רבות מדובר על מיתוג ועל חשיבותו. מיתוג טוב עושה הבדל מרחיק לכם.

אולם חשוב שלא נבלבל את הסיבה והתוצאה, ומדוע בכלל התכנסנו כאן – לפני הכל מיתוג נועד לקדם את העסק שלכם ואת המכירות שלכם בטווח הארוך. זו מטרת העל של קיום הכלי הזה.

מיתוג הוא המוניטין, הרושם, הקול, הפנים, הדרך שבה נתפסת חברה (או אדם) על ידכם, על ידי העובדים שלכם וכל מי שקשור אליה ועל ידי אנשים מבחוץ, יהיו אשר יהיו. מיתוג הוא הזהות, או ה- DNA,  של העסק שלכם. אני לא מדבר רק על איך שהחברה נראית ונשמעת ועל הלוגו החדש, אלא מכלול הערכים, האמונות, המטרות ותפיסת העולם שבליבת סלילי ה- DNA  של החברה.

אבל למה זה טוב בכלל? אתם הרי יום יום מנהלים סטארט-אפ שעדיין עושה את צעדיו הראשונים בעולם… מי בדיוק אמור לעשות מיתוג בתוך המערבולת הזו? ואתם בכלל כנראה בשלב שאתם עדיין שוטפים כלים מלוכלכים במטבח של המשרד נוסף על תפקידכם כיזם/שותף/מנכ"ל/סמנכ"ל/…

לכל חברה גדולה ומצליחה יש את המותג שלה, אותו היא תכננה, בנתה, תחזקה ושינתה בהתאם לצורך. גם אתם רוצים להיות שם. חברות רוצות שלקוחות ייקנו מהן, אבל הרבה יותר מזה, הן רוצות שיווצר קשר רגשי בין הלקוח ובינם. קשר זה יעלה את הנאמנות של הלקוח למותג עצמו ויבדל את המותג שלך מהמתחרים. כיפת הברזל שיעניק לכם המיתוג גם יאפשר לכם להיצמד למדיניות המחירים שלכם בזמן שהמתחרים נותנים הנחות (אם אתם הורים צעירים, תחשבו על ההבדל במחיר בין לקנות את "תומס הקטר" לבין קטר כללי אחר.. או בין "הלו קיטי" לבין חתולה/ילדה/ורודה גנרית כלשהי..), ויעזור לכם למכור ללקוחות שמוצרים ושירותים משלימים. במקרים מוצלחים מאוד יהפכו את הלקוח ל"שגריר" מטעם עצמו למותג. זה בערך כמו ההבדל בין "סטוץ" לחתונה קתולית.

14-1
מותג ילדים אהוב.

אז איך עושים את זה?

  1. 1מסתכלים פנימה. מה מבדל את המוצר או השירות שלכם? האם אתם מספקים את המוצר היקר שמחזיק לנצח או זה הזול שנותן תמורה מצוינת לכסף? האם אתם מהוותיקים והמוכרים בתחום או שאתם חדשנים, שלא לומר מהפכנים, שלא לומר Disruptive? אי אפשר להיות שניהם. מעבר לזה, לאיזה קהל הבידול הזה רלוונטי ומועיל במיוחד? אם היית שולף באקראי 10 אנשים ממאגר הקהל הזה, אילו צרכים הם חולקים? איזה פתרון פרקטי ורגשי הם צריך? חשבו על המיתוג כקו העובר מליבת החברה, ממה שמייחד את ההצעה שלכם, ועד לקהל היעד שלכם. וכל אחד אוהב להיות עם אנשים כמוהו.
  2. 2צרו קשר לטווח ארוך. לקוחות היום מודעים יותר ומפוכחים יותר. הם כבר ראו הכל, ניסו הרבה ובלא מעט מקרים, התאכזבו. הרבה מהם ייקלטו נסיון של מותג להתקשט בנוצות לא שלו. היו אמינים במיתוג שלכם, אל תבטיחו דברים שכרגע לא תוכלו לעמוד בהם. אל תאכזבו את הלקוחות שלכם ואל תבזבזו את הקרדיט שקיבלתם מהם.
  3. 3אחידות המסר. אתם אולי פוגשים את הלקוחות פנים אל פנים, אולי משוחחים איתם בטלפון, אולי הם גולשים באתר, משתמשים באפליקציה, אולי פונים אליכם ברשתות החברתיות או באימיילים. התפקיד שלכם הוא לוודא שבכל דרך שהם יתקשרו איתכם, הם תמיד ייקבלו את היחס, ה"חוויה" שהם יודעים שהם אמורים לקבל. אתם הבטחתם להם זאת, זוכרים? תארו לכם את להקת "מטאליקה" שרה את "או-בלאדי-או-בלאדא" של הביטלס? זה שיר מקסים אבל זה פשוט לא הם.
  4. 4אחידות השפה העיצובית. החומרים השיווקיים, והמסרים הויזואלים (לוגו, אתר, אריזות, חומרים שיווקיים) צריכים להיות בעלי אותו קו עיצובי ואותו המסר בכל הערוצים השונים.
  5. 5כמו תמיד, הפגינו אומץ, יצירתיות וקצת חוצפה. אם אתם פועלים בתחום שמאופיין בחברות גדולות עם מוצרים מיושנים ולא עדכניים, שאינם מסונכרנים לחידושים הטכנולוגים ולרוח התקופה, הרשו לעצמכם לדפוק על השולחן ולומר זאת.

 

ישנן חברות שיעזרו לכם לעשות את זה. לא זול, אבל שווה לעשות את זה פעם אחת וכמו שצריך.


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