- 14 décembre 2018
- Envoyé par : Chris KOUAKAM
- Catégorie : Branding, Formation, Marketing Digital
Vous voulez lancer votre produit ?
Vous voulez le faire connaître auprès du grand public ?
Vous voulez qu’il ait de l’impact sur vos consommateurs ?
Cet article est pour vous !
Au-delà d’avoir le meilleur produit qui soit, il faut encore qu’il se vende et par-dessous tout, qu’il reste dans le cœur de vos clients. Dans mon article précédent de la rubrique « Branding », intitulé « Votre marque est un repère sur le marché », j’ai eu à expliquer ce qu’est une marque et les différents atouts qu’elle peut présenter à vos consommateurs. Avant de mettre sur pied la marque de votre produit, vous vous devez de définir au préalable le fond et la forme de votre marque, afin de lui donner de la valeur, et ainsi le faire connaître.
Fond de marque
C’est quoi le Fond de marque ?
Pour répondre à cette question, il faut se poser 02 autres questions. Oui je sais, bizarre n’est-ce pas ?
- Pourquoi votre marque existe-t-elle ?
- Pourquoi les consommateurs devraient ils acheter votre marque ?
En gros, vous devez donner la raison profonde, la mission, les objectifs de votre marque.
Le Golden Circle
Pour mieux illustrer ce « pourquoi », prenons le Golden Circle de Simon SINEK :
- Why pour le « Pourquoi» (notre fond de marque proprement dit) : représente les missions, cette sensation profonde de croire en votre marque et/ou de votre entreprise.
- How pour le « Comment» : représente les atouts qui différencient votre produit/service des autres sur le marché.
- What pour le « Quoi» : représente les activités de votre entreprise, ses différents produis et services.
Dans la pratique, pour bien définir le fond de votre marque il existe un outil efficace : « La plateforme de marque ».
C’est un document structuré en 07 points spécifiques, qui ressortent tous ensemble votre fond de marque.
La plateforme de marque
La plateforme de marque est organisé en les 07 points suivants :
- La vision de votre marque
- La mission de votre marque
- Le positionnement de votre marque (engagement de votre marque auprès du public)
- La promesse de votre marque auprès de vos consommateurs
- Les valeurs de votre marque
- La personnalité de votre marque
- Les raisons de croire à votre marque(avantages concrets justifiant à vos cibles la croyance en ce positionnement).
Notez que le fond de votre marque n’est pas statique. Il évolue en fonction des insights que vous fournit vos consommateurs.
Insights
Les Insights sont :
- Les observations faites sur vos consommateurs, leurs besoins, leurs désirs non satisfaits.
- Les motivations qui justifierai un acte d’achat mais aussi les freins à cet acte.
Dans notre prochain article, nous aborderons la forme de votre marque. En attendant je vous remercie infiniment pour votre attention.
Keep moving forward !
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