你去旅舘。房間發黴，髒兮兮的。食物勉强及格。服務是粗魯的和零星的。當你向管理層抱怨時，你會遇到冷漠，或者更糟的是，沉默。
你會留下幻滅和厭惡。對於所有的度假村的行銷，你都感覺是浮華誇大了。
品牌行銷遠遠超越市場行銷。如果沒有確保你的業務的各個方面反映和支持你想要的品牌，它就不會成功。你的最有價值的資產之一就是你的員工必須訓練有素，善於表達和傳遞你的品牌。這一步驟對於那些沒有你能掌握的產品的服務組織來說尤其重要。他們的產品是知識、經驗和人的軟資產。
不提供品牌的員工可能是企業的死神。不相信？看看客戶在網絡上的評論，你可能會遇到不止幾個人因為對你的客戶服務的負面評論。相反，那些代表品牌完美無瑕的員工可以推動企業走向閃亮明星。
品牌：所有零部件的總和
儘管很多人認為，品牌不是關於你的標誌，標語，和光滑的小冊子。相反，一個強大的品牌整合了多個組成部分，所有這些都是必要的，包括客戶互動、員工溝通、企業理念和廣告/行銷努力。
正如上面的故事所說，你的品牌延伸到你的員工、客戶、媒體甚至大眾。如果這些元件不能持續增強你的品牌，客戶就會不滿。如果他們向其他潛在客戶甚至媒體表達自己的觀點，那麼他們感知的負面影響可能會對你的業務產生連鎖反應。這會侵蝕你的品牌資產，並造成對市場中貴公司的誤解，進而可能導致潛在客戶、雇員和投資者轉嫁貴公司。
另一方面，品牌的一致性貫穿組織的各個層面，有助於推動一個組織的成長和繁榮。強勢品牌可以推動銷售增長。這家公司更適合吸引和留住最好的員工。供應商可以看到你的品牌價值，並期待與您的企業建立夥伴關係，而投資者看到的企業和您的品牌資產作為一種有價值的商品。
通過員工進行品牌推廣
你的員工是客戶最重要的接觸點之一。這裡有幾個步驟，以確保他們代表您的品牌在最好的光可能。
發展公司理念
一個經過深思熟慮的計畫哲學指導你的公司如何運作，這是加强你在員工中的品牌的第一步。
保持品牌一致性
這一步對於打造強勢品牌至關重要。然而，一致性往往是第一個解開的特質之一。你必須在組織的各個方面建立一致性。但是製定標準是不够的。你必須不斷地評估你的行為。建立與客戶和公眾互動的業務的各個方面的檢查點。確保每位員工有權識別和解决品牌中的不一致。無法與一個客戶傳遞品牌，他可能會忘記。對於另一個人來說，這樣做是不可能的，他或她可能不會那麼寬容。只需要很少的一點就能驅散你所兜售的品牌。
練習你所宣揚的內容
最好的引導方法就是以身作則。如果你的品牌項目你的組織作為一個支持它的員工，然後背信棄義，你的品牌（和銷售）將遭受損失。
執行品牌指導方針
為了確保品牌的一致性，你的組織必須建立一個框架或一套品牌指導方針。我們不僅要討論商標或企業標識指南，還要討論傳達公司品牌定位聲明、關鍵資訊、核心價值、品牌内容、成功度量以及處理客戶問題或回饋的過程的實際品牌指南。
瞭解和解决文化差异
隨著科技、通訊和互聯網的發展，我們正在真正成為一個全球經濟體。在建立品牌時考慮文化差异比以往任何時候都更重要，尤其是如果你的企業具有國際影響力。客戶對中文用詞和語句和英文的用詞和語句的認知可能不具有相同的意義。在中國顧客的價值和感知是積極的，在其他地方可能必須以根本不同的作法來被被感知。過去，所有其他國家都想效仿美國的模式。今天的情况未必如此。因此，企業有責任確保他們的品牌能够超越這些文化差異，如果他們有更大的地理範圍。
品牌延伸遠遠超出了你的行銷努力。你的品牌只有它背後的人和你的顧客面前的人一樣好。花些時間有效地建立一個反映你的品牌的企業文化。培訓員工代表品牌。評估你的品牌在你的業務各個方面的一致性。這樣做，你將加强你的品牌資產，並使你的公司獲得更大的成功。
Brand Marketing Beyond Market Marketing
Brand Marketing Beyond Market Marketing
Imagine that you are about to embark on a journey. You have received a brochure for a luxury resort. The room was luxurious and the venue was impeccable. The restaurant's signature dishes look delicious. You were moved.
