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Define los componentes de comunicación de tu marca

Curso de Comunicaciones Integradas de Marketing

Clase 5 / 19

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Define los componentes de comunicación de tu marca

Curso de Comunicaciones Integradas de Marketing

Clase 5 de 19

Clase 5 / 19

Define los componentes de comunicación de tu marca

Curso de Comunicaciones Integradas de Marketing

Clase 5 / 19

Ver clases

Comentarios

Yuritzi Adriana Solano Flores#3292144

Componentes de comunicación de tu marca

Emisor
Receptor
Código
Mensaje
Canal de comunicación
Ruido
Retroalimentación

Joseal Pantoja Durán#3370590

Yo soy el emisor, experto en clases de danza y pilates
Receptor. Maestros de danza, bailarines que quieran mejorar sus habilidades como entrenadores o docentes.
Código. Un perfil podría ser maestros que busquen mejorar en tecnología, o maestros jóvenes que comiencen a dar clases que sean de habla hispana.
Quiero que el receptor sepa como puede mejorar sus clases de danza o los beneficios de incluir un entrenamiento inteligente.
Canal YouTube o Podcast, Facebook (por el rango de edad de los maestros más grandes), Tiktok para los maestros nuevos y jóvenes.
Ruido
- Las distracciones al grabar desde casa
- La inmediates de las redes sociales, la falta de retención de mi receptor
- La competencia dentro de los canales con contenidos virales tipo "push" de corte entretenido que no precisamente son educativos
Retroaliemtnación

Por medio de las métricas y los comentarios

Felipe Bernardo González Barranco#3483546

Hay que tener siempre claro los principios para comunicar acertadamente a nuestro target

Eymard Gil Cruz#5044185

Componentes de comunicación

Emisor - Nosotros
Receptor - Publico objetivo
Código - idioma
Mensaje - Contenido
Canal de comunicación - Cualquier medio digital
Ruido - Distracciones / Interrupciones
Retroalimentación - Habrá buena o mala - Definirá si entregó el mensaje

David E Marquez S#3306957

¿Un elemento de código podría ser el léxico? por ejemplo, no es lo mismo hablarle a un millenal que a un adulto mayor/boomer

MARIA TERESA PANIAGUA RIVERA#3320099

La importancia de la comunicación en todas sus partes y sobretodo ver en que parte se puede generar ruido si este afecta o no nuestro mensaje. si es asi realizar las acciones pertinentes, para que llegue nuestro mensaje a donde queremos que llegue

Mateo Montoya Henao#5704163

🚀 Define the communication components of your brand🧩

🔑 Key Concepts:

The "Communication Stack" vs. A Brand Book: A brand book is a museum piece—static, visual, and aspirational. Your communication components are a living stack that operates across three layers: (1) Verbal Identity (tone, vocabulary, syntactic rhythm, and forbidden words), (2) Visual-Sonic System (not just logos, but dynamic assets—motion language, sound logos, UI micro-interactions), and (3) Behavioral Signature (how your brand acts—response times, error message copy, surprise-and-delight moments). The critical senior insight: these components are not creative choices; they are strategic constraints that encode your competitive differentiation. For example, if your differentiator is "radical transparency," your Verbal Identity must include admitting faults openly in comms, not just using plain language.
The "Brand as Protocol" Principle: Your brand components are not a monologue you broadcast; they are a protocol that enables co-creation with your audience. This means your components must include rules for user-generated content (UGC)—e.g., how users can remix your assets, what hashtags to use, how to attribute. A protocol is rigid in its core (e.g., your primary color hex, your mission statement) but flexible at the edges (e.g., memes, community slang, regional adaptations). The mastery is knowing which components are immutable (your north star promise) and which are mutable (your campaign-specific hooks). This prevents brand dilution while allowing cultural relevance.
The "Tension Architecture": Every great brand communicates through productive tension—not a single flat message, but a spectrum of messages that resolve into a coherent whole. Define 2–3 polarities your brand navigates (e.g., "Serious authority vs. Playful irreverence" for a fintech; "Global scale vs. Local empathy" for a marketplace). Your components must be able to oscillate between these poles without breaking. This gives your IMC range—you can speak to CFOs in one channel and Gen Z interns in another, yet both instantly recognize the same brand soul.

