How to do an annual branding plan?

There are two main things that need our attention in brand design, one is brand naming, and the other is brand design.

Branding? I see a lot of people chatting about Jin Suitui, the person in charge over there is my friend, you can also refer to it.

1. Clearly analyze the current situation and task objectives of the enterprise, and know what you will know before doing anything? Where do you stand in the industry? In the same way, it is necessary to have a general understanding of the market in which the company is currently located.

For example, what is the sales volume in the whole market? Or is it the top three in terms of market share?

Does the business of the enterprise need to grow? Or do you want to keep it as it is? This requires a rough judgment of the direction of the enterprise.

Finally, based on the judgment made, a reasonable goal is set for the enterprise. If you have a goal, you won't talk about it, and only in this way will the goal be easy to achieve.

2. The understanding of the basic situation of the market starts with the industry. Understand the policy preferences of the industry, the latest technology of industry products and services, as well as the changes in the industry's production capacity and output, and the saturation of the market. Among them, the capacity and saturation of the market are the most important.

Finally, a summary is made about the understanding of the market industry.

3. The basic situation of competitors should be analyzed before doing it, how many such competitors are in the industry, what is the strength, what is the sales method, and so on. The purpose of brand promotion is to avoid the blows brought by competitors, strengthen the brand and promote the sales of products. Competitors' brand building and positioning goals need to be understood.

Among them, the sales target represents the brand's promotion strength and intensity. Find out where their strengths are and what are their weaknesses? And make adjustments in combination with the previous goals, and do a good job in strategic deployment and adjustment.

4. Brand planning conducts research and summary of the previous analysis, and clarifies the market positioning and brand positioning. For example, "building the first dairy industry in the west" has a positioning, but there must be a brand plan, such as "this year is the first dairy industry in the west", so what about next year? And the year after?

Positioning is not only a slogan, but also a goal, and potato bushes are a direction.

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 the big framework, and then a little orange to set the subtitle of each piece, a salute in general, the brand promotion plan is better to do PPT, then most of the above names are the titles of a few 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 of round socks. Finally, I would like to give you a small suggestion to read more cases.

1. Clarify your goals

First of all, what we do is to make high-quality, stable products or services, and at the same time inject strong vitality to make them sustainable. This is the cornerstone of SEO brand marketing, the foundation of brand integrity, and then we must focus on the product and clarify the positioning of the industry, keywords and brand words where we are targeting.

2. Clarify the target users

Combined with the offline industry environment, start to sort out and analyze the competitors on the search engine, find out what their target users are in consumers, as well as their strengths and weaknesses, combine the advantages and disadvantages of their own products, learn from each other's strengths, and accurately locate the target users, and the main basis for judgment is the actual needs of users.

3. Clarify the characteristics of target users

As the saying goes: know yourself and know the enemy, win all battles, accurate positioning of target users is only the first step, we also need to have a certain understanding of them, this is what we need to sort out and analyze the behavior habits of target users, visitor attributes, geographical distribution, system environment and other data, and summarize the characteristics of target users.

4. Clarify the platform where user groups are concentrated

After understanding the characteristics of the target users, the next step is to find their "hiding place", generally after a long time on the Internet, the target user groups with the same needs are often concentrated in certain platforms, these platforms provide them with convenient services to understand and learn from each other, and finding such a platform is equivalent to finding a large number of accurate target user groups.

5. Display two points of the product according to the user characteristics

Normal'Brand marketing will inevitably have many competitors, especially popular industries or popular keywords, if you want to surpass competitors and successfully build brand marketing, it will be difficult without product highlights, but often most products are difficult to have highlights, then you can use the previous integrated user characteristics to create highlights, and the specific methods vary depending on the target user.

6. Determine strategies and methods

The current preparation work is determined, and then what is needed is to determine the strategy and method, including brand personality, brand communication, brand sales, brand management, etc., and the specific methods include creating a vivid visual image, a humanized brand story, and differentiated exclusive elements.

7. Implement the plan to the end

If the plan is not implemented, it is only a plan after all, but it is far from enough to implement it, what needs to be done is to eliminate all difficulties, implement the plan to the end, there is no return without paying, brand marketing is a long and boring process, but once successful, the return is considerable.

I don't know what industry you are, so I can't target it.

There are many types of branding:

1.Channel promotion is to promote the product to the best business, so that the best business can help promote.

2.Network promotion is divided into ** promotion, product promotion, and trademark promotion.

3.** Promotion, sub-advertising promotion, poster promotion, TV program promotion, road empty billboards, etc.

4.Activity promotion, do some craft activities to push the stool Li Oak Guang, free disturbance resistant concert promotion, supermarket free trial promotion, and so on.

There are many ways to promote the brand, different methods of jujube in different industries, as well as your consumption as a whole, etc., in many aspects, before doing promotion, you should do a good job of market research, analysis of similar product information, company promotion budget, and so on.