Brand is a complex symbol. It is an intangible combination of brand attributes, name, packaging, price, history, reputation and advertising methods. Brands are also influenced by consumers' impressions of their users.
The ten steps to build a brand are based on our basic views on the brand. In 1978, these steps were often discussed with domestic customers, and we also considered them necessary.
Step 1: Understand the industry environment, confirm your strengths and weaknesses, and decide on the "core" business. After a long period of mergers and acquisitions, listed companies have actually created a situation, that is, there are too many products and they don't know where their core interests are, as if their core interests are the operation of assets.
Step 2: The enterprise itself needs to have a goal, at least five to ten years, and maybe at least five years in the China market. This is based on the premise that the goal must be bold and mature. When Disney was founded, it was obvious that it was to bring joy to the world. Sony's early goals were very clear. It wants to sell its products all over the world and change the western impression of the quality of its products. These are very big, such as Nike, Nike's initial goal is very clear, I want to beat Adidas, the goal is very clear, in fact, it is really beyond Adidas in ten years. I think in China, enterprises need to know their goals and ideas quickly.
Step 3: Complete the corporate logo and form a maintenance management system.
Generally speaking, in the face of CI changes, the most important thing is to ask a few questions. Do your existing employees know the long-term goals of your company? What are your values? How many people can tell? Does your supervisor know where your enterprise is striving? Do your suppliers or distributors know what kind of company we are? What do customers think of your corporate image? If you can't answer these questions, you probably need to do CI.
Step 4: Confirm the relationship between brand and consumers.
If the enterprise itself faces many consumers, your third step may be the opposite of the fourth step, that is, you must first confirm the relationship between your product brand and consumers.
Step 5: Brand strategy/brand awareness.
It depends on the platform, whether your brand is a global brand, a national brand or a regional brand. These are all strategic issues. You know what your basic brand strategy is, whether it is a single brand strategy or a multi-brand strategy, whether it is a parent brand or a sub-brand, a corporate brand or a product brand. When you can answer these questions clearly, the brand recognition system can be adjusted.
In fact, there are several types of brand architecture, such as unified identification, relationship identification and individual brand identification. The advantage of a unified logo is to use the same brand and image, but the disadvantage is that the areas you can extend may be limited. Lenovo identification is the basic element of all business groups with some trademarks, but it can be distinguished with a little change. But few people do this. Other brand recognition is an independent trademark developed by various business groups according to their different industrial attributes. The advantage is that different companies and brands can form their own positioning and trends, but the disadvantage is that the proportion of total resources spent is high, and it is difficult to upgrade to parent brand.
Step 6: brand responsibility attribution and organization operation.
The biggest problem we encounter is the unclear operation of the organization. Where is the brand responsibility? Many companies put brand responsibility on news centers or advertising companies. I don't think this is reasonable. Another big problem is that the marketing or business and communication functions of many enterprises are separated, which is actually very dangerous, and the prestige of a brand is difficult to maintain. Many decision-making processes are unclear. In foreign countries, the vice president of the company leads the team to make the final decision. In the stage when the whole IT function is getting stronger and stronger, it can actually play a very good role in implementing systematic training.
Step 7: 360-degree integrated marketing communication plan and implementation
Integrated marketing communication is generally biased towards advertising, public relations, promotion and direct sales. In the future enterprises, the key to real competition between enterprises is how many reputable customers you have. These customers need not only a list, but also an in-depth understanding of his life, his values and the relationship with your brand. These are the keys to the future.
Step 8: Contact consumers directly, keep records, establish a database of active customers, and constantly build brand loyalty.
I believe that 20% of customers buy 80% of the sales of most products, so our challenge is how to obtain the database of these 20% customers. At the same time, more and more data prove that the cost of acquiring new customers is much higher than the cost of maintaining an old customer. When you develop new customers, the operating profit of the whole company will inevitably decline. These are very important facts, so one-on-one communication will become more and more important, and one-on-one communication can actually produce results gradually.
Step 9: Establish an evaluation system and track brand assets.
To look at different projects of different brand assets, we need a regular, continuous and unified investigation method to explain the whole scheme, and make some adjustments on the basis of this evaluation.
Step 10: invest in the same brand and don't change easily.
In fact, building a brand is not easy, it takes time and it takes a long time. In this process, you need to persevere. In a recession, you still need to continue investing. I think the most serious thing in China may be to change a brand strategy, change a brand image, or change an advertising company to change a brand image. This is a pity.
Four steps to create a brand
Building a Strong Brand: Four Steps of Brand Building
1, to ensure consumers' recognition of the brand, and the relationship between the brand and a specific product category or consumer demand in consumers' minds.
2. By strategically linking a series of tangible and intangible brand associations with certain attributes, the whole brand meaning is firmly established in customers' minds.
3. Induce customers' correct response to brand recognition and brand meaning.
4. Transform brand reaction and create a strong and positive loyalty relationship between customers and brands.
The simple translation is as follows:
Creating a Strong Brand: Four Steps
1. Confirm the consumer's recognition of the brand and link it with the product category or consumer demand in the consumer's mind.
2. Establish a solid brand connotation in consumers' minds through a series of distinctive brand associations.
3. Arouse (obtain) consumers' appropriate response to brand cognition and brand connotation.
4. Transform the consumer's reaction into a strong and positive loyalty relationship between consumers and brands.
Brand is consumer-centered, so these four steps correspond to a series of basic questions that target customers and potential customers will ask:
1, who are you? (brand identification) (brand identification)
2. What are you? (brand meaning) (brand connotation)
What about you? What do I think or feel about you? (brand response) (brand response)
What about you and me? What kind of connection do I want to have with you, and how big is it? (brand relations)