by Nielsen, which revealed that recommendations from acquaintances are the main source of trust, followed by consumer opinions posted online.

And the results prove the power of this strategy: companies with Advocate Marketing programs can receive up to 17.5 times more product reviews than the average, in addition to increasing traffic, generating more leads and achieving better rankings.

In other words, understanding the value of building a community of brand advocates is essential. After all, who better to attest to the quality of their products or services than those who have experienced the benefits in practice?

What is the importance of brand defense (Brand Advocacy)?

Imagine that you have built a solid brand, with excellent products or services and an impeccable reputation. It would be frustrating to see all of this threatened by imitations, strokes or unfair competitors, right?

That's where brand defense (Brand Advocacy) comes in. After all, more than a simple marketing strategy, it is a fundamental pillar for the sustainability and growth of your business in the long term.

But, after all, why invest in this approach? What concrete benefits can it bring to your company? The next topics will show you the real impact of this strategy!

It increases consumer confidence

Consumer trust is essential, and Brand Advocacy drives it. That's because, instead of ads, recommendations from satisfied customers are more persuasive.

A study by FGV showed a decline in the Trade Confidence Index, evidencing the need to strengthen the relationship with the customer. After all, brand advocates convey security, positively influencing the purchase decision in a market where credibility is fundamental.

Boosts sales at a lower cost

Imagine having an army of customers defending your brand - interesting, isn't it? So, instead of relying on expensive campaigns, mobilize your fans and reap the rewards!

A London School of Economics associates an increase in NPS (Net Promoter Score) with an increase in revenue. After all, loyal customers return, buy more, and attract new customers.

Remember: Brand Advocacy is the key to sustainable and economic growth.

Reduce marketing costs

Forget the high investments in traditional advertising. Brand Advocacy offers an intelligent and cost-effective alternative: turning your clients into true influencers.

That's because, by sharing their positive experiences, they attract new consumers in an authentic way, reducing the need for paid campaigns and optimizing their marketing budget.

Strengthens brand reputation and authority

Reputation is the foundation upon which any successful business is built. However, in an increasingly competitive market with increasingly demanding consumers, maintaining a positive reputation becomes a constant challenge.

It is in this context that Brand Advocacy reveals itself as a powerful reinforcement for this foundation, building a solid, reliable and authentic image of your brand.

Thus, by turning your customers into true advocates, you empower them to become living testimonies of the quality of your products, the expertise of your services, and your company's commitment to customer satisfaction.

These defenders, in turn, increase your brand's authority in the market, attracting new customers organically and consolidating your position as a leader in your industry.

Protect the brand in times of crisis

Crises they are inevitable events that can shake even the most solid and well-established brands. Whether due to a problem with a product, a failure in customer service, or a controversy involving the company, crises can have a negative impact on consumers' reputation and trust.

It is in these moments of turmoil that Brand Advocacy reveals itself as a valuable safety net.

By having a loyal and engaged customer base, willing to defend your brand from criticism and rumors, you can minimize damage to your reputation and overcome the crisis faster and more efficiently.

These defenders, armed with their positive experiences with your brand, become powerful voices defending your image, transmitting trust and credibility at a time when public opinion is more sensitive and susceptible to negative influences.

Generate a sustainable growth cycle

Brand Advocacy is not just a marketing strategy, but an investment in the future of your business. After all, by creating a community of brand advocates, you begin a virtuous cycle of growth: satisfied customers attract new customers, who also become advocates.

According to the methodology NPS (Net Promoter Score), client promoters, who rate their company 9 or 10, are true “lawyers” for the brand, actively recommending it and generating a lasting positive impact on its results.

This cycle is self-nourishing, ensuring constant and organic growth for your company.

What threatens your brand's Brand Advocacy?

Building a loyal customer base, willing to defend your brand, requires time and investment. But that loyalty can be fragile.

After all, in the digital world, reputation transforms rapidly, and a single slip can shake the trust of its supporters.

But what factors can undermine the Brand Advocacy that you worked so hard to create? In the next few topics, we'll explore the key threats and show you how to protect your brand from these risks.

Get ready to strengthen your ties with customers and ensure that they remain your greatest allies.

Lack of humanized and efficient service

The search for genuine connections is a modern consumer brand, and the lack of service that prioritizes understanding individual needs can be a serious blow to brand defense.

In other words, in a scenario dominated by automation, neglecting the human touch can alienate your defenders.

A recent survey of Hibou revealed that almost 40% of Brazilians value humanized service and resist exclusively automated interactions. Therefore, prioritize attentive and personalized contact to keep your customers engaged and loyal.

Inconsistent experience across different channels

It's counterproductive to offer different experiences on each communication channel. Imagine a customer who enjoys an excellent shopping experience at your physical store, but faces difficulties and obstacles when seeking online support.

