4 Strategi Penjenamaan yang Boleh Digunakan Dalam Bisnes

Anda memang seorang usahawan dan produk sudah pun berada dipasaran selama beberapa tahun namun masih belum mencapai tahap kepuasan yang diidamkan.

Kenapa? Ramai yang terlepas pandang betapa pentingnya strategi mencipta jenama untuk mewujudkan “brand awareness” kepada setiap lapisan pelanggan. Ia adalah elemen penting dalam skop susun atur mencipta nama perniagaan.

Tak perlulah berhabis beribu ringin untuk mengupah pakar perunding imej perniagaan dan pakar grafik. Anda mungkin mempunyai kewangan yang tidak berapa kukuh untuk melabur banyak dalam kos penjenamaan.

Anda boleh sahaja lakukan sendiri. Sebagai individu berniaga, anda sememangnya mempunyai daya kreativiti untuk memilih warna yang nampak menarik, unik, komersial untuk syarikat anda. Biar ia ringkas tapi dari jauh orang akan berkata “Wow”!

Tapi macam mana nak mulakannya? Cuba gunakan 4 elemen ini yang pernah digunakan oleh jenama terbesar seluruh dunia.

#1-Cipta “Brand Standard”

Apa itu “ brand standard”? Perhatikan jenama besar coca-cola. Bayangkan tiba-tiba coca-cola mengeluarkan imej berwarna ungu, bertulisan “bold sans-serif” warna kuning. Apa yang minda akan tafsirkan adalah “itu bukan coca-cola, itu tiruan”.

Sebenarnya, syarikat coca-cola boleh saja membuat pembaharuan besar-besaran seperti itu, tetapi ia sudah lari daripada standard objektif . Coca-cola bertanggungjawab menanam “mindset”  sejak tahun  1886 lagi. Jadi untuk mereka mengambil risiko mengelirukan kesetian pelanggan yang boleh merugikan mereka sendiri. Anda jangan pula lupa untuk “patern” kan setiap ciptaan yang dilakukan.

Ambil serius juga bentuk pembungkusan produk. Ia lebih  “handy”, menarik, unik dan ekslusif supaya pelanggan akan sentiasa ingat akan produk tersebut. Janganlah lokek untuk melabur dalam medium pengiklanan seperti tv komersal, billboard, media cetak dan seumpamanya.

Mungkin untuk permulaan, gunakan media sosial sebagai “benchmark” pengiklanan, ia lebih murah dan senang. Zaman sekarang lebih mudah adanya facebook, youtube, linkedin sebagai saluran iklan yang effektif.

Mungkin untuk permulaan, gunakan media sosial sebagai “benchmark” pengiklanan, ia lebih murah dan senang. Zaman sekarang lebih mudah adanya Facebook, Youtube, Linkedin sebagai saluran iklan yang effektif.

Jangan lupa,belajar bagaimana untuk membina standard penjenamaan dan bagaimana syarikat besar berjaya mengatasi kekurangan dan kesilapan proses itu sehingga berjaya mencipta kesedaran jenama kepada pelanggannya.

#2- Lantik Penasihat Dan Duta Produk

Anda tidak boleh melakukan sendirian. Rakan niaga anda mungkin berpotensi menjadi penasihat untuk proses ini.

Kalau tidak , lantiklah seoarang individu yang mahir dalam strategi ini, mereka mungkin pegawai pengiklanan dan promosi atau pakar strategi pemasaran. Atau mereka dalam kalangan adik beradik atau ibu bapa sendiri yang berbakat.

Individu ini perlu terlibat dalam setiap skop mencipta, membangunkan penjenamaan serta pembungkusan. Apapun, pastikan ia selari dengan objektif yang anda mahukan.

Anda perlukan seorang wakil jurucakap atau duta produk yang terlatih. Karisma duta produk memberi reflek kepada “ brand awareness” . Mereka perlukan seorang yang mempunyai aura tarikan serta mempu menarik ramai pelanggan .

Wujudkan satu penceritaan supaya ia terkesan di hati pelanggan anda. Penceritaan itu mungkin dalam bentuk penulisan ringkas atau visual. Jenama Nike pernah mengeluarkan satu kempen yang berjudul “ Find your greatness” sewaktu sukan olimpik 2012. Walaupun mereka bukanlah penaja rasmi sukan, namun kempen tersebut mendapat tonton yang tinggi dan tindakbalas yang positif .

Video yang berdurasi 60 saat itu melibatkan gabungan atlet hebat didunia dan amatur dalam aktiviti sukan . Ia memupuk kesedaran tentang dalam setiap kekurangan itu tidak akan mematahkan semangat untuk berjaya seperti mereka yang telah mencapai kejayaan.

“Greatness is no more unique to us than breathing, we are all capable of it” -Tom Hardy, Nike ad.

 #3-Guna “Big Data”

Ada yang tertanya-tanya apa itu big data. Ia adalah bahasa yang digunakan dalam dunia bisnes. Perkataan “big” tidak merujuk kepada jenama besar sahaja, malah sesuai untuk jenama yang kecil.

Dunia global hari ini, big data  wujud dalam pelbagai sumber diseluruh dunia. Jumlahnya terlalu banyak untuk dikira kerana ia wujud setiap saat.

Dalam perniagaan, Google biasanya menjadi pelopor kepada big data. Penggunaan internet memudahkan carian maklumat, gambar, video, laporan dan semuanya di Google. Malahan, laporan perniagaan, pendaftaran, mengesahkan juga makin mudah berbanding dengan zaman sebelum.

 #4- Dapatkan Sokongan Komuniti

Objektif pemasaran mestilah mahu melihat jenama itu bertahan lama. Ia akan bertahan selagi mendapat sokongan daripada pelanggan. Anda tidak harus berkerja sendirian dengan membiarkan jenama itu bergerak sendiri.

Cuba anda Google, bagaimana rangkaian jenama besar “bekerja” bersama pelanggan?  Bawa emosi pelanggan bersama dengan anda.

Perkhidmatan percutian “Expedia” dengan kempen “FIND YOURS”  mengajak pelanggan berkongsi cerita tentang percutian bersama orang tersayang, mencipta visual memori dan dimuatnaik di aplikasi .

Anda boleh melakukan perkara yang sama. Buat satu kempen menarik pengguna Facebook untuk berkongsi pengalaman mengguna produk anda. Kongsikan secara bertulis atau visual detik-detik terindah seperi iklan Cadbury.Walau apa cara sekalipun strategi yang dilakukan, haruslah selari dengan objektif kepada “ brand awareness”.

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