{"id":4296,"date":"2015-03-19T21:54:37","date_gmt":"2015-03-19T21:54:37","guid":{"rendered":"https:\/\/dmjcomputerservices.com\/fr\/?p=4296"},"modified":"2025-09-17T11:08:04","modified_gmt":"2025-09-17T10:08:04","slug":"gestion-marque-fideliser-clientele","status":"publish","type":"post","link":"https:\/\/dmjcomputerservices.com\/fr\/blog\/gestion-marque-fideliser-clientele\/","title":{"rendered":"Comment g\u00e9rer sa marque et fid\u00e9liser sa client\u00e8le"},"content":{"rendered":"\n[et_pb_section fb_built=\u00a0\u00bb1″ admin_label=\u00a0\u00bbsection\u00a0\u00bb _builder_version=\u00a0\u00bb4.16″ global_colors_info=\u00a0\u00bb{}\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb][et_pb_row admin_label=\u00a0\u00bbrow\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4″ background_size=\u00a0\u00bbinitial\u00a0\u00bb background_position=\u00a0\u00bbtop_left\u00a0\u00bb background_repeat=\u00a0\u00bbrepeat\u00a0\u00bb width=\u00a0\u00bb100%\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4″ _builder_version=\u00a0\u00bb4.16″ custom_padding=\u00a0\u00bb|||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb custom_padding__hover=\u00a0\u00bb|||\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb][et_pb_text admin_label=\u00a0\u00bbText\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4″ background_size=\u00a0\u00bbinitial\u00a0\u00bb background_position=\u00a0\u00bbtop_left\u00a0\u00bb background_repeat=\u00a0\u00bbrepeat\u00a0\u00bb hover_enabled=\u00a0\u00bb0″ global_colors_info=\u00a0\u00bb{}\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb sticky_enabled=\u00a0\u00bb0″]

\u201cQuelle est la chose que tout le monde devrait savoir d’embl\u00e9e \u00e0 propos de votre marque ?\u201d<\/strong><\/h2>\n

En mati\u00e8re d’image de marque, la simplicit\u00e9 est sans aucun doute pr\u00e9f\u00e9rable et la franchise est essentielle, sinon vous risquez de faire fuir vos visiteurs d\u00e8s leur arriv\u00e9e sur votre site. Mais pour beaucoup, le concept de marque et comment g\u00e9rer sa marque est un myst\u00e8re total : vous savez que c’est une chose que vous devez ma\u00eetriser pour votre entreprise, mais vous ne savez pas vraiment pourquoi ni comment ! Certaines entreprises ne savent m\u00eame pas qu’elles n’ont pas de marque !<\/p>\n

Ce probl\u00e8me peut \u00eatre particuli\u00e8rement pr\u00e9occupant quand on pense qu’un site web ne dispose que de quelques secondes (8 secondes pour \u00eatre pr\u00e9cis, selon une \u00e9tude sur la capacit\u00e9 d’attention humaine) pour convaincre ou rebuter, attirer ou repousser. Vous ne pouvez pas vous permettre de publier quoi que ce soit de flou !<\/p>\n

\"Glasses<\/p>\n

Chaque pr\u00e9cieuse seconde est donc cruciale. Voulez-vous en savoir plus ?<\/h2>\n

Bon, d’accord, vous avez peut-\u00eatre d\u00e9j\u00e0 une marque et vous \u00eates satisfait de la fa\u00e7on dont elle attire les clients et n’envisagez pas de la renouveler. C’est tr\u00e8s bien, mais avez-vous r\u00e9fl\u00e9chi \u00e0 l’\u00e2ge de votre marque et \u00e0 la fa\u00e7on dont les choses ont pu \u00e9voluer dans votre secteur depuis son lancement ?<\/p>\n

La seule chose dont nous pouvons \u00eatre s\u00fbrs, c’est que le CHANGEMENT affecte en permanence toutes les entreprises. La fa\u00e7on dont les gens per\u00e7oivent et choisissent les soci\u00e9t\u00e9s auxquelles ils font appel ou aupr\u00e8s desquelles ils ach\u00e8tent a consid\u00e9rablement \u00e9volu\u00e9 au cours des derni\u00e8res d\u00e9cennies. Il y a 40 ou 50 ans, le march\u00e9 \u00e9tait favorable aux vendeurs, les entreprises \u00e9taient davantage orient\u00e9es vers le march\u00e9 local, il \u00e9tait plus facile de fid\u00e9liser les clients et m\u00eame de les retenir simplement en leur offrant un visage amical et reconnaissable.<\/p>\n

