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Perbedaan Brand dan Produk

By admin - Tue Jun 05, 5:20 pm

Brand dan produk adalah dua hal yang berbeda tetapi seringkali disamakan kedudukannya. Brand dan produk itu sama seperti ayam dan telur. Mana yang lebih penting? Mana yang lebih dulu harus diadakan, dan sebagainya. Sebagian orang menganggap produk lebih penting karena itu aset utama dalam sebuah bisnis. Benar, bisnis Anda tak akan berjalan tanpa produk. Tapi bagaimana dengan brand? Saat Anda meluncurkan sebuah produk, mungkin sudah ada ratusan atau ribuan produk yang sama di pasaran. Anda sulit menarik perhatian pasar, jika produk Anda tak punya brand.

Brand dan produk

Brand adalah keistimewaan yang membedakan perusahaan atau produk Anda dengan perusahaan atau produk lain. Jika Anda ingin memilikinya Anda harus cermat mengamati ciri khas produk Anda. Amati dan temukan keunikannya. Menciptakan brand tidak sesulit yang Anda kira. Jika Anda mau, Anda bisa menciptakannya dari hal-hal sederhana. Bahkan Anda bisa memulainya dari sesuatu yang dianggap remeh. Misalnya yang dilakukan para produsen sepeda motor. Yang mereka jual adalah Honda yang irit atau Yamaha yang secepat kilat. Jadi bukan sekedar menjual sepeda motor. Brand tersebut yang mampu mengangkat nilai sebuah produk. Hal yang sama bisa kita tanyakan pada diri kita. Apakah kita menjual ebook, kursus online, membership, atau brand? Jawabnya jelas. Pertama kita butuh produk/jasa. Kemudian mem-branding-nya untuk meningkatkan nilai produk di mata konsumen.

Brand dan produk seringkali dimiliki oleh para pengusaha. Bukan hanya pengusaha yang memiliki produk saja tetapi juga affiliate marketer yang tanpa perlu repot membuat produk sendiri bisa menjual lebih banyak berkat brand-nya. Kalau Anda ingin membrandingkan produk Anda, Anda cukup cari keunikan produk Anda dan kembangkan secara serius. Keunikan produk bisa terletak pada beberapa aspek, misalnya kelebihan, harga, layanan purna jual, atau jaminan. Sekarang coba Anda ambil pen dengan selembar kertas. Tulislah ciri khas produk Anda sekarang. Pilih salah satu ciri khas yang menurut Anda paling menjual. Jika Anda yakin dengan pilihan Anda, pasti banyak pelanggan baru yang segera melirik produk Anda.

Lalu lebih penting mana? Mana yang harus didahulukan? Apakah brand atau produk dulu? Brand atau sebagian orang menyebut sebagai brand image adalah pandangan seseorang atau konsumen mengenai produk yang kita jual. Tapi kita bisa menjual brand tanpa adanya merk atau produk. Jadi, jika Anda bercita-cita menjual sesuatu tapi belum ada kesempatan baik kesempatan waktu atau kesempatan produk, Anda bisa memulai dengan membangun brand meski anda belum memiliki merk maupun produk itu sendiri.

Brand dan produk harus berada dalam satu paket. Ketika perusahaan Anda mulai berkembang besar dan memproduksi aneka macam produk yang semakin beragam, pastikan bahwa Anda tetap berada dalam satu naungan brand sehingga konsumen tidak sulit mengenali produk Anda dan semakin percaya dengan bisnis Anda karena melihat pertumbuhannya yang semakin hari semakin besar. Strategi pemasaran seperti ini bisa kita lihat dari kesuksesan produk “Cosmos”, dimana semua produk rumah tangga yang menjadi turunannya dipasarkan dengan brand tunggal dibawah naungan PT. Star Cosmos.

Sebelum memperkenalkan brand produk Anda kepada masyarakat luas, pastikan bahwa Anda telah mendifinisikannya terlebih dahulu sebelum akhirnya meyakinkan para konsumen. Dalam hal ini ada dua cara yang bisa Anda gunakan, yakni yang pertama dengan memberikan sebuah arahan atau penjelasan secara kontinyu kepada para konsumen mengenai definisi produk Anda. Contohnya saja seperti strategi pemasaran apotek K24 yang berusaha memberikan arahan kepada para konsumen bahwa apotek tersebut memiliki koleksi obat yang Komplit dan buka selama 24 jam nonstop setiap harinya. Sedangkan cara yang kedua dengan mempersilahkan konsumen untuk mendefinisikan brand produk Anda.

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