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MOČ OSEBNE BLAGOVNE ZNAMKE

4. 2. 2020

Leta 2014 sem postal mednarodni predavatelj s prvimi nastopi v tujini in si postavil kot cilj vstop na nekaj novih privlačnih trgov. Kot enega od trgov z največjim potencialom za moje seminarje sem ocenil Nizozemsko, saj je tam trg seminarjev o osebnih financah zelo razvit.

Leta 2015 sem tako spoznal promoterja največjih seminarjev na tem trgu, direktorja podjetja Succesgids. To podjetje zastopa vse največje svetovne predavateljske zvezde, na čelu s Tonyjem Robbinsom. Ko sem mu omenil, da bi rad tudi sam imel seminarje na Nizozemskem je vljudno »preslišal« moj namig.

V naslednjih letih sem napisal knjigo, imel kup seminarjev na različnih trgih, objavil na desetine člankov, redno objavljal na družbenih medijih.

In glej ga zlomka … decembra 2018 dobim naslednje e-mail sporočilo:

Tako so leta 2019 sledili moji prvi (zelo uspešni) seminarji na Nizozemskem v organizaciji podjetja Succesgids.

Zakaj se je to zgodilo?

Odgovor je preprost: leta 2015 še nisem imel neke razpoznavne osebne blagovne znamke. Leta 2018 pa je bila le-ta že tako močna, da je začela sama privlačiti kupce in promoterje seminarjev.

In podobno se lahko zgodi tudi v vašem poslu. Razvita osebna blagovna znamka vam lahko katapultira vaš posel v višave ali pa vas obvaruje marsikatere nevšečnosti v poslu. Naj vam dam primer…

A se spomnite velike afere podjetja Volkswagen zaradi prevare pri meritvah izpušnih plinov?

Volkswagen je prevaro priznal in vodstvo koncerna se je javnosti opravičilo na tiskovni konferenci.  Toda vse skupaj velikega učinka na trgu ni imelo. Delnica podjetja je kljub vsem naporom vodstva strmoglavila vse nižje in nižje.

Po drugi strani podjetje Tesla predstavi Cybertruck, katerega stekla naj bi bila odporna na izstrelke. Na predstavitvi vržejo nekaj kovinskih krogel vanj in stekla se razbijejo.

Rezultat?

Tesla dobi več kot 200.000 prednaročil.

V čem je razlika med tema dvema podjetjema?

Razlik je seveda veliko, toda ena od pomembnejših je, da ima Tesla za seboj Elona Muska, ki je obraz blagovne znamke. Volkswagen pa je le še ena velika brezosebna korporacija.

Dejstvo je, da se ljudje bistveno lažje identificiramo z ljudmi, kot s podjetji. Zato bomo Tesli (oz. Elonu Musku) oprostili marsikatero napako, medtem ko je Volkswagnu ne bomo.

Elon Musk to razume in zato načrtno gradi svojo osebno blagovno znamko. Kljub temu, da je po naravi introvertiran človek. To je npr. razumel tudi Napoleon, o katerem se je govorilo, da ima samo njegova prisotnost na čelu vojske učinek dodatnih 40.000 mož. Napoleon je svojo vojsko vodil iz prvih bojnih vrst. Ni se skrival v svojem šotoru. Zato je imel tako pomemben učinek na ljudi, ki jih je vodil.

Ko razmišljate o svojem poslu ali karieri v naslednjem letu in naprej, se vprašajte, kaj bi lahko vam osebno prineslo to, da začnete načrtno graditi svojo osebno blagovno znamko. Po mojem mnenju je to najbolj pomembna marketinška poteza, ki jo lahko naredite. Ta poteza vam lahko brez pretiravanja podvoji ali početveri vaše poslovne rezultate.

Za dober začetek nekaj nasvetov

Prvič, če želiš imeti možno osebno blagovno znamko, moraš najprej stati za nekimi načeli, vrednotami. Imeti moraš jasna stališča o tem, za kaj se zavzemaš in kaj je tisto, proti čemur se boriš. Ljudje bomo sledili le ljudem, ki so prepričani vase in v to, kar zagovarjajo. Elon Musk ima zelo jasna načela o transportu, o osvajanju vesolja in solarni energiji. Eni ljudje ga zaradi tega ljubijo, drugi ga sovražijo. Zelo malo ljudi pa je do njega indiferentnih. In podobno mora biti tudi vaš cilj. Trg morate polarizirati.

Drugič, postati moraš viden. Prvi korak do tega, da ti ljudje zaupajo, je preprosto to, da te poznajo. Zato je uspešnemu športniku, o katerem govori ves svet, relativno enostavno uspeti v poslu, če le pridobi še nekaj poslovnih znanj. Za to, da postaneš viden, moraš objavljati svoje poglede na dogajanja na družbenih omrežjih, v člankih, blogih, preko videa in tako naprej.

In tretjič, zavedati se moraš da grajenje osebne blagovne znamke nima nekega konca. Osebno blagovno znamko gradiš vsak trenutek. Vsak prispevek na družbenih omrežjih, vsak sestanek s poslovnimi partnerji, vsak intervju doda svoj košček v sestavljanko.

Avtor: Robert Rolih

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Author

  • Robert Rolih

    Robert Rolih je bestselling avtor knjige The Million Dollar Decision in evropski javni govorec leta 2015 po izboru Professional Speakers Academy iz Londona. Svoje prvo podjetje je ustanovil iz ničle v študentski sobi, ko je bil star 23 let. Nato je do statusa vodilnega podjetja v branži pripeljal dve blagovni znamki. V zadnjih letih je naredil preskok od predavatelja, omejenega na Slovenijo, do predavatelja, ki si na zahodnih trgih deli oder z največjimi predavateljskimi zvezdami sveta, kot so npr. Gary Vaynerchuk, Brian Tracy, Rian Diess, Robert G. Allen, Andy Harrington in drugi.

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Izjemne tehnike, ki jih boste spoznali, vam bodo pomagale skokovito povečati učinkovitost marketinga in pridobiti več strank. Vsaka tehnika je predstavljena na eni strani in vsebuje tudi konkreten primer uporabe v podjetju. Avtorja programa sta mednarodni bestselling avtor Robert Rolih in podjetniška svetovalka Sara Brezigar.

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