Στρατηγική branding

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BRANDING

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STRATEGY

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BRANDING STRATEGY

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Η μάρκα σας έχει δευτερόλεπτα για να κάνει μια πρώτη εντύπωση, γι’ αυτό είναι τόσο σημαντικό να έχετε μια στρατηγική branding. Η στρατηγική αναφέρεται στην ταυτότητα της μάρκας σας, η οποία σας διαφοροποιεί από τους ανταγωνιστές σας. Περιλαμβάνει τη δημιουργία μιας εικόνας ή ενός μηνύματος μάρκας που ανταποκρίνεται στους πελάτες, χτίζει εμπιστοσύνη και πιστότητα, και προάγει την αναγνώριση της μάρκας. Μια επιτυχημένη στρατηγική απαιτεί βαθιά κατανόηση της στοχοθετημένης αγοράς σας, προσεκτική εξέταση της θέσης της μάρκας σας, αποτελεσματική εκτέλεση, καθώς και τις τελευταίες επιχειρηματικές ιδέες σε όλα τα κανάλια επικοινωνίας.

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Από τη διαχείριση λογαριασμών στα μέσα κοινωνικής δικτύωσης, την έναρξη καμπανιών μάρκετινγκ, τη δημιουργία site και τη βελτίωση κατάταξης στις μηχανές αναζήτησης, την αλληλεπίδραση με τους πελάτες σε εφαρμογές κινητών, τη δημιουργία αυτοματοποιημένων email, το ψηφιακό μάρκετινγκ σάς παρέχει πολύτιμες εισηγήσεις για το ποιο είναι το κοινό σας και τι προτιμά. Μπορείτε να χρησιμοποιήσετε αυτά τα δεδομένα για να αποκτήσετε περισσότερους πελάτες, να εντοπίσετε τα πρότυπα αγοράς και τις τάσεις, να κατανοήσετε τις προτιμήσεις των καταναλωτών, να αυξήσετε το ROI και να δημιουργήσετε καλύτερες στρατηγικές μάρκετινγκ μάρκας. Όταν συνδυάζετε μια μοναδική θέση στην αγορά με ένα πειστικό μήνυμα, ισχυρά οπτικά στοιχεία και τεχνολογία, μπορείτε να δημιουργήσετε μια ταυτότητα μάρκας που ξεχωρίζει.

Σκοπός branding

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… από τους ανταγωνιστές σας, ώστε να ξεχωρίζετε στην αγορά σας. Το εμπορικό σήμα μιας εταιρείας είναι αυτό που την ξεχωρίζει από τους ανταγωνιστές της και την καθιστά μοναδική. Η στρατηγική branding σας θα πρέπει να είναι σε απευθείας σύνδεση με το εμπορικό σήμα σας και θα πρέπει να είναι αυτό αισθητό και εμφανές.

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… και προωθήσει την πιστότητα στη μάρκα σας, επικοινωνώντας την αξιοπιστία σας. Ο σκοπός μιας μάρκας είναι να δημιουργήσει κάτι που θα κολλήσει στο μυαλό των ανθρώπων και να τους βοηθήσει να τη θυμούνται. Το εμπορικό σήμα σας πρέπει να δημιουργήσει μια θετική εικόνα στο μυαλό των καταναλωτών.

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… του προϊόντος ή της υπηρεσίας σας στο κοινό και στους πελάτες. Οι βασικές αρχές του branding είναι να αποφασίσουμε σχετικά με την εικόνα που θέλουμε να απεικονίσουμε για την επιχείρηση σας προς τα έξω και τι μήνυμα θέλουμε να επικοινωνήσουμε.

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… βοηθώντας σας να αναπτυχθείτε πιο εύκολα. Σε αντίθεση με ό,τι πιστεύουν οι περισσότεροι άνθρωποι, το branding δεν είναι απλά ένα λογότυπο. Στις επιχειρήσεις ο σκοπός σας, η εστίαση σας, και η εικόνα σας συνδυάζονται για να δημιουργήσουν το εμπορικό σήμα σας.

Πλεονεκτήματα branding

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Είναι δύσκολο να θυμηθούμε μια εταιρεία με ένα γενικό όνομα ή ένα άτομο μετά από ένα μεγάλο χρονικό διάστημα. Μπορεί να μην είστε σε θέση να διακρίνετε την αποστολή τους και τα προσωπικά τους στοιχεία.

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Οι καταναλωτές δεν θέλουν μόνο ποιότητα, αλλά και προϊόντα που μπορούν να εμπιστευθούν. Έτσι η επιχείρησή σας θα πρέπει να έχει μια ταυτότητα που οι πελάτες σας μπορούν να προσκολληθούν. Εάν η εταιρεία σας προσφέρει κορυφαία προϊόντα και υπηρεσίες και έχει μια μεγάλη αναγνωρισιμότητα, οι άνθρωποι θα σας θυμούνται. Επιπλέον, συχνά θα σας προτείνουν σε φίλους και στην οικογένεια τους.

