ブランディングは1日にして成らず

ブランディング、よく耳にする。ましてや、広告制作の仕事をしていると、それが仕事だったりする。ブランディングとは?と改めて考えた時、『目に見えない価値』と言い換えることができる。目に見えない価値とは何か?というと、世界観、信頼、思想、物語、歴史、文化というものだ。

それらを送り手が受け手にできるだけ正確に伝え、認識させる『作業』が、いわゆるブランディングといわれる。

例えばA社が新商品を発売するにあたり、その商品をA社のブランドとして育てたいとする。そこではA社がどういう思いで開発したのかがまず重要になってくる。

今のトレンドに沿った、マーケット受けする新商品という位置付けは、ただ単にマーケットを飽きさせない話題作りでしかなく、ブランディングとは違う。

その新商品をA社のブランドとするには、どういう思い<思想>で開発<物語>したかが必要不可欠になる。開発秘話を見たり聞いたりした時に、何気なく買っていた商品が違ったものとして見えてきた経験はないだろうか。それがブランドの持つ力であり価値のひとつだ。身近な商品でいえば、日清食品のチキンラーメンの開発秘話がそれに該当する。

また、よく老舗の和菓子屋の暖簾に『創業寛永◯年』と書いてあるのを見たことがあると思う。それは『歴史』という目に見えない時間価値を示し、その歴史に裏打ちされた『信頼』の証をそっとブランディングしている。『宮内庁御用達』も同様。それを街ぐるみでやっているのが京都。京都という街自体が、まさにこの『歴史』と『信頼』を最大限ブランディングし『日本文化』の代表都市として世界に認知され、今の外国人観光客の誘致に成功している。

つまり、

ブランディングは1日にして成らず、

である。腰を据えて時間をかけ、じっくりと丁寧に取り組み“続ける”こと。文字通りBRAND“ING”で現在進行形なのだから。故に送り手側は常にブランドのための手間と時間とお金を惜しまない覚悟が必要になる。だからこそ、マーケットで差別化ができ、唯一無二な存在として信頼を勝ち取り、揺るぎない地位と価値を確立できる。それは価格競争に巻き込まれにくいことにも繋がる。

ただ単に知名度を上げることだけがブランディングではない。

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