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如何制定合适的品牌策略?企业品牌策略指南 - 建站知识 - 上线了sxl.cn文章摘要:
如今品牌的作用与影响力已经深入人心,在一定程度上,一个企业想要成功,品牌起到了一个很大的作用。简单地来说,品牌的重要性主要有以下几点:
品牌可以帮助企业塑造特色,提高品牌营销能力,增加收益。
品牌可以凝聚受众转化为企业的粉丝。
品牌可以为公司带巨大的影响力,是重要的无形资产,而对于无形资产的重复利用几乎是不需要成本的。
……
总而言之,创立一个好的品牌对企业来说是大有裨益的,而创建好的品牌的最终目的是为了使企业持续获取更高的利润。所以我们就应该打造影响力更高的品牌,培养更多的受众群体,从而获取更高的利润。
因此,我么可以看出品牌的重要性,那么在品牌规划中一定要有一个好的品牌策略,总体来说,好的品牌策略至少需要具备以下几点:
好的品牌精神或品牌文化
品牌作为一种虚拟的事物,它的精神与文化其实就是由企业长期以来对品牌建立的投入,与受众心中的品牌印象等元素组成的。一个企业要想拥有一个好的品牌精神,很重要的一点就是要有一个价值观,这个价值观是需要在企业与受众所有人心中都存在并认可的。当企业设立一个好的价值观时,所有认同到这个价值观的人就会受其影响,并逐渐对企业产生认可,成为这个企业的粉丝,可以让企业形象借助品牌精神得到提升。
比如说Nike就是一个不错的品牌故事案例。
Nike的价值观是Just do it!一方面表现了Nike所代表的想做就要去做,洒脱自由的个性文化,同时也代表了想要不断挑战自我,突破极限的一种运动精神,因而长期受到人们的喜爱,这就是一个很好的展示品牌文化的例子。
较高的品牌忠诚度
建立一个较高的品牌忠诚度也是品牌策略中重要的一环。品牌的忠诚度代表着品牌的粉丝对这个品牌的认可程度,品牌忠诚度是企业的客户在不断购买或享受企业服务时,对企业的品牌产生了一定的认同、信任、依赖等情感。这时,客户对该企业所生产的产品相比于其他企业生产的产品会更加信任,甚至对价格的敏感度也会降低,还会变成企业的“自来水”向其他人推荐该企业的产品。
因此,在客户心中树立一个较高的品牌忠诚度也是品牌策略中重要的一环,可以让品牌为企业打造好一个“品牌护城河”。
树立远大的目标
为企业树立一个远大的目标可以为企业的品牌确立一个发展方向,包括企业的全体人员等都有了一个为之而奋斗的目标,也可以向社会展示一个更好的企业形象。那么怎样制定一个好的品牌目标呢?主要可以参考两点,一是企业整体的愿望,比如说成为世界五百强,营收突破多少多少之类的,都是可以的;或者也可以站在客户的角度上确立一个目标,这样的品牌对客户来说也更有温度,比如说你是一个医疗企业,品牌目标就可以说“为了所有客户的健康”,比如说你是一个与儿童有关的企业,企业目标就可以设定为“为了孩子的未来”。
总之,这些目标都不错,但是建议品牌目标最好还是比较远大且有意义,这样可以获得更多人的认可。点击这里,查看更多上线了建站案例。
让品牌富有价值
品牌的价值其实是受到企业的实力,文化等多种因素长期影响的结果,一般来说,一个企业实力越强,地位越高,那么它的品牌就会更加富有价值。但是除了提高公司的硬实力之外,也可以提高公司的软实力,这样对品牌价值的塑造也可以起到一定程度上的作用,比如说你的企业是一个运动品牌,那么可以多让企业赞助一些运动赛事,既可以增加企业的曝光率,也可以吸引目标受众;除此之外,可以让企业进行一定的爱心捐赠,比如对贫困儿童的赞助,对落后地区的扶助,可以展现企业人性的一面,这些都是很好的可以提高品牌价值的策略。
相信看完了上文,你对于品牌策略也有了一定的了解,这时就需要有一个可以将品牌策略落地的方案了,我比较推荐透过建设一个品牌网站来执行品牌策略,主要是因为网站可以容纳包括文字,影片等多种类型的内容,且网络营销才是当今宣传的主流阵地,因此建设一个品牌网站对于企业来说是一个不错的选择。
那么该如何进行网站建设呢?我比较推荐使用像是「上线了sxl.cn」这种自助建站平台,因为如果聘请专业的定制化外包团队的话,花费会很高,几万到十几万都正常,而上线了则能够免费建站,如果企业需要的功能很多,那么一年也才几百块钱,性价比很高。
(本展示页所提供的模板及元素仅供展示功能效果,未经授权不得应用于其他用途)
用上线了建站方法很简单,选个模板再添加自己需要的版块,替换下图片与文字内容就好,做出来的网站也比较美观,快的话只需要几十分钟就可以搞定一个网站了,还不错吧?现在就可以来试试!
「上线了sxl.cn」是一个专注自助建站与小程序开发的SaaS平台,针对众多行业提供多套小程序模板,目前已经帮助三百多万没有技术和设计基础的用户,通过上线了一键生成网站或小程序,快速建立品牌、获取客户、经营生意。2019年8月入选腾讯SaaS加速器首期成员。
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