{"id":40553,"date":"2025-09-15T10:19:47","date_gmt":"2025-09-15T08:19:47","guid":{"rendered":"https:\/\/www.markt-kom.com\/?p=240560"},"modified":"2025-09-15T14:27:10","modified_gmt":"2025-09-15T12:27:10","slug":"visual-brand-gap-gefahr-fuer-die-markenkonsistenz","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/fr\/marketing\/2025-09-15\/visual-brand-gap-gefahr-fuer-die-markenkonsistenz\/","title":{"rendered":"Visual Brand Gap - un danger pour la coh\u00e9rence de la marque"},"content":{"rendered":"

\"\"Seuls 39 % des collaborateurs se sentent \u00e0 l'aise avec la conception visuelle, alors que de plus en plus de d\u00e9cisions sont prises en dehors des d\u00e9partements marketing. Cons\u00e9quence : les pr\u00e9sentations de marques perdent en coh\u00e9rence.<\/p>\r\n

D\u00e9cisions visuelles sans vote<\/h3>\r\n

La communication visuelle n'est plus depuis longtemps le domaine exclusif des d\u00e9partements marketing. Selon l'enqu\u00eate men\u00e9e aupr\u00e8s de 598 sp\u00e9cialistes et cadres, 54 % des directions et 47 % des d\u00e9partements RH d\u00e9cident r\u00e9guli\u00e8rement de mani\u00e8re autonome des contenus visuels, et ce sans consulter les responsables de la marque. \"Chaque pr\u00e9sentation, chaque offre d'emploi, chaque note de service interne fa\u00e7onne l'image de la marque - le plus souvent de mani\u00e8re non dirig\u00e9e et incoh\u00e9rente\", pr\u00e9vient Per Kasch, fondateur de Sight Effect.<\/p>\r\n

Manque de confiance en ses propres comp\u00e9tences<\/h3>\r\n

Le probl\u00e8me principal r\u00e9side dans le manque d'assurance dans l'utilisation de la conception visuelle. Seuls 39 % de toutes les personnes interrog\u00e9es se consid\u00e8rent comme comp\u00e9tents, et dans les \u00e9quipes de marketing et de branding, ils ne sont que 50 %. La confiance dans l'\u00e9valuation de l'impact visuel est encore plus faible : seuls 26 % s'y sentent \u00e0 l'aise. Ce d\u00e9ficit est une perte de temps et d'efficacit\u00e9. Pas moins de 60 % font \u00e9tat de retards dans les processus de cr\u00e9ation de contenu.<\/p>\r\n

Les processus internes restent faibles<\/h3>\r\n

Certes, 46 % des personnes interrog\u00e9es indiquent qu'il existe des directives internes en mati\u00e8re de conception visuelle. Mais seuls 54 % s'y conforment syst\u00e9matiquement et seuls 49 % jugent les processus efficaces. Pr\u00e8s de la moiti\u00e9 de toutes les d\u00e9cisions visuelles sont donc bas\u00e9es sur l'intuition plut\u00f4t que sur des bases strat\u00e9giques - avec des risques \u00e9lev\u00e9s pour la coh\u00e9rence de la marque.<\/p>\r\n

L'IA, un espoir - et un risque<\/h3>\r\n

Une autre zone de tension appara\u00eet dans l'utilisation de l'intelligence artificielle. 60 % des personnes interrog\u00e9es consid\u00e8rent l'IA g\u00e9n\u00e9rative comme de plus en plus importante, mais seuls 46 % pensent que le contenu IA r\u00e9pond aux exigences de qualit\u00e9. \"Les outils d'IA ne sont pas la panac\u00e9e. Ils n\u00e9cessitent un contr\u00f4le pr\u00e9cis par des experts visuels pour garantir la coh\u00e9rence de la marque\", souligne Kasch.<\/p>\r\n

D\u00e9pendance vis-\u00e0-vis de l'ext\u00e9rieur<\/h3>\r\n

L'\u00e9tude met \u00e9galement en \u00e9vidence le manque d'expertise interne : seuls 23 % consid\u00e8rent qu'il existe suffisamment de connaissances sp\u00e9cialis\u00e9es au sein de l'entreprise. Beaucoup font appel \u00e0 des agences externes, mais seules 45 % des personnes interrog\u00e9es sont convaincues que les prestataires de services comprennent vraiment leur marque.<\/p>\r\n

