Name: 什麼是「品牌」？4 分鐘速成課程帶你看！ (What Is Branding? 4 Minute Crash Course.)
Uploaded: 2025-03-23T21:01:10.000Z
Duration: 3 min 49 s

頻率副詞

The term branding, people use it interchangeably with logo design, identity design or even sometimes typography.

人們將品牌一詞與標誌設計、身分設計甚至有時與版式互換使用。

to 不定詞

And maybe we need to set the record straight.

過去簡單式

I know you're the best person to tell us. What is branding, Marty?

我知道你是告訴我們的最佳人選。什麼是品牌，馬蒂？

Yeah, so let's start with what branding isn't.

是的，讓我們先來看看什麼不是品牌。

- Okay. - It's because it's not a lot of things people say it is.

- 好的。- 這是因為很多事情並不是人們所說的那樣。

A logo is a very useful tool for a business, but it's not the brand, it's a symbol for the brand.

Logo是企業非常有用的工具，但它不是品牌，而是品牌的象徵。

So when people talk about this brand buying this brand or that brand, they're really talking about buying one product or another product.

當人們談論這個品牌購買這個品牌或那個品牌時，他們實際上是在談論購買一種產品或另一種產品。

People say the brand is a promise the company makes to.

人們說，品牌是公司對自己的承諾。

Customers and there's some truth in that.

顧客，這話有一定道理。是的。

I mean it it does end up acting as a promise, but that's not what it is either.

我的意思是，它最終確實起到了承諾的作用，但這也不是它的本質。

Advertising people like to say, well, it's the sum of all the impressions that a company makes on an audience.

廣告人喜歡說，這是一家公司給閱聽人留下的所有印象的總和。

Well, you know, if you're trying to sell a lot of impressions, I can see where that might be useful to you.

你知道，如果你想賣出很多印象分，我知道這對你可能有用。

But from from a business's point of view, why do they want that?

但從企業的角度來看，他們為什麼要這樣做呢？

So, and how does that help creative people understand what they're doing?

那麼，這又是如何幫助創意人員理解他們正在做的事情的呢？

None of those things are really uh what what branding is.

所以，這些都不是真正的品牌建設。

It's a customer's gut feeling about a product, a service or a company.

這是顧客對產品、服務或公司的直覺。

It ends up in their heads, in their hearts.

這最終會在他們的頭腦中、在他們的心中形成。

They take whatever raw materials you throw at them and they make something out of it.

他們會利用你扔給他們的任何原材料，並從中創造出一些東西。

But it's they're making it, they're creating it.

但這是他們在製造，他們在創造。

And so in a sense, when you create a brand, you're not creating one brand, you're creating millions of brands, like however many customers or people in your audience.

從某種意義上說，當你建立一個品牌時，你不是在建立一個品牌，而是在建立數百萬個品牌，比如你的閱聽人中有多少顧客或多少人。哦。 每一個

每個人心中都有一個不同的你。

And everyone's going to be a little bit different about what that reputation is.

至於聲譽如何，每個人都會有不同的看法。

And that's okay as long as you've got it corralled mostly where you want it and that it's beneficial to the company.

不過，只要你能把它控制在你想要的範圍內，而且對公司有利，那就沒問題。

So, we tend to look at companies and designers, tend to look at branding as from our point of view, like this is something we're doing.

我們傾向於從我們的角度來看待公司和設計師的品牌建設，就像我們正在做的事情一樣。

We're telling a story, we're making a claim. We're making a pitch. And that's what we do, but that's not what a brand is. A brand is a result of that.

我我們在講一個故事，我們在提出一個主張。我們正在做一個推介。這就是我們所做的，但這不是品牌的意義。品牌就是這樣的結果。

And if you don't start there, you don't know what you're doing.

如果不從這裡開始，你就不知道自己在做什麼。

You actually don't know - you think you know what you're doing, but you don't.

你其實不知道自己在做什麼，你以為你知道自己在做什麼，其實你不知道。

I mean, I always tended to be this way, it's like I just had a it was my gut feeling, right about whether this is going to work or not.

我的意思是，我一直都是這樣的，就好像我有一種直覺，我覺得這樣做到底行不行。

And then I would sell it as hard as I could. Get the client to sign off on it.

然後我會拼命地推銷，讓客戶簽字同意。

From the client's point of view, they're going, well, it's a checklist, I got the, you know, I got the logo, I got the tagline, I got the ad campaign, check, check, check and they think they're done.

從客戶的角度來看，他們會說，好吧，這是一個清單，我有了，你知道，我有了標誌，我有了標語，我有了廣告活動，打勾，他們認為他們已經完成了。

What's right is what happens in people's heads.

Like what's the reputation that we've created through.

比如，我們通過什麼創造了聲譽。

The products we're putting out, like and the design of the products, the messaging we're putting out.

我們推出的產品，比如產品的設計、我們發佈的資訊。

The look and feel of them, our culture, you know, how does that affect people, how our employees behave, you know, how's that affecting our reputation. All that stuff counts.

它們的外觀和感覺，我們的文化，你知道，這對人們有什麼影響，我們的員工如何表現，你知道，這對我們的聲譽有什麼影響。這些都算數。

So it's a big world and it actually takes in almost all of business.

這是一個很大的世界，實際上它幾乎囊括了所有的業務。

Not so much finance, but finance is involved too, because finance has to green light all these things.

雖然不涉及財務，但財務也參與其中，因為財務必須為所有這些事情開綠燈。

But almost everybody in a company is, you know, affecting the brand, doing something with the brand, doing it for the brand or hurting the brand.

但是，幾乎公司裡的每個人都在影響著品牌，都在為品牌做事，或為品牌做事，或傷害品牌。