Plan de comunicación estratégica aplicado a la marca breakfast time en instagram dirigido al público de la ciudad de Guayaquil.

Abstract

This project focused on analyzing and improving the strategic communication of Breakfast Time, an enterprise focused on personalized desserts and breakfasts, with a presence on Instagram and aimed primarily at a young audience in the city of Guayaquil. Through a qualitative approach, interviews and a focus group were conducted to learn about the perceptions, needs and expectations of the real followers of the brand. The results showed that, although there is a positive emotional connection with the product and its aesthetics, there is also an urgent need to improve the consistency in the publication of content, as well as to show more of the human side of the brand. Customers value visuals highly, but they also want to see who is behind the venture, how the products are made and actively participate in the digital community. Based on these findings, a complete redesign of the brand was proposed, both in its name and visual identity. The new name, Delights Sofi, better represents everything the company has to offer. In addition, a new color palette was developed, and a content schedule was designed to strengthen the link with the audience on Instagram. Overall, this work allowed us to understand that communicating a brand well is not only about selling, but also about connecting and building a community. Planning, authentic content and visual coherence are key to achieving a true positioning in social networks.