🏭 Industry & Startup Application:

Real-World Example (B2B AI SaaS): A startup selling an AI coding assistant defines its communication components not as a deck, but as a :

Ronald Oswaldo Segura Ramos#5584954

Ruido o Barrera de comunicación

DIANA MARIA SAID CADAVID#4447235

Componentes de comunicación de tu marca

Emisor: Mi equipo y yo frente a las cámaras o haciendo lobby en empresas para hablar de los beneficios de nuestros servicios. Receptor: las empresas y familias que pueden beneficiarse de nuestros servicios. Código: Las expectativas frente al futuro de los jóvenes, en el caso de las empresas, mejoramiento en la inteligencia emocional de los colaboradores. Mensaje: El autoconocimiento es vital para saber hacia donde dirie el futuro Canal de comunicación: LinkedIn, Instagram, personalizada.

Comentarios

Yuritzi Adriana Solano Flores#3292144

Componentes de comunicación de tu marca

Emisor
Receptor
Código
Mensaje
Canal de comunicación
Ruido
Retroalimentación

Joseal Pantoja Durán#3370590

Yo soy el emisor, experto en clases de danza y pilates
Receptor. Maestros de danza, bailarines que quieran mejorar sus habilidades como entrenadores o docentes.
Código. Un perfil podría ser maestros que busquen mejorar en tecnología, o maestros jóvenes que comiencen a dar clases que sean de habla hispana.
Quiero que el receptor sepa como puede mejorar sus clases de danza o los beneficios de incluir un entrenamiento inteligente.
Canal YouTube o Podcast, Facebook (por el rango de edad de los maestros más grandes), Tiktok para los maestros nuevos y jóvenes.
Ruido
- Las distracciones al grabar desde casa
- La inmediates de las redes sociales, la falta de retención de mi receptor
- La competencia dentro de los canales con contenidos virales tipo "push" de corte entretenido que no precisamente son educativos
Retroaliemtnación

Por medio de las métricas y los comentarios

Felipe Bernardo González Barranco#3483546

Hay que tener siempre claro los principios para comunicar acertadamente a nuestro target

Eymard Gil Cruz#5044185

Componentes de comunicación

Emisor - Nosotros
Receptor - Publico objetivo
Código - idioma
Mensaje - Contenido
Canal de comunicación - Cualquier medio digital
Ruido - Distracciones / Interrupciones
Retroalimentación - Habrá buena o mala - Definirá si entregó el mensaje

David E Marquez S#3306957

¿Un elemento de código podría ser el léxico? por ejemplo, no es lo mismo hablarle a un millenal que a un adulto mayor/boomer

MARIA TERESA PANIAGUA RIVERA#3320099

Mateo Montoya Henao#5704163

🚀 Define the communication components of your brand🧩

🔑 Key Concepts:

The "Communication Stack" vs. A Brand Book: A brand book is a museum piece—static, visual, and aspirational. Your communication components are a living stack that operates across three layers: (1) Verbal Identity (tone, vocabulary, syntactic rhythm, and forbidden words), (2) Visual-Sonic System (not just logos, but dynamic assets—motion language, sound logos, UI micro-interactions), and (3) Behavioral Signature (how your brand acts—response times, error message copy, surprise-and-delight moments). The critical senior insight: these components are not creative choices; they are strategic constraints that encode your competitive differentiation. For example, if your differentiator is "radical transparency," your Verbal Identity must include admitting faults openly in comms, not just using plain language.
The "Brand as Protocol" Principle: Your brand components are not a monologue you broadcast; they are a protocol that enables co-creation with your audience. This means your components must include rules for user-generated content (UGC)—e.g., how users can remix your assets, what hashtags to use, how to attribute. A protocol is rigid in its core (e.g., your primary color hex, your mission statement) but flexible at the edges (e.g., memes, community slang, regional adaptations). The mastery is knowing which components are immutable (your north star promise) and which are mutable (your campaign-specific hooks). This prevents brand dilution while allowing cultural relevance.
The "Tension Architecture": Every great brand communicates through productive tension—not a single flat message, but a spectrum of messages that resolve into a coherent whole. Define 2–3 polarities your brand navigates (e.g., "Serious authority vs. Playful irreverence" for a fintech; "Global scale vs. Local empathy" for a marketplace). Your components must be able to oscillate between these poles without breaking. This gives your IMC range—you can speak to CFOs in one channel and Gen Z interns in another, yet both instantly recognize the same brand soul.

🏭 Industry & Startup Application:

Real-World Example (B2B AI SaaS): A startup selling an AI coding assistant defines its communication components not as a deck, but as a :

Ronald Oswaldo Segura Ramos#5584954

Ruido o Barrera de comunicación

DIANA MARIA SAID CADAVID#4447235

Componentes de comunicación de tu marca

Comentarios (9)9 comentarios

Yuritzi Adriana Solano Flores

Hace 5 años

Felipe Bernardo González Barranco

Gracias!

