What exactly is brand planning planning?

If you want to become a brand, you can't escape "brand planning", so the question is, what is brand planning planning?

01. Brand positioning.

02. Brand culture.

03. Brand advertising slogan.

04. Brand story.

05. Brand visual planning.

The quality of the products with the "brand" is better, the service is more in place, and of course, it is more expensive. (Beijun).

The core of brand planning includes: brand planning, business model, and integrated marketing communication, among which, integrated marketing communication has added social e-commerce, brand super social IP marketing, low-cost marketing, etc.

1. Traditional brand planning, from a narrow point of view, includes the following practical details:

1. Market crowd product analysis: popular selection.

2. Brand positioning planning and popular product planning.

3. Refinement of the core value of the brand (the spirit of origin): the tipping point of the enterprise communication point and the ethnic group.

4. Brand product naming planning: product brand planning.

5. Brand Senxiang story interpretation planning.

6. Brand slogan and product advertising slogan planning.

7. Refined packaging design of product value.

8. Brand value embodiment design: brand logo design, brand system, brand terminal performance design.

In addition to brand planning in a narrow sense, it also includes business models (profits, business, promotion) and integrated communication marketing, among which, new social commerce has become another core of brand planning, such as the planning of brand super social IP.

2. Business model planning:

If the business model is wrong, everything will be in vain. The planning is embodied in: ethnic group model, product model, partner model, channel model, communication model, customer model, cost model, income model, and barrier model

This is a marketing system, I only do a reminder, you can pay attention to my other related articles, because the system can not be shared at one time, so, just for the reference of peers, then we have summarized some classic experience in many practical cases, I share it with entrepreneurs:

For business model planning, we have summarized some classics in practice: the specific sharing is as follows:

Ethnic model: no enterprise, only ethnic group;

Product model: no product, only meaning;

Partnership mode: no demand, only pursuit;

Channel mode: no store, only experience;

Communication mode: no advertising, only contamination;

Customer model: no marketing, only word of mouth;

Cost model: there is no such thing, only elimination;

Income model: no income, only subsidies;

Barrier mode: no barriers, only iteration;

3. Integrated communication: the core includes: low-cost marketing, brand social e-commerce.

As far as the current business environment is concerned, for small and medium-sized enterprises and entrepreneurs, our core energy is focused on: low-cost marketing, brand social e-commerce, these two core points:

Traditional brand marketing methods are slowly decreasing because of the marketing cost and output of advertising, such as traditional advertising, ground activities, and news releases, but the logic of full network marketing has always been practical, and enterprises must strengthen the transformation in communication.

Regarding the two core parts of low-cost marketing and brand social e-commerce, there is not much typing here, because it is difficult for everyone to absorb more words. In fact, these two parts are the top priority for entrepreneurs.

To put it simply, brand planning is a long-term process of regretting demolition and formulating a planning plan through scientific methods and investigations. In this process, the design, planning, and production are completed in stages. As a result, the enterprise or product product key wild brand forms a cultural segmentation.

Align values with consumers.

Brand planning is to create a brand image, and to shape the brand image with conception, design, and production planning plans. The brand image does not exist in isolation, but is interwoven by the marketing images related to the construction of the brand image, such as "quality image, first-class image, first-class image, first-class image, and corporate image".

In this era of rapid information dissemination, building your own brand has become the consensus of most entrepreneurs. In order to increase brand awareness and reputation, companies must create a unique brand personality. This is a necessary investment in the long-term interests of the business in the future.

The basic steps of brand planning.

Brand design: It is the design performance of brand positioning, and the focus of design is to let customers clearly see the value and interest; Including brand logo design, brand advertising language design, channel image design.

Brand marketing: It is to let customers know and be able to buy the brand's products or services. Make the customer feel that he needs such a product or service; When he wants to buy, he knows that he can buy it in **.

Brand start-up: The brand's product or service is given to customers to try it for the first time. The customer made the attempt to make a sale and built a relationship with the brand, which is good and can be maintained.

Brand management: It is necessary to adjust and manage the brand according to the customer's impression, such as brand public relations, improve brand awareness and reputation, or adjust brand positioning, brand design, etc., so that the brand is constantly chosen by customers.

What do you need to pay attention to in brand planning?

Question 1: In the early stage of brand planning, it is necessary to do a good job in market research, understand market competitors, understand the company's own advantages, maximize its own advantages, do a good job in product work, and make products more competitive.

Question 2: Brand strategic planning: Most bosses do not have a detailed development plan, just rely on their own experience, rely on their own imagination to arrange the enterprise, a moment of an idea, take a step to see a step, in fact, it is very dangerous.

Question 3: The creation of a brand needs to be accumulated: the brand image of each enterprise is gradually recognized by consumers after years of accumulation, so we must do a good job in product quality control.

Problem 4: Keep forging ahead: If an enterprise wants to develop sustainably, it must constantly improve itself and improve product quality and competitiveness. This market is survival of the fittest. If companies are only satisfied with the status quo and stop advancing, they will sooner or later face the elimination of the market.

In general, corporate brand planning is still from the perspective of the enterprise itself, according to the actual situation to formulate the planning plan.