La Notori\u00e9t\u00e9 de la Marque<\/h2>\n

La notori\u00e9t\u00e9 de la marque, ou brand awareness,\u00a0 n’a pas \u00e9t\u00e9 cr\u00e9\u00e9e par internet, mais par le bouche-\u00e0-oreille, et les entreprises qui pouvaient se permettre de faire de la publicit\u00e9 \u00e0 la t\u00e9l\u00e9vision n’\u00e9taient pas n\u00e9cessairement celles qui connaissaient la croissance la plus rapide. De nos jours, la fid\u00e9lit\u00e9 des clients est extr\u00eamement difficile \u00e0 obtenir et presque impossible \u00e0 conserver. Offrir une remise pour des achats r\u00e9p\u00e9t\u00e9s ne fait que fid\u00e9liser \u00e0 court terme. Je vous donne l’exemple du nombre de cartes de fid\u00e9lit\u00e9 que vous avez dans votre portefeuille. L’offre d’un caf\u00e9 gratuit apr\u00e8s l’achat de 10 caf\u00e9s vous incite-t-elle \u00e0 retourner dans ce caf\u00e9 ? Probablement autant que l’\u00ab autre \u00bb caf\u00e9 qui propose exactement la m\u00eame offre. La triste r\u00e9alit\u00e9 est que le marketing a tourn\u00e9 au vinaigre pour de nombreuses entreprises. Avec autant d’offres promotionnelles qui affectent leurs r\u00e9sultats financiers, certaines deviennent d\u00e9sesp\u00e9r\u00e9es et se tournent vers des tactiques l\u00e9g\u00e8rement sournoises pour augmenter la collecte de donn\u00e9es.<\/p>\n

La Pr\u00e9servation de la Marque<\/h2>\n

C’est l\u00e0 o\u00f9 intervient la pr\u00e9servation de la marque : il s’agit avant tout d’instaurer le respect, la confiance et, \u00e0 terme, la fid\u00e9lit\u00e9<\/strong>. Tout le monde souhaite utiliser une marque en laquelle il peut avoir confiance. Que dit votre marque \u00e0 votre sujet ? Dit-elle ce qu’il faut ? Pourrait-elle \u00eatre plus percutante ?<\/p>\n

La simplicit\u00e9 consiste \u00e0 faire en sorte que les bons messages soient imm\u00e9diatement compris par le bon public. Votre marque doit s’efforcer de transmettre les bons messages aux bonnes personnes, depuis votre logo jusqu’\u00e0 la personne qui r\u00e9pond au t\u00e9l\u00e9phone. Chaque \u00ab bonjour \u00bb compte vraiment, et ce bonjour doit \u00eatre communiqu\u00e9 de mani\u00e8re coh\u00e9rente \u00e0 travers tous les stimuli : visuels, auditifs et subliminaux. Si cela vous a amen\u00e9 \u00e0 r\u00e9fl\u00e9chir \u00e0 votre marque et \u00e0 vous demander si vous devriez la consid\u00e9rer sous un angle diff\u00e9rent, celui du client, vous appr\u00e9cierez cet article gratuit r\u00e9dig\u00e9 par notre expert en strat\u00e9gie de marque, qui cr\u00e9e des marques avec succ\u00e8s depuis plus de 20 ans.<\/p>\n

 <\/p>\n

 <\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]\n","protected":false},"excerpt":{"rendered":"

Les visiteurs d\u00e9cident de rester ou non sur votre site en moins de 8 secondes. Il est donc essentiel que votre marque soit imm\u00e9diatement \u00e9vidente.<\/p>\n

D\u00e9couvrez comment am\u00e9liorer votre marque et attirer davantage de visiteurs sur votre site web.<\/p>\n","protected":false},"author":23,"featured_media":8474,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"

\u201cWhat is the one thing everyone should immediately know about your brand?\u201d<\/strong><\/h2>\r\nWhen it comes to company branding, simple is most definitely better and being direct is key or you\u00a0risk losing\u00a0your audience as soon as they land. But for many, branding is a complete mystery<\/strong> \u2013 something you know you have to get right for your business, but you\u2019re not sure why, or how! Some companies don\u2019t even know they don\u2019t have a brand!\r\n\r\nThis can be especially concerning when you realise you only have a few seconds (8 seconds to be precise according to a study on human attention span) to make or break, attract or repel. You can\u2019t afford to have anything blurry!\r\n\r\n\"Glasses\r\n

