{"id":25712,"date":"2017-06-30T10:06:43","date_gmt":"2017-06-30T14:06:43","guid":{"rendered":"https:\/\/dev-gordon-food-service-canada.pantheonsite.io\/ideas\/understand-the-power-of-your-brand\/"},"modified":"2023-02-01T14:19:46","modified_gmt":"2023-02-01T19:19:46","slug":"comprendre-le-pouvoir-de-votre-marque","status":"publish","type":"post","link":"https:\/\/gfs.ca\/fr-ca\/ideas\/understand-the-power-of-your-brand\/","title":{"rendered":"Comprendre le pouvoir de votre marque"},"content":{"rendered":"<h2>Avant de concevoir ou de modifier votre menu, vous devez cr\u00e9er votre marque; qu\u2019elle soit claire, concise, reconnaissable afin que votre menu remplisse ses promesses.<\/h2>\n<p>BusinessDictionary.com d\u00e9finit la marque dans son ensemble comme \u201cla cr\u00e9ation d'une image qui identifie un produit et le diff\u00e9rencie de ses concurrents. Au fil du temps, cette image est associ\u00e9e \u00e0 un niveau de cr\u00e9dibilit\u00e9, de qualit\u00e9 et de satisfaction dans l'esprit du consommateur. Ainsi, les marques aident les consommateurs press\u00e9s sur un march\u00e9 encombr\u00e9 et complexe, en repr\u00e9sentant certains avantages et certaines valeurs\u201d.\u201d&nbsp;<\/p>\n<p>En termes simples, votre marque est la promesse que vous faites \u00e0 vos clients, qui est unique et facilement identifiable, soutenue par un comportement d\u00e9montr\u00e9 et ex\u00e9cut\u00e9e par votre \u00e9quipe. Comme l'explique Lindsay Broveleit, responsable marketing chez Gordon Food Service, \u201cvous devez faire comprendre \u00e0 vos clients que vous avez quelque chose qu'ils veulent ; ensuite, vous devez leur offrir ce quelque chose tous les jours et de toutes les fa\u00e7ons\u201d.\u201d<\/p>\n<p>\u00c0 chaque jour et dans toutes les facettes de votre entreprise fait r\u00e9f\u00e9rence \u00e0 l\u2019exp\u00e9rience globale qu\u2019ont vos clients  avec tout ce qui se trouve dans votre restaurant, incluant votre menu. Votre menu refl\u00e8te la raison d\u2019\u00eatre de votre marque, ce qui souligne l\u2019importance de tr\u00e8s bien la ma\u00eetriser avant de vous attaquer \u00e0 la conception ou \u00e0 la modification de votre menu.<\/p>\n<h3>Comment votre marque est per\u00e7ue vs la r\u00e9alit\u00e9<\/h3>\n<p>Les entreprises qui gagnent en strat\u00e9gie de marque veillent \u00e0 ce que leur perception sur le march\u00e9 corresponde \u00e0 la r\u00e9alit\u00e9 souhait\u00e9e. Par exemple, vous voulez \u00eatre connu comme un restaurant italien haut de gamme, mais vous \u00eates reconnu comme la meilleure pizzeria de la ville. Il y a un \u00e9cart \u00e9vident entre ce que vous pensez \u00eatre votre marque et votre menu et ce que les clients en comprennent. Vous pouvez identifier ces \u00e9carts en \u00e9valuant votre marque \u00e0 l'aune des questions suivantes :<\/p>\n<ul>\n<li>Est-ce que mon menu permet \u00e0 ma client\u00e8le cibl\u00e9e de rep\u00e9rer mon restaurant?<\/li>\n<li>Est-ce que le profil de mon menu repr\u00e9sente clairement ce qu\u2019est mon restaurant?<\/li>\n<li>Est-ce que ma client\u00e8le cibl\u00e9e comprend la promesse de ma marque \u00e0 travers mon menu?<\/li>\n<li>Mon menu contient-il des messages clairs et concis qui soutiennent ma marque ?\u201d<\/li>\n<li>Est-ce que mon menu fait en sorte que ma client\u00e8le cibl\u00e9e per\u00e7oit toujours nettement la promesse de ma marque?