What s included in branding? What is included in the branding plan

Here's the answer.

1. Industry and opponent analysis: Enterprises must understand their competitors before establishing a brand, and analyze the performance of the entire industry in the market.

2. Market analysis: start from the characteristics of the market to find the positioning of the brand, and extend the communication strategy and other information on the basis of fully understanding the characteristics of the industry, the business environment, and the cognition of consumers;

3. Brand building: enterprises need to complete the design content of brand name, brand description, brand slogan, brand pattern expression and brand story at the early stage of market development;

4. Conceive communication methods: through the establishment of multi-terminal adaptive communication methods such as or the use of marketing and other communication methods, the core interests of the brand will be brought to customers, and at the same time, customers can understand the values of the enterprise always taking the needs of customers as the core through brand marketing planning;

5. Conduct consumer analysis and make brand promises: Consider the problem from the perspective of customers, you can understand the psychological feelings of the audience of brand marketing, combine the brand and product users, and bring value to both enterprises and consumers.

Brand planning is basically the same as general planning, and in comparison, the brand is higher. It mainly includes an in-depth understanding of the brand's culture or story in the early stage and positioning; secondly, according to the brand's creative extension to extract the core value; Then you can design, and finally marketing, in this regard, Xi'an Huaxing cultural communication **** is doing a very good job, specializing in planning and implementation of a team.

Brand planning is the process of clarifying people's vague understanding of the brand, and it also includes competition in the internal market (psychological market) corresponding to the external market. Brand planning focuses on ideology and psychological description, that is, planning, guiding and stimulating the psychological market of consumers. In today's era of integrated marketing as a hot trend, we need to understand what good brand planning includes.

What does brand planning include? In fact, brand planning mainly includes five links, namely industry and competitor analysis, market analysis, brand building, ideation communication methods and consumer analysis.

1) Industry and counterparty analysis.

Only by knowing oneself and knowing one's opponent can one win a hundred battles. "Before building a brand, companies must understand their competitors and analyze the performance of the entire industry in the market. For example, it is necessary to analyze the market size, analyze the market share of various large and similar competitors, and whether there is something worth learning from the content of their brand marketing.

Of course, the most important thing is to find out the biggest difference between yourself and your opponents, so as to lay a good foundation for the brand marketing of the enterprise.

Before building a brand, you need to analyze the performance of the entire industry in the market.

2. Banquet fiber) market analysis.

There may be slight overlap in the analysis of industry opponents in the content of "what is included in brand planning". The market analysis here is mainly based on the characteristics of the market to find the positioning of the brand, and on the basis of fully understanding the characteristics of the industry, the business environment, and the perception of consumers, we can extend the communication strategy and other information.

3) Brand building.

Enterprises need to complete the design content of brand name, brand description, brand slogan, brand pattern expression and brand story at the early stage of market development. These parts are indispensable and complementary, and the brand building of the enterprise is directly related to the final effect of the brand planning plan. This link can be completed by using the network operation on behalf of the network.

Brand building is done in the way of network operation.

4) Conceive the means of communication.

The main solution to the communication method of Fu Xiangyun is how to make people accept the brand of the enterprise and how to let people affirm the value of the brand. Enterprises will bring the core benefits of the brand to customers through the establishment of adaptive or marketing communication methods that can be presented by multiple terminals, and at the same time, customers can understand the values of the enterprise always taking the needs of customers as the core through brand marketing planning.

Brand marketing brings value to both businesses and consumers.

5) Conduct consumer analysis and make brand promises.

Enterprises hope that consumers will feel that consumers are interested in the emotional and functional interests of a certain missing product or service expectation of the enterprise, which is what every start-up small and medium-sized enterprise needs to explore, and it is also the point that E-Qixuan has been providing accurate services. Considering the problem from the customer's point of view, we can understand the psychological feelings of the audience of brand marketing, combine the brand and product users, and bring value to both enterprises and consumers.

