{"id":3076,"date":"2018-09-07T18:43:08","date_gmt":"2018-09-07T18:43:08","guid":{"rendered":"https:\/\/prettylinks.com\/?p=3076"},"modified":"2022-01-07T16:11:31","modified_gmt":"2022-01-07T16:11:31","slug":"3-questions-you-can-ask-yourself-to-create-a-consistent-brand-identity","status":"publish","type":"post","link":"https:\/\/prettylinks.com\/fr\/blog\/3-questions-you-can-ask-yourself-to-create-a-consistent-brand-identity\/","title":{"rendered":"3 questions \u00e0 se poser pour cr\u00e9er une identit\u00e9 de marque coh\u00e9rente"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Contenu<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69de8de765f31\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"ez-toc-cssicon\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69de8de765f31\"  aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/prettylinks.com\/fr\/blog\/3-questions-you-can-ask-yourself-to-create-a-consistent-brand-identity\/#What_is_Your_Brand_Identity_and_Why_Its_Vital\" >Qu'est-ce que l'identit\u00e9 de votre marque ? (et pourquoi elle est vitale)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/prettylinks.com\/fr\/blog\/3-questions-you-can-ask-yourself-to-create-a-consistent-brand-identity\/#3_Questions_You_Can_Ask_Yourself_to_Create_a_Consistent_Brand_Identity\" >3 questions \u00e0 se poser pour cr\u00e9er une identit\u00e9 de marque coh\u00e9rente<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/prettylinks.com\/fr\/blog\/3-questions-you-can-ask-yourself-to-create-a-consistent-brand-identity\/#1_What_Problem_Does_Your_Brand_Solve\" >1. Quel probl\u00e8me votre marque r\u00e9sout-elle ?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/prettylinks.com\/fr\/blog\/3-questions-you-can-ask-yourself-to-create-a-consistent-brand-identity\/#2_Who_Is_Your_Target_Audience\" >2. Qui est votre public cible ?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/prettylinks.com\/fr\/blog\/3-questions-you-can-ask-yourself-to-create-a-consistent-brand-identity\/#3_What_Is_Your_Brands_Voice\" >3. Quelle est la voix de votre marque ?<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/prettylinks.com\/fr\/blog\/3-questions-you-can-ask-yourself-to-create-a-consistent-brand-identity\/#Conclusion\" >Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n\n<p>Si vous g\u00e9rez une activit\u00e9 quelconque par l'interm\u00e9diaire de votre site web, il est important de cr\u00e9er une identit\u00e9 de marque. L'identit\u00e9 de votre marque est sa personnalit\u00e9 et la mani\u00e8re dont vous vous engagez aupr\u00e8s de votre public par le biais du marketing et d'autres interactions.<\/p>\n\n\n\n<p>Si vous souhaitez cr\u00e9er une marque \u00e0 laquelle les gens r\u00e9pondent, vous devez veiller \u00e0 ce qu'elle ait un profil coh\u00e9rent et puissant.<\/p>\n\n\n\n<p>Pour d\u00e9velopper un profil puissant, vous devez vous poser un certain nombre de questions lorsque vous donnez une image de marque \u00e0 votre entreprise. Une fois que vous aurez r\u00e9pondu \u00e0 ces questions, vous aurez une id\u00e9e plus claire du type d'identit\u00e9 de marque qui convient le mieux et de la mani\u00e8re de la mettre en \u0153uvre.<\/p>\n\n\n\n<p>Dans cet article, nous soul\u00e8verons trois questions essentielles et nous vous aiderons \u00e0 y r\u00e9pondre. Nous verrons comment d\u00e9finir le probl\u00e8me que votre marque r\u00e9sout, comment r\u00e9fl\u00e9chir \u00e0 votre public cible et comment exprimer l'identit\u00e9 de votre marque dans l'ensemble de votre pr\u00e9sence en ligne. Mettons-nous au travail !<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_is_Your_Brand_Identity_and_Why_Its_Vital\"><\/span>Qu'est-ce que l'identit\u00e9 de votre marque ? (et pourquoi elle est vitale)<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Une partie importante du marketing de votre entreprise consiste \u00e0 communiquer efficacement ce que vous pouvez offrir \u00e0 vos clients potentiels. Pour y parvenir d'une mani\u00e8re qui attire l'attention des gens et les incite \u00e0 utiliser vos services, vous devez avoir une identit\u00e9 de marque forte.<\/p>\n\n\n\n<p>Comme nous l'avons mentionn\u00e9 pr\u00e9c\u00e9demment, il s'agit de la personnalit\u00e9 de votre marque et de la fa\u00e7on dont vous pr\u00e9sentez votre entreprise au monde. C'est \u00e0 travers votre identit\u00e9 que vous communiquez votre message et g\u00e9rez votre image de marque, un concept connexe mais l\u00e9g\u00e8rement diff\u00e9rent. <\/p>\n\n\n\n<p>En bref, si l'identit\u00e9 de votre marque est la mani\u00e8re dont vous souhaitez qu'elle soit per\u00e7ue, votre image de marque en est le r\u00e9sultat effectif.