Disney Proves That Profitable Marketing Is About Brand Stories - Personal Branding Ep. 11
Summary
TLDR本视频脚本讨论了专业化服务的重要性,并通过不同的例子展示了如何通过专业化来吸引目标市场。视频首先介绍了服务专业化的概念,即缩小服务范围,专注于最吸引目标市场的服务。例如,自由撰稿人可能选择专门撰写企业口号,而平面设计师可能只做横幅或数字书籍封面。接着,视频以沃尔特·迪士尼为例,展示了如何通过卓越的服务来实现专业化,包括创造白雪公主这样的长篇动画电影,以及在游乐园普遍被认为是脏乱、不专业和危险的时候开设迪士尼乐园,从而彻底改变了客户服务的理念。此外,视频还提到了品牌的重要性,并建议观众考虑为自己的品牌注册商标,以避免在投入大量营销和推广后,品牌名称被他人注册。最后,视频鼓励观众思考并讨论哪种专业化方式最适合他们的业务。
Takeaways
- 🎓 专业化服务:通过缩小服务范围,专注于对目标市场最具吸引力的服务,例如自由撰稿人可能只专注于企业口号创作。
- 🖋️ 专业化产品:类似于服务专业化,选择专注于某一特定类型的产品,如图形设计师可能只设计横幅或数字书籍封面。
- 🌟 专业化品质:以卓越的服务为例,如沃尔特·迪士尼通过创造白雪公主这样的长篇动画电影,以及开设迪士尼乐园,改变了人们对游乐园的看法。
- 🏰 客户体验:迪士尼将客户称为“客人”,并将员工称为“演员”,强调每位客人的体验都必须精心打造成为魔法般的时刻。
- 📚 商业模式创新:迪士尼通过要求动画师放弃个人署名权,只发布带有迪士尼品牌名称的电影,从而建立了强大的品牌识别度。
- 💼 商标保护:强调了品牌的重要性,并建议企业主应该为其品牌注册商标,以避免在投入大量市场营销资金后因商标问题而失去品牌使用权。
- 📈 专业化能力:通过个人的直觉和与精神的联系,专业化于某一领域,如塔罗专业为企业家提供服务。
- 📅 专业化行为:通过领导能力和公共演讲技巧,专业化于某一行为,如举办研讨会和市场网站。
- 🌄 专业化生活方式:选择在特定地点(如奥卡诺根)进行特定的活动(如制作YouTube视频),以此作为专业化的一部分。
- 🎯 使命专业化:明确自己的使命,如影响100,000名精神企业家建立和增长自己的盈利业务。
- 💰 专业化产品/服务:即使目前不是主要焦点,也要专注于特定的产品或服务,如专注于精神企业家、治疗师、读者、通灵者等。
- 📈 专业化回报率:通过专注于服务,实现了97%的高客户回头率,并且成为市场上最贵的服务提供者之一。
Q & A
什么是服务专业化?
-服务专业化是指将广泛的服务提供范围缩小到对目标市场最具吸引力的单一服务上。例如,自由撰稿人可能选择专门从事企业口号创作,或者平面设计师可能只做横幅或数字书籍封面设计。
为什么服务专业化对企业有益?
-服务专业化有助于企业更精准地定位目标市场,通过提供特定服务来满足特定客户群体的需求,从而提高市场竞争力和客户满意度。
华特·迪士尼是如何通过服务专业化取得成功的?
-华特·迪士尼通过提供卓越的服务来实现服务专业化。他打破了常规,创建了白雪公主这样的长篇动画电影,并在游乐园普遍被认为是脏乱、不专业且危险的时候开设了迪士尼乐园,从而彻底改变了客户服务的理念,将顾客称为“客人”,并将员工称为“演员”,强调每位客人体验的每一刻都必须被塑造成魔法般的体验。
为什么迪士尼的名字非常有价值?
