Wednesday, May 29, 2024

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葡萄樹傳媒

你的「品牌」反映出你是誰──YOUR ‘BRAND’ IS A REFLECTION OF WHO YOU ARE

在現今建立商業「品牌」所面臨的壓力,或許比以往任何時候還要大。我們經常聽到有關「品牌形象」和產品辨識度、以及為產品和服務不斷增加能見度的重要性,而所有的目標都是為了增加銷售和強化市場占有率。

這可能是一個棘手的挑戰,特別是當消費者面對眾多選擇的時候。不論是銷售汽車或卡車、運動鞋、罐裝食品、居家用品、個人衛生用品還是餐飲服務,問題是如何使我們的產品或服務脫穎而出成為最佳選擇?

我們可以使用設計精美的網站、強大的社交媒體、名片、電子郵件和定期郵寄廣告型錄等來提高認知度。獨特的標誌和商標也可以有所幫助,但問題仍然是:我們如何與競爭對手區隔開來?而且是用一種很正向的方式?

傑·丹儀(Jay Danzie) 是一位作家和品牌策略家,他曾在社群媒體上發出了一個非常有趣的觀點。「你的微笑是你的標誌(logo),你的人格特質是你的名片(card),你留給別人的印象和相處後的感覺,將會變成你的商標(trademark)。而他人是否渴望成為像你這樣的人則是你的品牌(brand)。

這是不是很有趣呢 ? 他想要說的是,與其擁有一個設計精美、可立即識別的公司或產品標誌,「你的微笑」會是更好的標誌。名片可以提供資訊,但一個人的人格特質能夠向潛在客戶傳達更多訊息。你是否曾經想過商標可以簡單地影響你和他人的互動?我們可以想到一些受歡迎的品牌,但是沒有一個「品牌」會比渴望成為像我們一樣更好的了。有趣的是,聖經對這些都有所提及:

微笑可以產生奇蹟。你有曾想過如果沒有微笑,要給予友善或親切、鼓勵的話語有多難嗎? 在這個充滿令人眉頭深鎖的世界,我們的微笑- 是我們的「標誌」-可以留下強烈的印象。「人心憂慮,屈而不伸;一句良言,使心歡樂。」(箴言12章25節)

正面人格特質的力量。一個人的人格特質不僅是取決於他們是外向還是內向、健談還是保守。還包括對他人真正的關心和關注。「凡事不可結黨,不可貪圖虛浮的榮耀;只要存心謙卑,各人看別人比自己強。各人不要單顧自己的事,也要顧別人的事。」(腓立比書2 章3-4節)

互動交流可留下長久影響。有人說「滿意的顧客」是最好的推薦者,他們對產品或服務持有的正面評價,讓其他人也想考慮擁有。「你在許多見證人面前聽見我所教訓的,也要交託那忠心能教導別人的人。」(提摩太後書2章2節)

成為他人渴望想成為的人。我們能獲取最棒的認可之一就是聽到有人說:「我希望能够像你這樣經營事業。」或是「我希望我能夠認識更多像你一樣的人。」「是否有人渴望成為像你一樣的人?」「你們該效法我,像我效法基督一樣。」(哥林多前書11章1節)

© 2023. Robert J. Tamasy 是企業巔峰: 給今日職場從箴言而來永恆的智慧 一書的作者。也與導師之心的作者David A. Stoddard 合著Tufting Legacies。編輯多本著作包括Mike Landry. Bob的書:透過苦難成長。Mike Landry. Bob的網站為www.bobtamasy-readywriterink.com

備註:如果你有聖經,想閱讀更多相關的內容,請參考下面的經文:

箴言15章30節
15:30眼有光,使心喜樂;好信息,使骨滋潤。
箴言16章13節、24節
16:13 公義的嘴為王所喜悅;說正直話的,為王所喜愛。
16:24 良言如同蜂房,使心覺甘甜,使骨得醫治。
箴言18章20節
18:20人口中所結的果子,必充滿肚腹;他嘴所出的,必使他飽足。
箴言22章11節
22:11 喜愛清心的人因他嘴上的恩言,王必與他為友。
馬可福音10章42-45節
10:42 耶穌叫他們來,對他們說:「你們知道,外邦人有尊為君王的,治理他們,有大臣操權管束他們。
10:43 只是在你們中間,不是這樣。你們中間,誰願為大,就必作你們的用人;
10:44在你們中間,誰願為首,就必做眾人的僕人。
10:45 因為人子來,並不是要受人的服事,乃是要服事人,並且要捨命作多人的贖價。」
以弗所書6章5-9節
6:5 你們作僕人的,要懼怕戰兢,用誠實的心聽從你們肉身的主人,好像聽從基督一般。
6:6 不要只在眼前事奉,像是討人喜歡的,要像基督的僕人,從心裡遵行神的旨意。
6:7 甘心事奉,好像服事主,不像服事人。
6:8因為曉得各人所行的善事,不論是為奴的,是自主的,都必按所行的得主的賞賜。
6:9你們作主人的,待僕人也是一理,不要威嚇他們。因為知道,他們和你們同有一位主在天上;他並不偏待人。

