Gute Markenführung ist kein Zufall!

Mal ein bisschen Marketing hier, mal eine Idee und Kampagne da, mal ein Flyer hier… Hast du hinter deinen Aktivitäten ein einheitliches Konzept? Mit rotem Faden, kommunikativen Kernaussagen und einer einheitlichen Ansprache und Struktur?

Da ich dazu in den letzten Tagen verschiedene Gespräche hatte, finde ich, passt es gerade perfekt auf den Blog und zu #meinmarketing.

Marken begreifbar machen

Markenführung ist für Unternehmen heute unverzichtbar. Die Kommunikation von Werten und Einstellungen sind für die Markenführung relevant. Menschen erinnern sich, bauen Beziehungen zu den Marken auf und geben diese gelernten Strukturen weiter.

Das Ziel der Markenführung ist der harmonische Markendreiklang oder auch Markenstatus.

Der Markenstatus beschreibt die Beziehung zwischen der Marke und dem Konsumenten bzw. der Kundschaft. Er setzt sich aus drei Elementen zusammen: Markenbekanntheit, Markensympathie und Markenverwendung/-besitz.

„Nur wer eine Marke kennt, kann diese Marke sympathisch finden – und
nur wer eine Marke sympathisch findet, wird diese bevorzugt kaufen.“

(Institut für Marktforschung GmbH, Markendreiklang)
Der Markendreiklang
Die Arten des Markendreiklang

Der Markenstatus liefert den Unternehmen Informationen über Stärken und Schwächen ihrer eigenen Markenposition bei den relevanten Zielgruppen. Der Markenstatus liefert in der Strategieplanung zudem entscheidende Informationen für das weitere Vorgehen. Aus diesen Analysen zur Marktposition kann ein Unternehmen seine Markenstrategie und Markenpositionierung ausrichten und anpassen.

„Nur wer die Schwachstellen in der Markenführung kennt, kann gezielt versuchen, neue Kunden zu gewinnen. Und nur wer die Stärken seiner Marke kennt, kann sie erfolgreich im Wettbewerb einsetzen.“

(Institut für Marktforschung GmbH, Markendreiklang)

Konzepte aufbauen und umsetzen

Ein Unternehmen hat das Ziel, sein Produkt an den Konsumenten zu verkaufen. Die dazu entwickelte Strategie wird durch ein abgestimmtes Maßnahmenprogramm unterstützt. Die Maßnahmen der Markenkommunikation werden durch verschiedene Medien und deren Instrumente getätigt. Jedes Unternehmen stellt hier seinen eigenen Kommunikations-Mix zusammen. Es entscheidet über die Möglichkeiten der Offline-Kommunikation und die der Online-Kommunikation. Heute werden in den meisten Fällen Offline- und Online-Kommunikationsmaßnahmen zusammen geplant und umgesetzt. Bei der Vernetzung spricht man von integrierten Kommunikationsmaßnahmen, bei denen auf allen Kanälen eine einheitliche Botschaft kommuniziert wird.

Kommunikation im Wandel

Dabei ist zu bedenken, dass die Rahmenbedingungen sich in den letzten Jahren sehr verändert haben. Konsumenten erreichen täglich unzählige Botschaften, ob auf dem Arbeitsweg, im Internet, im TV oder in Zeitungen. Es ist also genauso wichtig, die Kommunikationskanäle gut auszuwählen, wie auch die Themen rund um das Produkt oder die Dienstleistung selbst. Ob Farben, Verpackungen, Preise, Mitarbeiter, Webseite und Blogs oder die Präsenzen auf den Social Media Kanälen, jeder Unternehmer sollte sich Zeit nehmen und seine Ideen und Maßnahmen aufeinander abstimmen und in ein Konzept zu gießen.

Bei der Markenführung sollte nichts dem Zufall überlassen werden.

Solltest du dieses Thema für dich erfolgreich angehen wollen, kann ich dich gern dabei unterstützen! Vereinbare einen Gesprächstermin mit mir.

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