-迪士尼的名字非常有价值,因为它与公众的认可和认同紧密相关。华特·迪士尼在动画师个人荣誉和公司品牌之间选择了后者,这使得迪士尼的名字成为了一个强大的品牌标识,为公司带来了巨大的价值。
品牌商标对于企业有何重要性?
-品牌商标对于企业至关重要,因为它是消费者对企业的第一印象和认知。一个强有力的品牌可以保护企业免受侵权,确保企业在市场上的独特性和识别度,有助于建立消费者信任和忠诚度。
安德烈是如何帮助企业主商标他们的品牌的?
-安德烈运营着世界上唯一的一家公司,帮助企业主以单一的固定费用和100%的退款保证来商标他们的品牌。这为企业主提供了一种安全且经济的方式来保护和推广他们的品牌。
米拉·布伦达是如何通过专业化来发展她的业务的?
-米拉·布伦达通过多种方式实现专业化,包括通过能力(作为创业者的塔罗专业顾问)、行为(作为领导者和公共演讲者)、生活方式(在奥卡诺根度假时制作YouTube视频)、使命(影响100,000名灵性创业者建立和发展自己的盈利业务)、产品和专业(专注于灵性创业者,如治疗师、读者、通灵者、整体营养师等),以及服务(发现97%的回报率,并且是最贵的服务提供者)。
一个人可以同时通过多种方式实现专业化吗?
-是的,一个人可以通过多种方式实现专业化。在脚本中提到,可以有全部七种、五种或三种方式的专业化,甚至只专注于一种方式也是有益的。关键是找到适合个人和业务的专业化方式。
为什么专业化对于个人品牌建设很重要?
-专业化对于个人品牌建设很重要,因为它帮助个人在特定领域建立权威和信誉。通过专业化,个人可以更有效地与目标受众沟通,提供更加精准和高质量的服务或产品,从而在竞争激烈的市场中脱颖而出。
在考虑专业化时,应该从哪些方面入手?
-在考虑专业化时,可以从以下方面入手:专业化由能力、行为、生活方式、使命、产品、专业和服务。根据个人的强项、经验和市场需求,选择最适合自己的专业化路径。
如何避免在品牌建设中遇到商标问题?
-为了避免在品牌建设中遇到商标问题,企业主应该在投入大量资金进行市场营销和推广之前,及时申请商标保护。可以咨询专业的商标律师或服务提供商,如安德烈的公司,以确保品牌得到合法保护。
为什么说即使是专注于一种专业化方式也是有益的?
-即使只专注于一种专业化方式也是有益的,因为这可以帮助企业或个人在市场上建立明确的定位,更容易被目标客户识别和记住。此外,专业化可以帮助提高服务质量,增强客户忠诚度,从而在竞争中获得优势。
Outlines
🎓 专业化服务:从广泛到专注
在第一段中,讨论了服务专业化的重要性,即从广泛的服务范围中选择一个对目标市场最具吸引力的服务进行专注。例如,自由撰稿人可能选择专门从事企业口号创作,或者平面设计师可能只做横幅或数字书籍封面。此外,还提到了沃尔特·迪士尼通过提供卓越的服务来实现专业化,包括创建首个长篇动画电影《白雪公主》、在游乐园普遍被认为是脏乱差的时代开设迪士尼乐园,并重新定义了客户服务的概念,将客户称为“客人”,员工称为“演员”,并强调每位客人的体验都应被打造成魔法般的时刻。
📚 品牌保护与专业化
第二段中,提到了品牌保护的重要性,特别是通过商标来保护。安德烈介绍了他的公司,该公司以单一固定费用和100%退款保证帮助企业主为其品牌注册商标。强调了品牌对企业成功的重要性,并鼓励在场的企业家考虑为其品牌注册商标,以避免在市场推广和品牌建设上投入大量资金后,因商标问题而失去使用权。
Mindmap
Keywords
💡服务专业化
💡沃尔特·迪士尼
💡商标
💡客户服务
💡专业化方式
💡直觉
💡生活方式专业化
💡使命
💡产品专业化
💡职业专业化
💡市场定位
Highlights
专注于服务的专业化,通过缩小服务范围来吸引目标市场。
自由职业者可以选择专注于特定服务,如企业口号创作或仅设计横幅。
华特·迪士尼通过提供卓越的服务来实现专业化,改变了客户服务的理念。
迪士尼将客户称为“客人”,将员工称为“演员”,强调每位客人体验的每一个瞬间都必须被塑造成魔法。
华特·迪士尼通过放弃动画师个人署名权,强化了迪士尼品牌的公共认可和身份认同。
迪士尼品牌的价值在于其对公众的吸引力和识别度。
安德烈介绍了他的公司,提供商标注册服务,以单一固定费用和100%退款保证帮助企业主保护他们的品牌。
品牌是每个成功企业的核心,是每个人对企业思考的焦点。
米拉·布伦达通过专业化展示了她在塔罗专业领域的领导地位,帮助治疗师和创业者建立盈利的业务。
米拉通过直觉和与精神的联系专业化服务,并通过公共演讲和领导力行为来增强她的专业形象。
米拉在夏季前往奥卡诺根地区,在那里制作YouTube视频,展示她的生活方式和使命。
米拉的目标是影响100,000名精神创业者,帮助他们建立和发展自己的盈利业务。
蒂芙尼作为培训和发展专家,选择通过服务专业化,专注于培训和课堂工作坊。
蒂芙尼提供工作坊和促进活动,专注于最大化人们的时间管理和团队建设。
可以同时采用多种专业化方式,但至少应该有一种专业化策略。
专业化的七种方式可以根据个人或企业的特定需求进行选择和组合。
专业化可以帮助企业在市场上脱颖而出,提供独特的价值和识别度。
Transcripts
(majestic orchestral music)
- Last one, specialize by service.
