{"id":10339,"date":"2022-11-28T15:57:00","date_gmt":"2022-11-28T08:57:00","guid":{"rendered":"https:\/\/binus.ac.id\/bandung\/?p=10339"},"modified":"2023-01-09T15:10:30","modified_gmt":"2023-01-09T08:10:30","slug":"brand-essence-part-1","status":"publish","type":"post","link":"https:\/\/binus.ac.id\/bandung\/2022\/11\/brand-essence-part-1\/","title":{"rendered":"BRAND ESSENCE : Part 1"},"content":{"rendered":"

Oleh Ratna Amalia<\/p>\n

Definisi\u00a0dan\u00a0manfaat\u00a0brand essence<\/strong><\/p>\n

Mungkin anda baru meluncurkan bisnis atau memiliki perusahaan yang usianya belasan tahun tetapi mereknya tidak lagi terasa otentik atau terhubung dengan konsumen.<\/p>\n

Apakah anda ingin\u00a0membuat personal brand<\/em>?<\/p>\n

Secara fungsional, esensi merek dapat digunakan sebagai dasar untuk pengembangan merek. Dengan kata lain, ini berfungsi sebagai fondasi dimana semua elemen merek lainnya dibangun seperti logo, tagline, brand voice,<\/em> dan lain-lain.<\/p>\n

Pikirkan esensi merek sebagai “jiwa” dari sebuah merek. Bayangkan satu hingga tiga kata yang menggambarkan sifat dasarnya. Misalnya: elegant, sporty, fun.<\/em> Menurut pakar branding yang bernama Kirk Philips, esensi merek adalah perasaan yang diharapkan pelanggan ketika mereka berinteraksi dengan merek.<\/p>\n

Ada dua poin penting yang perlu disoroti:<\/p>\n

    \n
  1. Seperti hampir semua elemen, merek memiliki\u00a0 emosi layaknya manusia. Hal itu tidak berwujud tetapi dirasakan oleh audience.<\/em><\/li>\n
  2. Bisa dijelaskan secara singkat.<\/li>\n<\/ol>\n

    Sebaiknya membuat beberapa kata kunci yang membentuk “jiwa” merek menjadi otentik.<\/p>\n

    Hal ini sangat berguna demi membangun merek yang lebih besar.<\/p>\n

    Cari kata kunci yang mudah diingat.<\/p>\n

    Contoh:<\/p>\n

    – Walt Disney: Magical<\/em><\/p>\n

    – Apple: Think Different<\/em><\/p>\n

    \"\"\"\"<\/p>\n

    \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Magical\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 \u00a0\u00a0\u00a0\u00a0\u00a0Think Different<\/em><\/p>\n

    Sumber: https:\/\/blog.logomyway.com\/history-disney-logo-design\/<\/a>\u00a0\u00a0\u00a0\u00a0\u00a0 \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Sumber: https:\/\/macstore.id\/apple-logo-black\/<\/p>\n

    Bagaimana sebuah esensi merek berkontribusi pada merek secara keseluruhan?<\/strong><\/p>\n

    Perusahaan dengan merek yang kuat sebenarnya menggunakan esensi merek mereka sebagai alat pengambilan keputusan, tidak hanya dalam upaya pemasaran mereka tetapi juga di seluruh organisasi.<\/p>\n

    Misalnya esensi merek Walt Disney adalah “magical”.<\/p>\n

    Ini bukan tagline. Tidak secara eksplisit diartikulasikan kepada publik dan dirasakan oleh konsumen. Bagi konsumen kata magical<\/em> ini menjadi petunjuk. Hal tersebut memandu semua hal yang dilakukan, mulai dari cara perusahaan membuat acara\/event<\/em>, teks isi, sampai dengan citra dalam\u00a0iklan.<\/p>\n

    Seperti contoh berikut, terdapat gambar-gambar citra Walt Disney melalui bangunannya dan film yang sudah diciptakan.<\/p>\n

    \"\"<\/p>\n

    Kastil Disney<\/p>\n

    Sumber: https:\/\/disneyparks.disney.go.com\/blog\/2021\/11\/disney-castles-icons-glow-disney-blue-as-disney-rolls-out-blue-carpet-for-disney-plus-day\/<\/a><\/p>\n

     <\/p>\n

    \"\"\"\"<\/p>\n

     <\/p>\n

    \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Poster film Frozen\u00a0\u00a0\u00a0\u00a0\u00a0 \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 \u00a0Poster film The Nutracker And The Four Realms<\/p>\n

    \u00a0\u00a0\u00a0\u00a0 Sumber: https:\/\/www.themoviedb.org\/movie\/330457-frozen-2\/<\/a>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Sumber: https:\/\/www.google.co.id\/imgres?imgurl<\/a><\/p>\n

    Referensi<\/p>\n

    https:\/\/u.group\/thinking\/brand-essence-your-brands-north-star\/<\/a><\/p>\n

    https:\/\/accurate.id\/marketing-manajemen\/esensi-merek\/<\/a><\/p>\n

    https:\/\/www.searchenginejournal.com\/content-brainstorming-techniques\/246941\/<\/a><\/p>\n

    https:\/\/www.pngegg.com\/id\/png-wpycs<\/a><\/p>\n

     <\/p>\n","protected":false},"excerpt":{"rendered":"

    Oleh Ratna Amalia Definisi\u00a0dan\u00a0manfaat\u00a0brand essence Mungkin anda baru meluncurkan bisnis atau memiliki perusahaan yang usianya belasan tahun tetapi mereknya tidak lagi terasa otentik atau terhubung dengan konsumen. Apakah anda ingin\u00a0membuat personal brand? Secara fungsional, esensi merek dapat digunakan sebagai dasar untuk pengembangan merek. Dengan kata lain, ini berfungsi sebagai fondasi dimana semua elemen merek lainnya […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[119],"tags":[],"class_list":["post-10339","post","type-post","status-publish","format-standard","hentry","category-visual-communication-design"],"yoast_head":"\nBRAND ESSENCE : Part 1<\/title>\n<meta name=\"description\" content=\"Temukan pentingnya Brand Essence dalam membangun Brand yang kuat dan sukses. 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