作为一名营销人员,给你的企业打上品牌是最重要的事情之一。 品牌使您能够以独特的形象、令人难忘的声音和身份与您的行业竞争对手区分开来,从而与您的目标客户产生共鸣。 但是从头开始推出你的品牌可能很困难——特别是如果你是一个资源有限的初创公司。

虽然急于进入市场,尽快开始销售产品是很有诱惑力的,但是向顾客介绍事业的方法会对今后的销售机会产生很大的影响。 毕竟,你只有一次机会给人留下第一印象。

采用前瞻性的思维方式,制定战略,充分准备部署,将有助于推动你创业成功进入平流层。 你所需要的是对五个简单步骤的承诺。

第一步:尽早开始,开国元勋本杰明·富兰克林告诉我们,如果我们不能做好准备,我们就准备失败。 品牌远不止是引入一个新的标志或让人们知道你的生意。 你越早开始,你就越早发现潜在的问题,以免它们损害公司的声誉。 例如,我们都记得Instagram公开全新标志的春天早晨,引起大众的强烈抗议,让公司怀疑哪里出了问题。 Instagram只是一个惊人的失败的例子,但是它的经验为你的团队提供了足够的时间来确保你的策略在推广到大众之前有意义的重要性。 仅仅几周的额外消费者研究就能节省Instagram几个月的损害控制。
第二步:了解你的受众生态系统你的品牌就是你的声誉,你的身份和你的商业灵魂。 最成功的品牌是在更深层次上与客户产生共鸣并共享一套共同的价值观、信念和目标的品牌。 你对受众生态系统的了解越多,你就越能建立一个品牌,在推出时制造轰动,并在整个业务生涯中继续建立长期关系。 那么,你打算如何进入你的目标市场呢? 返回用户的人。 购买者角色总是你的品牌战略的重要资源。 一个完美的客户的数据视图教你如何说你的听众的语言,在哪里找到他们,以及如何提高参与度。 创建一个通道单元。 你的角色应该告诉你你的客户大部分时间都花在什么地方——在你的博客、社交媒体或其他地方。 在每一个接触点上创造同样的无缝体验,同时保持声音、视觉和时间表的一致性。 不要在四月在Instagram上炫耀你的新标志,然后在八月在你的网站上宣布它! 吸引你的听众。 最后,不要仅仅告诉你的客户你的新品牌:问问他们对你的商标的看法,他们喜欢你的名字,以及他们使用你的新网站是否有任何问题。 从一开始就吸引你的听众是开始为你的企业建立一个社区的好方法。
第三步:在你的故事中只推出一章成功的品牌创造观众的兴趣,逐渐将个人客户变成忠诚的消费者。 当今天的客户正在寻找新的方法来发展与他们喜爱的品牌之间的更牢固的关系时,成功的最简单的方法就是将你的发布定位为整个公司故事的重要部分。 如果你正在介绍一个新业务,是什么使你接近这个特定的市场? 如果你再次注意到,你的行业是什么趋势导致你采用了新的形象? 当Airbnb在201年推出其新身份时,它通过一个关于新标志如何说”归属”的故事激励了它的客户。 在你与世界分享你的故事之前,确保你的员工知道你的内幕和外幕。 毕竟,你的员工是你最重要的大使和讲故事的人,负责传达你的信息。 如果他们不确定你的故事的新篇章或它意味着什么,它可能会在你的新身份中造成空白。
另见迪斯尼的长短期故事

我们发表的更多报告:

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