{"id":58220,"date":"2023-09-01T08:07:21","date_gmt":"2023-09-01T12:07:21","guid":{"rendered":"https:\/\/blog.bindy.com\/?p=58220"},"modified":"2025-09-03T11:52:08","modified_gmt":"2025-09-03T15:52:08","slug":"quais-sao-os-padroes-da-marca","status":"publish","type":"post","link":"https:\/\/blog.bindy.com\/pt\/what-are-brand-standards\/","title":{"rendered":"\u2b50 O que s\u00e3o padr\u00f5es de marca no varejo e na hospitalidade e por que medi-los?"},"content":{"rendered":"<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">Os padr\u00f5es de marca abrangem amplas \u00e1reas de uma rede de varejo ou hotelaria, incluindo branding, atendimento ao cliente, variedade de produtos, fornecedores preferenciais, merchandising, limpeza, recursos humanos, seguran\u00e7a, preven\u00e7\u00e3o de perdas e preven\u00e7\u00e3o de inc\u00eandios. Eles governam a forma como o neg\u00f3cio deve ser apresentado e como os programas devem ser implementados.<\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">A maioria dos grupos de varejo e hotelaria comunicam e esperam que os franqueados e gestores sigam os padr\u00f5es da marca. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/blog.bindy.com\/pt\/escopo-de-execucao-da-loja-e-melhores-praticas\/\" target=\"_blank\" rel=\"noreferrer noopener\">Executado corretamente<\/a>, os padr\u00f5es da marca transformam cada franqueado em um embaixador da marca.<\/p>\n\n\n\n<span id=\"about-injection\">\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">A EXECU\u00c7\u00c3O DOS PADR\u00d5ES DA MARCA TEM MUITOS BENEF\u00cdCIOS<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Impulsione as vendas na loja <a href=\"https:\/\/blog.bindy.com\/pt\/categoria\/merchandising\/\" target=\"_blank\" rel=\"noreferrer noopener\">merchandising<\/a><\/li>\n\n\n\n<li>Impulsionar a marca por meio da execu\u00e7\u00e3o consistente de branding e posicionamento<\/li>\n\n\n\n<li><a href=\"https:\/\/blog.bindy.com\/pt\/como-proteger-a-marca-com-visitas-ao-site\/\" target=\"_blank\" rel=\"noreferrer noopener\">Proteja a marca<\/a><\/li>\n\n\n\n<li>Proteja a sa\u00fade e a seguran\u00e7a dos seus clientes e funcion\u00e1rios<\/li>\n\n\n\n<li>Aumentar a satisfa\u00e7\u00e3o do cliente. Os clientes t\u00eam um jeito de agradecer \u00e0s lojas e sites bem administrados: eles voltam!<\/li>\n<\/ul>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">Todas as marcas de maior sucesso compartilham uma caracter\u00edstica: elas executam melhor que a concorr\u00eancia. N\u00e3o se deixe conter por equ\u00edvocos. Coloque o foco no <a href=\"https:\/\/blog.bindy.com\/pt\/escopo-de-execucao-da-loja-e-melhores-praticas\/\" target=\"_blank\" rel=\"noreferrer noopener\">execu\u00e7\u00e3o dos padr\u00f5es da marca<\/a>, locais e franqueados mais bem administrados e mais lucrativos.<\/p>\n<\/blockquote>\n\n\n\n<figure class=\"wp-block-image size-large has-lightbox\"><a href=\"https:\/\/bindy.com\/about\/switch\/\" target=\"_blank\" rel=\"noreferrer noopener\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"366\" data-attachment-id=\"63505\" data-permalink=\"https:\/\/blog.bindy.com\/pt\/retail-audits-the-definitive-guide\/perfection-brand-standards-green\/\" data-orig-file=\"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2021\/10\/perfection-brand-standards-green.png?fit=1200%2C627&amp;ssl=1\" data-orig-size=\"1200,627\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"perfection-brand-standards-green\" data-image-description=\"\" data-image-caption=\"\" data-large-file=\"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2021\/10\/perfection-brand-standards-green.png?fit=700%2C366&amp;ssl=1\" src=\"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2021\/10\/perfection-brand-standards-green-1024x535.png?resize=700%2C366&#038;ssl=1\" alt=\"\" class=\"wp-image-63505\" srcset=\"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2021\/10\/perfection-brand-standards-green.png?resize=1024%2C535&amp;ssl=1 