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Θέλετε οι άνθρωποι που βλέπουν τις διαφημίσεις σας να γνωρίζουν την ταυτότητα της μάρκας σας και όταν έρθει η ώρα που θα χρειαστούν το προϊόν ή την υπηρεσία σας, η εταιρεία σας να είναι το πρώτο πράγμα που θα τους έρχεται στο μυαλό. Είμαστε μια πολυbrandική κοινωνία και oι άνθρωποι συνδέουν συνήθως τα εμπορικά σήματα με την ποιότητα και μπορεί να αγοράσουν μόνο από ορισμένα εμπορικά σήματα για το λόγο αυτό. Αν οι άνθρωποι θέλουν μόνο ένα εμπορικό σήμα ενός συγκεκριμένου προϊόντος, είναι διατεθειμένοι να πληρώσουν υψηλότερη τιμή. Κάνουμε branding σωστά, ώστε να πουλήσετε σε πιο υψηλή τιμή και η αντιληπτή αξία στα μάτια του πελάτη θα είναι ακόμη υψηλότερη από ότι άμα ήσασταν άγνωστοι.

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Η εμπορική ταυτότητα είναι ο λόγος που θα κάνει έναν πελάτη να επιλέξει εσάς, αντί του ανταγωνισμού σας. Θα πρέπει να έχει ένα θετικό αντίκτυπο στους πελάτες σας και να καταλήξετε στο χτίσιμο συναισθηματικών δεσμών και την αφοσίωση των πελατών προς τη φίρμα.

Διαδικασία branding

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Δεν μπορείτε να στοχεύσετε αποτελεσματικά τον ιδανικό σας πελάτη αν δεν γνωρίζετε τις ανάγκες, τους μακροπρόθεσμους στόχους και τα προβλήματά του. Η κατανόηση του κοινού σας είναι ουσιώδης για τη δημιουργία μιας ολοκληρωμένης στρατηγικής σήματος. Κάντε μερική έρευνα αγοράς για να ανακαλύψετε προσωπικότητες χρηστών, δημογραφικά στοιχεία και ενδιαφέροντα που κινητοποιούν τους πελάτες σας. Το να γνωρίζετε ποιον στοχεύετε θα σας βοηθήσει να προσαρμόσετε το μήνυμα σας για να φτάσετε καλύτερα σε νέους πελάτες ενώ παράλληλα εμπλέκετε τους υφιστάμενους. Η καθιέρωση ενός σαφούς στόχου κοινού είναι ουσιώδους σημασίας για τη δημιουργία μιας αποτελεσματικής επιχειρηματικής στρατηγικής.

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Για να ξεχωρίσετε από τον ανταγωνισμό, δημιουργήστε μια μοναδική τοποθέτηση στην αγορά και συμπεριλάβετε τη στην επιχειρηματική στρατηγική του brand σας. Αυτό περιλαμβάνει τον καθορισμό του τρόπου με τον οποίο το προϊόν ή η υπηρεσία σας θα πρέπει να αντιλαμβάνεται το κοινό σας σε σύγκριση με το πώς αντιλαμβάνεται αυτό των ανταγωνιστών σας. Βασίστε την τοποθέτηση του brand σας στην ξεχωριστή του αξία. Αποτυπώστε την ουσία του σε μια φράση που επικεντρώνεται σε αυτήν τη διαφορετικότητα και σε αυτό που καθιστά τη μάρκα σας ξεχωριστή από τους ανταγωνιστές.

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Η πλειοψηφία των πελατών προτιμούν να αγοράζουν από μάρκες με τις ίδιες αξίες με τις αυτούς, πράγμα που σημαίνει ότι η δημιουργία ενός μηνύματος που απηχεί το κοινό σας είναι ζωτικής σημασίας. Το μήνυμά σας θα πρέπει να είναι συνεπές σε όλα τα σημεία επαφής και να δείχνει τις βασικές σας αξίες. Η ιστορία του brand σας θα πρέπει να αποτυπώνει την προσωπικότητα και την αποστολή του, προσφέροντας στους πελάτες ένα συναισθηματικό δέσιμο με το προϊόν ή την υπηρεσία σας. Θα πρέπει επίσης να επικεντρώνεται στο πώς μπορείτε να λύσετε τα προβλήματα των καταναλωτών και να κάνετε καλύτερη τη ζωή τους, δημιουργώντας έτσι μια σύνδεση με το κοινό σας και προωθώντας την πιστότητα στο μακροπρόθεσμα.

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Η δημιουργία μιας ισχυρής οπτικής ταυτότητας θα επεκτείνει την αναγνωρισιμότητα του brand σας. Η ταυτότητα περιλαμβάνει στοιχεία που αντιπροσωπεύουν το brand σας, όπως το λογότυπο και συγκεκριμένες γραμματοσειρές και χρωματικές παλέτες που επιλέγονται για την αισθητική σας. Τα στοιχεία αυτά χρησιμοποιούνται σε όλα τα σημεία επαφής με τον πελάτη σας, όπως ιστότοποι, προφίλ στα μέσα κοινωνικής δικτύωσης και γενικότερα σε όλο τον φάσμα του marketing.

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Στρατηγική υλοποίησης

Αναλύστε την ανταπόκριση του κοινού σας στο μήνυμά σας, τα οπτικά στοιχεία και την τεχνολογία για να δείτε τι λειτουργεί. Εάν κάτι δεν ανταποκρίνεται στο κοινό σας, δοκιμάστε διάφορες προσεγγίσεις μέχρι να βρείτε επιτυχία. Παρακολουθείτε πώς οι ανταγωνιστές σας θέτουν τον εαυτό τους και προσαρμόζετε τη στρατηγική σας ανάλογα. Η μελέτη της αγοράς θα σας βοηθήσει να αναπτύξετε μια ισχυρή, διαφοροποιημένη ταυτότητα μάρκας που ξεχωρίζει από τον ανταγωνισμό. Δείτε τη διαδικασία στο παρακάτω infographic.

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Στρατηγική υλοποίησης

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