反省問題與討論

  1. 如果有人想請你描述你公司的品牌,或者述說你自己的個人品牌,你會如何回答?
  2. 在當今職場上,企業和個人在創建和建立品牌認同方面,面臨了哪些挑戰?
  3. 你是否贊同人格特質,如愉快親切的微笑和有效的個人互動,如同是品牌的一部份,也可以是代表我們自己或自己公司的有形商標這樣的說法呢?請解釋你的答案?
  4. 轉換思維,將我們自己作為基督徒「品牌」來看,如果我們希望在事奉神和服務他人時能夠有果效,人格特質有多重要呢?


YOUR ‘BRAND’ IS A REFLECTION OF WHO YOU ARE

By Robert J. Tamasy

Perhaps more than ever before, businesses face great pressure to establish their “brands.” We hear much about “brand identity” and product recognition, the importance of creating ever-increasing visibility for products and services, all with the goals of increasing sales and strengthening market share.

It can be a tricky challenge, especially when consumers are presented with a wide variety of choices. Whether it is selling automobiles and trucks, athletic shoes, canned foods, household goods, personal hygiene items or restaurants, the question is how to make our products or services stand out as the best option?

We can utilize slick websites, strong social media presence, business cards, email, and regular mail brochures to increase awareness. Distinctive logos and trademarks can help, but the question remains: How do we separate ourselves, in a positive way, from our competitors?

Jay Danzie, an author and brand strategist, made an intriguing observation. In a social media post he wrote, “Your smile is your logo, your personality is your business card, how you leave others feeling after an experience with you is your trademark, and whether others aspire to be like you is your brand.”

Isn’t that interesting? He was saying that more than a well-designed, instantly recognizable company or product logo, a better logo is “your smile.” Business cards can be informative, but one’s personality tells the prospective customer much more. Have you ever thought of a trademark as simply the impact you have made when interacting with someone? And we can think of many popular brands, but there is no better “brand” than for others to aspire to be like us. Interestingly, the Bible speaks to each of these:

A smile can do wonders. Have you ever thought how difficult it is to be friendly or to offer kind, encouraging words without smiling. In a world when there is no shortage of reasons for frowning, our smile – our “logo” – can make a powerful impression. “An anxious heart weighs a man down, but a kind word cheers him up” (Proverbs 12:25).

The power of a positive personality. One’s personality is more than whether they are outgoing or shy, talkative, or reserved. It also involves genuine care for and interest in other people. “Do nothing out of selfish ambition or vain conceit, but in humility consider others better than yourselves. Each of you should look not only to your own interests, but also to the interests of others” (Philippians 2:3-4).

Interactions leave lasting impacts. It is said that a “satisfied customer” is the best referral, someone who speaks favorably about a product or service and makes others want to consider it. “And the things you have heard me say in the presence of many witnesses entrust to reliable men who will also be qualified to teach others” (2 Timothy 2:2).

Becoming someone worthy of other’s aspirations. One of the greatest endorsements we could ever receive is hearing someone say, “I want to be able to do business the way you do” or, “I wish I knew more people like you.” Do people aspire to be like you? “Follow my example, as I follow the example of Christ” (1 Corinthians 11:1).

© 2023. Robert J. Tamasy has written Marketplace Ambassadors: CBMC’s Continuing Legacy of Evangelism and Discipleship; Business at Its Best: Timeless Wisdom from Proverbs for Today’s Workplace; Pursuing Life With a Shepherd’s Heart, coauthored with Ken Johnson; andThe Heart of Mentoring, coauthored with David A. Stoddard. Bob’s biweekly blog is: www.bobtamasy.blogspot.com.

Reflection/Discussion Questions

  1. If someone were to ask you to describe your company’s brand, or your own personal brand for that matter, how would you respond?
  2. What are some of the challenges businesses and individuals in the marketplace face today in creating and establishing brand identity?
  3. Do you agree with the assertion that personal qualities like a pleasant, caring smile and effective personal interactions are as much a part of a brand or trademark as the graphic symbols we use to represent ourselves or our companies? Why or why not?
  4. Shifting gears to considering our “brand” as followers of Jesus Christ, how are these characteristics important if we are to be effective and fruitful in our service to Him and to others?    

NOTE: If you have a Bible and would like to read more, consider the following passages:     Proverbs 15:30, 16:13,24, 18:20, 22:11; Mark 10:42-45; Ephesians 6:5-9



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