1024w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2021\/10\/perfection-brand-standards-green.png?resize=300%2C157&amp;ssl=1 300w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2021\/10\/perfection-brand-standards-green.png?resize=768%2C401&amp;ssl=1 768w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2021\/10\/perfection-brand-standards-green.png?resize=18%2C9&amp;ssl=1 18w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2021\/10\/perfection-brand-standards-green.png?resize=700%2C366&amp;ssl=1 700w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2021\/10\/perfection-brand-standards-green.png?resize=766%2C400&amp;ssl=1 766w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2021\/10\/perfection-brand-standards-green.png?w=1200&amp;ssl=1 1200w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/a><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Parece simples, ou n\u00e3o?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Na superf\u00edcie, a quest\u00e3o \u00e9 simples. Basta publicar os padr\u00f5es, coloc\u00e1-los na intranet da empresa, envi\u00e1-los aos franqueados. Adicione algum treinamento. Fa\u00e7a tudo isso e os padr\u00f5es da marca ser\u00e3o seguidos, certo?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Alguma coisa nunca \u00e9 t\u00e3o f\u00e1cil?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">H\u00e1 raz\u00f5es pelas quais&nbsp;<strong>medindo&nbsp;<\/strong>padr\u00f5es da marca \u00e9 fundamental para&nbsp;<strong>alcan\u00e7ando&nbsp;<\/strong>padr\u00f5es de marca. Vamos mergulhar.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Treinamento n\u00e3o \u00e9 suficiente<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">O treinamento \u00e9 essencial, mas o treinamento por si s\u00f3 n\u00e3o garante que os padr\u00f5es da marca sejam seguidos. A equipe da loja pode ser treinada, responder ao question\u00e1rio e passar no teste, mas eles est\u00e3o aplicando suas habilidades aprendidas onde importa, melhorando a experi\u00eancia do cliente?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Seu objetivo n\u00e3o \u00e9 treinar por treinar. Seu objetivo \u00e9 entregar um produto e servi\u00e7o superlativos. Voc\u00ea est\u00e1 entregando e executando os padr\u00f5es da marca para cada h\u00f3spede e cliente? Como voc\u00ea saber\u00e1, a menos que voc\u00ea me\u00e7a?<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">O treinamento \u00e9 necess\u00e1rio, mas n\u00e3o suficiente.<\/p>\n<\/blockquote>\n\n\n\n<figure class=\"wp-block-image size-large\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"366\" data-attachment-id=\"63391\" data-permalink=\"https:\/\/blog.bindy.com\/pt\/what-are-brand-standards\/training-not-sufficient-red\/\" data-orig-file=\"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/09\/training-not-sufficient-red.png?fit=1200%2C627&amp;ssl=1\" data-orig-size=\"1200,627\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"training-not-sufficient-red\" data-image-description=\"\" data-image-caption=\"\" data-large-file=\"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/09\/training-not-sufficient-red.png?fit=700%2C366&amp;ssl=1\" src=\"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/09\/training-not-sufficient-red.png?resize=700%2C366&#038;ssl=1\" alt=\"\" class=\"wp-image-63391\" srcset=\"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/09\/training-not-sufficient-red.png?resize=1024%2C535&amp;ssl=1 1024w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/09\/training-not-sufficient-red.png?resize=300%2C157&amp;ssl=1 300w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/09\/training-not-sufficient-red.png?resize=768%2C401&amp;ssl=1 768w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/09\/training-not-sufficient-red.png?resize=18%2C9&amp;ssl=1 18w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/09\/training-not-sufficient-red.png?resize=700%2C366&amp;ssl=1 700w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/09\/training-not-sufficient-red.png?resize=766%2C400&amp;ssl=1 