The bottom line of creating a brand of Wenchuang
Brand awareness is weak, and heavy products and light brands in the operation process are almost common problems for Wenchuang practitioners. On the one hand, the market environment is immature. On the one hand, Wenchuang enterprises are struggling on the survival line every day, and cannot be considered; as a corporate strategy At the core, brand building can't be treated sloppy at any time. Brand investment can't bring benefits immediately, but brand awareness is more like “Tao”. It invisibly leads the whole army, unifies the mind internally, and defends the enemy from the outside world. Brand building perspective discusses the core and elements of brand composition.
Products and brands are like wood and boats, bricks and walls. Without the accumulation of products, there will be no branding; but only one product, no brand to do series, will not form a truly influential brand.
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So how to create a brand?
Before you talk about the actual steps, you need to understand some of the new changes that have taken place in recent years to build brands:
The positioning model of the population divided by the traditional category is transformed into the model of the population divided into values;
Traditional brands are based on positioning theory, to differentiate, to classify people by category; in the industrial age, media and channels have absolute right to speak, this form is a very effective brand underlying construction method; but in the Internet era, media decentralization The ever-limited and limited consumption scenes have emerged, and the consumer groups have been separated into independent islands. The islands are composed of people whose interests and values converge. For example, in the big aspect, there are two-dimensional crowds, movie lovers, and board game enthusiasts. . . In every big crowd classification, there are countless small branches, and the links between the branches are not tight. This causes the traditional brand construction to be invalid to some extent. The traditional brand construction is similar to holding a horn in a square. Shout, "I am xxx, I sell xxx", and now the square has become a single-family villa, you have a loud voice, no one will hear it; new media, new channels, new consumption scenes have led to new The brand builds the underlying ideas. First, we need to make a differentiated value orientation. We need to express “who am I” and “what do I like the most”, so that we can knock on the door of each villa and then tell They, people who are interested in certain values will naturally be attracted. (In fact, this involves two pieces of content, one is brand building, the other is brand communication, this article focuses on the brand building part, and the content of the communication is written later)
For example, muji MUJI, what do you think of MUJI? Humble and simple design, soft and comfortable materials, gentle color matching, etc., you will find that all of Muji's products reveal a natural simplicity. This kind of simplicity is the simple return and complex removal advocated by Muji. The useless life philosophy, under this value, all products, packaging, image unified planning and communication, attracting a group of people who agree with this value, once consumers agree with certain values, they will consume any category under the brand. .
This is the new brand building idea. The brand value must be the most fundamental and most important position. This kind of value is like a line. The products, packaging, image, etc. are all connected in series. The whole formed is the complete and unified. s brand.
Understand the underlying ideas of brand structure, grasp this core, you can understand the essence of brand building, and then look at the major elements that constitute the brand, it is easy to understand the "skills"
Five elements of the brand:
1. A core value;
2. A symbol (vi brand image is evolved here);
3. A slogan;
4. A story that can be spread;
5. A complete set of services;
Step by step disassembly:
1, a core value;
The core values need to be clear "Who am I, what I like, what do I want to do...", here, attention must be taken to be very focused and grounded, with strong differences that can be clearly perceived by the audience. It is best for Wenchuang brand to think in terms of lifestyle. Most of the brands in the future will evolve into lifestyle brands. The Wenchuang brand, which wins with creativity and culture, naturally needs to focus on it.
2. A symbol;
The core of the brand symbol is logo and color. On this basis, the brand vi tone is deepened and the brand communication standard is made. Here is a reverse test method to think about the brand image from the perspective of consumer contact, such as official website, official WeChat, micro Bo, the product packaging that you are exposed to, or even a discount card, all places that come into contact with consumers must reach a unified vision, imagine, add me, I am the audience, when you touch these images, you will be the brand. How do you feel?
3. A slogan;
A good slogan can definitely make the brand spread with less effort. For example, Xiaomi’s “born for a fever”, a few simple words, fully expresses “who am I, what I want to do”, and more importantly, there is still a strong Communication.
4. A story that can be spread;
There are so many good brand stories, so I won’t go into details here, but I shouldn’t talk to myself when writing brand stories.
5. A complete set of services;
Your contact information, after-sales service operation, in the current environment, we must take into account the elements of community operations, and "service" the potential consumer groups in advance.
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