The content of event planning includes: 1. Strategic analysis, insight into the needs of consumers and the needs that competitors cannot meet; 2. Strategic choice, starting from the three directions of primary stage, mature stage and finally the brand marketization of Fu Lao; 3. Value expression requires a core memory system to visualize user value; 4. Strategic planning, mainly including what to sell, who to sell and how to sell; 5. Precise communication, according to different stages to choose the right one; 6. Implement the strategy, regularly review the work, and improve the lack of hands.

Judgment is the key to the strategic selection stage, and the purpose of strategic selection is to determine the direction of user value, which mainly includes product efficacy, scenarios and values. If the category is in the initial stage, there are few competitors, and user awareness is low, the advantages of the category should be told from the direction of product efficacy. When the category enters the mature stage, the consumer demand has basically been met by competitors, and at this moment, the brand can propose targeted scenario solutions according to the consumption scenario; If the brand on the market has solved it well in the scene, it needs to be solved in the form of values at this moment.

The three directions of strategic choice are not static, but should be based on the category and the stage of social development, and may also be the transition from values to product functions and scenarios, and must not be dogmatized.

Strategic planning consists of three main parts: what to sell, who to sell to, and how. What to sell potatoes mainly determines the mental category and value proposition, the mental category is to determine the category of the brand in the consumer's mind, and the value proposition is to determine whether to sell products, scenarios or values.

The group of people who sell the product to determines the group, which includes the mainstream group and the subcultural group, and the mainstream group includes potential users and non-potential users. How to sell mainly includes products, channels and three levels, this stage should realize product conceptualization and concept productization in terms of products, channels and ** level are too complex, and need to be answered after in-depth research.

The strategy implementation stage is a detailed work, and the work is reviewed regularly, on the one hand, the implementation can improve the accuracy of the strategy, and on the other hand, the strategy will be implemented in detail, and the brand planning will be implemented.

Brand planning is the process of sorting out people's vague understanding of the brand, and it also includes competition in the internal market (psychological market) that corresponds to the external market. Brand planning focuses on ideological and psychological descriptions, that is, planning, guiding and inspiring the psychological market of consumers. Brand planning actually includes five links, namely industry and competitor analysis, market analysis, brand building, ideation communication methods, and consumer analysis.

1. Industry and Opponent Analysis "Before winning the battle, know yourself and know each other. "Before building a brand, it is necessary to analyze the performance of the entire industry in the market, understand its competitors and analyze the performance of the entire industry in the market, and find the biggest difference between yourself and your competitors by analyzing the market size, the market share of the main competitors and similar competitors, and whether the content of its brand planning is worth learning, so as to lay a good foundation for the company's brand planning.

2. Market analysis here is mainly based on market characteristics to find the positioning of the brand, and on the basis of fully understanding the industry characteristics, business environment and consumer cognition, and then carry out communication strategies and other aspects of information.

3. Brand building enterprises need to complete the design of brand name, brand description, brand slogan, brand image expression and brand story in the early stage of market development, these parts are essential and complement each other, and the brand building of the enterprise is directly related to the final effect of brand planning.

4. Conceive communication methodsBrand planning can bring value to the company and consumers, and the main solution of communication methods is how to make consumers accept the company's brand, and how to make consumers confirm the value of the brand. Businesses can bring the core benefits of the brand to customers by establishing adaptive marketing and other communication methods that can be displayed on multiple terminals, while also enabling consumers to understand that the business always has the needs of customers as its core value.

5. Conduct consumer analysis and make a brand promiseThe company wants consumers to feel their expectations for the emotional and functional benefits of a product or service, which is the part that every start-up SME needs to explore. From the customer's point of view, we can understand the psychological feelings of the brand's curated audience, combine the users of the brand and the product, and bring value to the company and consumers.

Brand planning requires enterprises to carry out correct brand positioning, brand image packaging design, brand advertising slogan planning and brand marketing plan formulation, and then convey the unique value that corporate brand products can provide to consumers and users through brand marketing. In order to enhance the premium ability of the product and enhance the intangible asset value of the corporate brand. So, how to write a good brand planning plan?

Actually, it's just five steps:

In the first step, what aspects of the brand planning and promotion plan include?