So every precious second is critically important,\r\nwant to know more?<\/h2>\r\n[toggle title_open=\"Close Me\" title_closed=\"Download our free paper HERE.\" hide=\"yes\" border=\"yes\" style=\"default\" excerpt_length=\"0\" read_more_text=\"Read More\" read_less_text=\"Read Less\" include_excerpt_html=\"no\"][gravityform id=\"18\" title=\"false\" description=\"false\"][\/toggle]\r\n\r\nSo ok maybe you\u2019ve got a brand, and you\u2019re happy with how it\u2019s attracting customers, and not considering a refresh. That\u2019s great, but have you considered how old your brand is, and how things may have changed in your industry since your brand was launched? The one thing we can rely on is CHANGE \u2013 and it affects every business continually. How people perceive and choose which businesses to use or buy from has changed enormously over the past few decades even. 40-50 years ago it was a sellers\u2019 market, businesses were more locally orientated, customer loyalty was easier to get and even easier to keep by simply having a friendly face you recognised.\r\n

Brand Awareness<\/h2>\r\nBrand awareness was not made by the internet, but carried via word of mouth and those companies who could afford to advertise on TV were not necessarily the ones who grew the fastest. These days customer loyalty is extremely hard to achieve and almost impossible to keep. Offering a discount for repeat business simply earns short term loyalty, just stop and think of how many loyalty cards you have in your wallet? Does the offer of a free coffee after you buy 10 make you return to that coffee house? Probably just as much as the \u2018other\u2019 coffee house who\u2019s offering exactly the same. The ugly truth is that marketing has turned sour for many companies, with so many promotional offers effecting their bottom line some get desperate and turn to slightly underhand tactics to increase data capture.\r\n

Brand Maintenance<\/h2>\r\nThis is where brand maintenance comes in \u2013 it\u2019s all about establishing respect, trust and eventually loyalty<\/strong>. Everyone wants to use a brand they can trust. So what does your brand say about you? Is it saying the right things? Could it be stronger?\r\n\r\nKeeping it simple means getting the right messages instantly absorbed by the right audience. Your brand has to work hard to say the right things to the right people, from your logo all the way to the person who picks up the phone. Every \u2018hello\u2019 really does count, and that hello needs to be consistently communicated through every stimulus \u2013 visual, auditory and subliminally. If this has made you think about your brand and whether you should be looking at it in a different way \u2013 the customer\u2019s viewpoint, you\u2019ll appreciate this free paper written by our branding expert \u2013 who\u2019s been creating successful brands for over 20 years.\r\n\r\n[toggle title_open=\"Close Me\" title_closed=\"It\u2019s here, it\u2019s free, it\u2019s awesome \u2013 get demystified now\" hide=\"yes\" border=\"yes\" style=\"default\" excerpt_length=\"0\" read_more_text=\"Read More\" read_less_text=\"Read Less\" include_excerpt_html=\"no\"][gravityform id=\"18\" title=\"false\" description=\"false\"][\/toggle]\r\n\r\n\"Brand\r\n\r\n\u00a0","_et_gb_content_width":"","footnotes":""},"categories":[66],"tags":[202],"class_list":["post-4296","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-wordpress","tag-brand"],"_links":{"self":[{"href":"https:\/\/dmjcomputerservices.com\/fr\/wp-json\/wp\/v2\/posts\/4296","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dmjcomputerservices.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dmjcomputerservices.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dmjcomputerservices.com\/fr\/wp-json\/wp\/v2\/users\/23"}],"replies":[{"embeddable":true,"href":"https:\/\/dmjcomputerservices.com\/fr\/wp-json\/wp\/v2\/comments?post=4296"}],"version-history":[{"count":0,"href":"https:\/\/dmjcomputerservices.com\/fr\/wp-json\/wp\/v2\/posts\/4296\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dmjcomputerservices.com\/fr\/wp-json\/wp\/v2\/media\/8474"}],"wp:attachment":[{"href":"https:\/\/dmjcomputerservices.com\/fr\/wp-json\/wp\/v2\/media?parent=4296"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dmjcomputerservices.com\/fr\/wp-json\/wp\/v2\/categories?post=4296"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dmjcomputerservices.com\/fr\/wp-json\/wp\/v2\/tags?post=4296"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}