\u00a0<\/strong>Il repr\u00e9sente l\u2019image que l\u2019on souhaite que le client se fasse de l\u2019entreprise\u00a0ou du produit.<\/p>\nIl synth\u00e9tise la fa\u00e7on dont on souhaite que l\u2019entreprise (ou le produit) soit per\u00e7u(e). Cette image diff\u00e9renciante doit permettre de se distinguer des concurrents.<\/p>\n
Ce positionnement, cette repr\u00e9sentation que l\u2019on souhaite imprimer dans l\u2019esprit des clients et des prospects, s\u2019exprime aussi au niveau marketing, dans les choix que fait l\u2019entreprise concernant ses offres, ses prix etc.<\/p>\n
Le positionnement de l\u2019entreprise est une ligne directrice durable, une identit\u00e9.<\/p>\n
La communication doit ensuite traduire ce positionnement : les axes de communication traduiront le positionnement et d\u00e9velopperont ainsi l\u2019image de marque de l\u2019entreprise (ou du produit).<\/p>\n
\u00a0<\/strong><\/p>\nLes axes de communication<\/h5>\n
Les axes de communication traduisent le positionnement de fa\u00e7on cr\u00e9ative,\u00a0par le ton employ\u00e9, le design, les images etc.<\/p>\n
Il ne faut pas confondre positionnement et axe de communication\u00a0: Alors que les axes de communication sont des vues cr\u00e9atives, le positionnement lui, est r\u00e9el et cr\u00e9dible.<\/p>\n
Il est tr\u00e8s difficile de changer le positionnement d\u2019une entreprise : une marque haut de gamme et ch\u00e8re aura quelques difficult\u00e9s \u00e0 se positionner du jour au lendemain sur une image accessible et \u00e0 la port\u00e9e de tous\u2026 Pourquoi ? Parce que son positionnement est ancr\u00e9 dans le r\u00e9el par le biais de ses offres, sa client\u00e8le, son marketing global.<\/p>\n
Par contre, en mati\u00e8re de communication, ses axes de communication pourront changer, faire un jour \u00ab la marque select \u00bb (cible ais\u00e9e) et plus tard \u00ab\u00a0le chic pour tous\u00a0\u00bb (en mettant en avant la vente d\u2019accessoires qui peut permettre, en s\u2019offrant un accessoire de la marque, de faire partie des privil\u00e9gi\u00e9s, par exemple).<\/p>\n
Les deux notions de positionnement et d\u2019axe de communication sont donc intimement li\u00e9es car de la premi\u00e8re d\u00e9coule la cr\u00e9ation de la seconde mais les deux ont leur importance et doivent imp\u00e9rativement prendre place dans votre strat\u00e9gie de communication.<\/p>\n","protected":false},"excerpt":{"rendered":"
L\u2019axe de communication et le positionnement\u00a0de votre entreprise sont intimement li\u00e9s. Attention toutefois \u00e0 ne pas confondre l\u2019axe de communication et le positionnement : l\u2019axe \u00e9tant une\u00a0production cr\u00e9ative\u00a0alors que le positionnement est plut\u00f4t un\u00a0choix\u00a0marketing. Avant les axes de communication, il y a le positionnement ! \u00a0Il repr\u00e9sente l\u2019image que l\u2019on souhaite que le client se […]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[11],"tags":[51,52,39,53,54,55,56],"class_list":["post-8746","post","type-post","status-publish","format-standard","hentry","category-conseils-communication","tag-accompagnement-globale","tag-agence-de-communication","tag-agence-de-communication-digitale","tag-definir-sa-strategie","tag-etape-de-creation-dentreprise","tag-identite-dentreprise","tag-savoir-faire-des-choix-strategiques"],"acf":[],"yoast_head":"\n
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