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Home STARTERS MARKTEN 7 STAPPEN KENNIS & KUNDE


10 adviezen voor het maken van een sterk merk
 

 

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Branding - Werk aan je merk

De belangrijkste kenmerken zijn:
Branding heeft betrekking op de complete bedrijfsstijl incl. naam, slogan, logo, lettertype, design, kleurschema, symbolen en geluid voor het positioneren en de identificatie van je produkt. Dit alles helpt je produkt te onderscheiden van o.a. je concurrenten.

Je kunt o.a. de volgende indeling maken:

1. Merk Management
De kunst om het merk constant herkenbaar te houden.

2. Merk Herkenning
Zodra een merk goed bekend is en snel herkend wordt, spreken we van merk herkenning.

3. Merken Waarde
Aan een merk wordt een grote waarde toegekend.

4. Merk Identiteit
Dit is hoe een bedrijf wenst dat de consument of gebruiker het merk beoordeelt. Kleur, ontwerp en lettertype hebben een grote invloed  als symbool en identificeren evenals onderscheiden het ene merk van het andere.  Het merk is het begin van een conversatie.

5 Merk Belofte
Het positioneren van een merk in de gedachten van de prospect. Daar draait het om.

6. Merk Ontwikkeling
Een bedrijf met een groot aantal merken ontwikkely meestal een bedrijfscultuur.

7. Brand Extension
Een groot bekend merk kan gebruikt worden voor het promoten van andere nieuwe produkten.

8. Merk Marketing
Deze focust zich op het communiceren van het merk om de bewustheid hiervan bij de consument te vergroten.  Een produkt kan door de concurrentie gekopieeerd worden, met een merk gaat dit bijna niet. 
Een produkt kan een korte levenscyclus hebben. Een merk blijft lang. Produkten worden in de fabriek gemaakt., Een merk in de gedachten.

9. Multi Branding
Een merk kan op zichzelf gepositioneerd worden of het kan deel uitmaken van een hele groep verwante merken.

10. Personal Branding
Dit is een proces waarbij je jezelf en je carriere gebruikt voor het opbouwen van je eigen naam als merk (bv. Oprah).
Heel belangrijk voor auteurs en sprekers!

Ter informatie onderstaand enige artikelen in het engels over branding - merkenstrategie.

Business Makeover - Rebranding

Business makeover  wordt steeds populairder – en niet alleen in TV-programma’s. In onze maatschappij wordt tegenwoordig alles eerst beoordeelt op hoe het er uitziet.
Rebranding …. oftewel opnieuw positioneren van  een merk is alom aanwezig. Vaak gepresenteerd als remedie tegen slappe omzet en verouderde produkten.

Hoe werkt het?
Rebranding behoort een weerspiegeling te zijn van uw huidige onderneming en niet een projectie naar wat de onderneming zou moeten zijn. U moet er voor zorgen dat de ervaring van de klant overeenkomt met zijn verwachting  Oppoetsen an uw merk heeft op de lange duur geen resultaat.  Voordat u begint met rebranding moet u zeker weten dat er behoefte is aan enige aanpassing van uw onderneming, produkt of service.

U moet er ook rekening mee houden dat hoe ingrijpender u uw merk wijzigt hoe groter de kans is dat u de huidige klanten kunt verliezen. Indien u de belofte van uw merk waar kunt maken, bij uw nieuwe meer kapitaalkrachtige klanten, dan maakt het voor u niets uit of u een aantal klanten verliest.. U kunt niet alles tegelijk zijn. Daarom zullen gerenommeerde firma’s altijd hun merk aanpassen ipv geheel opnieuw te beginnen.

Uw naam en merk hebben waarde ook als u er zelf op uitgekeken bent. Bekijk eens de mogelijkheden om elementen van uw design op te waarderen. De kunst is om een moderne look te krijgen zonder het originele appeal en dus de klanten te verliezen.

Een geschikt moment voor een makeover is als uw onderneming een andere richting heeft ingeslagen bv. door nieuwe technologie, nieuwe trends in de industrie, het aanboren van nieuwe markten of het lanceren van een nieuw produkt.  Rebranding dient bij voorkeur alles in een keer te omvatten – logo, visitekaartjes, briefpapier, brochures, website enz. Is dit te duur concentreer  u dan op de belangrijkste  kenmerken van uw onderneming. Het aangepast houden van uw onderneming aan veranderende markten is cruciaal. Strategische aanpassingen zorgen dat u zich beter onderscheidt van de concurrentie.

Importance of Brand Building
By Rome Mele

Article Word Count: 567   [View Summary] Comments (0)

Brands, today are the strongest representators of your company, be it a company providing services, products or anything within the purview of its applicability to the customers.

Branding has an Ubiquitous presence all over, right from the Watch that we wear to the cellphone network provider that we choose, to everything that we can think of.

Hence it has become a critical key to success in this enormously competitive market today. The Global market place has its byzantine forms, with every niche of it, ie the merchandise categories imposing their own levels of prioritizations. Based on these prioritizations people choose which brand to go for. Hence it becomes a thing of utmost importance to relate the customers with the brands that we want to create.

Branding is mostly about becoming the only viable choice on the customer's mental shopping list - and this subtle but important truth forms the epitome of everything that it takes to create your own brand. People ( customers) subconsciously starts building their own pyramids of brands, based on what they have heard, seen, experienced etc. These are the various aspects that go together in building up a brand.

So, if you are keen about creating your own brand - Design your Branding aspects for your customers - not the other way round of designing it for your Company. The whole idea behind building a brand is to build a long lasting impression over the section of people that you have targeted. The Branding, however takes time - but in the long run it pays, eventually and proportionately to what efforts you have put in.

