How to make a good brand, how to build a good brand?

1. Integrity is a key to brand building.

Integrity is an important criterion for measuring a person, and in brand building, integrity is especially important. The brand marks the credit and image of the enterprise, and is the most important intangible asset of the enterprise. Under the market economy, the environment is constantly changing every day, who has the brand, who will grasp the initiative of competition, can be in the market leader.

In the eyes of some business managers, satisfying consumers can enhance their brand value. Indeed, this is an important factor in measuring a business's brand.

Second, brand building needs a process.

Branding is not something that can be accumulated in a short period of time, it is a gradual process. However, at present, some domestic entrepreneurs, when they do brand building, blindly believe that through the noise of events, they can create a brand effect. If you type in the keyword marketing + event in the search engine, you can see a lot of various cases of brands from successful creation to rapid decline in a short period of time.

3. Brand building is not equal to advertising operation.

There is no denying the importance of advertising in brand building, because advertising is one of the important means of brand communication, but it is not the only tool for brand building, and advertising alone cannot create a real brand. Advertising can indeed improve brand awareness and attention, so that the market can make a tentative purchase, and quickly recognize and try the brand in a short period of time, but the brand is not only these, brand reputation, loyalty, brand culture and connotation, brand spirit and temperament, brand value and brand association can not be played only by advertising! If yes:

High visibility, low reputation, notorious", the era of relying on advertising bombardment to build a brand is gone, and brands are not shaped by advertising alone.

Fourth, let the brand be integrated into the employees of the enterprise.

It is not uncommon to see companies that are trying to promote their brand concepts to consumers, and on the other hand, employees of their own companies are unable to explain what their brands are. For the public outside the company, their understanding of the corporate brand is just a logo or a feeling, and it is slightly better that they can say the concept of the brand and the meaning of the logo.

Fifth, brand differentiation is a must!

The biggest challenge for Chinese brands is how to create meaningful brand differentiation. Now there's an analysis of the corporate asset database that shows that Chinese brands are locked into a battle for competitive brand differentiation, only to forget that they don't yet have the uniqueness to support their brand differentiation. There are many types and varieties of products and services in the market, and the idea of "brand differentiation" is becoming stronger and stronger, but the quality and attractiveness of brand products are very backward.

Traditional enterprises do not do network marketing promotion? Too little visibility? What to do? I believe that many companies have encountered such a problem, when negotiating business, due to low brand awareness and lost orders. How to expand the company's brand influence and how to strengthen the brand influence?

If you want to do a good job in brand marketing planning, relevant planners need to clarify the goal of marketing planning, and this goal needs to be based on the precise and effective effect of marketing strategy, and at the same time, it also needs to be based on the innovation of products and marketing models. Based on the goal, we can provide overall guidance for brand marketing from the overall strategic level; Then, through innovation, brand differentiation can attract greater consumer attention and achieve the best brand marketing effect. Then, the purpose of brand marketing planning is to solve the problems existing in the enterprise, and in order to achieve such a purpose, when carrying out brand marketing planning, it must be based on facts.

So, how can such a basis be found? This requires in-depth and detailed research and analysis of the market environment. These include:

the current situation, opportunities, and threats of the industry market; the characteristics and advantages of its own products; Competitors' product defects, marketing models, etc. Of course, there are other things that need to be investigated and analyzed, and this information can be collected as much as possible, and after analysis, a reliable basis for brand marketing planning can be obtained.

Brand positioning is to allow consumers to clearly identify and remember the characteristics of the brand and the core values of the brand. In terms of product development, packaging design, advertising design, etc., we should focus on brand positioning. Remember, "good brand positioning is half the battle".

Enterprises should enhance their brand image through strategic planning, improve consumers' awareness and loyalty to products, and establish a good brand image of enterprises. Market strategy is the foundation of the implementation of brand strategy, and the implementation of market strategy must establish a market-oriented concept.

Quality is the key and core of the brand, and quality is the life of the product.

For small and medium-sized enterprises, it is very important to let consumers identify with their brand in a short period of time through publicity, and highlight the positioning and core value of the brand in the publicity process, find the emotional intersection between the product and consumers, and let consumers have a sense of awareness of the product in a very short time.

My comprehensive logic is: business success = product success + positioning success + channel success + organizational success.

First of all, we must have good products, a steady stream of high-quality and cost-effective products.

The second is that the sail is positioned well, there must be differentiation, tipping point, and let's play the category together. But basically every category has big companies in China, so the best way is to hit a hot product first and use a single product to bring the brand.

The second is the channel, first choose an offline channel, and then choose an online channel, penetrate the online channel and the offline channel, and then copy it after success.

Then there is marketing, online public relations, don't think that sending a circle of friends, doing a good number, and writing a few articles is public relations, in fact, public relations is to build cognition, brand communication is to do influence, both are indispensable, so online and offline should be combined.

Finally, it is a long-term persistence, the medicine cannot be stopped, the medicine cannot be changed, the medicine cannot be less, how many billions of dollars are invested is not a waste, and giving up halfway is a waste.

Consumer goods brands are getting results quickly, and there's a fundamental trend:

From 0 to 1 generally not first, because the offline comes slowly, the frequency and digital rhythm of the online will be faster, through WeChat, Weibo, Xiaohongshu, B station planting, after planting grass, direct transaction realization, tens of millions, a hundred million investment can make the enterprise achieve two or three billion sales, at this time the online traffic dividend, accurate data analysis is basically to the top.

And in order to become a good brand, it must be an omni-channel brand, you get offline, establish offline brand awareness and sales channels.

Specifically, how to do it online? For example, 20,000 Xiaohongshu, 5,000 to 8,000 Douyin, 1,000 B stations, and 800 Zhihu, Li Jiaqi and Lao Luo live broadcast rooms were put on the shelves, and stores were opened on Tmall, Jingdong, and Pinduoduo.

So how to do it offline? The essence of the brand's state is simple repetition, so that you can remember the brand after repeating it seven times, remembering that the brand will produce purchase behavior, and you may become a loyal user after using it.

Speaker: Zhang Jixue, founder and chairman of New Wave Media.