Brand refers to the concept that can attract consumers and build brand loyalty, thereby creating a brand (and market) advantageous position for customers.

A brand is both intangible and tangible, but before it is created, everything about it is empty. Only when a founder creates a brand and plans and implements it according to his own vision can he truly enter the substantive stage.

A successful brand founder must have a great social impact. Well-known founders can bring more convenience to the promotion of the brand. However, the brand and the founder are taking advantage of each other. It is also the birth and growth of human beings, and the relationship between the two is very subtle. After the founder creates the brand, he can choose different opportunities and adopt different methods to make the brand bigger. Therefore, the two need to reach a certain level of "taking advantage of the situation" to assist the founders in making effective decisions and making optimal decisions.

In fact, brand is the most intuitive recognition for consumers, it carries consumers’ recognition of products and services, and is the link between enterprises and customers’ purchasing behavior. Brand creation is a complex and systematic project that requires the infusion of passion, wisdom and belief.

The strength of a brand depends on its leader, who is the brand founder mentioned earlier. The founder is the initiator of an event, the first person to propose the concept of an event, or the origin of something. As the initiator of the brand, the brand founder's spiritual beliefs and strategic vision determine the long-term development of the brand and the growth space of the brand.

First of all, brand founders need to be clear about several questions:

Why create this brand?

What is brand positioning?

Who is the brand audience?

What is the difference with competing products?

How to carry out brand promotion and penetrate into the minds of consumers?

The establishment of a new brand is generally carried out from the following links

1. Brand strategy: business model analysis, top-level architecture design

Brand strategic planning is the establishment of A corporate strategy with building a strong brand as its core elevates brand building to the level of corporate business strategy. Its core lies in establishing a distinctive brand identity, setting goals, directions, principles and guidance strategies for brand building, and laying the foundation for specific brands in the future. Construction tactics and behavior formulation \"Constitution\"

2. Brand positioning: market environment research, consumer behavior analysis, company's own analysis

Brand positioning refers to the company's market positioning and Based on product positioning, commercial decisions are made on the cultural orientation and personality differences of a specific brand. It is the process and result of establishing a brand image related to the target market. In other words, it refers to determining an appropriate market position for a specific brand so that the product occupies a special position in the hearts of consumers. When a certain need suddenly arises, the brand will be thought of immediately, such as when you suddenly feel thirsty on a hot summer day. When people think of "Coca-Cola", they will immediately think of the cool and refreshing red and white colors of "Coca-Cola". The theory of brand positioning comes from the strategic positioning pioneered by Jack Trout, the "father of positioning" and the world's top marketing guru.

3. Brand tactics: brand naming, brand concept, brand slogan, brand story

Brand naming: A good name is a permanent asset for a company or a product. Sexual spiritual wealth.

Brand concept: Brand concept refers to a concept that can attract consumers and build brand loyalty, thereby creating a brand (and market) advantageous position for customers.

Brand slogan: Brand slogan (BrandSlogan) is a phrase used to convey descriptive or persuasive information about the brand. Brand slogan plays a very important role for a brand. For example, brand slogan can promote Brand spirit, reflecting brand positioning, enriching brand associations, clear brand name and logo, etc.

Brand story: Brand story refers to meaningful news in the process of brand creation and development. Most brand stories are about the founder of the brand, which are legendary and interesting. Some brand stories are major events in the brand's creation and development process.

Brand stories can reflect the brand concept, increase the brand's historical depth, seniority and authority, deepen consumers' understanding of the brand, and enhance the brand's appeal.

4. Overall brand visual design: LOGO design, VI system design, product packaging design, SI store design

Brand visual design: It is the visualization of the brand concept, through the brand name, Logo, standard words, standard colors and other visual elements on various visual carriers

You must choose an environment that is “most suitable for your entrepreneurial direction and field”, including the talent resource circle and financing environment , market environment, industrial ecological chain, etc.

1 Have your own ideas and thoughts. To be a brand founder, you must have your own thoughts and ideas, your own decisions and judgments, know what kind of work and preparations you should do, and follow the steps and plan. Only in this way can you create your own brand and have your own identity. business success.

2 There are formed signs. The brand can be seen and has a formed mark. Whether it is in the form of pictures or text, consumers can see at a glance that it is a brand and that it has external content and marks.

3 Obtained trademark authority. To be a brand founder, you must not only have a well-established logo, but also legalize it, obtain trademark authority, and legally and reasonably enjoy the right to use the brand and other ownership rights.

4 Have core culture and concepts. Core culture and philosophy are important components of a brand. As a brand founder, you must know what your brand's core culture is and what your philosophy is.

5 has fixed product types. Every brand has corresponding products. No matter what industry it belongs to or what its nature is, it must be classified by brand and have its own product type. Such a brand is complete and effective.

6 Know what the image of yourself and your brand is. The reason why it becomes a brand is that it has its own image and is recognized by the public. As a brand founder, you must know that you represent the brand, you must have your own unique image, and you must also establish an image for the brand.

7 Maintain firm confidence and perseverance. Doing business requires firm confidence and perseverance, especially being a brand founder. You will encounter many difficulties and setbacks in the process of creating your own brand. Without confidence and perseverance, it is difficult to persevere to the end.