766w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/09\/training-not-sufficient-red.png?w=1200&amp;ssl=1 1200w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"measuring-brand-standards-engages-franchisees\">Medir os padr\u00f5es da marca envolve os franqueados<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A medi\u00e7\u00e3o envolve propriet\u00e1rios\/franqueados ao refor\u00e7ar continuamente os padr\u00f5es da marca e as melhores pr\u00e1ticas. Medir a conformidade n\u00e3o \u00e9 uma atividade passiva. Ela envolve ativamente o propriet\u00e1rio da loja ou franqueado para consultar continuamente o padr\u00e3o da marca, a \u201cpontua\u00e7\u00e3o perfeita\u201d, a \u201cmelhor pr\u00e1tica\u201d e definir o local no caminho da melhoria cont\u00ednua.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"measuring-brand-standards-shapes-operations\">A medi\u00e7\u00e3o dos padr\u00f5es da marca molda as opera\u00e7\u00f5es<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Medi\u00e7\u00e3o em<a href=\"https:\/\/blog.bindy.com\/pt\/como-construir-uma-lista-de-verificacao-de-auditoria-de-varejo\/\" target=\"_blank\" rel=\"noreferrer noopener\">&nbsp;formul\u00e1rio eletr\u00f4nico<\/a>&nbsp;permite que a matriz transforme os dados em informa\u00e7\u00f5es acion\u00e1veis: identifique tend\u00eancias, \u00e1reas problem\u00e1ticas, melhorias e inaceit\u00e1veis repetidas.&nbsp;<a href=\"https:\/\/bindy.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Bindy<\/a>&nbsp;os clientes frequentemente atualizam programas e padr\u00f5es em resposta \u00e0s evid\u00eancias de campo coletadas. Talvez seja necess\u00e1ria forma\u00e7\u00e3o adicional em \u00e1reas espec\u00edficas ou seja necess\u00e1rio adoptar novas normas ou directrizes.&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">A medi\u00e7\u00e3o d\u00e1 \u00e0 matriz \u201cvis\u00e3o do terreno\u201d e molda seu roteiro de opera\u00e7\u00f5es.<\/p>\n<\/blockquote>\n\n\n\n<figure class=\"wp-block-image\"><a href=\"https:\/\/bindy.com\/products\/retail-audit\/\"><img decoding=\"async\" src=\"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2021\/10\/auditor_works_here_800.png?w=700&amp;ssl=1\" alt=\"Auditoria de varejo do gerente distrital em uma loja com um tablet\" class=\"wp-image-12477\"\/><\/a><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"measuring-brand-standards-boosts-the-customer-experience\">Medir os padr\u00f5es da marca melhora a experi\u00eancia do cliente<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Padr\u00f5es de marca n\u00e3o s\u00e3o uma coisa de \u201csentir-se bem\u201d. Significam lojas mais enxutas, limpas e eficientes. Os clientes t\u00eam uma forma de agradecer \u00e0s lojas que s\u00e3o limpas e eficientes, elas voltam! Os padr\u00f5es da marca s\u00e3o a raz\u00e3o pela qual seus clientes voltam ou n\u00e3o. Certifique-se de medi-los.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1251\" height=\"1042\" data-attachment-id=\"59813\" data-permalink=\"https:\/\/blog.bindy.com\/pt\/customer-complaints-are-your-friend-how-do-you-treat-your-friends\/bindy-infographic-fnl-cust-exp-hr\/\" data-orig-file=\"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2022\/12\/Bindy-Infographic-FNL-Cust-exp-HR.png?fit=1251%2C1042&amp;ssl=1\" data-orig-size=\"1251,1042\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"Bindy-Infographic &amp;#8211; FNL-Cust exp-HR\" data-image-description=\"\" data-image-caption=\"\" data-large-file=\"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2022\/12\/Bindy-Infographic-FNL-Cust-exp-HR.png?fit=700%2C583&amp;ssl=1\" src=\"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2022\/12\/Bindy-Infographic-FNL-Cust-exp-HR.png?resize=700%2C583&amp;ssl=1\" alt=\"Experi\u00eancia do cliente\" class=\"wp-image-59813\" srcset=\"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2022\/12\/Bindy-Infographic-FNL-Cust-exp-HR.png?w=1251&amp;ssl=1 