{"id":23013,"date":"2022-05-10T15:28:46","date_gmt":"2022-05-10T19:28:46","guid":{"rendered":"https:\/\/answernet.com\/?p=23013"},"modified":"2025-03-17T11:26:16","modified_gmt":"2025-03-17T15:26:16","slug":"the-4-cruxes-of-core-brand-identity-blog","status":"publish","type":"post","link":"https:\/\/answernet.com\/fr\/the-4-cruxes-of-core-brand-identity-blog\/","title":{"rendered":"Les 4 piliers de l'identit\u00e9 de la marque"},"content":{"rendered":"<h4 class=\"wp-block-heading\">Les questions les plus importantes \u00e0 poser sur votre marque<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Apple, Starbucks, Procter &amp; Gamble - autant d'entreprises \u00e0 succ\u00e8s qui prot\u00e8gent farouchement leurs marques.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pourquoi ? Ces entreprises reconnaissent l'importance de cr\u00e9er une marque qui a une grande valeur aux yeux du public. En fait, elles d\u00e9pensent des milliards pour modeler la perception que les consommateurs ont d'elles.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La surface ext\u00e9rieure de ces marques (le vert de Starbucks, le blanc et le gris de l'iDevice, le P-ampersand-G) n'est jamais une r\u00e9flexion apr\u00e8s coup ; en fait, elle est li\u00e9e \u00e0 un concept plus profond : l'identit\u00e9 de base de la marque.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">L'identit\u00e9 de la marque va au fond des choses. Et tout bon entrepreneur vous dira que si vous ne pouvez pas r\u00e9pondre rapidement et succinctement aux questions suivantes concernant votre entreprise, vous avez du pain sur la planche :<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><em><a href=\"https:\/\/answernet.com\/fr\/about\/\">Quelle est la mission de l'entreprise ?<\/a>&nbsp;<\/em><\/li><li>Quelles sont les valeurs qui soutiennent l'entreprise ?&nbsp;<\/li><li>Pourquoi l'entreprise existe-t-elle ?&nbsp;<\/li><li>Que fait l'entreprise que personne d'autre ne fait sur le march\u00e9 ?&nbsp;<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Si vous voulez que votre marque prenne de l'ampleur, qu'elle r\u00e9ussisse et qu'elle se hisse au sommet, vous devez concevoir vos r\u00e9ponses \u00e0 ces quatre questions. Examinons chacune d'entre elles plus en d\u00e9tail.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Quelle est la mission de mon entreprise ?<\/strong>?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Que veut faire votre entreprise dans le monde ? Quels sont ses objectifs, non seulement pour les propri\u00e9taires et les parties prenantes de l'entreprise, mais aussi pour les personnes qu'elle entend servir et pour la soci\u00e9t\u00e9 dans son ensemble ?&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Il ne s'agit pas d'un objectif fiscal ou d'un objectif quantifiable tel qu'un nombre de ventes \u00e0 conclure ou de partenariats \u00e0 obtenir. Bien qu'il soit essentiel d'avoir de tels objectifs, il s'agit de mesures internes et non de ce que vous projetez dans le monde en tant que partie int\u00e9grante de votre marque.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La clart\u00e9 de votre mission est li\u00e9e aux trois autres questions. Il est donc essentiel de commencer par une r\u00e9ponse compl\u00e8te \u00e0 cette question.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pour r\u00e9pondre \u00e0 cette question, il peut \u00eatre utile de r\u00e9diger votre d\u00e9claration de mission, qui r\u00e9sume en une phrase certains aspects des r\u00e9ponses aux trois autres questions. Un bon exemple est celui de la marque TED, qui propose des conf\u00e9rences TED. Elle se r\u00e9sume \u00e0 : \"Diffuser des id\u00e9es\".&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dans le langage courant des marques, on parle parfois de \"d\u00e9clarations de vision\". Alors qu'une d\u00e9claration de mission d\u00e9crit l'\u00e9tat de l'entreprise et le travail qu'elle a accompli, une d\u00e9claration de vision peut \u00eatre plus orient\u00e9e vers l'avenir.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Par exemple, la mission de Google est \"d'organiser l'information mondiale et de la rendre universellement accessible et utile\", tandis que sa vision est \"d'offrir l'acc\u00e8s \u00e0 l'information mondiale en un seul clic\". L'\u00e9nonc\u00e9 de la mission est manifestement en cours chez Google, mais l'\u00e9nonc\u00e9 de la vision - eh bien, peut-\u00eatre n'obtenez-vous pas toujours exactement ce dont vous avez besoin \"en un seul clic\", mais c'est la vision directrice de Google.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Quelles sont les valeurs qui soutiennent mon entreprise ?&nbsp;<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Lorsque vous r\u00e9fl\u00e9chissez \u00e0 votre mission et \u00e0 votre vision, vous devez penser aux valeurs. Les valeurs ne sont pas universelles. Elles sont pond\u00e9r\u00e9es en fonction des exp\u00e9riences de vie, de l'histoire personnelle et de ce que les individus jugent important dans leur vie et important pour leur communaut\u00e9 et la soci\u00e9t\u00e9 dans son ensemble. Vous pouvez tirer parti de ce qui distingue vos valeurs personnelles afin d'informer votre marque.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Lorsque vous d\u00e9finissez les valeurs de votre entreprise, r\u00e9fl\u00e9chissez aux questions suivantes : pourquoi faites-vous ce que vous faites ? Parce que vous aimez cela ? Qu'est-ce que vous aimez dans cette activit\u00e9 ? Votre passion et votre force motrice vont influencer les valeurs de votre entreprise, ainsi que les nuances de votre personnalit\u00e9 et de votre style dans la mani\u00e8re dont vous travaillez et dirigez.