1. Environmental analysis (market background, competitors, etc.).

2. Select the target market and find the selling point.

3. Brand image planning (name, vi vision, logo, etc.)

4. Brand positioning (**, gear, image).

5. Brand communication planning (promotion image positioning, target consumer positioning, advertising strategy, etc.).

The second step is to draft a title.

After setting a large framework, and then set the subtitle of each piece little by little, generally speaking, it is better to use PPT for the brand promotion plan, so most of the above names are the titles of several sections of PPT. So this step is to decide on the title of each page of each subsection.

The third step is to fill in the content.

With the subheadings of each page in mind, you can consider filling each page with content. When filling in the content, you can write the content to be expressed on each page first, regardless of the aesthetics.

The fourth step is to optimize the content.

After the content of each page is done, go back and see if you can add pictures or **, or data represented by bar charts and pie charts in some pages. This makes the content of this page more convincing.

In the fifth step, the content is divided into priorities.

Generally speaking, it is best to use an objective mentality to make a plan and look at the current situation of the industry or the situation of the enterprise, and it should be based on facts, not subjective assumptions. Therefore, to make a promotion plan, it is necessary to distinguish the priority and priority, and some rules can be followed. After these are completed, a rough brand planning and promotion plan comes out.

Having said a lot, in fact, the most important thing to understand is the first step. Finally, I would like to give you a small suggestion to read more cases.

"Brand planning" includes a series of contents such as brand strategy, brand image, brand promotion and so on. Brand planning starts from the brand research part of the brand strategy, takes market research as the data basis, and is more about diagnosing and planning a plan for the benign development and profitability of the brand.

Brand story. Brand planning in the cosmetics industry requires a brand story, and "storytelling" is a soft emotional marketing competition. There are so many cosmetics brands that storytelling is a necessary marketing routine to make their products more recognizable and differentiate themselves from other products.

Storytelling is first of all a brand story, most of the European and American brands are promoting scientific organic, and most of the Korean brands are promoting "naturalism". A good brand story is just as important as a good brand name, a good logo, and a good advertising slogan. It is the foundation of the brand; Then there is the scrutiny of the ingredients, many self-leading people are keen to analyze the ingredients of cosmetics, "Amway" to fans and friends, some fans are buying all the orders, and some are rational choices.

Brand concept. Brand concept, value proposition. The product attributes of brand value infusion are especially prominent in the cosmetics industry.

As a consumer, "the face is very important, and the things used on the face are particularly important", so that consumers can feel the safety of the brand and products, and meet the safety testing standards.

In order to establish a safe and trustworthy psychological feeling for consumers, many cosmetics companies often promote the concepts of natural, organic, plant, and environmental protection to their brands. As the law becomes more and more stringent, the industry is becoming more and more mature, and consumers are becoming more and more knowledgeable, the brand side only promotes the concept of safety and cannot be "paid" by the outside world, and must pay the cost and price.

Market segmentation. Isolation-Foundation-Powder, this is the basic base makeup, as well as a series of subdivision steps such as eye makeup, lip makeup, blush, highlighter, contouring, etc. Segmentation is not a new term, it is the most basic product trend.

Segmentation can be divided into: product effect segmentation; Breakdown of skincare steps; Consumer segmentation.

There are many lipsticks on the market that can be used as lipsticks, eye shadows, and blushes, and this product trend can be called "fusion", as opposed to "segmentation". Although the impact of "integration" on the cosmetics industry is not as good as "segmentation", it should not be underestimated.

Branding. The brand design of cosmetics is indispensable in the whole case of brand planning, and the design covers a series of design blocks related to the psychological effects of consumers' sense of smell and touch, such as packaging design, fragrance design, skin feeling design, etc.

Now the competition in the cosmetics industry, from a single product competition, competition, channel competition gradually began to evolve into the competition between corporate brands, enterprises want to have more ability to participate in competition in such an era and achieve the ultimate goal of the enterprise must form a strong brand advantage, shape brand value, which must be based on a successful brand planning program, with the same pace of market execution, and gradually expand the aura of the corporate brand, and comprehensively enhance the comprehensive competitiveness of the enterprise.