策略性的品牌操作-打造品牌和進入國際市場的ABC三步驟 Strategic Branding - The ABCs of Branding and Entering International Markets

大多數企業領導⼈專注於創造利潤,認為“建立”品牌,是將資源投注在廣告和行銷推廣上。不過他們常常忽略一件事,品牌的一些核心要素才是重要的基礎磐石,若是輕忽了,將會付出昂貴代價,因為當品牌在市場產⽣既定印象後,就會根深柢固,難以翻轉。我們相信,品牌在進入市場之前,先進⾏優化是非常重要的前提。

Most business leaders focus on making money and “building” their brands by spending their resources on advertising and promotions, however they often miss the most important fundamentals along the way. This may be very costly in the long run. Once a brand is set in the minds of the market its very difficult to change. At AXIS we believe that it is crucial to optimize your brand before it is communicated to the market!

我們的ABC策略模式,能協助品牌經理⼈洞悉品牌問題及掌握市場趨勢,透過策略強化,藉由這樣一個清晰有條理的方式,有效的完成打造品牌的任務。

Our ABC Methodology helps brand builders identify problems as well as trends, consolidate strategies and reach the most effective solutions in a clear and organized way.

步驟 A 檢視與策略 AUDIT /
STRATEGY


我們將檢視企業品牌的市場定位與效能,評估核心競爭力,並比較分析競爭對手的狀況。這個階段我們將幫助品牌知悉目前的優勢、劣勢或矛盾,藉以改進與發現潛在的全新發展機會。



We always begin with a thorough examination of a brand’s current position in the market compared to its competitors and a review of its effectiveness. It helps you determine the strength of your brand together with its weaknesses or inconsistencies. Thereby uncovering opportunities for improvement and new developments.

KEY SERVICES
  • 企業與品牌策略制定
    Corporate and Brand Formulation
    想要成功拓展業務,首先,必須了解公司的定位與優勢,真實評估既有的業務項目,確定其未來發展性,才有可能藉此取得豐厚的利潤報酬。我們將提供專業輔導,協助您制定重要的品牌構成元素,例如:願景與使命、價值主張、競爭優勢、品牌優勢、品牌定位和形象識別等,為您奠定與眾不同的品牌基調。


    To run a successful business, you must first be crystal clear on what you’re great at and what you stand for. We always start by conducting an honest assessment of why your business exists, before making swimming pools full of money of course. We’ll help you come up with key ingredients such as: Vision and Mission, Value Proposition, Competitive Advantage, Brand Benefits, Positioning and visual Identity
  • 市場調查
    Market Research
    無論是推動新業務、開拓海外市場,或是立意創造出符合未來市場需求的策略產品,我們的客戶每天都需要做出最佳決策。而確保最佳決策及降低風險的方法,在於傾聽他人聲音並確實分析接收的信息。我們研究產業變化、全球與在地趨勢,從企業內部查核內部運作及核心競爭力。當品牌需要做出重大改變時,我們也將挑選目標受眾進行焦點小組調查,而調查結果將成為影響決策的重要關鍵。


    Whether acquiring a new business, expanding to another country, or strategically producing products to meet future market needs, our clients are involved in strategic decisions every day

    Ensuring that the most optimal decisions are made is about listening to people, analyzing the information in order to make better decisions and reducing risk. We always start by researching the industry and global to local trends and then proceed with an internal audit by analyzing the intnal workings of the company and its core competencies. When big decisions must be made, we always utilize Focus Group Studies to confirm our finding.
  • 焦點小組研究
    Focus Group Studies
    相較普通群眾的量化調查,由目標受眾組成的焦點小組,其調查資料能提供更深刻的感受、觀點和使用經驗。我們針對個別的目標需求,組成合適的焦點小組。參與者能傾聽他人的回應,從中相互支持或回饋,他們的使用者觀點能夠為品牌、產品、服務及產業趨勢,帶來不同的看法和交流。