1251w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2022\/12\/Bindy-Infographic-FNL-Cust-exp-HR.png?resize=300%2C250&amp;ssl=1 300w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2022\/12\/Bindy-Infographic-FNL-Cust-exp-HR.png?resize=1024%2C853&amp;ssl=1 1024w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2022\/12\/Bindy-Infographic-FNL-Cust-exp-HR.png?resize=768%2C640&amp;ssl=1 768w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2022\/12\/Bindy-Infographic-FNL-Cust-exp-HR.png?resize=14%2C12&amp;ssl=1 14w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2022\/12\/Bindy-Infographic-FNL-Cust-exp-HR.png?resize=1200%2C1000&amp;ssl=1 1200w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2022\/12\/Bindy-Infographic-FNL-Cust-exp-HR.png?resize=700%2C583&amp;ssl=1 700w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2022\/12\/Bindy-Infographic-FNL-Cust-exp-HR.png?resize=480%2C400&amp;ssl=1 480w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"measuring-brand-standards-boosts-sales\">Medir os padr\u00f5es da marca aumenta as vendas<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Pesquisas de mercado sugerem que a n\u00e3o conformidade com os programas nas lojas est\u00e1 custando ao setor de varejo 1% de vendas brutas. Assim como a medi\u00e7\u00e3o gera conformidade, a conformidade gera vendas. Leia mais no&nbsp;<a href=\"https:\/\/blog.bindy.com\/pt\/the-cost-of-non-compliance\/\">custo de n\u00e3o conformidade<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Voc\u00ea precisa MEDIR os padr\u00f5es da marca<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">Em vez de tratar os procedimentos operacionais e os itens audit\u00e1veis como dois grupos separados, mude sua abordagem para \u201cinspecionar o que voc\u00ea espera\u201d. Trate o padr\u00e3o que est\u00e1 sendo documentado e comunicado como o mesmo padr\u00e3o usado para o&nbsp;<a href=\"https:\/\/blog.bindy.com\/pt\/o-que-e-uma-auditoria-de-varejo\/\" target=\"_blank\" rel=\"noreferrer noopener\">auditoria<\/a>, verifica\u00e7\u00e3o e&nbsp;<a href=\"https:\/\/blog.bindy.com\/pt\/o-poderoso-plano-de-acao\/\" target=\"_blank\" rel=\"noreferrer noopener\">corre\u00e7\u00e3o<\/a>.<\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">A comunica\u00e7\u00e3o e a execu\u00e7\u00e3o de programas e padr\u00f5es est\u00e3o no mesmo espectro. Marcas de sucesso&nbsp;<a href=\"https:\/\/blog.bindy.com\/pt\/o-fluxo-de-trabalho-bindy\/\" target=\"_blank\" rel=\"noreferrer noopener\">construir fluxos de trabalho em torno do princ\u00edpio de aprendizagem e valida\u00e7\u00e3o cont\u00ednuas<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Me\u00e7a o que voc\u00ea comunica para que os padr\u00f5es da marca sejam comunicados, refor\u00e7ados e medidos usando uma escala consistente.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As medi\u00e7\u00f5es tamb\u00e9m permitem an\u00e1lises e relat\u00f3rios na sede para ajudar a gerenciar os neg\u00f3cios e impulsionar a marca.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"490\" data-attachment-id=\"60515\" data-permalink=\"https:\/\/blog.bindy.com\/pt\/screen-compo-combo_screens-layed-out-zoomed-1000\/\" data-orig-file=\"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/08\/Screen-compo-Combo_Screens-layed-out-zoomed-1000.png?fit=800%2C560&amp;ssl=1\" data-orig-size=\"800,560\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"Screen compo-Combo_Screens-layed out zoomed-1000\" data-image-description=\"\" data-image-caption=\"\" data-large-file=\"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/08\/Screen-compo-Combo_Screens-layed-out-zoomed-1000.png?fit=700%2C490&amp;ssl=1\" src=\"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/08\/Screen-compo-Combo_Screens-layed-out-zoomed-1000.png?resize=700%2C490&#038;ssl=1\" alt=\"\" class=\"wp-image-60515\" srcset=\"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/08\/Screen-compo-Combo_Screens-layed-out-zoomed-1000.png?w=800&amp;ssl=1 800w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/08\/Screen-compo-Combo_Screens-layed-out-zoomed-1000.png?resize=300%2C210&amp;ssl=1 