Beyond the EU: DORA and NIS 2 Directive's Global Impact
红杏出墙
1. How do you build a brand that is a sweet orange in an online social world of
bitter apples?
如何建立一个品牌，使其成为在线社交世界“苦苹果中的甜橙”。
How do the brands that leave lasting imprints in your head do it? Why is that
jingle you hear one time on the radio or TV in the morning stuck in your head
all day? Why do you consistently buy one brand over another?
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2. 品牌是如何在你脑海中留下深刻的印象？为何早晨听下 TV 或录音机的广告词，
这些广告词便能一整天都停留在你的脑海里？为何你一直忠于一个品牌而不是
其他品牌？
Standing out in a crowd of noise, confusion, spammers and fakes online is not
easy. It takes hard work, research, knowledge of people, knowledge of tools,
knowledge of best practices and more. There are some days you may just
want to throw in the towel and go back to your old spammy ways? Don’t do it!
想远离嘈杂拥挤而混乱的人群，垃圾邮件制造者及网上假货是不容易的。
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4. Good marketers know how to do these things with their eyes closed. Yet many
business leaders and small or medium size business owners find themselves
in an online world without a staff to help them or the knowledge themselves to
guide their team in creating a compelling brand that people will remember and
want to engage with.
聪明的市场营销人员知道如何熟练地操控这些事情。
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5. 然而，许多企业领导者和中小规模的企业领导者发现在网络世界中，在创造容
易令人记住并想参与互动的引人注目的品牌时，没有员工主动去帮助他们或用
知识来指导自己的团队。
I like to stick things in a nutshell and make it as easy as possible for you to
understand. There is a way you can build a compelling brand without a million
dollar budget. However, there are some strategic and tactical things you are
going to need to do and focus on to achieve success. Below are a 23 tips to
help you build a brand that will be remembered, sung, tweeted, and virally
shared.
总而言之，使你尽可能容易理解。有种方式不需金钱的支出便可建立引人注目
的品牌。不过，也有一些战略和战术的知识，你需要做的是专注于实现成功。
以下是 23 种技巧，以帮助你建立一个将被人们记住，传唱，推文及“病毒式”共
享的品牌。
23 Tips to Build a Brand that is a Sweet Orange in a World of Bitter
Apples
23 种技巧建立世界“苦苹果中的甜橙”品牌
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6. 1. Know your goals! I’ll say it in one blog post and I’ll say it in 1,000,000
more! Know why you are doing what you do! What does success look like to
you on Friday, Monday, next week? Next month? Next year? Five years from
now? You must set goals and objectives for your business first. Who do you
want to be when you grow up?
明确目标！我会在博客文章中发表，我会说它超过 1,000,000 次！清楚你所做
的事情！对于你来说，成功是如何？在星期五，在星期一，在下一周是如何？
在下个月？在下一年？从现在起五年又是如何？首先，您必须设定企业目标。
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8. 当企业壮大时，你希望成为哪个行家？
2. Know your audience. You should know what your audience likes, wants,
needs, desires and wants to be when they grow up. How are you going to
help them do all of the above? If you don’t know the answer to these
questions, this better be your first and top priority (right after you write down
your goals, objectives and build your plan!)
了解听众。知道你的听众喜欢什么，他们所想，所需，以及渴望和想要成为什
么。你将如何帮助他们完成上述所有事情？如果你不知道这些问题的答案，这
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9. 最好是你首要考虑的事情（之后你写下你的目标和建立你的计划！）
3. Know your value. What value do you offer your audience, partners,
clients, employees? Why should anyone care you exist? Why should they talk
to you, listen to you, tweet you, like your Facebook page, follow you or give a
rip that your business exists on this planet?
知道价值。你能为观众，合作伙伴，客户，员工提供何种价值？人们为何要关
注你？为何与你交谈，倾听，推文，赞你的 Facebook 页面，关注你的页面，
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10. 或者给你 RIP，让你的公司业务长存下来？
4. A logo does not equal a brand. Many small business leaders think they
are done with brand when they receive the logo and business card set from
the local print shop designer. They think they’ve went all out if they have a
website with two or three selected colors. Sorry folks, this is not brand. My
first question to you will be why did you choose such colors? What do the
colors say about you? What does your logo mean? Not just what does it look
like.
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11. 标志不等于品牌。当许多小企业的领导人从本地打印店设计师处收到标志和名
片集时，就以为他们是在做品牌。如果他们的网站有两个或三个所选定的颜色，
那么他们就认为万事大吉。对不起乡亲们，这不是品牌。我给你的第一个问题
是你为什么选择这样的颜色？颜色对你来说意味着什么？标志含义？
5. Be your brand. Know your brand, share your brand, be your brand. Every
employee in your organization is a representation of you and your brand.