    Compared to a quantitative survey, focus groups can gather more information about perceptions, attitudes, and experiences. We offer a variety of types of focus groups to suit any need. Participants are able to listen to responses of other participants and “feed off each other.” They promote communication of different perceptions and points of view in regard to your brand, product or service and industry trends.
  • 消費者洞察
    Customer Insights
    顧客的需求、渴望與消費動機受到產業與文化的影響,而產生巨大差異。當品牌對複雜的市場動向與需求越清楚、交流越頻繁,就更能達到期待效益。我們擅長採用量化和質化研究,從中解讀關鍵訊息,幫助品牌創造對應市場與目標受眾的產品及服務。


    Customer needs, desires and motivations differ greatly based on industry and culture. The more your business can understand and speak to the complexities in dynamic needs of the market the better. Our specialty is employing both quantitative and qualitative methods to understand key insights that help businesses make products and create services that truly matter to the market and target audience.
  • 品牌架構
    Brand Architecture
    一般來說,最佳的商業策略不會顯得混亂無章!
    我們將檢視品牌的企業體質,包含子品牌、產品或服務,協助將名稱、符號、顏色與視覺語彙整合成完整性的系統。清晰、直觀的品牌架構是避免混亂,以及防止未來發展不可預測性的最佳方式。強健的品牌架構幫助產品能見度提高,有利於交叉推廣,亦能有效掌握消費者對於品牌的觀感。


    As a general rule, disorganization is not the best business strategy!
    We will look at your entire portfolio including sub-brands, products and/or services an create a finely integrated system of names, symbols, colors, and visual vocabulary. Clear, intuitive brand architecture is the best way to guard against chaos and unpredictability. A strong brand architecture brings your range of offerings into focus, letting you better cross-promote them and gain control over how your business is perceived by consumers.
步驟 B 品牌打造和發展 BRANDING /
DEVELOPMENT


客⼾如何辨識您的品牌和體驗服務?一個優秀品牌所代表的涵義,不僅僅只是標誌而已,舉凡服務風格、員⼯制服、名片、品牌空間氛圍、⾏銷方式和廣告等,都會體現出整體價值。



How do your customers recognize and experience your business? A strong brand is more than just a logo; it’s reflected in everything from your customer service style, staff uniforms, business cards and promises to your marketing materials and advertising.

KEY SERVICES
  • 文化與價值
    Culture and Values
    擁有清晰的企業文化和價值觀,有助於公司人員、客戶及利益關係人達成共識目標。我們幫助管理團隊定義其價值,創建一致的企業文化,並延展到每次的品牌體驗,品牌表達,以及在每次與企業互動的接觸點。


    With a clear culture and values, it’s possible to have a unifying purpose that everyone in your company, customers and stakeholders can rally around. We help executive teams define their values and create a consistent culture that governs every brand experience, brand expression and interaction with the company at every touch point.
  • 命名與產品策略
    Naming and Product Line Strategy
    尋找與定義名稱的過程稱為“命名”,我們確保您的品牌名稱在市場中顯得與眾不同。雖然品牌名稱無法取代好產品或好服務帶來的口碑,卻可以幫助在競爭激烈的市場中脫穎而出。一個有亮點、能引起消費者共鳴的品牌名稱,會產生舉足輕重的影響力。


    The process of finding or refining a name is called “naming” and we will make sure your brand name will stand out from the rest. While the brand name isn't a substitute for the reputation that comes with a good product or service, it can help it stand out in a competitive market. A memorable brand name that resonates with consumers sets a powerful stage.
  • 顧客接觸點
    Customer Touch Points
    要增進與顧客的互動,關鍵在於了解他們的接觸點,以及預測在何處發生。若是缺乏相關資訊,便難以擬定改善方向,甚至無法評估為互動性所做的改變是否合理。其實,只要在掌握的範圍內,「互動」是可以經由設計而發生;前提必須明白互動的需求,還有產生互動的時間與地點。


    If we want to improve interactions with our customers, the key starting point is to understand what those interactions are and where they take place. Without that understanding it would be impossible to measure any improvements or indeed to see if changes made to those interactions were having a detrimental effect. We can in fact design interactions, at least those within our control, and to be able to do so we must first understand what need is driving the interaction and where and when the interaction takes place.
  • 品牌識別設計
    Visual Identity – Design (CIS)
    品牌建構是品牌發展的基礎,識別設計則是品牌策略中視覺執行的重點,兩者缺一不可。當軸心協助客戶釐清、定義品牌策略,以及相關元素之後,我們使用獨特、全面的視覺概念,來創造或完善品牌的視覺形象。無論對外或對內的品牌展現,其中要點是確保每個接觸點的一致性表現!