<\/p>\n\n\n\n<p>Vous ne serez probablement pas surpris d'apprendre que l'am\u00e9lioration de votre image de marque peut s'av\u00e9rer extr\u00eamement importante pour la r\u00e9ussite de votre entreprise. Nous parions que vous pourriez citer des dizaines de marques mondialement connues, notamment le type de langage qu'elles utilisent pour communiquer, la mani\u00e8re dont elles se pr\u00e9sentent et leur identit\u00e9 visuelle. Ce type de personnalit\u00e9 forte est un point commun \u00e0 presque toutes les entreprises efficaces.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"3_Questions_You_Can_Ask_Yourself_to_Create_a_Consistent_Brand_Identity\"><\/span>3 questions \u00e0 se poser pour cr\u00e9er une identit\u00e9 de marque coh\u00e9rente<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Pour cr\u00e9er une identit\u00e9 de marque efficace et coh\u00e9rente qui produise des r\u00e9sultats, vous devez proc\u00e9der \u00e0 une certaine planification. Vous devrez r\u00e9pondre \u00e0 un certain nombre de questions qui vous mettront sur la bonne voie. Examinons trois des questions les plus cruciales.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"1_What_Problem_Does_Your_Brand_Solve\"><\/span>1. Quel probl\u00e8me votre marque r\u00e9sout-elle ?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Tout d'abord, vous devez d\u00e9finir l'objectif de votre marque. Si vous voulez que les gens s'int\u00e9ressent \u00e0 ce que vous avez \u00e0 offrir, vous devez faire en sorte que les avantages qu'ils en retirent soient \u00e9vidents. Le moyen le plus simple d'y parvenir est d'isoler le probl\u00e8me que votre marque peut r\u00e9soudre.<\/p>\n\n\n\n<p>Apr\u00e8s tout, toute personne \u00e0 la recherche d'une solution a un probl\u00e8me \u00e0 r\u00e9soudre. La r\u00e9ponse \u00e0 cette question variera en fonction de votre activit\u00e9, mais il est essentiel de d\u00e9finir un probl\u00e8me et de se positionner comme la meilleure solution pour le r\u00e9soudre afin de cr\u00e9er une identit\u00e9 de marque solide.<\/p>\n\n\n\n<p>Supposons par exemple que votre entreprise cr\u00e9e des cl\u00e9s USB. Les v\u00f4tres offrent-elles le plus grand espace de stockage ? Sont-elles physiquement les plus petites ? Sont-elles plus rapides \u00e0 utiliser ? Ont-elles le plus bel aspect ? Trouver le probl\u00e8me que votre marque peut r\u00e9soudre est la base id\u00e9ale pour construire une identit\u00e9 globale forte.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"2_Who_Is_Your_Target_Audience\"><\/span>2. Qui est votre public cible ?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Afin de <a href=\"https:\/\/prettylinks.com\/fr\/blog\/effective-social-media-marketing-strategy\/\" target=\"_blank\" rel=\"noopener noreferrer\">commercialiser efficacement votre marque<\/a>Vous devez d\u00e9finir clairement <em>qui<\/em> que vous commercialisez. C'est pourquoi vous devez vous demander \u00e0 qui s'adresse votre <a href=\"https:\/\/foundr.com\/target-audience-marketing-strategy\/\" target=\"_blank\" rel=\"noopener noreferrer\">public cible<\/a> est. Il s'agit du groupe de personnes auquel vous destinez votre marketing.<\/p>\n\n\n\n<p>Le public cible diff\u00e8re \u00e9videmment d'une entreprise \u00e0 l'autre et peut m\u00eame varier d'un produit ou d'une campagne \u00e0 l'autre. Il peut \u00eatre tr\u00e8s large et se concentrer sur des caract\u00e9ristiques g\u00e9n\u00e9rales telles que le sexe ou l'\u00e2ge, ou il peut \u00eatre incroyablement sp\u00e9cifique (par exemple, les hommes entre 30 et 50 ans, avec un revenu mod\u00e9r\u00e9 et peu ou pas d'exp\u00e9rience technique).<\/p>\n\n\n\n<p>La r\u00e9ponse \u00e0 la premi\u00e8re question vous aidera \u00e0 d\u00e9terminer qui est le plus susceptible d'\u00eatre confront\u00e9 au probl\u00e8me sp\u00e9cifique que votre produit ou service r\u00e9sout.<\/p>\n\n\n\n<p>Votre <a href=\"https:\/\/www.affiliateroyale.com\/2018\/03\/finding-a-profitable-affiliate-niche\/\" target=\"_blank\" rel=\"noopener noreferrer\">le cr\u00e9neau de l'entreprise<\/a> est un autre facteur important qui peut vous aider \u00e0 d\u00e9terminer qui sont vos clients cibles. Une fois que vous savez qui est votre public cible, vous pouvez adapter votre marketing et votre identit\u00e9 \u00e0 ses besoins.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"3_What_Is_Your_Brands_Voice\"><\/span>3. Quelle est la voix de votre marque ?