300w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/08\/Screen-compo-Combo_Screens-layed-out-zoomed-1000.png?resize=768%2C538&amp;ssl=1 768w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/08\/Screen-compo-Combo_Screens-layed-out-zoomed-1000.png?resize=18%2C12&amp;ssl=1 18w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/08\/Screen-compo-Combo_Screens-layed-out-zoomed-1000.png?resize=700%2C490&amp;ssl=1 700w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/08\/Screen-compo-Combo_Screens-layed-out-zoomed-1000.png?resize=571%2C400&amp;ssl=1 571w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\">Excel est\u00e1 prendendo voc\u00ea<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Usando<a href=\"https:\/\/blog.bindy.com\/pt\/excel-email-vs-bindy\/\" target=\"_blank\" rel=\"noreferrer noopener\"> Excel e e-mail<\/a> para padr\u00f5es de marca \u00e9 lento, propenso a erros e trabalhoso. Tamb\u00e9m priva a organiza\u00e7\u00e3o da an\u00e1lise de que precisa para tomar decis\u00f5es comerciais informadas.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/blog.bindy.com\/pt\/excel-email-vs-bindy\/\" target=\"_blank\" rel=\"noreferrer noopener\">O Excel n\u00e3o \u00e9 um sistema de gest\u00e3o e n\u00e3o o ajudar\u00e1 a atingir os padr\u00f5es da marca em grande escala<\/a>. Isso n\u00e3o est\u00e1 ajudando o seu neg\u00f3cio, est\u00e1 impedindo-o.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large has-lightbox\"><a href=\"https:\/\/bindy.com\/about\/switch\/\" target=\"_blank\" rel=\"attachment noopener wp-att-12477\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"366\" data-attachment-id=\"63372\" data-permalink=\"https:\/\/blog.bindy.com\/pt\/excel-email-vs-bindy-2-2-2\/excel-vs-bindy-grey\/\" data-orig-file=\"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/04\/excel-vs-bindy-grey.png?fit=1200%2C627&amp;ssl=1\" data-orig-size=\"1200,627\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"excel-vs-bindy-grey\" data-image-description=\"\" data-image-caption=\"\" data-large-file=\"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/04\/excel-vs-bindy-grey.png?fit=700%2C366&amp;ssl=1\" src=\"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/04\/excel-vs-bindy-grey-1024x535.png?resize=700%2C366&#038;ssl=1\" alt=\"\" class=\"wp-image-63372\" srcset=\"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/04\/excel-vs-bindy-grey.png?resize=1024%2C535&amp;ssl=1 1024w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/04\/excel-vs-bindy-grey.png?resize=300%2C157&amp;ssl=1 300w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/04\/excel-vs-bindy-grey.png?resize=768%2C401&amp;ssl=1 768w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/04\/excel-vs-bindy-grey.png?resize=18%2C9&amp;ssl=1 18w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/04\/excel-vs-bindy-grey.png?resize=700%2C366&amp;ssl=1 700w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/04\/excel-vs-bindy-grey.png?resize=766%2C400&amp;ssl=1 766w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/04\/excel-vs-bindy-grey.png?w=1200&amp;ssl=1 1200w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/a><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\">Compras misteriosas n\u00e3o s\u00e3o suficientes<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A visita do gerente distrital \u00e9 educativa e preventiva por natureza. Esse processo garante que os locais sejam eficientes, seguros, lucrativos e prontos para o cliente. Isso \u00e9 essencial porque, ao contr\u00e1rio das compras misteriosas, uma visita liderada pelo Gerente Distrital pode verificar as opera\u00e7\u00f5es e evitar problemas <em>antes da<\/em> eles acontecem.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">O gerente distrital n\u00e3o est\u00e1 inspecionando estritamente o resultado, mas verificando se o processo em si conduz a um resultado bem-sucedido.