{"id":54785,"date":"2019-03-06T08:55:02","date_gmt":"2019-03-06T08:55:02","guid":{"rendered":"https:\/\/www.solopress.com\/blog\/?p=54785"},"modified":"2019-06-26T08:31:49","modified_gmt":"2019-06-26T07:31:49","slug":"comment-faire-connaitre-son-entreprise","status":"publish","type":"post","link":"https:\/\/www.solopress.com\/blog\/fr\/business-marketing\/how-to-rebrand-your-business\/","title":{"rendered":"Comment donner une nouvelle image \u00e0 votre entreprise"},"content":{"rendered":"<div id=\"bsf_rt_marker\"><\/div>\r\n<p>Donner une nouvelle image \u00e0 son entreprise ne se limite pas \u00e0 r\u00e9diger une nouvelle d\u00e9claration de mission. Il s'agit de redessiner votre logo, de changer vos couleurs, de choisir une police de caract\u00e8res diff\u00e9rente et de refl\u00e9ter ces changements dans vos supports promotionnels.<\/p>\r\n\r\n\r\n\r\n<p>Nous avons fait \u00e9quipe avec deux experts en strat\u00e9gie de marque pour vous fournir les \u00e9tapes \u00e0 suivre pour cr\u00e9er une nouvelle identit\u00e9 visuelle pour votre entreprise.<\/p>\r\n\r\n\r\n\r\n<p><strong><a href=\"https:\/\/www.brandnu.co.uk\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"Radim Malinic (ouvre un nouvel onglet)\">Radim Malinic<\/a><\/strong> est un directeur cr\u00e9atif et graphiste freelance prim\u00e9, bas\u00e9 \u00e0 Londres. Il proposera des conseils aux c\u00f4t\u00e9s de <strong><a href=\"http:\/\/adri.mdx.ac.uk.contentcurator.net\/phil-cleaver\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"Phil Cleaver, (ouvre un nouvel onglet)\">Phil Cleaver<\/a><\/strong>Professeur en industries cr\u00e9atives \u00e0 l'\u00e9cole d'art et de design de l'universit\u00e9 de Middlesex.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><strong>Qui \u00eates-vous ?<\/strong><\/h2>\r\n\r\n\r\n\r\n<p>Avant toute chose, d\u00e9finissez qui vous \u00eates en tant qu'entreprise. C'est un \u00e9l\u00e9ment essentiel du processus de rebranding, car il d\u00e9termine l'image que vous voulez donner \u00e0 vos clients.<\/p>\r\n\r\n\r\n\r\n<p>Toutes les entreprises sont centr\u00e9es sur le client et visent \u00e0 lui en donner pour son argent et \u00e0 lui fournir un produit ou un service utile. Mais pour que votre rebranding soit personnel \u00e0 votre entreprise, posez-vous quelques questions :<\/p>\r\n\r\n\r\n\r\n<p><strong>Qui est votre public ?<\/strong><\/p>\r\n\r\n\r\n\r\n<p>Votre client\u00e8le et votre public cible sont les piliers de votre entreprise. Il est donc logique de les garder \u00e0 l'esprit lors de la refonte de votre image de marque, car c'est avant tout pour eux que vous le faites.<\/p>\r\n\r\n\r\n\r\n<p>Demandez-vous ce \u00e0 quoi ils seraient le plus r\u00e9ceptifs et ce qu'ils appr\u00e9cieraient le plus dans le cadre de la refonte de votre marque.<\/p>\r\n\r\n\r\n\r\n<p>Phil estime que des \u00e9l\u00e9ments tels que les logos sont cruciaux pour l'efficacit\u00e9 de l'image de marque d'une entreprise : \"Le symbole doit \u00eatre performant par rapport \u00e0 un ensemble de qualit\u00e9s \u00e9num\u00e9r\u00e9es afin de gagner l'audience dont il a besoin\", explique-t-il. <\/p>\r\n\r\n\r\n\r\n<p><strong>Quel est votre secteur d'activit\u00e9 ?<\/strong><\/p>\r\n\r\n\r\n\r\n<p>Certains \u00e9l\u00e9ments de l'image de marque conviennent \u00e0 certains secteurs. Pour vous diff\u00e9rencier des autres op\u00e9rateurs de votre march\u00e9, regardez d'abord ce qu'ils font avec leur image de marque.<\/p>\r\n\r\n\r\n\r\n<p>Radim explique : \"Chaque semaine, les grandes entreprises annoncent des renouvellements de marque, car elles font tout ce qu'elles peuvent pour rester pertinentes.<\/p>\r\n\r\n\r\n\r\n<p>Soyez conscient des normes de votre secteur en mati\u00e8re d'image de marque et essayez de cultiver votre propre personnalit\u00e9 pour vous d\u00e9marquer.<\/p>\r\n\r\n\r\n\r\n<p><strong>Comment voulez-vous que votre marque soit repr\u00e9sent\u00e9e ?<\/strong><\/p>\r\n\r\n\r\n\r\n<p>R\u00e9fl\u00e9chissez \u00e0 l'image que vous souhaitez donner \u00e0 votre marque. Quelles \u00e9motions voulez-vous que les gens ressentent lorsqu'ils s'engagent avec vous ? Confiance ? Fiabilit\u00e9 ? L'innovation ?<\/p>\r\n\r\n\r\n\r\n<p>Votre nouvelle marque doit refl\u00e9ter vos id\u00e9aux et croyances les plus profonds en tant qu'organisation. Phil prend l'exemple de l'\u00e9poque o\u00f9 <a href=\"https:\/\/www.solopress.com\/blog\/fr\/politics-rebranded\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"Les partis politiques font peau neuve (s&#039;ouvre dans un nouvel onglet)\">les partis politiques font peau neuve<\/a> \u00a0afin de modifier la perception que les gens ont d'eux. Il sugg\u00e8re ce qui suit : \"Investir dans un design qui peut durer de nombreuses ann\u00e9es, c'est avant tout une v\u00e9ritable expression visuelle de leurs id\u00e9es et de leurs convictions.