    Basically, branding is the foundation of your brand, and identity is the visual execution of your brand strategy. You can't have one without the other. When our client’s strategy and all related elements have been clarified and confirmed we shall create or refine your visual identity using a unique and comprehensive visual concept for presenting your brand to the world as well as internally. Ensuring consistency of engagement at every touch point is key!
  • 內部訓練
    Internal Training
    無論品牌改變的幅度大小,所有員工、合作夥伴和同事需要理解、認同與堅持。在每個專案裡,我們會設計一個工作坊來達成這項目的,目標在於全面地加強和維持品牌的連續性,視其需要甚至全球亦然。工作坊的運作模式,範圍從專案總結訓練,到每周持續性的培訓研討會,將可依品牌打造、行銷推廣及企業需求等進行設計。


    When making a change, big or small, it is necessary that all staff, partners and associates understand, buy-in and adhere. With every project, we will design a workshop to do exactly that. Our goal is to enhance and maintain brand continuity across the board. And across the world, if needs be. Our workshops range from project concluding final training to on-going weekly training workshops to fit every branding, marketing and corporate need.
步驟 C 溝通與推廣 COMMUNICATION /
PROMOTION


當企業成為“媒體發佈來源”, 除了向⽬標受眾、投資者、客⼾或⼀般⼤眾展現品牌產品服務之外,同時也傳達了產業訊息、企業價值及⽬標使命等等。21世紀的品牌溝通重點,在於透過合適的傳播渠道,鎖定特定客戶群或個人,傳送經過設計的個性化訊息給意見領袖與重要影響力者,引發熱烈的迴響及互動。



Your company is now a “Media Source” presenting industry information, your company values, objectives and mission about key products and services to your target audience, investors, customers or the general public. In the 21st century, communications objectives focus on more customized messages, delivered in focused channels, by the right influencers and key opinion leaders in the pursuit of targeting specific customer groups or individuals. Creating high responses from highly optimized brand interaction and engagement.

KEY SERVICES
  • 品牌曝光策略
    Re-launch Strategy
    經歷上述品牌打造的步驟,終於成功定義全新品牌形象,並提供出色的品牌服務與產品後,接續將進行的是品牌曝光的策略思考。使用以ROI為重點的行銷方法,透過意見領袖及相關有影響力者來確認與觸及線上、線下的目標市場。無論是初次的品牌發表,或重新推出全新進化的品牌,軸心皆能為您找到最佳曝光方式!


    Once the hard work to re-fine, re-tune and create a stellar brand offering and product, it’s time to build a launch strategy. The key is to identify and reach the Target Market both on and offline using ROI focused marketing methods as well as KOLs and relevant influencers. Whether your launching your brand for the first time or re-launching a new and fully evolved brand, we’ve got your covered!
  • 媒體管理
    Media Management
    一旦品牌完整發展後,接著擬定行銷傳播策略和廣泛的延伸應用,同時與意見領袖、媒體代表和有影響力者建立關係來宣傳企業。強勢的媒體與公關活動將會品牌帶來加分。


    Once the brand is fully developed, it’s time to get the word out by creating marketing communications strategies and applications while building relationships with KOLs, media representatives and influencers. A strong Media and PR campaign will make a HUGE difference.
  • 創建媒體資源
    Creating A Media Source
    透過對外活動、文宣、網站等媒介,您將成為具有影響力的訊息發佈者,掌握多元的媒體管道,吸引包括合作夥伴、客戶與潛在客戶等目標受眾的關注。品牌需要重視成為訊息發佈者後的新身份,並按照傳播媒體的屬性特色,規劃適切的策略來主導對外溝通。