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large has-lightbox\"><a href=\"https:\/\/bindy.com\/about\/switch\/\" target=\"_blank\" rel=\"noreferrer noopener\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"366\" data-attachment-id=\"63398\" data-permalink=\"https:\/\/blog.bindy.com\/pt\/mystery-shoppers-vs-district-manager-led-audits\/mystery-shopping-blue\/\" data-orig-file=\"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/07\/mystery-shopping-blue.png?fit=1200%2C627&amp;ssl=1\" data-orig-size=\"1200,627\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"mystery-shopping-blue\" data-image-description=\"\" data-image-caption=\"\" data-large-file=\"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/07\/mystery-shopping-blue.png?fit=700%2C366&amp;ssl=1\" src=\"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/07\/mystery-shopping-blue-1024x535.png?resize=700%2C366&#038;ssl=1\" alt=\"\" class=\"wp-image-63398\" srcset=\"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/07\/mystery-shopping-blue.png?resize=1024%2C535&amp;ssl=1 1024w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/07\/mystery-shopping-blue.png?resize=300%2C157&amp;ssl=1 300w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/07\/mystery-shopping-blue.png?resize=768%2C401&amp;ssl=1 768w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/07\/mystery-shopping-blue.png?resize=18%2C9&amp;ssl=1 18w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/07\/mystery-shopping-blue.png?resize=700%2C366&amp;ssl=1 700w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/07\/mystery-shopping-blue.png?resize=766%2C400&amp;ssl=1 766w, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/07\/mystery-shopping-blue.png?w=1200&amp;ssl=1 1200w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/a><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Uma experi\u00eancia positiva do cliente n\u00e3o acontece no v\u00e1cuo. Isso acontece quando todas as partes da m\u00e1quina de opera\u00e7\u00f5es est\u00e3o funcionando individualmente e bem juntas.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/blog.bindy.com\/pt\/compradores-misteriosos-vs-auditorias-lideradas-por-gerentes-distritais\/\" target=\"_blank\" rel=\"noreferrer noopener\">Um programa de compras misteriosas n\u00e3o substitui programas internos de comunica\u00e7\u00e3o e inspe\u00e7\u00e3o<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">A palavra final<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Os padr\u00f5es de marca t\u00eam muitos benef\u00edcios, incluindo maiores vendas, maiores margens, sa\u00fade e seguran\u00e7a e melhor experi\u00eancia do cliente. Mas se voc\u00ea quiser alcan\u00e7\u00e1-los, precisa estar preparado para medi-los, rastre\u00e1-los e remedi\u00e1-los. Este ciclo virtuoso de conformidade tornar\u00e1 seu neg\u00f3cio de varejo e hospitalidade mais enxuto, mais lucrativo e aumentar\u00e1 a satisfa\u00e7\u00e3o de h\u00f3spedes e clientes, recomenda\u00e7\u00f5es e avalia\u00e7\u00f5es 5 estrelas.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>","protected":false},"excerpt":{"rendered":"<p>Os padr\u00f5es de marca abrangem amplas \u00e1reas de uma rede de varejo ou hotelaria, incluindo branding, atendimento ao cliente, variedade de produtos, fornecedores preferenciais, merchandising, limpeza, recursos humanos, seguran\u00e7a, preven\u00e7\u00e3o de perdas e preven\u00e7\u00e3o de inc\u00eandios. Eles governam a forma como o neg\u00f3cio deve ser apresentado e como os programas devem ser implementados. A maioria dos grupos de varejo e hotelaria se comunicam e esperam que os franqueados e gerentes\u2026 <a href=\"https:\/\/blog.bindy.com\/pt\/what-are-brand-standards\/\" class=\"more-link\">Continue lendo <span class=\"screen-reader-text\">\u2b50 O que s\u00e3o padr\u00f5es de marca no varejo e na hospitalidade e por que medi-los?