Joseal Pantoja Durán

Eymard Gil Cruz

Hace 3 años

David E Marquez S

Mayra Lopez

Si claro,por eso es importante establecer el tono de la marca y el glosario de palabras que vas a usar,

Mariangel Harue Mónaco Peña

Así es, te dejo una imagen que podría ayudarte con eso.

El tono va muy de la mano con lo que quieres transmitir, sin embargo, el público tambien es determinante para elegirlo.

MARIA TERESA PANIAGUA RIVERA

Mateo Montoya Henao

Hace 3 meses

Real-World Example (B2B AI SaaS): A startup selling an AI coding assistant defines its communication components not as a deck, but as a living Notion database:
- Verbal Identity: "We speak like a senior engineer mentoring a junior—direct, constructive, never condescending." Forbidden words: "revolutionary," "game-changer," "synergy." Required syntactic rhythm: short sentences, active voice, code snippets in every piece of long-form content.
- Visual-Sonic System: Primary color is a muted orange (#E87A20)—not aggressive, but warm. Their motion language is "steady, not flashy"—animations take 400ms (not 200ms) to convey thoughtfulness. Their sound logo (for video intros) is a subtle keyboard click—not a musical jingle.
- Behavioral Signature: They commit to responding to every support ticket within 2 hours, even if the answer is "we're investigating." Their error messages include a direct link to the relevant documentation page—not a generic "try again."
- Tension Architecture: They navigate "Expert authority vs. Beginner accessibility." Their blog posts are deep dives (expert), but their Twitter threads are ELI5 (beginner). Both use the same vocabulary and same orange accent—the consistency is in the structure, not the surface.
- Result: Their brand recognition grew 3x in 6 months without paid ads—solely through organic comms. Why? Because every piece of content, from a bug report reply to a CEO LinkedIn post, felt like the same entity—trustworthy, competent, and human.
Why it matters for Product, Growth, or Strategy: Defined components are not a marketing luxury; they are a productivity multiplier. When your components are clear, everyone in the company becomes a brand ambassador—engineers writing release notes, support agents crafting replies, founders doing investor pitches. You don't need a massive marketing team; you need a shared vocabulary and a living reference. For growth, this means your cost of coordination plummets—you can launch campaigns 2x faster because the "brand guardrails" are pre-baked into your creative briefs. For product, it means your UI copy and your ads resonate—the user feels a seamless handshake from first click to daily use.

🔮 Future Steps & Project Hooks:

Personal Project Idea: Pick a startup you admire (or your own hypothetical). Build a "Brand Communication Stack" —not a PDF, but an interactive webpage (using something like Notion, Framer, or even a simple HTML/CSS page) that contains:
- Verbal Identity: 5 sample sentences in your brand's tone, 3 forbidden words, and a decision tree for tone adjustments per channel (e.g., LinkedIn → 10% more formal, Twitter → 10% more casual).
- Visual-Sonic System: A style tile with primary/secondary colors, typography (including weights and sizes), and a motion principle (e.g., "ease-in-out, never linear").
- Behavioral Signature: A playbook of 5 customer-facing moments (e.g., "When a user upgrades to paid, send a personalized video from the CEO—not an automated email").
- Tension Architecture: A 2x2 matrix showing how you oscillate between your polarities per channel and audience segment. Then, test this stack by writing 3 different comms (a tweet, a support email, a blog intro) using it—and ask a friend to guess if they came from the same brand. If they can't, iterate.
Next Step to Explore: Once your components are defined, the advanced move is "Dynamic Brand Personalization via AI." Train a small LLM (e.g., fine-tune GPT-3.5 on your brand's past comms) to suggest copy variations that adhere to your Verbal Identity and adapt to user segment (e.g., "Rewrite this error message for a power user" vs. "for a first-timer"). Then, integrate that into your CMS or email tool via API—so every communication is brand-consistent but context-aware. Explore LangChain for prompt templating with your brand constraints—that's where comms become systematic at scale.

Ronald Oswaldo Segura Ramos

Hace 8 meses

DIANA MARIA SAID CADAVID

Hace 4 años

Define los componentes de comunicación de tu marca

Define los componentes de comunicación de tu marca

Define los componentes de comunicación de tu marca

Progreso del curso

Aprende las bases de la integración entre marketing y comunicación

Estructura del IMC

Optimiza tu estrategia de marketing usando el IMC

IMC en tu Negocio

Define los componentes de comunicación de tu marca

Define los componentes de comunicación de tu marca

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