{"id":1151,"date":"2017-09-16T14:39:25","date_gmt":"2017-09-16T07:39:25","guid":{"rendered":"http:\/\/binus.ac.id\/malang\/?p=1151"},"modified":"2017-10-20T14:57:58","modified_gmt":"2017-10-20T07:57:58","slug":"branding-untuk-pemula","status":"publish","type":"post","link":"https:\/\/binus.ac.id\/malang\/2017\/09\/branding-untuk-pemula\/","title":{"rendered":"Branding untuk Pemula"},"content":{"rendered":"<p style=\"text-align: justify\">\n<p style=\"text-align: center\"><strong>Oleh: Yudhistya Ayu Kusumawati <\/strong><\/p>\n<p style=\"text-align: center\"><strong>(Faculty Member of Visual Communication Design Binus@Malang)<\/strong><\/p>\n<p style=\"text-align: justify\"><strong>\u00a0<\/strong><\/p>\n<p style=\"text-align: justify\">Apa\u00a0 yang dimaksud branding itu? Dan seberapa penting branding dilakukan apalagi untuk bisnis yang masih benar-benar baru. Mengutip pendapat Mary Van de Wiel, dari <em>NY Brand Lab<\/em> mengatakan bahwa sangat bagus jika melakukan branding pada bisnis \/ usaha yang baru.<\/p>\n<p style=\"text-align: justify\"><em>\u2018If you\u2019re interested in business with customers, you\u2019re going to want a brand because without it you lack identity, a pulse, a presence, and purpose.\u2019<\/em><\/p>\n<p style=\"text-align: justify\">\n<p style=\"text-align: justify\"><strong>Apa itu branding?<\/strong><\/p>\n<p style=\"text-align: justify\">Menurut Alina Wheeler, branding merupakan salah satu proses disiplin yang membangun kesadaran konsumen dan memperpanjang kesetiaan konsumen. Branding adalah memperbesar peluang untuk konsumen harus menggunakan satu merek tertentu daripada merek yang lain. Keinginan untuk menjadi pemimpin pasar, dan merupakan cara terbaik untuk menjangkau konsumen. Ringkasnya branding adalah praktik pemasaran meliputi penciptaan nama, simbol atau desain sebagai suatu identitas yang membedakan produk satu dengan produk yang lainnya (<em>Branding, Entrepreneur.com<\/em>). Dengan branding membedakan produk Anda dengan kompetitor. Branding adalah tentang bagaimana audiens melihat suatu merek\/ perusahaan dapat juga dimaknai harapan konsumen terhadap suatu produk atau layanan<\/p>\n<p style=\"text-align: justify\"><strong>Bagaimana Menciptakan Brand?<\/strong><\/p>\n<p style=\"text-align: justify\">Sebelum menciptakan suatu merek\/brand terlebih dahulu harus mendefinisikan brand Anda. Meliputi:<\/p>\n<ul style=\"text-align: justify\">\n<li>Misi perusahaan<\/li>\n<li>Karakteristik dari perusahaan<\/li>\n<li>Karakteristik yang Anda harapan dari perusahaan Anda<\/li>\n<li>Siapa target audiens?<\/li>\n<li>Apa tujuan yang ingin dicapai oleh perusahaan?<\/li>\n<\/ul>\n<p style=\"text-align: justify\"><strong>Menciptakan Logo dan Skema Warna <\/strong><\/p>\n<ol style=\"text-align: justify\">\n<li><strong>Warna <\/strong><\/li>\n<\/ol>\n<p style=\"text-align: justify\">Warna merupakan salah satu elemen penting dalam menciptakan suatu identitas merek. Mengapa? Karena secara tidak sadar, pikiran manusia memiliki kemampuan untuk merespon stimuli visual salah satunya adalah warna. Uniknya setiap warna memiliki kemampuan yang berbeda dalam\u00a0 memberi efek pada suatu brand\/merek. Berikut ini adalah asosiasi yang timbul dari berbagai macam warna:<\/p>\n<ul style=\"text-align: justify\">\n<li>Pink: feminitas , cinta<\/li>\n<li>Merah: kekuatan, energy, hasrat<\/li>\n<li>Orange: kesehatan, energy, kehangatan, ketertarikan<\/li>\n<li>hijau: natural, kesehatan, kesegaran<\/li>\n<li>Biru: kedamaian, kesetiaan, kebersihan, kepercayaan<\/li>\n<li>Ungu: magic, kesetiaan<\/li>\n<li>Putih: kemurnian, kebersihaan, kesederhanaan<\/li>\n<li>Black: kekuatan, misterius<\/li>\n<li>Cokelat: maskulinitas, outdoor, alam<\/li>\n<\/ul>\n<ol style=\"text-align: justify\" start=\"2\">\n<li><strong>Logo<\/strong><\/li>\n<\/ol>\n<p style=\"text-align: justify\">Logo merupakan suatu identitas visual yang digunakan untuk mengkomunikasikan sesuatu (Hardy, 2011). Logo membantu audiens untuk mengenali suatu merek. Misalnya ketika melihat busur emas,\u00a0 maka seketika konsumen akan sadar bahwa itu merupakan logo Mc Donalds. Atau ketika melihat tiga buah garis miring kita akan mengenali itu merupakan logo dari Adidas.