So, similar to product specialization,
this is about narrowing down a wide
range of service offerings to the one that is
most compelling for the target market.
So, let's say a freelance writer might
choose to specialize in just corporate slogans.
Okay?
Or a graphic designer can say,
"I only do banners,"
or, "I only do digital book covers."
Bam, narrow that right down, way down.
So specialize by service.
Similar, depends on what you do.
So, Walt Disney is a pretty good example.
Now, in this way, it's more than just
specialize by service, Walt Disney's actually--
How many have heard of Walt Disney?
Just make sure, okay, yeah.
They have a little business, little theme park,
called Disneyland, okay?
So, Walt Disney is actually
specialized by exceptional service.
Let me give you some example.
So, Walt defined conventional wisdom,
defied conventional wisdom, creating Snow White
as a feature length animated film.
Groundbreaking.
Opening Disneyland at a time, if you study again,
Walt Disney history, at a time amusement parks
are known as kind of dirty, unprofessional,
and dangerous at the time.
Not very family friendly, okay?
Walt changed that, revolutionized the idea
of customer service, calling customers as guests.
How many of you have been to Disney or Disneyland, yes?
Guests, not just a customer,
and employees as cast members.
And insisting moment of a guest experience
must be crafted into magic.
Also, Disney battled with animators over personal credit,
wanting to release films with only the Disney name,
not their personal name.
He knew that the public's recognition
and identification would be invaluable.
Let me ask you a question.
How much now, the Disney name is worth?
A lot of money.
By the way Andre, Gordon, and Mike, just one example.
A round of applause?
(audience applauds)
So, hi Andre.
- [Audience] Hi, Andre.
- So, Andre, tell them what you do.
- [Andre] I run the only firm in the world
that helps business owners trademark their brands
for a single flat fee, with a hundred percent
money back guarantee.
- Is that specific?
- [Audience] Yes.
- Okay, so when you come up with your own brand,
whatever it is, what you wanna be known for,
is it a good idea to trademark it?
- [Audience] Yes.
- Yeah.