Appel \u00e0 la formation continue<\/h3>\r\n

La plupart des collaborateurs ont d\u00e9j\u00e0 identifi\u00e9 la solution : 82 % au total sont insatisfaits de leurs connaissances et veulent les am\u00e9liorer activement. Pour Kasch, c'est un signal clair : \"Le d\u00e9veloppement de comp\u00e9tences visuelles internes par le biais de formations et de formations continues n'est plus un \"nice-to-have\", mais une n\u00e9cessit\u00e9 strat\u00e9gique\".<\/p>\r\n

La comp\u00e9tence visuelle comme facteur de comp\u00e9titivit\u00e9<\/h3>\r\n

L'\u00e9tude montre en outre qu'\u00e0 une \u00e9poque o\u00f9 des millions de nouvelles images d'IA sont cr\u00e9\u00e9es chaque jour, la coh\u00e9rence visuelle devient un facteur de r\u00e9ussite d\u00e9cisif. Les entreprises qui \u00e9tablissent des normes contraignantes, professionnalisent les processus et investissent de mani\u00e8re cibl\u00e9e dans les comp\u00e9tences internes assurent non seulement l'identit\u00e9 de leur marque, mais aussi leur comp\u00e9titivit\u00e9.<\/p>\r\n

\r\n

L'enqu\u00eate repr\u00e9sentative a \u00e9t\u00e9 r\u00e9alis\u00e9e en ligne en janvier 2025 et fournit des informations fond\u00e9es sur le potentiel de la communication visuelle des marques. 598 professionnels de Suisse romande et al\u00e9manique travaillant dans le domaine de la communication visuelle ont particip\u00e9 \u00e0 l'enqu\u00eate. Le rapport d'\u00e9tude complet\u00a0<\/a><\/em><\/p>\r\n

Effet visuel<\/a> a \u00e9t\u00e9 fond\u00e9e en 2024 par Per Kasch, photographe publicitaire et sp\u00e9cialiste des marques renomm\u00e9, afin d'aider les entreprises \u00e0 combler leur \"Visual Brand Gap\". La m\u00e9thode SightE ffect combine une gestion strat\u00e9gique de la marque et des formations pratiques visant \u00e0 am\u00e9liorer les comp\u00e9tences visuelles des \u00e9quipes.\u00a0<\/em><\/p>\r\n

\"\"\r\n
Sight Effect a \u00e9t\u00e9 fond\u00e9e en 2024 par Per Kasch, photographe publicitaire et sp\u00e9cialiste des marques renomm\u00e9, afin d'aider les entreprises \u00e0 combler leurs lacunes visuelles en mati\u00e8re de marque.<\/figcaption>\r\n<\/figure>","protected":false},"excerpt":{"rendered":"

Une \u00e9tude de l'expert en communication visuelle Sight Effect r\u00e9v\u00e8le un \u00e9cart alarmant : Il existe un foss\u00e9 visuel entre la strat\u00e9gie de marque et sa mise en \u0153uvre.<\/p>","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Visual Brand Gap","_yoast_wpseo_metadesc":"Eine Studie von Sight Effect legt eine alarmierende L\u00fccke offen: Zwischen Markenstrategie und deren Umsetzung klafft ein Visual Brand Gap.","articlekey":"","footnotes":""},"categories":[29],"tags":[4345,4343,459,5538],"class_list":["post-40553","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-business","tag-markom","tag-studie","tag-visuelle-gestaltung"],"acf":[],"yoast_head":"\nVisual Brand Gap \u2013 Gefahr f\u00fcr die Markenkonsistenz - Organisator<\/title>\n<meta name=\"description\" content=\"Eine Studie von Sight Effect legt eine alarmierende L\u00fccke offen: Zwischen Markenstrategie und deren Umsetzung klafft ein Visual Brand Gap.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.organisator.ch\/fr\/marketing\/2025-09-15\/visual-brand-gap-gefahr-fuer-die-markenkonsistenz\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Visual Brand Gap \u2013 Gefahr f\u00fcr die Markenkonsistenz - 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