\"<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><strong>Que proposez-vous ?<\/strong><\/h2>\r\n\r\n\r\n\r\n<p>Identifiez et analysez vos atouts et utilisez votre image de marque pour montrer ce qui vous diff\u00e9rencie de vos concurrents. Phil explique : \"Dans un march\u00e9 encombr\u00e9 de marques, les gens accordent une grande importance \u00e0 l'authenticit\u00e9 per\u00e7ue. \"La conception d'une marque est un processus r\u00e9fl\u00e9chi qui doit pr\u00e9senter les qualit\u00e9s que vous projetez sous une forme visuelle accessible.<\/p>\r\n\r\n\r\n\r\n<p><strong>En quoi \u00eates-vous dou\u00e9 ?<\/strong><\/p>\r\n\r\n\r\n\r\n<p>Votre service \u00e0 la client\u00e8le est-il in\u00e9gal\u00e9 ? Qu'en est-il de vos produits ? R\u00e9pondez-vous toujours aux besoins de vos clients ?<\/p>\r\n\r\n\r\n\r\n<p>Le fait de pr\u00e9senter vos points forts dans votre image de marque renforce vos attributs positifs dans l'esprit de vos clients. Radim vous conseille vivement de prendre exemple sur les entreprises \u00e9mergentes : \"De nombreuses nouvelles entreprises \u00e0 succ\u00e8s sont ax\u00e9es sur le design - elles mettent toutes leur ADN en \u00e9vidence\", explique-t-il.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><strong>Mise en pratique<\/strong><\/h2>\r\n\r\n\r\n\r\n<p>Phil et Radim offrent des conseils d'experts sur des aspects sp\u00e9cifiques d'un changement de marque : logo, couleurs de la marque et typographie.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><strong>Logo<\/strong><\/h3>\r\n\r\n\r\n\r\n<p style=\"text-align: left;\">\"Rien n'est plus distinctif qu'un symbole bien con\u00e7u, et de nombreuses marques s'en rendent compte\", d\u00e9clare Phil. <\/p>\r\n\r\n\r\n\r\n<p>La simplicit\u00e9 est souvent la cl\u00e9. Le r\u00e9cent changement de marque de Mastercard en est un excellent exemple. L'entreprise a supprim\u00e9 toutes les mentions de son logo pour ne conserver que les deux cercles qui s'entrecroisent.<\/p>\r\n\r\n\r\n\r\n<p>\"Lorsqu'une marque dispose d'une marque qui la repr\u00e9sente avec tant de succ\u00e8s... aucun autre contexte n'est n\u00e9cessaire\".<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><strong>Couleurs de la marque<\/strong><\/h3>\r\n\r\n\r\n\r\n<p>\"L'introduction d'harmonies de couleurs et l'augmentation de l'\u00e9clat des couleurs permettent d'accro\u00eetre l'\u00e9nergie et l'attrait\", explique Radim.<\/p>\r\n\r\n\r\n\r\n<p>Les changements de marque ont pour but de redynamiser une entreprise et de raviver l'int\u00e9r\u00eat qu'elle suscite. Le choix des bonnes couleurs peut y contribuer.<\/p>\r\n\r\n\r\n\r\n<p>\"Soyez audacieux, lumineux, direct, amical et engageant\", ajoute Radim.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><strong>Typographie<\/strong><\/h3>\r\n\r\n\r\n\r\n<p>\"Tout comme le symbole, la police de caract\u00e8res doit \u00eatre \u00e9valu\u00e9e par rapport aux qualit\u00e9s projet\u00e9es de la marque.<\/p>\r\n\r\n\r\n\r\n<p>Phil sugg\u00e8re que lors d'un changement de marque, la typographie soit choisie en fonction de l'image que vous souhaitez donner de votre entreprise.<\/p>\r\n\r\n\r\n\r\n<p>\"Ces derni\u00e8res ann\u00e9es, les identit\u00e9s visuelles se sont fortement appuy\u00e9es sur la typographie pour v\u00e9hiculer leur marque\", ajoute Phil. <\/p>\r\n\r\n\r\n\r\n<p>Une fois votre rebranding lanc\u00e9, Solopress peut vous aider \u00e0 cr\u00e9er les supports visuels dont vous aurez besoin, des cartes de visite aux en-t\u00eates de lettres.<\/p>","protected":false},"excerpt":{"rendered":"<p>Rebranding your business is about more than writing a new mission statement. It\u2019s redesigning your logo, changing your colours, picking a different font and reflecting this in your promotional assets. We\u2019ve teamed up with two branding experts to provide you with the actionable steps to create a new visual identity for your company. Radim Malinic [&hellip;]<\/p>\n","protected":false},"author":23,"featured_media":54788,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[547],"tags":[890],"class_list":{"0":"post-54785","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-business-marketing","8":"tag-branding"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How To Rebrand Your Business | Solopress<\/title>\n<meta name=\"description\" content=\"From logos to fonts, colours and graphics \u2013 redefine your company image and transform your promotional output with our guide to rebranding.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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