Sette note per il branding
Nuovamente mi piace qui riportare un altro post sintetico di Brand ExpressBlog sul fare branding.
1. Identify the essential qualities that your audience desires from you and the needs your audience expects you to fill Obviously, this will require market research. And because you will use this research to customize communication strategies and as the baseline for measuring progress. Assessing the needs of your target audiences represents a significant paradigm shift. Rather than telling the marketplace what you want to do, you are asking the marketplace what it wants you to do within the constraints of your mission. 2. Assess how well your audience perceives that you deliver on these qualities and fill these needs In this step, we measure how well audiences compare your performance with their ideal. You cand achieve this by asking respondents two questions. First, how much do they value a particular quality or characteristic? And second, how do they perceive the organization is delivering on that quality or characteristic? Generally, the larger the gap on highly valued qualities and characteristics, the more problematic for the organization. When the gap is large, the target audience does not believe that the institution is credible, or relevant, in something they value. There are two ways to interpret gap data. Some organizations may,in fact, not be relevant and need to respond strategically. This is a performance gap. The second option is that the organization may be highly relevant, but target audience simply is not aware, the organization is not communicating this information to prospective customers.This is a perception gap. Of course,if you have a gap problem, it is better when the gap is perception, or in this case, misperception, rather than performance. The key to differentiating between the two is the quality of the external research and the analysis. 3. Identify which performance and perception gaps you want to fill At this point you must think about which gaps you want to close. Here are three suggestions to help clarify your options:
Continually testing and refining the degree to which your target audiences are aware of you and perceive your relevance will help keep your branding efforts on track.- focus on your mission and vision. For your branding efforts to be truly strategic, they must flow from these two core statements.
- consider your competitors. If a competitor is already known for doing something that you aspire to do, you might want to reconsider. Brands and positions are amazingly tough, and if someone else has a lock on a key quality or characteristic, it will take a great deal of time and money to dislodge them. You might be better off heading for unclaimed territory.
- don’t forget collaborations. Your gap research might have identified an issue that you do not have the resources to address. One alternative, then, is to seek a strategic liaison.
- noticeable
- salient
- persuasive
- memorable
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