品牌行銷系列 1|為什麼品牌做不起來?小公司的兩大品牌行銷誤區 (上)

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這幾年講行銷很難脫離「品牌」這個關鍵字,誰都希望自己的公司可以有Apple、星巴克那樣的品牌力,坐擁鐵粉無數,每出新品都能稱霸市場。

這些知名的案例總給我們這樣的印象:

讓消費者對品牌有好感,產品自然有競爭力、銷售自然更容易。

然而想像很豐腴,現實卻總是很骨感。多數企業的「品牌專案」都無法取得成效,拍了品牌影片、發了社群貼文,銷售量卻總是不見起色。專案淪為公司營運的錢坑,行銷人員報告時最不想面對的事情。

其實品牌行銷不是沒有用,只是大多數人沒有看到品牌建立過程的那些細節。而正是對這些細節的錯誤認知,造成大多數的品牌都「做不起來」,只有避開這些誤區,「品牌行銷」才會成為公司銷售的最佳利器。

誤區 1 |打品牌要時間?成效沒有衡量指標?

嚴格說起來,打品牌確實需要時間。在回收利潤之前,要投入許多時間與金錢才能讓建立消費者心目中的「優良品牌」。不過…你真的知道自己還要花多少時間嗎?大多數的行銷人員其實不知道。

品牌行銷最常遇到「不賺錢」的問題。面對老闆的質問,許多行銷人員覺得很痛苦:「打品牌最好是這麼快!當然不是馬上可以轉單的啊!」然而這種回答老闆是不可能滿意的。

老闆想知道的其實是:「所以你的成效到底是什麼?賺錢還要等多久?」

這些問題,其實都是可以回答的。在數位行銷的時代,就算是相對「虛無飄渺」的品牌塑造專案,也有許多數據可以追蹤。也許你回答不出來,並不是因為「品牌沒有成效衡量指標」,而是你做品牌的方式缺乏方向。

有多少人已經看過你的品牌資訊?有多少人已經對品牌的產品、服務或故事有興趣?又有多少人長期/多次與品牌互動?而這些人中,又有多少人作為「嚐鮮者」,已經下單購買你的產品/服務?

以上幾個問題,看的是目前消費者在「品牌認知三階段」中的分佈狀況。一個良好的品牌行銷策略裡,這些數據與資料都是了解企業目前所在位置、完成品牌推廣不可或缺的工作。

跨際數位行銷顧問 陳昭宇 Skyle

#品牌行銷系列 1|為什麼品牌做不起來?小公司的兩大品牌行銷誤區 (下)

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