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Enfin, une fois que vous connaissez la solution apport\u00e9e par votre marque et que vous savez \u00e0 qui elle s'adresse, il est temps de d\u00e9finir la mani\u00e8re dont vous communiquerez avec votre public. C'est ce que l'on appelle commun\u00e9ment un <a href=\"https:\/\/sproutsocial.com\/insights\/brand-voice\/\" target=\"_blank\" rel=\"noopener noreferrer\">voix de la marque<\/a>et cela peut avoir un impact significatif sur la fa\u00e7on dont votre entreprise est per\u00e7ue.<\/p>\n\n\n\n<p>Par exemple, certaines entreprises utilisent un ton d\u00e9contract\u00e9 et amical, ce qui les rend plus accessibles. D'autres adoptent un style strict et professionnel lorsqu'elles communiquent avec leurs clients et dans leurs documents de marketing. Les deux approches sont valables, mais passer de l'une \u00e0 l'autre est rarement une bonne id\u00e9e.<\/p>\n\n\n\n<p>En fait, il est extr\u00eamement important de d\u00e9finir une voix de marque sp\u00e9cifique et de s'y tenir. Si vous m\u00e9langez plusieurs voix, les clients risquent de ne plus savoir ce que vous essayez de faire passer. Votre marque semblera \u00e9galement d\u00e9sordonn\u00e9e et non professionnelle, car il sera \u00e9vident que vous n'avez pas de message unifi\u00e9 et coh\u00e9rent.<\/p>\n\n\n\n<p>Vous devrez donc d\u00e9finir la personnalit\u00e9 et l'attitude de votre marque et veiller \u00e0 la diff\u00e9rencier de celle de vos concurrents. S'inspirer directement d'autres marques peut sembler d\u00e9sesp\u00e9r\u00e9 et va \u00e0 l'encontre de l'objectif de cr\u00e9ation d'une identit\u00e9 de marque qui se d\u00e9marque. En revanche, adopter une voix qui n'est pas celle que l'on entend habituellement dans votre domaine ou votre niche peut faire des merveilles.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span>Conclusion<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>La cr\u00e9ation d'une identit\u00e9 de marque coh\u00e9rente et attrayante est un \u00e9l\u00e9ment cl\u00e9 de toute strat\u00e9gie de marketing. Si vous souhaitez accro\u00eetre votre client\u00e8le et vous engager aupr\u00e8s de ses membres, vous devez indiquer clairement \u00e0 qui vous vous adressez et ce que vous pouvez faire pour eux.<\/p>\n\n\n\n<p>Dans cet article, nous avons abord\u00e9 les trois questions les plus importantes que vous devez vous poser lors de la cr\u00e9ation d'une identit\u00e9 de marque :<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>Quel probl\u00e8me votre marque r\u00e9sout-elle ?<\/li><li>Quel est votre public cible ?<\/li><li>Quelle est la voix de votre marque ?<\/li><\/ol>\n\n\n\n<p><em>Vous avez des questions sur la cr\u00e9ation d'une identit\u00e9 de marque forte ?<\/em> Dites-nous ce que vous en pensez dans la section des commentaires !<\/p>\n\n\n\n<p>Si vous avez aim\u00e9 cet article, n'oubliez pas de nous suivre sur<a href=\"https:\/\/www.facebook.com\/prettylink\/\"> <strong>Facebook<\/strong><\/a>,<a href=\"https:\/\/twitter.com\/prettylink?lang=en\"> <strong>Twitter<\/strong><\/a>et<a href=\"https:\/\/www.linkedin.com\/showcase\/pretty-links\/?viewAsMember=true\"> <strong>LinkedIn<\/strong><\/a>! Et n'oubliez pas de vous inscrire dans le <a href=\"https:\/\/prettylinks.com\/go\/box\/\" title=\"Lien d&#039;affiliation de la bo\u00eete\" class=\"pretty-link-keyword\"rel=\"nofollow \" target=\"_blank\">bo\u00eete<\/a> ci-dessous.<\/p>","protected":false},"excerpt":{"rendered":"<p>Si vous g\u00e9rez une activit\u00e9 quelconque par l'interm\u00e9diaire de votre site web, il est important de cr\u00e9er une identit\u00e9 de marque. L'identit\u00e9 de votre marque est sa personnalit\u00e9 et la mani\u00e8re dont vous vous engagez aupr\u00e8s de votre public par le biais du marketing et d'autres interactions. Si vous souhaitez cr\u00e9er une marque \u00e0 laquelle les gens r\u00e9pondent, vous devez vous assurer qu'elle a une...<\/p>","protected":false},"author":11450,"featured_media":3091,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_strive_editorial_status":"not-started","_strive_copy_of":0,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_strive_checklists":"\"\"","_strive_active_checklist":"","_strive_post_notes":"","footnotes":""},"categories":[6],"tags":[140,21,54],"class_list":["post-3076","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding","tag-brand-identity","tag-branding","tag-marketing"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 4.9.5.2 - aioseo.com -->\n\t<meta name=\"description\" content=\"There are three important questions to ask yourself when it&#039;s time to brand your business. 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