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丽水品牌设计公司谈如何建立品牌故事和消息传递

1概述您的品牌所提供的主要品质和好处。

ZONGSHIHUIYOUPINPAIYONGYOUGENGDADEYUSUANHEGENGDUODEZIYUANLAIZHIHUIZIJIDEXINGYE。NINDECHANPIN,FUWUHELIYIWANQUANSHUYUNIN。

CHUANGLIYIGELINGRENNANWANGDEPINPAIYIWEIZHENINXUYAOSHENRUYANJIUCAINENGZHAODAOSUOTIGONGDECHANPIN,ERMEIYOUQITARENKEYITIGONG。LISHUIPINPAISHEJIGONGSIZHEZHONGYUSHININDEGONGSIPINPAIDUTEDEZHILIANGHESHOUYI。JIASHENINQUEQIEZHIDAOMUBIAOSHOUZHONGSHISHEI(QINGCANYUEDI3BU),QINGJITAMENYIGEXUANZENINDEPINPAIERBUSHILINGYIGEPINPAIDELIYOU。

重要的是要注意,这不仅仅是您的产品或服务提供给客户或客户的功能清单。考虑一下您如何提供可改善消费者生活的价值(成果或经历的结果)。


ZHEILIYOUYIXIELIZI:

更真实,透明的客户服务

ZHICHISHENGCHANLIDEGENGHAOFANGFA

TONGGUOGENGSHIHUIDEXUANZEJIANGDICHENGBEN

JIESHENGRICHANGRENWUDESHIJIAN


LISHUIPINPAISHEJIGONGSIPINPAIJIANLIFANLI:Apple

PINGGUOXIANRANBUJINSHILINGYIJIAJISUANJIGONGSI。TAMENDEZHUYAOSUZHIZHIYISHIJIANJIEDESHEJI,QIZHUYAOHAOCHUSHI YIYUSHIYONG。CONGDUTEDEBAOZHUANGDAOFABUHUODONG,AppleSHIZHONGTIXINGKEHUKEYILIJISHIYONGQICHANPIN。

NINHAIJIDEPINGGUOGONGSI1997-2002NIANDEKOUHAOMA?NEISHI“ SIKAOBUTONG ”。ZHEIGEGAINIANZAIJINTIANRENGRANCUNZAI。WOMENJIHUYIJINGWANCHENGLEPINPAIJIANLIGUOCHENGDEYIBAN。RUGUONINYIJINGZUODAOLEZHEIYIDIAN,JIZIJIYIGEGAOWU。


2形成您独特的品牌声音

NINDESHENGYINQUJUEYUGONGSIDESHIMING,SHOUZHONGHEXINGYE。ZHEISHININYUKEHUGOUTONGDEFANGSHI,YIJITAMENRUHEHUIYINGNINDEFANGSHI。

一个品牌的声音可能是:

  • 专业的

  • YOUHAO

  • FUWUZHISHANG

  • QUANWEIXING

  • JISHU

  • CUXIAOXING

  • DUIHUASHI

  • NEIRONGFENGFU


YOUWUSHUXINGRONGCIHEKENENGXINGKEYIZAININDEXIAOXICHUANDIBEIHOUJIANLIPINPAISHENGYIN。ZUIZHONG,NINXIWANGXUANZEYIZHONGYOUYIYIDEPINPAISHENGYINBINGYUMUBIAOKEHUCHANSHENGGONGMING。(ZAICI,HUIDAOBUZHOU3!)NINHUIFAXIAN,RUGUOZHAODAOBINGSHIYONGZHENGQUEDEPINPAISHENGYIN,ZENIN YUXIAOFEIZHEJIANLILIANXIDEJIHUIZUIDA。

在发布博客文章或社交媒体帖子时,这一点尤其重要。保持一致的声音将有助于您的品牌形象以相同的方式在多个渠道上得到认可。追随者,读者或订阅者社区在使用您的内容时会期望某种品牌声音和品牌个性(请参阅下一步)。

