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Les bases de l'expérience de marque pour accélérer votre croissance

Caroline Cossette
le 21 février à 15:15
2 Commentaires
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Nous travaillons avec cet outil d'expérience de marque depuis quelques années déjà. Au départ, nous l'avons introduit pour accentuer notre efficacité dans les relations avec les médias, sur la base que les gens comprennent davantage les messages auxquels ils s'identifient ou lorsque l'on parle avec émotion. Nous l'avons ensuite utilisé afin de déployer des campagnes de contenu plus vastes, dans les différents canaux de communication.

Et comment ça fonctionne? A l'aide de méthodes de recherche qualitatives et d'entrevues, nous créons les énoncés principaux de l'entreprise ou de la marque. Voici 3 blocs pour débuter:

Mission: Normalement, la mission d'entreprise existe quelque part. La plupart des entreprises ont une mission mais elle n'est pas toujours actualisée. Si toutefois la mission n'est pas claire ou suffisamment inspirante, il faut la retravailler, valider les orientations de la compagnie et les résumer afin que tous la comprenne. Si votre mission n'est pas claire, il y a de bonnes chances que vos employés soient confus. Vos messages aussi.

Valeurs: Nous sommes à l'ère des valeurs. Les clients veulent faire affaire avec des entreprises et des marques qu'ils respectent, qui partagent leurs valeurs. Leur impact est aussi en amont de la mise en marché, au moment du design de produit, de la définition de l'expérience d'achat et autres. Si vous avez l'environnement au coeur de vos valeurs, il faut que le design de produits, l'expérience d'achat et votre contenu adressent cette notion. Le problème c'est que dans certaines entreprises il y a trop de valeurs. Dans d'autres cas, les valeurs ne sont pas claires. Par exemple, dans une épicerie du coin, il est bien probable que les valeurs de l'entreprise incluent le Service à la clientèle. Pourtant, chaque fois il n'est pas rare d'y voir un client devoir s'arrêter pour laisser circuler un employé qui se déplace en regardant au loin... De toute évidence, si le service clientèle est important, le client n'y est pas roi!

Personnalité: Établir les traits de personnalité de la marque permettent de dégager un premier niveau de style dans la présentation des contenus. Si votre entreprise s'affiche dans les registres de la jeunesse ou de l'aventure, votre manière de raconter certaines histoires et le support visuel devront être adaptés en conséquence.

Nous parlerons des autres piliers de l'expérience de marque un peu plus tard. Si déjà vous parvenez à produire des énoncés clairs et partagés par vos employés, respectés par vos clients, vous aurez en main un excellent outil de communication et aussi de prise de décision en marketing, en commandite et en ressources humaines. Tous les efforts iront ainsi dans la même direction pour favoriser le développement de vos affaires.

A bientôt!

 

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