品牌行銷系列 1｜為什麼品牌做不起來？小公司的兩大品牌行銷誤區 (上)
8 5 月, 2020
這幾年講行銷很難脫離「品牌」這個關鍵字，誰都希望自己的公司可以有Apple、星巴克那樣的品牌力，坐擁鐵粉無數，每出新品都能稱霸市場。
這些知名的案例總給我們這樣的印象：
讓消費者對品牌有好感，產品自然有競爭力、銷售自然更容易。
然而想像很豐腴，現實卻總是很骨感。多數企業的「品牌專案」都無法取得成效，拍了品牌影片、發了社群貼文，銷售量卻總是不見起色。專案淪為公司營運的錢坑，行銷人員報告時最不想面對的事情。
其實品牌行銷不是沒有用，只是大多數人沒有看到品牌建立過程的那些細節。而正是對這些細節的錯誤認知，造成大多數的品牌都「做不起來」，只有避開這些誤區，「品牌行銷」才會成為公司銷售的最佳利器。
誤區 1 ｜打品牌要時間？成效沒有衡量指標？
嚴格說起來，打品牌確實需要時間。在回收利潤之前，要投入許多時間與金錢才能讓建立消費者心目中的「優良品牌」。不過…你真的知道自己還要花多少時間嗎？大多數的行銷人員其實不知道。
品牌行銷最常遇到「不賺錢」的問題。面對老闆的質問，許多行銷人員覺得很痛苦：「打品牌最好是這麼快！當然不是馬上可以轉單的啊！」然而這種回答老闆是不可能滿意的。
老闆想知道的其實是：「所以你的成效到底是什麼？賺錢還要等多久？」
這些問題，其實都是可以回答的。在數位行銷的時代，就算是相對「虛無飄渺」的品牌塑造專案，也有許多數據可以追蹤。也許你回答不出來，並不是因為「品牌沒有成效衡量指標」，而是你做品牌的方式缺乏方向。
有多少人已經看過你的品牌資訊？有多少人已經對品牌的產品、服務或故事有興趣？又有多少人長期/多次與品牌互動？而這些人中，又有多少人作為「嚐鮮者」，已經下單購買你的產品/服務？
以上幾個問題，看的是目前消費者在「品牌認知三階段」中的分佈狀況。一個良好的品牌行銷策略裡，這些數據與資料都是了解企業目前所在位置、完成品牌推廣不可或缺的工作。
跨際數位行銷顧問 陳昭宇 Skyle
#品牌行銷系列 1｜為什麼品牌做不起來？小公司的兩大品牌行銷誤區 (下)
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