{"id":13924,"date":"2023-08-04T10:49:45","date_gmt":"2023-08-04T10:49:45","guid":{"rendered":"https:\/\/w3n.xyz\/projects\/themeraviglianew\/6-step-per-costruire-la-tua-brand-identity"},"modified":"2024-01-10T10:18:26","modified_gmt":"2024-01-10T10:18:26","slug":"6-step-per-costruire-la-tua-brand-identity","status":"publish","type":"post","link":"https:\/\/themeravigliamagazine.com\/en\/6-step-per-costruire-la-tua-brand-identity\/","title":{"rendered":"6 Step per costruire la tua Brand identity"},"content":{"rendered":"\t\t
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6 Step per costruire la tua Brand identity<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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La Brand Identity, letteralmente \u201cidentit\u00e0 della marca\u201d, \u00e8 un asset strategico di immenso valore per le aziende che aspirano a distinguersi sul mercato, soprattutto nel settore del lusso, che cambia velocemente e si reinventa di continuo.\u00a0<\/span><\/p>

Avere un\u2019identit\u00e0 forte e chiara equivale ad avere sicurezza in se stessi, \u00e8 un concetto strettamente legato alla capacit\u00e0 di comunicare in maniera efficace i propri messaggi e ci\u00f2 consente ai brand di essere amati fino al punto di diventare veri e propri \u201clove brand\u201d come Apple, Coca Cola o Nutella, o, nel caso del luxury fashion, Prada. <\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Il fascino dei Love Brands: creazione di legami duraturi tra marchio e consumatore\n\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Nel suo libro “The Lovemarks Effect”, pubblicato nel 2004, Kevin Roberts propone la teoria che ci siano tre fattori primari che rendono un marchio un love brand:<\/span><\/p>

Mistero:<\/strong><\/span> Il marchio racconta una storia? La sua narrazione ispira il consumatore e lo seduce persino a sognare?<\/span><\/p>

Sensorialit\u00e0\/Sensualit\u00e0:<\/span><\/strong> \u00c8 possibile sperimentare il marchio con i sensi? Ha il suo suono, un aspetto tipico o una certa sensazione?<\/p>

Intimit\u00e0:<\/span><\/strong>Il cliente pu\u00f2 costruire una relazione emotiva con il marchio attraverso l’empatia, la passione e la devozione?<\/p>

I consumatori spesso rimangono fedeli ad un brand per anni, se non per tutta la vita. Perdonano generosamente gli errori, sono immuni ai cambiamenti di prezzo, e questo perch\u00e9 il brand \u00e8 stato capace di costruire un profondo rapporto di <\/span>fiducia<\/b>:\u00a0 l’alto livello di identificazione personale con i valori fondamentali del marchio \u00e8 pi\u00f9 importante di un vantaggio di prezzo.\u00a0<\/span><\/p>

I brand che non offrono un vero valore aggiunto, che hanno un carattere di marchio individuale, e non\u00a0 riescono a costruire un’esperienza positiva per le persone, allora non raggiungeranno mai lo status di love brand.<\/span><\/p>

Ecco che la Brand Identity gioca cos\u00ec un ruolo fondamentale in questo senso, perch\u00e9 evoca <\/span>l’essenza del marchio<\/b>, attrae un determinato tipo di audience e racconta, grazie ad uno storytelling strategico, non solo i prodotti, ma anche le <\/span>emozioni che il prodotto \u00e8 in grado di suscitare,<\/b> le <\/span>esperienze memorabili<\/b> che \u00e8 capace di imprimere nella memoria del pubblico.<\/span><\/p>

Da dove partire?<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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6 step necessari per la costruzione dell\u2019immaginario del brand<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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The Meraviglia ha pensato nero su bianco a<\/span> 6 step<\/b> di partenza imprescindibili per costruire una brand identity efficace.\u00a0<\/span><\/p>

1.Fai ricerca<\/strong>
<\/span>Un rebrand \u00e8 inutile se non \u00e8 accompagnato da una visione del mercato approfondita. Cerca di comprendere il comportamento dei clienti, sia all\u2019interno che vicino alla tua categoria.<\/span><\/p>

2.Chiarifica<\/strong>
<\/span>Crea un\u2019icona semplice e adotta alcuni cambiamenti in futuro in modo che il marchio emerga sempre sul mercato. Questo aiuta a chiarire cosa offre il brand, e lo fa diventare facilmente sponsorizzabile e fruibile sui social media.<\/span><\/p>

3.Rendilo pi\u00f9 flessibile<\/strong>
<\/span>Costruisci un\u2019architettura flessibile perch\u00e9 ti permetter\u00e0 una facile brand extension, migliora il riconoscimento del pubblico, e abbassa il costo di progettazione per il cliente.<\/span><\/p>

4.Rendilo originale<\/strong>
<\/span>Evita il conformismo. Sorprendi il pubblico con la creazione di qualcosa che sembra diverso da altri prodotti o servizi nella stessa area.<\/span><\/p>

5.Racconta una storia<\/strong>
<\/span>Cerca di raccontare una storia che richiami la narrazione del brand dell\u2019azienda, per creare un punto di incontro per i consumatori.<\/span><\/p>

6. Emoziona
<\/strong>Pensa ad un marchio come ad uno stile di vita. Dai ai consumatori un motivo per spendere di pi\u00f9 per prodotti o servizi attraverso la creazione di un mondo attraente sulla base di emozioni e di ispirazione.<\/span><\/p>


Infatti, come afferma Daniel Kanheman, vincitore del Premio Nobel per l\u2019economia nel 2002, \u201cEmotion are important determinants of economic behaviour, more than rationality<\/strong>.\u201d (Le emozioni sono importanti determinanti del comportamento economico, pi\u00f9 della razionalit\u00e0).<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

6 Step per costruire la tua Brand identity La Brand Identity, letteralmente \u201cidentit\u00e0 della marca\u201d, \u00e8 un asset strategico di immenso valore per le aziende che aspirano a distinguersi sul mercato, soprattutto nel settore del lusso, che cambia velocemente e si reinventa di continuo. Avere un\u2019identit\u00e0 forte e chiara equivale ad avere sicurezza in se […]<\/p>\n","protected":false},"author":4,"featured_media":14425,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[106],"tags":[],"class_list":["post-13924","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"\n6 Step per costruire la tua Brand identity - The Meraviglia Magazine<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/themeravigliamagazine.com\/en\/6-step-per-costruire-la-tua-brand-identity\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"6 Step per costruire la tua Brand identity - The Meraviglia Magazine\" \/>\n<meta property=\"og:description\" content=\"6 Step per costruire la tua Brand identity La Brand Identity, letteralmente \u201cidentit\u00e0 della marca\u201d, \u00e8 un asset strategico di immenso valore per le aziende che aspirano a distinguersi sul mercato, soprattutto nel settore del lusso, che cambia velocemente e si reinventa di continuo. 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