Werk aan een sterk merk
ook met een klein(er) budget

Sterke merken werken. Maar wat maakt een merk sterk? Hoe val je als merk op in het winkelschap of op de Instagram-feed van je doelgroep? En hoe zorg je dat je ook met kleine(re) budgetten en veranderende randvoorwaarden scoort en converteert? Bij Heldergroen geloven we in de kracht van delen. Daarom vijf tips om te werken aan een sterk merk.
Werk aan een sterk merk - Heldergroen
sterk merk - Heldergroen - ideale wereld van jouw merk - gratis download merkstrategie
1. Zorg voor intrinsieke merkmotivatie

Organisaties die intrinsiek gedreven zijn, doen het beter. Uit onderzoek van EY blijkt dat bedrijven die gedreven zijn door idealen gemiddeld 42% beter presteren op de beurs. Het is die gedrevenheid en de daaraan gelieerde authenticiteit die jouw merk of organisatie uniek, oprecht en geloofwaardig maakt. Bedenk wat je belangrijk vindt, waarom je als bedrijf bestaat en formuleer een heldere stip aan de horizon waar je de komende tijd naartoe gaat bewegen. Binnen beginnen is buiten winnen. We helpen je er graag mee tijdens een Ideale Wereld-sessie.

 

sterk merk - VodafoneZiggo - cultuurverandering interne campagne
2. Creëer aansprekende interne cultuur

Medewerkers maken het merk. Samen kun je de moeilijkste mijlpalen behalen. De juiste mensen die passen bij je merk zijn daarom dus essentieel. Zorg daarom dat wat je belangrijk vindt ook in de werkcultuur is doorgevoerd. Ben je als merk of organisatie flexibel en klantgericht? Wees dat dan ook voor je medewerkers. Laat ze bijvoorbeeld wat vaker thuis werken als ze dat willen en luister eens écht naar de ideeën die aan de lunchtafel worden gedeeld. Zo krijg je gemotiveerd personeel en een gezonde werksfeer. Gevolg? Productievere en effectievere medewerkers, zo blijkt uit onderzoek van de Universiteit van Warwick.

sterk merk - TNO - uitgangspunt - Heldergroen
3. Kies een helder uitgangspunt

Een aantrekkelijke, onderscheidende en relevante merkpositionering zorgt dat je opvalt. Vertaal dit in sprankelende, kraakheldere communicatie. Zet de grote strategische lijnen uit en kies de juiste kanalen en middelen om je boodschap over te brengen. Dat betekent een hele gerichte inzet die past bij de organisatie, de boodschap, product, dienst of campagne en de beoogde doelgroep. Slim targetten is effectief en zorgt voor conversie. Bovendien kan dat bijzonder budgetvriendelijk zijn! Kort gezegd, kiezen is verliezen (én ook heel veel winnen).

Ahrend - Call for Silence
4. Verruim je blik

Blijf altijd kijken naar wat er in de wereld om je heen gebeurt. Houd de concurrentie in de gaten maar bestudeer ook trends en tendensen die spelen in de markt en in de maatschappij. Waar is jouw doelgroep mee bezig? Wat zijn hun onderliggende motieven, bezwaren of drijfveren? Ga in gesprek met de mensen die je wilt bereiken om hier vervolgens op in te kunnen spelen. Data-analyse en andere digitale tools zijn daarbij net zo nuttig als ouderwets klantonderzoek.

Sustainable Development Goals - Heldergroen - Impact meten purpose merk SDGs
5. Draag bij aan een betere wereld

Door niet alleen te kijken naar de waarde voor jou als persoon, merk of organisatie is, maar ook te focussen op de mensen en de wereld om je heen, creëer je echte meerwaarde. De Sustainable Development Goals kunnen je inspireren een wezenlijke bijdrage te leveren aan een betere wereld. Het is iets dat wij heel belangrijk vinden en daarom werken wij alleen met merken die de SDG’s in hun missie hebben opgenomen. Lees er hier meer over.

Dat waren ze, vijf tips voor een sterk merk. Hopelijk inspireert het je en word je met je merk net zo sterk en succesvol als bijvoorbeeld Dopper, Tony’s Chocolonely of  Seepje. Hulp nodig bij je merkpositionering, communicatiestrategie of campagne? Of heb je gewoon zin in een goede kop koffie en een oriënterend gesprek? Neem contact met ons op!
Wil je weten wat Heldergroen voor jouw merk kan doen?
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