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Wie überall sind auch beim Marketing manche Begriffe etwas verwirrend. In aller Kürze erfährst Du hier den Unterschied zwischen Marke, Branding & Markenidentität.
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Marke
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Die Marke Ist die Wahrnehmung eines Unternehmens von der Außenwelt.
Was ist deine Lieblingsmarke? Überlege nicht zu lang! Nimm einfach den ersten Namen, der dir einfällt.
Vielleicht ist es eine Bekleidungsmarke, ein Autohersteller oder sogar ein Yogastudio. Dieses Unternehmen hat sich deine Treue und dein Geld verdient. Du kommst immer wieder zu ihm zurück, weil du das Gefühl hast, seine Werte stimmen mit deinen überein oder das Produkt oder der Service spricht dich auf einer tieferen Ebene an als die der Konkurrenz.
Kurz gesagt: Du glaubst an die Marke.
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Branding
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Das Branding ist die Bemühung des Marketings, die Marke bewusst zu formen.
Als Individuen haben wir ein Gespür dafür, was eine Marke ist: eine Reihe unverwechselbarer Vorstellungen, Ideen und Gefühle, die Menschen zu einem Unternehmen haben.
Aber als Konsumenten erkennen wir nicht, was eine Marke stark und einprägsam macht.
Das bringt uns zum Branding: der aktive Prozess des Formens der Wahrnehmungen, die Kunden von einer Marke haben.
All die Handlungen, die du rund um deine Marke und ihre Produkte und Services vornimmst, um Bekanntheit und Ansehen aufzubauen, leben im Branding.
Es gibt viele Komponenten, die in den Aufbau einer Marke fließen – von denen manche natürlich stattfinden und nicht künstlich geformt werden können.
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Markenidentität
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Die Markenidentität ist die Summe aller spürbaren Markenelemente, die ein Unternehmen kreiert, um das gewünschte Image an den Konsumenten zu senden.
Jetzt fragst du dich vielleicht, wie du deine Chancen auf Erfolg maximieren kannst.
Hier kommt Markenidentität ins Spiel: die greifbaren Ausdrucksformen der Marke.
Je ausgeprägter, bestimmter und zusammenhängender diese Elemente sind, umso größer die Wahrscheinlichkeit, dass sie eine differenzierte Marke formen, die wiedererkannt und bewundert wird.
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In dem Beitrag „Die 6 Elemente Deiner Markenidentität“ erfährst Du mehr über Deine Markenidentität.
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Es ist wichtig, dass Du Dich mit dem Thema Markenbildung auseinandersetzt. Ganz egal ob Du Gründer, Solounternehmer oder Geschäftsführer einer großen Firma bist.
Das Ziel ist bei allen gleich: Bekannt werden > Fans gewinnen > Geld verdienen.
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Marketing ist eine riesige Spielwiese. Für Unternehmen kann es schnell unübersichtlich werden.
Die wichtigsten Fragen sollten für Dich sein:
Was will ich erreichen?Was sind meine Alleinstellungsmerkmale?
Wer sind meine Zielgruppen?
Wenn Du darauf eine Antwort hast, kommen die nächsten Schritte.
Es ist immer gut, einen Experten von außen auf Dein Business blicken zu lassen. Das erleichtert Dir die Arbeit und bringt Dich schneller zu Deiner Markenidentität.
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„
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Setze Deinen Fokus auf die Aufgaben in denen Du stark bist.
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Du musst nicht alles können! Jeder Mensch hat seine besonderen Fähigkeiten und Lieblingsbereiche in denen er gut ist.
Und das ist auch gut so.
Du solltest in Deinem Unternehmen auf jeden Fall einen groben Überblick über alles haben. ABER, macht nicht alles selbst. Das wird Dich nur bei Deinem Erfolg bremsen.
Suche Dir Experten für bestimmte Aufgaben die Dir keinen Spaß machen bzw. bei denen nicht Deine Kernkompetenzen liegen.
Denke also unternehmerisch. Je mehr Fokus Du auf Deine Hauptaufgaben legst, desto schneller wirst Du Erfolg haben. Du verdienst schneller Geld und kannst so auch das externe KnowHow bezahlen.
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kostenlos Kennenlernen & entscheiden
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Du bist Dir unsicher, ob wir die Richtigen für Dich sind?
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Um diese Frage zu beantworten, können wir uns in einem kostenlosen Erstgespräch entspannt kennenlernen. Du schilderst uns Deine Wünsche & Vorstellungen einer erfolgreichen Zusammenarbeit. Wir sprechen darüber und wissen danach welchen Weg wir gehen.
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