This disparity undermines trust and compromises brand perception. Therefore, ensure a fluid and cohesive journey at all points of contact, from face-to-face service to social networks, to strengthen Brand Advocacy.

Promises that are not kept

Advertising may attract, but disappointment keeps it away. That is, promising more than you can deliver is a mistake that can cost you dearly.

Customers who feel harmed by misleading advertisements or frustrated expectations are unlikely to become brand advocates. On the contrary, they may express their dissatisfaction publicly, tarnishing your digital reputation and keeping potential customers away.

Remember: transparency and integrity are essential pillars for building an authentic and lasting Brand Advocacy.

How do violations and scams destroy your brand defense?

Your brand is much more than a name and a logo. It's the promise of quality, trust, and safety that you make to your customers.

But what happens when that promise is broken by violations and scams? The results can be devastating, such as:

• Shaken trust: consumers misled by counterfeits or scams lose faith in your brand;
• Financial losses: piracy and scams divert sales and reduce your revenue;
• Tarnished reputation: your image is associated with low quality products and dishonest practices.

That is, violations and digital threats erode the basis of your brand defense, and that's why companies in the area, such as Branddi, offer solutions aimed at the digital market!

How to prioritize your brand defense with Brand Advocacy?

In a market where competition is fierce and reputation can be built or destroyed in moments, defending your brand becomes a priority. But how do you ensure that your efforts are effective?

The answer lies in combining traditional brand protection with the power of Brand Advocacy. After all, loyal and engaged customers are your best advocates. So, here's how to put that into practice!

Truly understand your audience and their needs

As we said throughout the article, the basis for building a strong and lasting Brand Advocacy lies in the in-depth knowledge of your target audience. What are your values, your aspirations, your challenges, and your most pressing needs?

By immersing yourself in the universe of your customers, understanding their motivations and desires, you will be in a privileged position to offer products and services that truly satisfy them, exceeding their expectations and creating bonds of loyalty that transcend the mere business relationship.

To do this, invest in market research, analyze demographic and behavioral data, interact with your customers on social networks, and listen carefully to the feedback they share with you.

By understanding what your clients are looking for, you'll be paving the way for genuine and effective Brand Advocacy.

Constantly monitor your online reputation

In the digital world, where information spreads with impressive speed, constantly monitoring your online reputation has become an essential task.

What are people saying about your brand on social media, discussion forums, review sites, and blogs?

Being aware of these channels is essential to identify and respond quickly to negative comments, complaints or rumors that may damage your image and undermine the trust of your customers.

A recent survey of BrightLocal revealed that a significant 85% of consumers trust both online reviews and personal recommendations, which demonstrates the power of social proof in the purchase decision.

For this reason, use social media monitoring tools, track your customer reviews, and actively participate in online conversations to protect your brand reputation and strengthen your Brand Advocacy.

Create a customer-centric culture

Brand Advocacy is not just a marketing strategy to be implemented by a specific department of your company, but rather a philosophy that must permeate your entire organization, from top management to the front line employee.

So, create a customer-centric culture where all team members feel responsible for providing the best possible experience at every touchpoint.

Encourage collaboration, open communication, and constant feedback between different departments, ensuring that they are all aligned with the goal of exceeding customer expectations and turning them into advocates for your brand.

Thus, by creating a culture where the customer is the center of everything, you will be cultivating an authentic and sustainable Brand Advocacy.

Demonstrate that you care about the safety of your brand

Counterfeits, piracy and online scams are increasingly sophisticated threats. In this context, showing concern for the safety of your brand becomes a differential to gain and maintain customer trust.

Therefore, invest in protection measures, such as patent registration, internet monitoring, and product authentication systems. In addition, convey the company's commitment to offering quality and protecting consumers against these threats.

After all, brand security extends to every aspect of the business, from protecting intellectual property to ensuring the integrity of your products and services.

And that's where Branddi becomes your ally, offering complete solutions to monitor and protect your brand in the digital environment! Get a better understanding in the next topic.

Count on Branddi to support your brand defense!

Digital threats are always evolving, and protecting your brand can seem complex. But with Branddi, you don't have to face it alone!

We offer complete solutions to protect your brand against counterfeiting, piracy, scams, and unfair competition. To do this, we strengthen the trust of your clients, build a solid reputation and drive the growth of your business.

Our team of specialists is ready to monitor the online environment 24 hours a day, identify and combat trademark violations, protect your clients against threats and build a strong and lasting Brand Advocacy.

Let Branddi take care of your brand's digital security and focus on what really matters: your success.

Ready to take your brand defense to a new level? Visit our site and discover the Branddi's armor marketing!