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Branding adalah Upaya Berkesinambungan, Simak Di Sini! » Arief Ramadhan
Langsung ke isi Istilah branding kini rasanya sering sekali digunakan untuk membuat satu citra menempel pada produk atau usaha. Pada jika dirunut dari akar maknanya, branding adalah cara pengusaha era kuno untuk memberikan cap pada produk yang dimiliki, sebagai bentuk nama dan identitas produk.
Seiring perkembangan era dan bisnis yang menjadi semakin modern, branding kini dimaknai sebagai satu upaya untuk memberikan identitas, asosiasi, nilai, serta citra pada produk atau bisnis. Tak sekedar nama dan logo saja, namun nilai yang intangible dan bisa dirasakan oleh publik.
Cukup banyak tips branding yang bisa digunakan untuk menarik pelanggan, sekaligus menguatkan identitas dan nilai yang ingin Anda sematkan. Berikut beberapa diantaranya!
Nama yang Mudah Diucapkan dan Diingat Sumber : freepik.com Tentu Anda masih ingat betul beberapa tahun yang lalu, sebuah makanan cepat saji secara resmiu mengganti nama yang digunakan. Hoka-Hoka Bento, dahulu dikenal sebagai salah satu brand makanan cepat saji khas Jepang.
Namun karena pengucapan nama yang disingkat menjadi HokBen oleh hampir semua pelanggannya, maka langkah besar diambil. Penggantian nama tersebut kemudian diresmikan, dan kini semua gerainya memiliki nama HokBen.
Ini adalah contoh bagaimana sebuah bisnis beradaptasi. Maka Anda, yang ingin memiliki branding kuat, harus memilih nama yang mudah diucapkan dan diingat oleh banyak orang. Bisa berupa singkatan, satu atau dua kata, selama terdengar menarik dan mudah diingat, bisa Anda jadikan nama.
Memang perlu filosofi dalam pemberian nama produk atau usaha, namun tetap jangan lupakan dua faktor yang disebutkan dalam sub judul ini.
Manfaatkan Touching Point, Offline dan Online Prinsip tak kenal maka tak sayang selalu berlaku di dunia bisnis. Bagaimana publik akan menjadi pelanggan Anda jika mereka bahkan tak tahu mengenai produk yang Anda miliki? Maka tips kedua untuk melakukan branding adalah dengan memanfaatkan touching point yang ada.
Misalnya saja ketika ada event yang digelar di mall atau satu tempat, gunakan atribut yang menunjukkan produk atau bisnis Anda pada publik. Berikan juga tester pada publik yang ada di sana, agar mereka mengalami secara langsung produk yang Anda sajikan. Pengalaman secara langsung ini efektif untuk memberikan kesan pada publik, mengenai produk yang Anda miliki.
Optimalkan juga interaksi pada akun-akun online yang Anda miliki. Buat posting- an yang menarik dan interaktif, memuat informasi mengenai produk, libatkan akun yang membalas dengan komentar, dan ciptakan interaksi solutif dari bisnis Anda ke publik yang jadi sasaran pasar.
Pengalaman Produk yang Mengesankan Sumber : freepik.com Sadarkan Anda bahwa beberapa waktu belakangan ini produk-produk baru yang beredar di pasar memiliki tampilan yang unik, kemasan yang tidak biasa, serta atribut menarik yang disematkan di dalamnya?
Tujuannya sederhana, adalah agar pengalaman yang didapatkan oleh pelanggannya bisa berkesan, dan membuat satu ‘jejak’ di benak pelanggannya. Ketika nanti suatu saat pelanggan menemukan hal yang mirip atau menyerupai pengalaman yang mereka dapatkan, maka produk Anda akan kembali muncul.
Memang ini bukan hal yang mudah, karena Anda harus benar-benar melakukan riset untuk urusan user experience dan consumer journey . Tapi kami pastikan, riset ini tak akan sia-sia dan bisa memberikan manfaat jangka panjang untuk bisnis Anda.
Tonjolkan Keunikan Produk Poin keempat dalam branding adalah untuk menonjolkan keunikan yang dimiliki produk. Setiap produk umumnya memiliki keunikan, atau ‘dibuat’ memiliki keunikan agar bisa dijual kepada publik. Ini menjadi tugas Anda, untuk menentukan keunikan tersebut.
Ketika sudah ditemukan, kemudian eksploitasi keunikan ini agar publik bisa lekat dengan citra yang ditonjolkan ini. Hal ini memiliki dampak jangka panjang, yang memungkinkan publik lebih mudah mengasosiasikan produk Anda.
Jangan lupa juga analisa keunikan yang ditonjolkan oleh produk pesaing. Jika bisa dikalahkan, tonjolkan kelebihan di segmen yang sama namun lebih baik, jika tak bisa melebihi, maka tonjolkan keunikan lain yang tidak dimiliki atau jadi kelemahan produk pesaing.
Penting untuk Branding adalah Logo yang Ikonik Sumber : freepik.com Apa yang Anda ingat ketika melihat huruf M besar berwarna kuning dengan lengkungan khasnya? Kemudian melihat ikon buah apel yang memiliki bagian tergigit di atasnya? Logo-logo ini merupakan logo yang ikonik, dan berhasil mendapatkan tempat di pikiran publik dunia.
Apakah cara membuatnya mudah? Tentu saja tidak.
Banyak elemen yang dimasukkan dalam logo yang dikatakan ‘simpel’ tersebut. Namun logo tak bekerja sendiri, ia bekerja bersama upaya branding yang lain, bersama upaya pemasaran lain, dan performa dari produk itu sendiri.
Jadi setidaknya, buat logo yang ikonik, dan mudah diingat dan diasosiasikan oleh publik.
Well , branding adalah soal usaha membuat satu identitas dan citra tertentu pada satu produk atau bisnis yang Anda miliki. Jadi hal ini terjadi secara berkesinambungan, dan memerlukan usaha yang tidak kecil.
Artikel mengenai tips bisnis dan branding adalah artikel yang ada pada blog Jokul by DOKU secara umum. Tak hanya menyediakan layanan pembayaran online yang terpercaya, Jokul juga siap memberikan ragam tips bisnis untuk Anda. Jadi kunjungi situs resminya sekarang, dan dapatkan informasi terbaiknya!