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为什么要打造品牌?品牌不只是个LOGO – 译学馆
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为什么要打造品牌?品牌不只是个LOGO

How and Why To Build a Brand: It's Not Just a Logo

你的公司不会因为它拥有一个好的商标而生存
Your business won’t survive because it has a cool logo,
但是如果它在拥有一个优秀商标的同时
but it will survive if it has a cool logo
还拥有一个共同认同的使命 那么就可能长期生存
and a Mission that people identify with.
建立一个品牌的目的是为了得到认可
Building a brand is all about making that identity.
它关乎你是谁
It’s about who you are
以及你们公司遵守的规则
and the rules your company follows to
并忠于这个身份
always be true to that identity.
当你去超市
When you go to market,
人们开始思考并感受你们公司的商品
people start to think and feel things about your company.
建立一个有特征的品牌
Building a brand through an identity
将允许你掌控市场声音
will allow you to be in control of that voice
并定义人们对你的真实感受
and define what people feel it’s true about you.
它允许你向人们宣布
It allows you to declare what it feels like to be
成为品牌的一部分的感受
a part of your brand;
让人们渴望
to start making it desirable
成为你们品牌的一份子
to become a part of the tribe of your brand;
并来诱导人们的这种感觉
and to garner audience besom that feeling.
品牌的标志性越强
The stronger the identity,
忠诚度和即时认知度越强
the stronger the loyalty and instant recognition.
首先你要思考你的公司存在的目的
Start to do this by thinking about why your company exists.
执行任务并列出清单
Go to the mission and make a list of things
关于你们公司感兴趣的事
your company feels passionately about.
概述你们公司的立场
Outline the things your company stands for.
展示你的清单
Take that list and get feedback on it
并从投资人那里得到反馈
from people invested in your vision.
现在花一点时间考虑
Now take some time to think about what feeling
你想要诱导人们怎样的感受
you want to inspire in people
这被称为品牌承诺
known as Brand Promise.
这取决于你的产品
This stands outside of your product,
尽管人们很容易脱离你的产品
although people should make the leave to your product easily.
比如说
For example, Nike’s is
耐克的品牌理念是给全世界每一个运动员带来鼓舞和激励
To bring inspiration and innovation to every athlete in the world.
而可口可乐的理念是
And Coca Cola’s is to
让大家的身心焕然一新
Refresh the world in mind, body and spirit
带来开心一刻
and inspire moments of optimism.
接触过耐克产品的人都应该能感受到这种力量
Everyone on engaging with anything Nike should feel the empowerment,
而接触可口可乐的人
and anyone who engages with Coca
则应该感受到产品带来的快乐
should feel like it brings happiness.
这些公司以这些特征为基础
These companies use this identity as a foundation
在每一项营销活动中都精心设计和强化它
and craft and reinforce it in every piece of marketing
他们都成功了
they do without fail.
为了保证你的销售人员的表现符合你创建的品牌形象
To keep your marketers on track of the identity you create,
你需要融入你之前设计的角色
you need to take the identity you’ve created
并给他们一种方法来对照它来衡量他们的工作
and give them a way to measure their work against it.
营销者需要明确的品牌指南来遵循
Marketers need clear brand guidelines to follow
用来排除他们自己创造的东西
and use against the things they create
保持品牌理念的一致性是至关重要的
that are crucial for consistency following your identity.
这就是关键
This is key.
如果没有这么 做你的消费者会感觉到品牌的不一致
Without it, your consumers will feel brand dissonance,
当他们准备买一个之前见过的东西时
and when they come expecting one thing they’ve seen before,
会选择其他的替代品
and instead get something else.
当一个事物总在改变面貌和内容时
It’s hard for people to become loyal to something
人们很难对一个事物保持忠诚
when it’s consistently changing faces and messages.
赋予你的品牌一致性和可识别性
Give them something consistent and recognizable
这样消费者才会认同你和你的品牌标志
that they can easily register with you and your brand identity.

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视频概述

品牌的价值以及创立品牌的关键

听录译者

Q

翻译译者

The END.

审核员

审核员 AF

视频来源

https://www.youtube.com/watch?v=J47UuSlZcVA

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