Construire votre marque ne se fait pas du jour au lendemain. Surtout si vous êtes une petite entreprise ou une start-up qui cherche à se démarquer de la concurrence et à développer son audience. Par où commencez-vous? Comment développez-vous l’apparence et la sensation? Avez-vous vraiment besoin d’un compte Twitter? Logo parfait? Une mascotte?
Que vous soyez un café ou une application pour connecter les familles avec les gardiennes d’enfants , Michael discute d’idées à garder à l’esprit lorsqu’il tente de se démarquer.
OK, vous avez votre idée d’entreprise. Comment faites-vous pour en faire une marque?
Quand je pense à la marque, je pense à trois choses: l’authenticité, la pertinence et la différenciation . Pour l’authenticité, définissez qui vous êtes en tant qu’organisation – qu’est-ce qui vous a poussé à démarrer votre entreprise, votre entreprise de chaussettes, votre cabinet d’avocats? Restez fidèle à cela, puis concentrez-vous sur ce qui concerne votre offre spécifique pour un public. Enfin, la différenciation consiste à se démarquer de la concurrence. Il est fort probable que votre offre ne soit pas la première du genre, non? Vérifiez donc le paysage concurrentiel et définissez ce qui vous distingue. Lorsque vous avez compris tout cela, vous pouvez commencer à développer votre marque.
Au début, comment pouvez-vous savoir ce qui résonne avec votre public?
Impliquez une sorte de boucle de rétroaction avec votre public. Si vous êtes une marque de commerce électronique, il y a peut-être une mini-enquête dans vos e-mails de réception. Même si un petit pourcentage répond réellement, c’est un moyen d’en savoir plus sur ce que vous faites et comment cela est reçu.
Les réseaux sociaux sont l’ un des endroits où vous obtenez des commentaires instantanés . Recommanderiez-vous de commencer par là?
C’est un endroit gratuit pour vous permettre de créer une suite organique. Le problème, c’est que vous êtes aux caprices de l’algorithme, donc les choses pourraient changer. Posséder une chaîne comme votre newsletter par e-mail est en fait très utile car vous savez que cela pénètre dans les boîtes de réception des gens. C’est donc une réelle opportunité pour vous de voir qui ouvre les choses. Voyez si vous pouvez varier le contenu à l’intérieur. Vous pouvez tester ce sur quoi les gens cliquent et non. Toute information est une bonne information.
OK, alors une fois que vous avez des informations sur les clients, quelle est la prochaine étape?
Articulez la promesse que vous faites à votre public, une idée plus large et un objectif pour votre organisation. Et puis continuez à raconter cette histoire dans toutes les choses que vous communiquez. Nike, par exemple, leur slogan externe est «Just Do It». Mais en interne, leur raison d’être est: «si vous avez un corps, vous êtes un athlète». Donc, cela donne du pouvoir à tout le monde, que vous soyez en forme ou non, que vous soyez jeune ou vieux, tout le monde est un athlète. Tous les produits et services Nike évoluent jusqu’à cela. Trouvez ce à quoi votre marque évolue.
Eh bien, que se passe-t-il si vous n’êtes que la cabane à côtes à la recherche d’un succès modeste?
Nous avons tous vu les statistiques sur le pourcentage de petites entreprises qui réussissent et d’entrepreneurs dont le succès n’a pas été avec leur première petite entreprise. Vous devez avoir cette croyance inébranlable, cette vision et vous y pencher. Quelle que soit la taille de votre entreprise, parlez-en et pensez-y comme si elle était déjà en plein essor. Tant que cela résonne avec votre public et que vous vous sentez authentique par rapport à ce que vous essayez de faire en premier lieu, cela vous séparera de vos concurrents.
Et qu’en est-il de la voix de la marque? Comment grandir et perfectionner cela?
Imaginez que vous ayez une conversation avec votre utilisateur final. Cela vous guide dans la manière dont vous écrivez et communiquez. Si vous êtes dans une industrie lourde de jargon, une partie de cela commencera à disparaître. Si vous êtes dans un vrai domaine technique, cela peut être différent. Cela revient à savoir qui est votre public et à découvrir à quoi ressemblerait cette conversation.
Supposons que vous ayez une nouvelle eau gazeuse que vous essayez de lancer, mais qu’un concepteur ou un rédacteur professionnel ne fait pas partie de votre budget? Comment lui donnez-vous toujours un aspect et un son professionnel?
Cela revient à l’authenticité. Si votre marque et votre vision de votre bouteille semblent aussi professionnelles que possible, vous trouvez des moyens d’investir dans cela. S’il vous semble plus authentique, enveloppez-le dans une étiquette en papier recyclé qui a l’air faite maison – en dessinant chacun à la maison et en les collant sur vous-même – c’est une toute autre histoire que vous pouvez raconter. Il existe donc différentes manières de donner vie à votre histoire. L’idée de ce qui a l’air « professionnel » est en constante évolution.
Chaque entreprise souffre du syndrome de l’imposteur à un moment donné. Comment proposez-vous de le surmonter?
Le secret est que personne ne sait ce qu’ils font. Nous comprenons tous cela au fur et à mesure. Il y a un ensemble de compétences, mais tout le monde apprend et essaie. Vous continuerez à en apprendre de plus en plus à mesure que vous continuerez à travailler dessus et à essayer de nouvelles choses.
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