{"id":3943,"date":"2021-10-12T11:13:22","date_gmt":"2021-10-12T11:13:22","guid":{"rendered":"https:\/\/www.bloom-consulting.com\/journal\/?p=3943"},"modified":"2021-10-14T10:37:57","modified_gmt":"2021-10-14T10:37:57","slug":"passo-2-entenda-as-percecoes-existentes","status":"publish","type":"post","link":"https:\/\/www.bloom-consulting.com\/journal\/pt-pt\/passo-2-entenda-as-percecoes-existentes\/","title":{"rendered":"Passo 2. Entenda as perce\u00e7\u00f5es existentes"},"content":{"rendered":"\n

Re\u00fana as ideias e opini\u00f5es das comunidades locais, nacionais e internacionais, o que pensam sobre o seu territ\u00f3rio neste momento?<\/strong><\/h3>\n\n\n\n
\"\"
Nesta imagem podemos ver o processo de an\u00e1lise de dados da Bloom Consulting.<\/figcaption><\/figure>\n\n\n\n

Ao observar como o seu territ\u00f3rio \u00e9 percecionado em cada uma das cinco dimens\u00f5es da Bloom Consulting Brand Wheel\u00a9, poder\u00e1 comparar as perce\u00e7\u00f5es dom\u00e9sticas e internacionais com a identidade concebida. O seu objetivo ser\u00e1 responder \u00e0s seguintes perguntas: existe um alinhamento de perce\u00e7\u00f5es\/identidade? Que emo\u00e7\u00f5es evoca a sua marca e com o que \u00e9 que as pessoas a associam?<\/strong><\/p>\n\n\n\n

Primeiro, certifique-se que est\u00e1 a fazer a pergunta certa para resolver o problema. Realize uma pesquisa local e nacional, e poder\u00e1 ter uma ideia de como \u00e9 percecionado ao mesmo tempo que entende se as perce\u00e7\u00f5es est\u00e3o alinhadas com a realidade. Os resultados permitir\u00e3o desvendar alguns problemas iniciais e estabelecer objetivos realistas para resolv\u00ea-los.<\/p>\n\n\n\n

Este processo n\u00e3o s\u00f3 traz valor \u00e0 divulga\u00e7\u00e3o dos seus esfor\u00e7os como permite o envolvimento dos atores locais e cidad\u00e3os, atrav\u00e9s de entrevistas e discuss\u00f5es abertas sobre a constru\u00e7\u00e3o da sua marca e os seus benef\u00edcios.<\/p>\n\n\n\n

O envolvimento dos cidad\u00e3os locais neste processo, far\u00e1 com que a real identidade do territ\u00f3rio seja refletida na Marca, enquanto se consegue gerar uma sensa\u00e7\u00e3o de perten\u00e7a muito importante.<\/p>\n\n\n\n

Em segundo lugar dever\u00e1 identificar as perce\u00e7\u00f5es externas por meio de an\u00e1lises quantitativas e qualitativas. Os conjuntos de dados nacionais e internacionais recolhidos apresentar\u00e3o uma vis\u00e3o contrastante das perce\u00e7\u00f5es.<\/p>\n\n\n\n

Que resultado obt\u00e9m quando contrasta a vis\u00e3o interna do seu territ\u00f3rio com as vis\u00f5es externas recolhidas?<\/p>\n\n\n\n

90% dos territ\u00f3rios com quem trabalhamos n\u00e3o est\u00e3o satisfeitos com a forma como s\u00e3o vistos externamente, e com raz\u00e3o. As perce\u00e7\u00f5es tendem a ser muito piores do que a realidade.

H\u00e1 uma raz\u00e3o pela qual as perce\u00e7\u00f5es externas tendem a ser desalinhadas e se desenvolvem lacunas. A Identidade Digital \u00e9 uma das grandes causas pela qual um territ\u00f3rio \u00e9 visto de uma determinada maneira. Fa\u00e7a uma pesquisa num motor de busca sobre o seu territ\u00f3rio e ver\u00e1 o que queremos dizer.

As primeiras p\u00e1ginas de resultados dessa pesquisa deveriam mostrar a\u00e7\u00f5es, atividades e pol\u00edticas alinhadas com a Marca de forma percet\u00edvel.

Quando tenta encontrar o culpado das perce\u00e7\u00f5es atuais, a Identidade Digital deve ser o seu principal suspeito. Ao cruzar os conjuntos de dados de perce\u00e7\u00e3o qualitativa e quantitativa previamente definidos com a Identidade Digital, come\u00e7ar\u00e1 a ver a imagem completa e estabelecer\u00e1 uma refer\u00eancia vi\u00e1vel para o planeamento estrat\u00e9gico de longo prazo.<\/p>\n\n\n\n

A reter:<\/span><\/strong>
\u2013 Pergunte-se, com o que \u00e9 que a sua marca \u00e9 associada?
\u2013 Avalie e contraste as perce\u00e7\u00f5es locais com as nacionais e internacionais.
\u2013 Estabele\u00e7a uma refer\u00eancia ao entender a sua Identidade Digital.<\/p>\n\n\n\n

\n
< Passo 1<\/a><\/div>\n\n\n\n
> Passo 3<\/a><\/div>\n<\/div>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Re\u00fana as ideias e opini\u00f5es das comunidades locais, nacionais e internacionais, o que pensam sobre o seu territ\u00f3rio neste momento? Ao observar como o seu territ\u00f3rio \u00e9 percecionado em cada uma das cinco dimens\u00f5es da Bloom Consulting Brand Wheel\u00a9, poder\u00e1 comparar as perce\u00e7\u00f5es dom\u00e9sticas e internacionais com a identidade concebida. O seu objetivo ser\u00e1 responder […]<\/p>\n","protected":false},"author":3,"featured_media":4220,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[51],"tags":[172,171,346,153,349,154,170,350,351],"class_list":{"0":"post-3943","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-sem-categoria","8":"tag-bloom-consulting","9":"tag-cidades","10":"tag-cities-pt-pt-2","11":"tag-marca-territorial","12":"tag-place-brand-strategy-pt-pt","13":"tag-place-branding","14":"tag-regioes","15":"tag-regions-pt-pt-2","16":"tag-strategy-pt-pt"},"yoast_head":"\nPasso 2. 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