<\/span> <span class=\"meta-nav\">\t<\/span><\/a><\/p>","protected":false},"author":6370623,"featured_media":25825,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_coblocks_attr":"","_coblocks_dimensions":"","_coblocks_responsive_height":"","_coblocks_accordion_ie_support":"","_crdt_document":"","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"_wpas_customize_per_network":false,"jetpack_post_was_ever_published":false},"categories":[677174194,677174230,677174188],"tags":[677174208,677174267,55665360],"class_list":["post-58220","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-about-bindy","category-brand-standards","category-hotel-3","tag-brand-standards","tag-hotel-audit","tag-retail-audit-2"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u2b50 What Are Brand Standards in Retail and Hospitality and Why Measure Them?<\/title>\n<meta name=\"description\" content=\"The purpose and many benefits of brand standards in retail and hospitality, and why you should measure them.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.bindy.com\/pt\/quais-sao-os-padroes-da-marca\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u2b50 What Are Brand Standards in Retail and Hospitality and Why Measure Them?\" \/>\n<meta property=\"og:description\" content=\"The purpose and many benefits of brand standards in retail and hospitality, and why you should measure them.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/blog.bindy.com\/pt\/quais-sao-os-padroes-da-marca\/\" \/>\n<meta property=\"og:site_name\" content=\"Audits, Tasks and Communication\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/bindyhq\" \/>\n<meta property=\"article:published_time\" content=\"2023-09-01T12:07:21+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-09-03T15:52:08+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/blog.bindy.com\/wp-content\/uploads\/2021\/05\/shutterstock_499065652.jpg?_t=1756914728\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1280\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Bindy\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@bindyhq\" \/>\n<meta name=\"twitter:site\" content=\"@bindyhq\" \/>\n<script 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No entanto, a pontua\u00e7\u00e3o de um local pode desencadear rea\u00e7\u00f5es inesperadas por parte do\u2026","rel":"","context":"Em &quot;\u2b50 Best practices&quot;","block_context":{"text":"\u2b50 Best practices","link":"https:\/\/blog.bindy.com\/pt\/category\/about-bindy\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2020\/06\/shutterstock_1534439567.jpg?fit=1200%2C675&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2020\/06\/shutterstock_1534439567.jpg?fit=1200%2C675&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2020\/06\/shutterstock_1534439567.jpg?fit=1200%2C675&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2020\/06\/shutterstock_1534439567.jpg?fit=1200%2C675&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2020\/06\/shutterstock_1534439567.jpg?fit=1200%2C675&ssl=1&resize=1050%2C600 3x"},"classes":[]}],"_links":{"self":[{"href":"https:\/\/blog.bindy.com\/pt\/wp-json\/wp\/v2\/posts\/58220","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.bindy.com\/pt\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.bindy.com\/pt\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.bindy.com\/pt\/wp-json\/wp\/v2\/users\/6370623"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.bindy.com\/pt\/wp-json\/wp\/v2\/comments?post=58220"}],"version-history":[{"count":32,"href":"https:\/\/blog.bindy.com\/pt\/wp-json\/wp\/v2\/posts\/58220\/revisions"}],"predecessor-version":[{"id":66225,"href":"https:\/\/blog.bindy.com\/pt\/wp-json\/wp\/v2\/posts\/58220\/revisions\/66225"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.bindy.com\/pt\/wp-json\/wp\/v2\/media\/25825"}],"wp:attachment":[{"href":"https:\/\/blog.bindy.com\/pt\/wp-json\/wp\/v2\/media?parent=58220"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.bindy.com\/pt\/wp-json\/wp\/v2\/categories?post=58220"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.bindy.com\/pt\/wp-json\/wp\/v2\/tags?post=58220"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}