They better know the core brand attributes, brand promise, differentiators,
value offered to your audiences. From the receptionist to the CEO to the tweet
stream of your corporate Twitter account, each touch is a brand impression.
Accept it, deal with it and make them count!
成为你的品牌。了解品牌，分享品牌，成为你的品牌。你和部门所有人就是品
牌的代言人。他们更应该清楚核心品牌的属性，品牌承诺，品牌差异化及提供
给观众的价值。从接待员到 CEO，再到企业的 Twitter 帐户，每一个都有品牌
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12. 印象的蕴含。接受品牌，处理及筹划品牌！
6. Brand development doesn’t happen in a day. If any agency or consultant
tells you they can develop your brand in a couple days and after a one hour
session with you, run the other direction. A good brand consultant or agency
will want to spend time with you to understand your business. They will want
to know what it is you do and why. What markets do you serve? How are you
different? Why are you different? Do your customers think you’re different?
How do you want to make anyone who comes into contact with your brand
feel?
冰冻三尺非一日之寒，品牌的发展也是如此。经过一小时的会议后，如果有任
何机构或顾问告诉你，他们可以在几天内发展你的品牌，那就走错方向了。一
个好的品牌顾问或代理机构是需要花费时间了解您的公司。他们要想知道你公
司处理事情的目的。公司提供哪种市场？如何与众不同？为什么与众不同？是
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13. 否有客户认为你公司与众不同？你想让所有接触到品牌的人有何种感触？
7. Align your social media and marketing efforts to your goals. Facebook
should fit into your business. Do NOT spend the next year fitting your
business into Facebook. You’d be surprised how many businesses are doing
just this! Don’t be one of them!
综合社交媒体和市场营销知识努力达成你的目标。理应让 Facebook 融入您的
公司而不是花费过多时间让公司适应 Facebook。你会惊奇地发现，很多企业就
都不这么做！不要成为其中一员！
8. Consistency. Did you know it takes 6-7 brand impressions for someone to
remember your brand at all? Yup, so that means every impression must
count. The more consistent you can be the more easily each and every brand
impression is going to leave a memorable imprint in their brain. Even if
budgets are tight, find a way to build consistency across the various platforms.
Focus on consistent avatars, logo placement, colors, value proposition
messages, company and product descriptions, bios, titles, fonts. Basically
anything that is seen or heard should be consistent.
一致性。需要 6-7 个品牌印象才能让听众记住你的品牌。这样就意味着每个印
象都必须综合考虑。一致越多，就更容易让每个品牌在听众中留下了难忘的印
象。即使预支紧张，也要找到方法来建立跨各种平台的一致性。使头像，徽标
位置，颜色，主题信息，公司名称和产品说明，BIOS，标题，字体等一致，即
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14. 基本上看到或听到的东西都应该一致。
9. Know where and how you are positioned in the market. Be realistic. If
you’re currently seen as the low dollar, bargain solution then you are not going
to overnight turn into the midnight sensation worth premium membership. You
can over time evolve your products, services and move the mindset
perception of your audience. However, it is going to take focused time, effort
and work.
清楚市场定位。这是很现实的。如果您目前资金不足，廉价的解决方案就不会
让你一下子成为 VIP 会员。但是随着时间的推移，你可以发展你的产品，服务
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15. 和改变听众的思维观念。然而，这是需要花费时间与精力去工作。
10. Connect with your audience via emotions and feelings. Determine the
feelings you want your audience to have when they come in contact with your
brand. Write down the top 10 words that describe how you want them to feel
as they come in contact with your brand. Do you want to be the family room,
kitchen or sales floor? Choose colors, textures, words and engagement based
on such. Then narrow it down to three words. Those three words should be
the foundation for how your brand looks, smells and tastes to your audiences
and community.
通过情绪和情感与听众联合起来。当听众接触到你的品牌时，确定你希望听众
对你的品牌有何种感觉。描述听众与品牌接触时的感觉，把排名前十的词写下
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16. 来。与听众互动都要与这些为基础。然后把这些词缩小到三个词。这三个词才
是听众眼里真实的品牌。
11. Be unique. Focus on compelling, relevant value and content that inspires,
enriches their life and makes them better. Say good-bye to status quo and
dare to be different! Don’t build your brand and your content based upon your
competition’s website and social presence. You have no idea what their goals
are, what audiences they are really targeting. Their strategy could be
completely different than yours and you may find yourself in a year further
behind than where you started!
独一无二。专注于引人注目的品牌，有价值的内容可振奋人心，使听众的生活
过得有意义。对现状说再见，大胆尝试，敢于与众不同！不要根据对手的网站
和社会的现有的网站来建立品牌和内容，你根本不知道他们的真正目标，目标
听众是哪些，他们的策略可能与你完全不同，可能会导致你们公司在一年的开
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17. 始中进一步落后了！
12. Create a quick message house. The longer term goal is to obviously
create a comprehensive message house in coordination with your broader
brand and identity development. However, for now at minimum create a one
to two page document which at minimum includes your vision, mission,
elevator pitch, description, value proposition, benefits, features and unique
differentiators. This document will also be very useful if you hire a consultant
or agency. It will provide them with something to start with and a better
understanding of where your heart and head is in regard to your brand and
identity.