LISHUIPINPAISHEJIGONGSIPINPAIJIANLIFANLI:MEIGUOWEIZHEN

WEIZHENMEIGUOHANGKONGYIQIYOUHAOERKEKAODEKEHUFUWUERWENMING,QISHENGYINBUDUANJIANLIGAIPINPAI。ZAITwitterSHANG,QINGZHUYIQIFENGDUPIANPIANDEFENGGE-ZAIZHEIZHONGQINGKUANGXIA,QINGSHIYONGJIYUWEIZHIDEYOUMO。TAMENHAIZENGQIANGLEDAIJIKEHUDEJIAZHI-BAOZHENGMEICIFEIXINGZHONGDEDIANYUANCHAZUO。

在我们提供不带电源插座的航班之前,鱼竿将在派克广场飞行。#FleetWide


选择有意义的品牌声音,并与目标客户产生共鸣。


3让您的品牌个性闪耀

KEHUBINGMEIYOUZAIXUNZHAOQITATIGONGYUQITARENXIANGTONGDEDONGXIDEQUQIGONGSI。TAMENZHENGZAIXUNZHAOZHENZHENGSHIHEGERENXUQIUDE,LIANGSHENDINGZHIDETIYAN。

XIANGZHIDAORUHEYIDUTEDEFANGSHIWEININDEQIYEDASHANGPINPAI?SHININDEGEXINGZAIPINPAIJIANLIGUOCHENGDEGEGEFANGMIANTUOYINGERCHU。ZAISUOYOUJIECHUDIANSHANGJUNYUGAIPINPAIGEXINGBAOCHIYIZHI。


TAKEYIHENJIANDAN:

  • 交流中的对话性声音(使用“我”和“您”)

  • FENXIANGMUHOUNEIRONG

  • JIANGZHENSHIJINGLIDEGUSHI

  • YIGUGUAIDEFANGSHIMIAOSHUNINDECHANPIN/FUWU

  • SHININDEGEXINGZAIPINPAIXINGXIANGSUZAODEGEGEFANGMIANTUOYINGERCHU。


4建立品牌故事和消息传递

JIANLIPINPAISHI,QINGJIANJIEDIGAOSUKEHUNINSHISHEI。SHIYONGNINWEIPINPAIXUANZEDEQIYESHENGYIN。NINDEXUNXIYINGYUNINDEPINPAICUOZONGFUZADILIANXIZAIYIQI,BINGSHIZHONGRUYIDICHUANDA。


品牌开发过程的这一部分超出了徽标和标语的定义,从而定义了以下方面的关键方面:

  • 你是谁

  • NITIGONGSHENME

  • RENMENWEISHENMEYAOGUANXIN


PINPAIGUSHISHIZAIRENYURENZHIJIANJINXINGJIAOLIUDEJIHUI,KEYIYUNINDEXIAOFEIZHEJIANLIZHIJIEDEQINGGANLIANXI。ZHEIYIWEIZHENINZAIDADONGQINGGANHEXIANSHIYINGLIJILIJIESUOSHIYONGDEYUYAN。JIANDANMINGLE。

最重要的是:在创建品牌故事时,要讲的不是产品能做什么……而是要讲究它对客户的重要性。


LISHUIPINPAISHEJIGONGSIPINPAIJIANLIFANLI:TOMSXIEZI

TOMS ShoesYIJIANLIQIPANGDADESHEHUIGUANZHUDU,BINGHUODELEYADAOXINGDEZHENGMIANPINPAIRENZHI。TAMENZAIWANGZHANSHANGQINGCHUDIDINGYILEZIJIDEXINXIQIANYANHEZHONGXIN:“ GAISHANSHENGHUO。DUIYUNINGOUMAIDEMEIZHONGCHANPIN,TOMSDOUHUIWEIYOUXUYAODERENTIGONGBANGZHU。YIDUIYI。”ZHEIGEGUSHISHITONGGUOXIAOFEIZHEYUPINPAIDEMEIGEJIECHUDIANJINXINGDE。


品牌信息是在人与人之间进行交流的机会,可以与您的消费者建立直接的情感联系。


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