<\/p>\n<p style=\"text-align: justify\">Mengutip pendapat Gareth Hardy, bahwa suatu perusahaan tanpa logo tidak akan dapat mempengaruhi target audiens. Suatu produk harus dapat dilihat dan didengar oleh audiens. Dengan adanya logo membantu berkomunikasi dengan target audiens atau bisa dikatakan bahwa logo merupakan point utama untuk menjangkau audiens.<\/p>\n<p style=\"text-align: justify\"><strong>Menyusun Tagline <\/strong><\/p>\n<p style=\"text-align: justify\">Apa itu tagline? Tagline adalah frase unik yang mengaitkan kepada suatu merek. Tagline yang baik adalah bagiamana tagline bias \u201cberbicara\u201d kepada target audeins. Beberapa contoh tagline yang dinilai berhasil sebagai contoh: Nike \u201djust do it\u201d, Mc Donalds \u201cIm lovin it\u201d dan lain sebagainya.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-1154\" src=\"http:\/\/binus.ac.id\/malang\/wp-content\/uploads\/2017\/09\/Capture-10.png\" alt=\"\" width=\"562\" height=\"172\" \/><\/p>\n<p style=\"text-align: justify\">Terakhir yang paling penting adalah pastikan bahwa setiap pesan yang dkomunikasikan oleh perusahaan kepada audience selalu konsisten dan sejalan dengan brand yang sudah diciptakan. Pesan yang membingungkan akan tidak menarik bagi audiens.<\/p>\n<p style=\"text-align: justify\"><strong>\u00a0<\/strong><\/p>\n<p style=\"text-align: justify\"><strong>Sumber:<\/strong><\/p>\n<p style=\"text-align: justify\">Chiaravalle, Bill, Schenck, Barbara. (2015). <em>Branding for Dummies 2<sup>nd<\/sup> Edition<\/em>. Canada: John Wiley &amp; Son. Inc<\/p>\n<p style=\"text-align: justify\">Hardy, Gareth. (2011). <em>Smashing Logo Design The Art of Creating Visual Identities<\/em>. United Kingdom: John Wiley &amp; Son. Ltd<\/p>\n<p style=\"text-align: justify\">Wheeler, Alina. (2013). <em>Designing Brand Identity Fourth Edition: An Essential Guide For The Whole Branding Team<\/em>. Canada: John Wiley &amp; Son. Inc<\/p>\n<p style=\"text-align: justify\">\n<p style=\"text-align: justify\">\n<p style=\"text-align: justify\"><strong>\u00a0<\/strong><\/p>\n<p style=\"text-align: justify\"><strong>\u00a0<\/strong><\/p>\n<p style=\"text-align: justify\"><strong>\u00a0<\/strong><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Oleh: Yudhistya Ayu Kusumawati (Faculty Member of Visual Communication Design Binus@Malang) \u00a0 Apa\u00a0 yang dimaksud branding itu? Dan seberapa penting branding dilakukan apalagi untuk bisnis yang masih benar-benar baru. Mengutip pendapat Mary Van de Wiel, dari NY Brand Lab mengatakan bahwa sangat bagus jika melakukan branding pada bisnis \/ usaha yang baru. \u2018If you\u2019re interested [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":1154,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[122,125],"tags":[116],"class_list":["post-1151","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles","category-visual-communication-design","tag-dkv"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Branding untuk Pemula | BINUS UNIVERSITY MALANG | Pilihan Universitas Terbaik di Malang<\/title>\n<meta name=\"description\" content=\"BINUS University Malang Merupakan Universitas Terbaik di Malang dengan Program Computer Science, Entrepreneurship Bussiness Creation, Computer Science, 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