创建快速消息组。较长远的目标是要明显地创建一个全面的消息组，协调品牌
和自身发展。然而，现在最低创建一到两页的文件夹，文件夹内容要包括公司
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19. 分享自己的一切。分享越多，听众越多。
14. Be you. There is only one you so be that person. Be that brand. Be who
you are, what you are, period!
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20. 做你自己。做你想成为的人，做你想成为的品牌。期限多久！
15. Use a variety of mediums. Everyone learns differently. Some people like
written word. Some like audio. Some like video. Some need all three before it
sinks in. Don’t be afraid to try something different you have never done
before.
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23. 提高等级水平。承认你有竞争对手,做别人没有做过的事情。
18. Humanize yourself and your brand. Treat your audience as humans.
Let them know you are human too. Talk in words they understand and want to
hear, not the corporate speak of your 1999 printed collateral.
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24. 使你与品牌人性化。善待你的听众。让听众理解你。使用相互理解语言交谈。
19. Be relevant. If your audience doesn’t care what you have to say or do,
it’s all for nothin’! Focus on developing content that enables you to have a
conversation with your audience that they view as relevant and can resonate
with their thinking and needs.
使相关联。如果听众不关心你所说和所做，这一切都没有意义！重点发展内容，
使你与听众有话题，听众认为话题是相关联的，可与你产生共鸣的对话。
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25. 20. Integrate to reinvigorate! Integration is the key to success with
successful social brands. The better you can integrate your efforts including
marketing, social media, brand, and communications the more consistent,
compelling and relevant your brand is going to be perceived by your
audience. Integration doesn’t take necessarily more money or time. It takes
more focus and usually a shift of focus from random acts of marketing to an
integrated plan that requires accountability and measurable results.
整合注入新的活力！整合是成为社会成功品牌的关键。可以更好地综合一切知
识，包括市场营销，社会媒体，公司品牌和网络通信，使连贯一致，使引人注
目及使听众所知。整合不需要采取更多金钱或时间，而是需要更多的关注，通
常将重心由随机行为营销转移到整合计划，需要问责和可衡量的结果。
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26. 21. Stop the Random Acts of Marketing! If it’s not in the plan, not in the
budget or integrated, then chances are it is a Random Act of Marketing
(RAM,) RAMs will eat your every last morsel of positive return on investment
(ROI.) Don’t get stuck in the RAM rut. Instead focus on the list of tactics and
approaches in this post and they will help you stay away from those nasty
RAMs!
停止随机营销行为！如果营销不是在计划之中，也不是在预算或整合中，那么
随机市场营销（RAM）会消耗你每个正报酬投资（ROI.）。不要卡在“RAM”的
车辙里。而是市场营销集中在战术和方法上，在这篇文章中会帮助你远离那些
讨厌的“RAM”！
22. Ask your audience what they think. Don’t be afraid to ask your clients,
partners, stakeholders, board members and employees what they think about
you and your brand. Ask them to describe the three words they would use to
describe you and your brand. You might be surprised to learn they are not the
same as the three words you want them to think. The only way you can fix this
is if you first know it’s a problem. Communication with your audiences will
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27. inspire them to talk with you, share their same issues, and you will as a result
be better able to help them solve their problems as well!
询问你的观众，他们在想什么。不要害怕问你的客户，合作伙伴，股东，董事
会成员和员工，他们想了解你和你的品牌。请他们用三个字来形容你和你的品
牌。你可能会惊讶地得知他们的三个字和你所想的不一致。唯一可以解决这个
问题的办法是你首先意识到这个问题。与你的听众沟通会激发他们的交谈热情，
分享听众相同的问题，结果，你将能够更好地帮助他们解决遇到的问题。
23. Don’t give up! Even though this may seem like a lot of work (and it is),
don’t give up. Develop a plan that enables you to bite it off piece by piece. You
can’t build your brand or your business overnight. If you fall down, then just
wipe off your knees, grab a friend and have them help you up. Learn from
your mistakes and remember we all make them. Yesterday you probably
worried about today. Today turned out alright. So why worry about tomorrow?
不要放弃！虽然这可能看起来有很多工作（确实这样），但是不要放弃。制定
计划，循序渐进。不能过度熬夜建立你的品牌，如果你实在太累了，就请求朋
友帮助你度过难关。从错误中学习，并记住我们都让他们做什么事情。昨天你
可能担心今天，今天却依然过得很好。那么，为什么要杞人忧天呢？
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