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les valeurs fondamentales et les \u00e9nonc\u00e9s de mission doivent \u00eatre communiqu\u00e9s aux nouveaux employ\u00e9s d\u00e8s le d\u00e9part, et c'est en trouvant des personnes qui comprennent vos valeurs et votre mission et qui s'y conforment que vous assurerez le succ\u00e8s de votre marque.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Pourquoi mon entreprise existe-t-elle ?<\/strong>&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Quelle est la raison d'\u00eatre de l'entreprise ? C'est pour cette raison que les PDG ont besoin de sp\u00e9cialistes du marketing, car la majorit\u00e9 d'entre eux pensent que la r\u00e9ponse est \"gagner de l'argent\", ce qui est peut-\u00eatre vrai, mais si vous voulez vraiment r\u00e9ussir \u00e0 offrir une proposition de marque unique, vous devez r\u00e9fl\u00e9chir plus en profondeur.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les r\u00e9ponses \u00e0 la premi\u00e8re et \u00e0 la derni\u00e8re question doivent \u00eatre prises en compte ici. Vous devez non seulement tenir compte de votre vision et de votre mission, mais aussi de la force motrice qui a pr\u00e9sid\u00e9 \u00e0 la cr\u00e9ation de l'entreprise. Souvent, les fondateurs sont motiv\u00e9s par une lacune per\u00e7ue sur le march\u00e9 qu'ils cherchent \u00e0 combler par un produit unique ou une proposition de marque.&nbsp;&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Que fait mon entreprise que personne d'autre ne fait sur le march\u00e9 ?&nbsp;<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">La division \"meaningful-brands\" du groupe HAVAS indique qu'\u00e0 partir de 2020, <a href=\"https:\/\/www.meaningful-brands.com\/\"><em>75% des marques pourraient dispara\u00eetre et \u00eatre facilement remplac\u00e9es<\/em><\/a>. Cela signifie que trop peu d'agents d'exploitation ont une r\u00e9ponse bien con\u00e7ue \u00e0 cette question, ou s'ils en ont une, ils n'en ont pas fait une affaire publique.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Une excellente sc\u00e8ne de la s\u00e9rie populaire Billions, diffus\u00e9e sur Showtime, r\u00e9sume bien ce concept. Une entrepreneuse voit son produit \u00e9chouer alors que sa position sur le march\u00e9 semblait incroyablement prometteuse au d\u00e9but de sa cr\u00e9ation. Un entrepreneur tr\u00e8s prosp\u00e8re lui donne du fil \u00e0 retordre ;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\"Qu'est-ce que vous faites de mieux au monde ? Vous offrez un service que vous n'avez pas invent\u00e9, une formule que vous n'avez pas invent\u00e9e, une m\u00e9thode de livraison que vous n'avez pas invent\u00e9e. Rien de ce que vous faites n'est brevetable ou ne constitue une exp\u00e9rience utilisateur unique. Vous n'avez pas identifi\u00e9 un segment de march\u00e9 isol\u00e9, vous n'avez pas v\u00e9ritablement marqu\u00e9 votre concept. Vous voulez que je continue ?\"<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">C'est en effet en ces termes qu'il faut penser lorsque l'on d\u00e9finit sa marque. Qu'est-ce qui vous rend unique ? Si vous faites quelque chose pour lequel il existe d\u00e9j\u00e0 un march\u00e9 important, comment le faites-vous diff\u00e9remment, comment le faites-vous mieux ? Qu'est-ce qui vous rend unique ? Comment vos valeurs s'int\u00e8grent-elles dans votre produit ?&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>\u00catre impitoyable, cr\u00e9atif et coh\u00e9rent&nbsp;<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Voil\u00e0, c'est fait. Lorsque vous concevez votre marque, soyez impitoyablement strat\u00e9gique et \u00e9quilibrez cela avec de la cr\u00e9ativit\u00e9 et une philosophie personnelle. Et surtout, soyez coh\u00e9rent. D\u00e9terminez qui vous \u00eates et ce que vous faites, et tenez-vous en \u00e0 cela. Ce n'est pas pour rien que les trois marques mentionn\u00e9es dans l'introduction ont imm\u00e9diatement \u00e9voqu\u00e9 des images dans votre esprit : elles ont des identit\u00e9s de marque bien d\u00e9finies, et c'est leur d\u00e9vouement constant \u00e0 ces identit\u00e9s qui les a rendues inoubliables.<\/p>","protected":false},"excerpt":{"rendered":"<p>Powerful Questions to Ask about Your Brand Apple, Starbucks, Procter &amp; Gamble \u2013 all massively successful companies that are fierce protectors of their brands.&nbsp; Why? These companies recognize the importance of creating a brand that has high value in the eyes of the public. In fact, these companies spend billions &hellip;<\/p>\n<p class=\"read-more\"> <a class=\"\" href=\"https:\/\/answernet.com\/fr\/the-4-cruxes-of-core-brand-identity-blog\/\"> <span class=\"screen-reader-text\">Les 4 piliers de l'identit\u00e9 de la marque<\/span>Lire la suite \"<\/a><\/p>","protected":false},"author":14,"featured_media":23014,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[410],"tags":[69,53,416,351,293],"class_list":["post-23013","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sales-and-marketing-tips","tag-branding","tag-business","tag-marketing","tag-seo","tag-small-business"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.5 (Yoast SEO v25.3.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The 4 Cruxes of Core Brand Identity | AnswerNet<\/title>\n<meta name=\"description\" content=\"Any 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