How to effectively communicate brand culture? How to do a good job in corporate brand communication

The discourse of brand communication belongs to the external manifestation of the brand voice identity system. The external slogan of a brand communication campaign is always around the brand voice recognition system.

So the discourse is simply to introduce how good the product is, so that customers can buy your product?

Let's take a look at two chestnuts:

Apple's brand biography and Pepsi's brand communication and high-rise announcement are closely focused on the brand concept of "innovation" and "desire for infinity", but both of them are not simply promoting Qi Ming products, but following the law of the circle: why how what, from the inside out, stand in the perspective of users to first show their own values, establish a distinctive brand image to obtain customer recognition, and then explain how we do it and what our products are.

Summary: In the planning of brand communication activities, it is necessary not only to reflect the core concept of the brand, but also to design a set of accurate and user-oriented words in the landing process.

As a necessary part of corporate image building, brand communication has always been the top priority in marketing projects. In fact, why China's foundry companies occupy the largest workload, but can only get less than 5% of the profit, the key is the lack of their own brands, no brand premium, can not occupy the rigid demand of consumers. Therefore, doing a good job in brand communication has become an indispensable step in the process of "Made in China" and "Made in China".

On the other hand, as SNS is gaining more and more influence in social life, Weibo, as the backbone of SNS communication mode, can often convey the excitement of the soul in just a few words, and gain huge influence through high-speed diffusion of "small and big". In this sense, the establishment of corporate microblog is to maintain the brand image and promote brand communication.

How to make brand communication and Weibo marketing seamless? Guangzhou Juhai, which has been committed to the promotion and development of Internet integrated marketing, has a full line of integrated marketing service solutions, has an all-weather Internet information monitoring system, a network-wide information release system, and a powerful technology of the full-scale information cooperation platform, and provides systematic and all-round solutions for the Internet promotion of corporate brands.

1. The content of Weibo should be consistent with the CI strategy of the enterprise. In corporate microblog marketing, many writers often use corporate microblogs as private microblogs, "post a paragraph if you have nothing to do". And the objects of interest are often added according to personal preferences.

In this way, it will make other readers feel that this corporate Weibo does not have the official seriousness of the company, which will affect the effect of marketing. Therefore, when writing corporate Weibo content, it is necessary to take generosity, stability, affinity, and humor as the standard, and always highlight the image style determined by the CI strategy.

Second, Weibo publishing should be persistent. At a time when the company has become the second business card of the enterprise, corporate microblogging, as an information source and cultural window, is also an element of brand communication. Since people have a forgetting mechanism for information.

Therefore, the release of corporate microblog information must be insisted on every day, especially when there is major news involving the enterprise, it is necessary to release information in a timely manner to respond to the public's concern. Only in this way can the brand information communicated by the enterprise exist in the public eye for a long time.

Third, corporate microblogs still need to be ingenious. When many companies first set foot in the field of microblogging, they often regard microblogging as an extension of the first one, and the information released is nothing more than product advertising, leadership care, meeting information, and financial statements, at most plus the celebration banquet. Naturally, this kind of information is not of interest to the public.

When compiling Weibo information, it should be the best and the most important should be properly applied to the soft text marketing means, and Wu He Hong explained the role and advantages of the product through concise and vivid means, so as to attract readers to pay attention to the notes, so as to gradually expand the influence, so as to achieve the good effect of brand communication.

For enterprises, the brand is the recognition of the quality of the enterprise by the market and consumers, and it is the channel and bending tool for the enterprise to transmit quality information to the market and consumers. Establishing a good brand has laid a solid foundation for the enterprise to win the market. Therefore, the key to the quality of enterprise brand building is to win a good reputation in the market.

Arguably. A brand may be a sales volume. In today's society.

The vast majority of people will have a brand effect. Branding. Nowadays, most people's purchasing behavior does not only depend on purchasing power or general psychological and physical needs, but mainly depends on the comprehensive impression of a certain company and a certain brand.

A good brand can attract many new customers. In the vast majority of cases, you can reduce the investment in advertising. and ** input. Most important. Branding is an intangible input. Constantly accumulate intangible assets for your own business.