Why Branding based on customers' thoughts is important?

Human beings have a natural tendency to relate or familiarize themselves with some sets of things they prefer to use - be it in their daily lives or occasionally. So while building a brand, keep this in mind that : " It is of least importance what your company's thoughts are about the branding strategy that you choose compared to branding based on customer's mentality of what they think of the same. "

Now - How do you go about building brands?

Know your Customers and relate yourself to them - after all they play the most significant role in branding your services/products.

Build a relationship with the customers - this aspect helps you in building an effective pool of profitable customer base.

Sustain the Quality - Your customers are certainly not bothered about your company's health, rather in your products/services. You lose in this part - then you will eventually lose with whatever you had done so far. Live up the Brand name everyday.

Provide a better value - People are always wary about where their hard earned money would be next spent. Provide them an exemplary reasons as to why they should spend upon your services/products rather than on others. Providing a cost effective pricings can do the magic here.

Differentiate your business from the competition - Become visible, play tough.

Choosing over the right associates/affiliates - Keeping this point right, would fetch you the right profitable customers , at least most of the times.

Developing an emotional position for yourself and your message through the brand - This lets people with similar sentimental thoughts as described through your brand, to identify themselves.
Having said these little talks - Lets walk the talk now.

Happy Branding to you All !

http://www.rome-dec.blogspot.com

Visit here to know more about me.

Rome Mele - EzineArticles Expert Author

 

What is the Need of Self Branding?
By Drake Chinen

Article Word Count: 481   [View Summary] Comments (0)

Nowadays, self branding has emerged as the latest trend in the field of online marketing. It works at its best while you franchise and affiliate with some big organization where many people are doing the same work which you are doing. Moreover, if there are two businesses and both are offering the same products and services, normally the one, which is self branded is preferred over the other and has a greater appeal to the consumers.

The main reason for self branding being more workable is its creation of an emotional connection, with large distinct market. In addition to this, it helps people in determining the fact that there is a person who has a vested interest in that company. It is also necessary to make consumers believe that there is one responsible person who provides them with assistance as well as contacting them when they need help.

At the time of branding, it is not always essential that you use your name in the company's title for successful branding. Make sure that when you brand yourself with your company, there will be a great deal of flexibility. The easy way of self branding is by representing yourself as the 'face' of the company to your prospective customers. This will really help increase the visibility of your company's brand as well as enhance company's reputation. Moreover, if you claim that you are reliable, honest and consistent, then through your work people will come to know that you and your company are really reliable to work with.

This self branding tactic is followed mostly in online marketing as it really helps to boost your business and build a strong reputation which in turn helps to build a successful brand. In the customer market, the most important thing is perception and when it comes to your brand visibility, people's perception means a lot. If the worst comes to the worst and God forbids, you do not receive the response as you are expecting for your product, then it would do a lot of harm to your business.

It is a well known fact that self branding is an online marketing strategy; so, it is essential to be honest and open. If people are satisfied with what they see through your marketing and they come across the same when they start doing business with you, then they will continue doing business with you in future as well. That is the reason why your marketing and business will go hand in hand flawlessly. Make sure that your online marketing will offer the same thing, which your company can deliver. This will really helpful in boosting your business and developing a long-term financial success for your business.

To conclude, self branding is considered to be one of the best options in the field of online marketing, which really helps your business grow by leaps and bounds.


Drake Chinen is an Internet marketer and business owner. He is mentor with the All4One Network (A team of online marketing coaches). To learn more about him go to: http://www.100enlightenedmillionaires.com/ or call 808-383-6627.

Drake Chinen - EzineArticles Expert Author
 

Creating A Successful Brand
By Alex Cleanthous Platinum Quality Author

Article Word Count: 434   [View Summary] Comments (0)
 

A successful brand is the marriage of your own strengths with what your customer base wants. That's why it's essential that you don't rush into any kind of business before you decide what your brand is all about.

So what exactly is a brand?

Put simply, a brand is essentially something that you can offer to your customers that no one else can. They say there's nothing new under the sun, but you need to find a fresh spin on something that is already being offered by other people. Think about the difference between the brands of Pepsi and Coca Cola, for example. They are both unique, very different brands for a very similar kind of drink, but most people would agree they look for one or the other when they go shopping to buy that drink.

So you need to start with what you want to sell, and research that market thoroughly. What can you offer that isn't already being done? It may be a specific way of selling the product. It may be a unique recipe or way of presenting the product. It could be the fact that you supply a free gift with each purchase. You might decide to market your offering in a different way, to reach a slightly different audience.

All these factors can influence how you create your own brand - and they are just the beginning.

A brand can also relate to how your product or service is perceived visually. Think about all the big name companies in the world... and how recognisable their logos are. A logo can strengthen your brand and make it more familiar, which is essential to your long term success if you are selling a consumable product which you will want people to come back and buy more of. A brand can also include a slogan of some kind, which encapsulates the things that make you different from your competition. Together with a logo these aspects can form a very strong marketing base to work from.

The key to creating a successful brand is to research the market you want to enter, to decide how you can make your own mark. Don't try to copy what is already out there - apart from getting yourself into trouble you won't succeed that way. Be daring and do something different. Make your brand stand out for all the right reasons, and remember it's essential to put in the time to create a strong brand in the first place.

If you do this, it will pay you back many times over for years to come.


Web Profits specialises in search engine optimisation, online marketing & web design, helping businesses generate profits from the Internet. For a free report on 'The Secrets of Online Marketing for Offline Businesses' visit Search Engine Optimisation.

 

 

 
 




 
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