    Via Events / DM and SM / Influencers / Website, you are now about to become a source of information, a media source with numerous channels which your target audience including partners, clients and potential clients will be paying attention to. This new role as a media source must be taken seriously and each channel organized with an optimized communication strategy.
  • 行銷工具建立
    Marcom Tool Production
    軸心是一個擁有創意能量並能協助完成最終執行的優秀團隊,成員包括數位行銷人員、富有創造力的設計師、文案人員和專案管理者。在印刷、影像方面具備豐富經驗,能為行銷和宣傳活動帶來加分。此外,不定時接受最新技術的培訓,擁有絕佳的專業素養,能有效提升品牌行銷的連結性與參與度。我們秉持創意、創新,充分了解如何塑造品牌,站在顧客的角度思考,為您提供量身打造的專屬服務。


    Our in-house creative design and production team have the skills and experience in digital, print and video to create supremely effective materials for marketing and communications campaigns. Our team is comprised of brilliant digital marketers and programmers with cutting edge skills; our creative designers and copywriters, production people are highly trained and experienced in all the latest techniques in order to enhance your engagement opportunities. They have deep specialisms, understand branding, marketing and the importance of viewing your product or service through the eyes of your customers.
  • 商務展會及展覽
    Trade shows and exhibitions
    無論您的企業類型屬於B2B、B2C、B2B2C、OEM、OBM、ODM,或是複合型態,參加展覽是個好方法,不但能鎖定目標市場,有效曝光,還可以建立品牌知名度。透過軸心團隊的專業服務,您的攤位必定是展覽場合中的吸睛焦點!


    Exhibiting at a trade show can be a great way to advertise to a focused target market and create brand awareness. Whether you’re a B2B, B2C, B2B2C, OEM, OBM, ODM or a mix of all. showcasing your brand in the most affective way at a trade show will set you apart from the rest! Our team has decades of experience doing exactly that. We got you!!!


STRATEGY CAPABILITIES
我們不斷增長的品牌和行銷能力,反映了我們將您的品牌變成具有持久價值的驅動器的熱情。 我們的使命很簡單:與我們的客戶合作創建出新鮮,強大和有效的品牌。我們思維敏捷,擁有互動,開放的工作方式。我們將解決客戶品牌挑戰作為我們的工作核心,並與您合作,創建可解決您的創意和戰略性品牌挑戰的最佳客制化解決方案。

Our growing branding and marketing capabilities reflect our passion for turning your brand into a compelling driver of enduring value. Our mission is simple: to work collaboratively with our clients to create fresh, powerful and effective brands. We’re fast-thinking and have an interactive, open way of working. We put solving our client’s brand challenges at the heart of what we do and we work with you to create customized solutions that best solve your creative and strategic brand challenges.

我們合作過的客戶 Clients we have worked with
得力紡織 De Licacy



為傳統產業注入新思維,扭轉老化企業形象,我們幫助De Licacy建立了新的品牌形象,並貼近國際市場趨勢。

Adding contemporary thinking into a traditional industry and reverse the old-fashion corporate look and feel. We’ve helped De Licacy build new brand images, and achieve international market trends.



READ THE CASE STUDY

Maxland



Maxland是一家以客戶為中心的功能性面料公司,為全球許多一流的領導品牌提供高附加值的技術面料。Maxland希望明確定義其品牌形象,釐清品牌定位與產品優勢,以精準的接觸目標客戶。

Maxland is a customer-oriented functional fabrics company that provides high value-added technical fabrics to many leading global brands. Maxland expects to clearly define their brand image, brand position and brand advantages to contact with target customers precisely.



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運動前線 Sportsline



Sportsline是一家提供整體運動服務的健身領域品牌。藉由全方位的體能檢測系統,以專業復健醫療為基礎,為個人需求量身定制能達到最有效的診斷/治療/訓練的健身方法。

Sportsline, a brand in the Health and Fitness Industry, is a holistic Sports services company which provides an all-encompassing system, created from the sum of several professional medical solutions in-order to arrive at the most effective and efficient diagnostic/therapeutic/training methods - Tailored for the needs of the individual.



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