<\/li>\n<\/ul>\n<h3>Comprendre le r\u00f4le de l\u2019image de marque<\/h3>\n<p>Comme indiqu\u00e9 dans la d\u00e9finition, le \u201cmarch\u00e9 agit\u00e9\u201d dans lequel les clients prennent leurs d\u00e9cisions rend n\u00e9cessaire une marque clairement d\u00e9finie, en particulier \u00e0 une \u00e9poque o\u00f9 les parts de march\u00e9 s'\u00e9rodent. Depuis 2008, NPD rapporte que les restaurants \u00e0 service complet ont connu une perte moyenne de trois incidents de restauration par an. Les gens continuent de manger, mais ils consomment ailleurs. S'assurer que votre marque est bien reconnaissable, depuis votre menu, est la premi\u00e8re ligne de d\u00e9fense contre toute perte suppl\u00e9mentaire de votre part de march\u00e9.<\/p>\n<h3>La fid\u00e9lit\u00e9 \u00e0 la marque et le dynamisme de votre entreprise<\/h3>\n<p>Une \u00e9tude McKenzie a r\u00e9v\u00e9l\u00e9 que pr\u00e8s de 70% de toutes les recommandations d\u2019achat se font aupr\u00e8s de membres de la famille ou d\u2019amis. Si ce que vous \u00eates ne peut facilement \u00eatre transmis \u00e0 travers les exp\u00e9riences que vous proposez, dont les \u00e9l\u00e9ments de votre menu, alors votre marque est vou\u00e9e \u00e0 l\u2019\u00e9chec, tout comme votre entreprise.&nbsp;<\/p>\n<p>Par contre, si ces 70% de recommandations sont en lien avec votre marque, votre identit\u00e9 se d\u00e9marque, ce qui peut favoriser l\u2019achalandage et la fid\u00e9lit\u00e9 de la client\u00e8le. Donc, bien d\u00e9finir votre offre est tr\u00e8s important pour faire en sorte que vos clients reviennent encore et encore, pour \u00e9largir votre client\u00e8le r\u00e9guli\u00e8re et pour optimiser le bouche \u00e0 oreille.&nbsp;<\/p>\n<p>La bonne nouvelle est que vous d\u00e9tenez le pouvoir de votre marque entre vos mains. La cl\u00e9 est de bien comprendre celle-ci avant de la promouvoir.<\/p>\n<h3>Est-ce que votre menu a rapport avec votre marque?<\/h3>\n<p>Nous avons \u00e9labor\u00e9 une feuille de travail sur la marque pour vous aider \u00e0 comprendre dans quelle mesure votre menu est li\u00e9 \u00e0 votre marque telle qu'elle se pr\u00e9sente actuellement.<\/p>\n<h3>Votre marque sur la bonne voie<\/h3>\n<p>Contactez votre repr\u00e9sentant de district si vous souhaitez en savoir plus sur la force de votre marque par rapport \u00e0 votre menu.<\/p>","protected":false},"excerpt":{"rendered":"<p>Before developing or changing your menu, you need to create a clear, concise, recognizable brand so that your menu fulfills its promise. BusinessDictionary.com defines brand overall as &nbsp;\u201ccreating an image that identifies a product and differentiates it from its competitors. Over time, this image becomes associated with a level of credibility, quality, and satisfaction in [&hellip;]<\/p>\n","protected":false},"author":19,"featured_media":4321,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[68,112],"tags":[],"class_list":["post-25712","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-culinary-ideas","category-restaurant-bars"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.9 (Yoast SEO v27.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Understand the Power of Your Brand | Gordon Food Service<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/gfs.ca\/fr-ca\/idees\/comprendre-le-pouvoir-de-votre-marque\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Understand the Power of Your Brand\" \/>\n<meta property=\"og:description\" content=\"Before developing or changing your menu, you need to create a clear, concise, recognizable brand so that your menu fulfills its promise. BusinessDictionary.com defines brand overall as &nbsp;\u201ccreating an image that identifies a product and differentiates it from its competitors. 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