Northern companies to receive free digital business training

To help micro, small and medium-sized companies, as well as their entrepreneurs and employees in the north of the country, in the process of creating their brands or simply improving them, the Acelerar o Norte project has developed a training programme for the transition to digital technologies, with a cycle of nine thematic master classes, one of which is dedicated to the importance of branding. Specifically aimed at business managers and employees of micro, small and medium-sized companies in the trade, household services, catering and similar sectors, covering eight subregions of the north of the country, the project promotes a cycle of training activities, completely free of charge, the purpose of which is to provide the necessary knowledge to enable companies to adapt and thrive in the digital environment. They can also be integrated into the mandatory annual training plans.

This is a unique opportunity to modernize your business. We are talking about a region where everything produced is of the highest quality. “In the North, the food is better. The wine is better. The service is better,” as Miguel Esteves Cardoso wrote in 2008. In the 2024-2025 biennium, the Acelerar o Norte project wants to contribute to making the North even better. To make it more competitive, without losing its best qualities, the essence and character of its products and brands.

Communication with the consumer

And what better way to make your business known than through digital resources? But why use the Internet if your customers already know you, you ask yourself. The truth is that consumption habits have changed dramatically. Consumers look for links and recommendations online before buying a product. Statistics say that 60 percent of Internet users already do this in practice. Have you ever imagined how many customers your business could lose? Digital transition should be understood as a process of inevitable preparation for the future. And the future starts today.

The first step is to identify the goal you want to achieve. Do you want to increase your business’s visibility? Do you want to have an online store? Do you need a way to manage the flow of customers into your space? Yes, because if we’ve learned anything from the pandemic, it’s that we can actually plan our things before we show up. Schedule a haircut, a car inspection, or even make a reservation for that dinner we promised a friend. And it can all be done online, with just one click.

Therefore, when creating a brand, it is important to define a purpose and create connections with consumers, whether in a physical environment or in a digital environment, as a major brand from the North, Super Bock beer, does through sponsorships, presence at music festivals and interactive campaigns on social media.

It is necessary to highlight the values ​​that characterize the brand and show how it differs from its competitors. Have you ever considered that we buy what we identify with? Another good example of what is already being done in Norte is the shoe brand Josefinas, which stands out for its emphasis on craftsmanship and the affirmation of femininity. Or even the Arcádia stores, which stand out for their elegant traditional decor and carefully designed packaging that highlights the sophisticated image of the brand.

From the first contact with the consumer to after-sales service, all interactions must be designed to engage the consumer.

Much more than a slogan

Building a strong brand is essential for small businesses looking to stand out in a competitive marketplace.

In fact, a brand is not limited to a logo or a slogan. It encompasses the global public perception of a company, its values, mission and personality.

According to Philip Kotler, considered the father of modern marketing, today’s consumer is highly informed and demanding. Thanks to technological advances, they have access to a wealth of information, value experiences, trust recommendations from other consumers, and value reputable brands that align with their own values.

Once the brand image has been created, it is important to register it legally. All micro, small and medium-sized companies in the north of the country are invited to join these nine free workshops that will help them to be at the forefront of the digital transition, the future of communications and, therefore, to conquer new markets. The Acelerar o Norte project will share in CM in the coming months all the information about the benefits that companies receive by joining the program. To find out more, visit https://aceleraronorte.pt/.

Discover the success stories of local companies that have invested in digital technologies to secure the future of their small businesses at https://aceleraronorte.pt/testemunhos/.