{"id":21136,"date":"2026-05-04T00:00:00","date_gmt":"2026-05-04T00:00:00","guid":{"rendered":"https:\/\/angelboss.com.br\/2026\/05\/04\/328619-ecco-lanca-guia-para-marcas-se-destacarem-no-b2b\/"},"modified":"2026-05-04T00:00:00","modified_gmt":"2026-05-04T00:00:00","slug":"328619-ecco-lanca-guia-para-marcas-se-destacarem-no-b2b","status":"publish","type":"post","link":"http:\/\/angelboss.com.br\/en\/2026\/05\/04\/328619-ecco-lanca-guia-para-marcas-se-destacarem-no-b2b\/","title":{"rendered":"ECCO lan\u00e7a guia para marcas se destacarem no B2B"},"content":{"rendered":"<p>Em um mercado repleto de mensagens, o tom de voz da marca se apresenta como uma ferramenta importante para se diferenciar. A forma de interagir e comunicar-se com o p\u00fablico integra esta dimens\u00e3o da comunica\u00e7\u00e3o institucional, que seleciona palavras para transmitir caracter\u00edsticas, estabelecer conex\u00e3o e fomentar confian\u00e7a. E um <a rel=\"follow\" href=\"https:\/\/ecco.inf.br\/biblioteca-ecco\/\">guia gratuito rec\u00e9m-lan\u00e7ado pela Ecco<\/a>, ag\u00eancia com mais de 20 anos de experi\u00eancia em comunica\u00e7\u00e3o, oferece um roteiro para profissionais de marketing e empreendedores definirem essa voz.<\/p>\n<p>&quot;N\u00f3s combinamos diversas estrat\u00e9gias que d\u00e3o certo por aqui e, com esse m\u00e9todo, queremos ajudar marcas a ganhar efici\u00eancia na produ\u00e7\u00e3o de conte\u00fado e credibilidade&quot;, explica Silvania Dal Bosco. A jornalista e CEO da Ecco acredita que melhorar o ambiente da comunica\u00e7\u00e3o organizacional \u00e9 ben\u00e9fico para todo o mercado e, por isso, incentiva o compartilhamento.<\/p>\n<p>O material foi lan\u00e7ado primeiro no LinkedIn da ECCO, por se tratar de uma rede social que promove neg\u00f3cios entre empresas (B2B) e congrega um grande n\u00famero de profissionais do mercado da comunica\u00e7\u00e3o que podem se beneficiar do guia, pensado para ser pr\u00e1tico.<\/p>\n<p>Os multicanais s\u00e3o ferramentas para que haja o contato de alguma maneira com o p\u00fablico de interesse da marca. O e-mail n\u00e3o perde o uso, intensificado desde 2022, com um <a rel=\"follow\" href=\"https:\/\/www.forbes.com\/councils\/forbestechcouncil\/2026\/04\/28\/restoring-trust-in-every-interaction-across-every-channel\/\">aumento de 30%<\/a>, segundo a Forbes. Para profissionais que utilizam o LinkedIn, \u00e9 onde <a rel=\"follow\" href=\"https:\/\/www.linkedin.com\/business\/marketing\/blog\/linkedin-ads\/get-proof-the-case-for-b2b-marketing-on-linkedin-infographic#:~:text=If%20you're%20looking%20for,company%20site%20comes%20from%20LinkedIn.\">80% das decis\u00f5es B2B<\/a> come\u00e7am; o guia \u00e9 um atalho para uma comunica\u00e7\u00e3o aut\u00eantica.<\/p>\n<p><strong>Relev\u00e2ncia do tom de voz para a marca<\/strong><\/p>\n<p>Pesquisas recentes refor\u00e7am a relev\u00e2ncia do tema. De acordo com o <a rel=\"follow\" href=\"https:\/\/www.pwc.com\/us\/en\/services\/consulting\/library\/consumer-intelligence-series\/future-of-customer-experience.html#:~:text=Get%20the%20details-,Bad%20experiences%20are%20driving%20customers%20away%E2%80%94faster%20than%20you%20think,equation%20as%20many%20companies%20believe.\">relat\u00f3rio PwC de 2026<\/a> sobre experi\u00eancia do cliente, experi\u00eancias inconsistentes elevam em at\u00e9 59% a probabilidade de cancelamento (&lt;em&gt;churn rate&lt;\/em&gt;), com consumidores abandonando marcas que falham na coer\u00eancia.