Last thing you want, you wanna sink in a whole
bunch of money on marketing and promoting your brand,
and some moron just trademark the name,
and you can't use it anymore.
Last thing you wanna do.
So, trademark, legal questions, talk to Andre.
Okay, round of applause.
(audience applauds)
- Thank you.
- [Andre] Can I add onto that?
- Go ahead.
- So basically, when I do, what I, in teaching
in Twelve Block Trademarks,
the one thing I always mention is this:
Can you guys think of any successful business
without thinking of its brand?
- Mmmm.
- [Andre] The answer to that is no,
because the brand is what everybody's
thinking about and about your business.
So that's valuable, that's what you're protecting.
Thanks.
- Awesome, round of applause.
(audience applauds)
So, Walt Disney today is still viewed as a kindly father
figure, thanks to the high
visibility on TVs or films.
Also, the Disney Channel, okay?
So we'll look into that.
So we've talked about how many ways?
Seven ways to specialize.
So, take five minutes to discuss among your table,
which way makes sense for your business for what you do.
Okay?
How do you want to specialize?
Out of the seven ways, what makes sense for you, personally?
Maybe someone who has not gone to the mic before.
Anyone, Mila, okay.
Let's have one more.
There's someone from the back?
Anyone from the back?
Yes.
Okay, just introduce yourself.
- [Mila] Okay hi, I'm Mila Brenda.
- Hi, Mila.
- So, I was thinking when we are going through all this,
you said, "Pick one."
- Yes.
- [Mila] First of all, I kind of think that
I have all seven.
- Yes.
- So, I kinda think I'm rockin' it out of the park.
So, this is the deal, right?
I specialize by ability, by the way everybody,
I'm the Tarot professional for entrepreneurs.
(audience applauds)
I help healers grow and start
their businesses to be profitable.
Anyways, 'cause that happens that
they're not profitable, quite a bit, so.
So, I specialize by ability because of my intuition,
and my connection to spirit.
And then I specialize by behavior because
I had a Meetup group and then I let it go.
But I am a leader, and I've always spoken,
I've always been a public speaker so,
that's part of it, whereas a lot of people
in my profession such as a tarot reader,
aren't going out and giving seminars
on how to market their websites, so.
And then, specialize by lifestyle when I go
to the Okanogan every summer and that's
where I do all my YouTube videos,
where I'm hiking or I have my dog in there,
or whatever, you know, okay.
And mission, I wanna help--
I actually kinda refined my mission
since I talked to you yesterday.
I want to impact 100,000 spiritual entrepreneurs
to start build and grow their own profitable business.
- Very nice.
- [Mila] And by product, not so much right now.
But specializing by profession, I'm really after
just the spiritual entrepreneurs.
Healers, readers, psychics, mediums, whatever,
holistic nutritionists, and all of that.
- Very nice.
- [Mila] And specialized by service,
and I've actually found a 97% return rate.
And I'm the most expensive.
So, I think I'm doing okay.
- Yeah, round of applause.
(audience applauds)
So, yes?
- [Tiffany] Hi, I'm Tiffany.
I'm a training and development specialist.
- Hi, Tiffany.
- [Audience] Hi, Tiffany.
- [Tiffany] I've decided to specialize by service.
So, I can do a lot of consultation,
and contracts that way, but for me,
training and workshop in the classroom
area is actually what I specialize in.
I do workshops, facilitations, and I do specific programs
to maximize people's time management and team building.
- Very good, round of applause.
(audience applauds)
- So you see, you could specialize more than one way.
You can have all seven.
You can have all five.
You can have all three.
It's perfectly okay, but last thing you want,
is you have none.
Even one is good.
Start with, let's say specialize by profession.
You only wanna serve a certain market.
That's good.
And then from there, you may say,
I wanna specialize by product or service,
or specialize by ability, because I've been
doing it for so long, got so much experience.
Does that make sense?
So, seven ways you can do it.
(majestic orchestral music)
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