You go to resort. The room was mouldy and dirty. The food barely passed. Service is rude and sporadic. When you complain to management, you will encounter indifference, or worse, silence.
You leave disillusionment and disgust. For all the resort marketing, you feel that it's a grandiose exaggeration.
Brand marketing goes far beyond market marketing. If you don't ensure that all aspects of your business reflect and support the brand you want, it won't succeed. One of your most valuable assets is that your employees must be well trained to express and convey your brand. This step is especially important for service organizations that do not have products you can master. Their products are the soft assets of knowledge, experience and people.
Employees who do not provide brands may be the death of the enterprise. Unconvinced? Looking at customer reviews on the Internet, you may encounter more than a few negative reviews of your customer service. On the contrary, those employees who represent the perfect brand can promote the enterprise to a shining star.
Brand: the sum of all components
Although many people think that brands are not about your logos, slogans, and smooth brochures. Instead, a strong brand integrates multiple components, all of which are necessary, including customer interaction, employee communication, business philosophy and advertising/marketing efforts.
As the story above says, your brand extends to your employees, customers, media and even the public. If these components do not continue to enhance your brand, customers will be dissatisfied. If they express their views to other potential customers or even the media, the negative impact they perceive may have a ripple effect on your business. This will erode your brand equity and create misunderstandings about your company in the market, which may lead to potential customers, employees and investors passing on to your company.
On the other hand, brand consistency runs through all levels of an organization and helps to promote the growth and prosperity of an organization. Strong brands can boost sales growth. This company is better suited to attract and retain the best employees. Suppliers can see your brand value and look forward to establishing partnerships with your business, while investors see the business and your brand equity as a valuable commodity.
Brand promotion through employees
Your employees are one of the most important contact points for customers. Here are several steps to ensure that they represent your brand in the best light possible.
Develop company concept
A well-thought-out philosophy of planning guides how your company works, which is the first step in strengthening your brand among your employees.
Maintain brand consistency
This step is crucial for building a strong brand. However, consistency is often one of the first qualities to be unraveled. You have to build consistency in all aspects of the organization. But setting standards is not enough. You have to constantly evaluate your behavior. Establish checkpoints for all aspects of business that interact with customers and the public. Ensure that each employee has the right to identify and resolve inconsistencies in the brand. Unable to pass on a brand to a customer, he may forget. It's impossible for another person to do so. He or she may not be so tolerant. It only takes a small amount to disperse the brand you're selling.
Practice what you preach
The best way to lead is to lead by example. If your brand project your organization acts as a supportive employee and then goes back on its word, your brand (and sales) will suffer.
Implementing Brand Guidelines
To ensure brand consistency, your organization must establish a framework or set of brand guidelines. We need to discuss not only trademark or corporate logo guidelines, but also actual brand guidelines for communicating company brand positioning statements, key information, core values, brand content, success metrics, and the process of dealing with customer problems or feedback.
Understanding and Resolving Cultural Differences
With the development of science and technology, communication and the Internet, we are really becoming a global economy. It's more important than ever to consider cultural differences when building a brand, especially if your business has international influence. Customers' perception of Chinese and English words and sentences may not have the same meaning. Customer values and perceptions in China are positive and may have to be perceived in fundamentally different ways elsewhere. In the past, all other countries wanted to follow the American model. This is not necessarily the case today. Therefore, companies have a responsibility to ensure that their brands can transcend these cultural differences if they have a wider geographical range.
Brand extension goes far beyond your marketing efforts. Your brand is as good as the people behind it and the people in front of your customers. Take time to effectively build a corporate culture that reflects your brand. Train staff to represent brand. Evaluate the consistency of your brand in all aspects of your business. By doing so, you will strengthen your brand equity and make your company more successful.
沒有留言:
張貼留言