<\/p>\n<p>Outro dado do <a rel=\"follow\" href=\"https:\/\/emarsys.com\/learn\/blog\/customer-engagement-statistics\/\">SAP Emarsys Customer Loyalty Index de 2025<\/a> indica que apenas 68% dos consumidores se declaram leais a marcas em 2022, caindo ainda mais em cen\u00e1rios de comunica\u00e7\u00e3o fragmentada. J\u00e1 o estudo <a rel=\"follow\" href=\"https:\/\/static.poder360.com.br\/2025\/05\/Pesquisa-CXTrends2024-Octadesk-e-Opinion-Box-2024.pdf\">CXTrends 2024 da Octadesk e Opinion Box<\/a> aponta que consist\u00eancia no tom impulsiona <a rel=\"follow\" href=\"https:\/\/blog.publicidade.uol.com.br\/insights\/cx-trends-2024-maioria-da-preferencia-a-marcas-que-oferecem-boa-experiencia\/\">engajamento em 40% nos canais digitais<\/a>. Essa informa\u00e7\u00e3o \u00e9 identificada por meio dos dados na p\u00e1gina 18 do estudo, demonstrando que os usu\u00e1rios comprariam novamente pelo meio digital, \u2018compra no site e entrega na loja f\u00edsica\u2019.<\/p>\n<p>Esses n\u00fameros mostram que marcas com voz unificada ret\u00eam clientes e se diferenciam.<\/p>\n<p><strong>O guia da ECCO resume o processo em cinco passos pr\u00e1ticos:<\/strong><\/p>\n<ol>\n<li><strong>Mapear o DNA da marca:<\/strong> reunir a equipe e listar valores fundamentais (como inova\u00e7\u00e3o ou transpar\u00eancia), miss\u00e3o, vis\u00e3o e tra\u00e7os de personalidade \u2014 imaginar a marca como uma pessoa: mentor s\u00e1bio ou amigo divertido? Definir tamb\u00e9m o que ela <strong>n\u00e3o<\/strong> \u00e9, para tra\u00e7ar limites;<\/li>\n<li><strong>Conhecer o p\u00fablico-alvo:<\/strong> cria\u00e7\u00e3o de personas detalhadas: interesses, dores, linguagem preferida (formal ou coloquial?), expectativas (inspira\u00e7\u00e3o ou solu\u00e7\u00f5es pr\u00e1ticas?) e canais de consumo;<\/li>\n<li><strong>Adaptar aos canais:<\/strong> manter a ess\u00eancia da marca, mas nuances variam, ou seja, post curto no LinkedIn pede concis\u00e3o; artigo de blog, mais detalhes. Exemplo: tom divertido no Instagram, engajado no LinkedIn;<\/li>\n<li><strong>Escolher atributos concretos:<\/strong> \u00e9 recomendado usar pares opostos para decidir: formal\/informal, s\u00e9ria\/divertida, inspiradora\/pr\u00e1tica. Selecionar 3-5, com exemplos do que fazer e evitar;<\/li>\n<li><strong>Documentar o guia de estilo:<\/strong> um manual vivo deve ser criado: sum\u00e1rio executivo, atributos, vocabul\u00e1rio permitido\/proibido, gram\u00e1tica e exemplos reais de posts ou e-mails. Esse guia deve ser revisado e atualizado conforme a marca evolui.<\/li>\n<\/ol>\n<p>O guia tamb\u00e9m alerta para erros comuns, como inconsist\u00eancia entre canais ou copiar concorrentes, que diluem a identidade.<\/p>\n<p><img src='https:\/\/api.dino.com.br\/v2\/news\/tr\/328619?partnerId=4593' alt=\"\" style=\"border:0px;width:1px;height:1px;\" \/><\/p>","protected":false},"excerpt":{"rendered":"<p>O guia apresenta um roteiro pr\u00e1tico em cinco passos que orienta profissionais na defini\u00e7\u00e3o do tom de voz<\/p>","protected":false},"author":3,"featured_media":21137,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[315],"tags":[350,343,344,324],"class_list":{"0":"post-21136","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-noticias-corporativas-dino","8":"tag-comunicacao","9":"tag-marketing","10":"tag-midia","11":"tag-negocios"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - 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