Some people say that brands are "sold", while others say that brands are "speculated". In fact, no matter what form a brand is produced, it is inseparable from communication. The process of brand formation is actually the process in which a brand gradually occupies the minds of consumers through sustained and effective communication. Communication has enabled century-old brands such as Marlboro, Coca-Cola, and Geely to span time and space and continue to thrive; communication has also made new brands such as Mengniu and Wanglaoji become blockbusters. , stand out...

Today, when brands determine survival, many brands have launched a game of brand communication in order to compete for consumers' mental resources. So how to optimize brand communication?

Rule 1: Be Different

Only by being different can brand communication stand out from the vast sea of ??brands and attract people’s attention. Picking up people's wisdom and being the same will only make the brand quickly submerged in the vast ocean of information.

We live in an era of information explosion. Thousands of information surrounds us every day, which makes people unable to avoid and turn a blind eye. A lot of information is lost in the blink of an eye like a passing cloud in the numb brain. If a fresh, unique and distinctive picture or sound appears in front of you at this time, it will definitely be refreshing and refreshing. Therefore, being unique can make the brand "a little red among the greenery" and attract consumers' attention at a low cost.

The theories of the masters all support the unique laws: in the 1950s, Reis's "Unique Selling Proposition (USP)" attracted the attention of the industry and proposed a "unique" sales proposition; in the 1960s, Austrian Gewei's "brand image" was born and became popular, emphasizing that the brand image should have a distinctive personality and avoid following what others say; in the 1970s, Reese and Quter's "positioning" theory became popular in the industry, advocating that brand positioning should create a psychological position of consumers. "No.1".

Most of those successful brands are outstanding and different. "7-Up" separated itself from carbonated drinks and created a success in the field of non-carbonated drinks; although Procter & Gamble has many brands, each has its own characteristics, so There was no internal cannibalism; Wong Lo Kat "prevented getting angry" avoided direct collision with beverage giants such as Coke, and opened up its own living space.

Rule 2: Consistency

KFC’s nearly 10,000 stores around the world have the same taste and decoration. After 50 years, Marlboro’s “masculine and bold” cowboys The image never changes, which is the consistency of brand communication.

Advertising guru David Ogilvy once said: A brand should have a simple and clear core brand interest appeal, and maintain continuous communication behavior to effectively occupy the minds of consumers and gain their favor.

The fundamental purpose of brand communication is to occupy the minds of consumers for a long time. Only by continuously spreading the same information can we accumulate consumers' attention and memory, be deeply rooted in people's hearts, and ensure that they will not be consumed. or updated quickly. If brand communication appeals change day by day, are inconsistent, intermittent, and lack consistency, consumers will be confused and find it difficult to remember your brand's core benefit appeals.

The consistency of brand communication requires that the core value and personality connotation of the brand be consistent and remain unchanged, and the advertising creativity, spokespersons, advertising slogans, etc. that revolve around the core value of the brand should grasp the pulse of the times." "Seek differences in the same", constantly injecting new vitality into the brand.

Continuous and consistent communication is one of the rules of success for international brands. For example, Nike's brand core value "Just do it" expresses the optimistic spirit of people taking control of their own destiny. Although Nike's spokespersons range from the basketball god Jordan to Michael Johnson, Peter Sampras, Andre Agassi, Tiger Woods, LeBron James, etc. have changed again and again, but Nike's value proposition of "Just do it" has remained consistent for more than 20 years and has never changed.

Rule 3: Be concise and clear

“The information that consumers can really remember in their minds is often familiar things.

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In the process of brand communication, only concise, clear, and easy-to-understand information can be easily spoken, heard, remembered, and spread, and can make consumers resonate. Complex Complex and difficult-to-understand information often overwhelms people and makes them lose interest, which naturally makes it difficult for them to penetrate people's hearts.

Therefore, brand communication must be concise, clear, and easy to understand, and try to use simplified and popular messages. Make it easy for consumers to remember, and achieve the optimization of brand communication. The reason why those international strong brands can be deeply rooted in people's hearts and last for a long time is precisely because their brand information is simple, clear and easy to understand. For example, the McDonald's logo " M" is concise and clear, like an eye-catching landscape in the complex urban architecture, giving people a strong visual impact. Another example is Safeguard's "bacteria removal", Head and Shoulders' "anti-dandruff", Marlboro's "masculine, "Heroic", Lee (jeans)'s "thoughtful, close-fitting", etc. are all concise and easy to understand, making people unforgettable.

Rule 4: Target the target

"Sell the ice "Eskimos" is the most commonly quoted sentence by many marketers. If you can sell ice to Eskimos, this person is indeed a marketing genius. However, if you look at it from the perspective of brand communication, you will find a problem. Do Eskimos need ice? What if? If they don’t need it, who should they sell the ice to?

Advertisements for children’s food are broadcast to old ladies, advertisements for luxury homes are broadcast to working-class people, and advertisements for women’s cosmetics are broadcast to men. It is aimless brand communication and a waste of resources.

Where can we “speak” so that the target consumer group can “hear” it?

How can we avoid meaningless and blind communication?

Brand communication must find possible contact points with the target consumer groups, focus on launching a powerful offensive at the appropriate contact points, and effectively disseminate brand information to the target consumer groups in a targeted manner. Make every effort to save brand communication costs to the maximum extent, so that every communication cost of the company is spent wisely?

P&G identified a number of communication touch points after studying the target consumer groups. P&G delivers clear and consistent brand information to target consumer groups at various touch points through avant-garde radio frequency bands, TV advertising, fashion magazines, public relations activities, talent shows, product delivery, trials, POP advertising, store promotions and other activities.

Rule 5: Move people's hearts

American scholar Schulz believes that the biggest challenge facing creativity is to expel those words that are boring, exaggerated, and showy but have nothing to say, and replace them with words that are consistent with consumption. Information that consumers expect, is truly meaningful, can help consumers solve their problems, and improve their lives.

People tend to prefer information that is consistent with their expectations. The only way to build relationships with consumers!

Brand communication must be good at understanding the emotional factors of consumers, let creativity originate from life, be close to life, and touch people's hearts with a lively, friendly and interesting creative method. , produces a *whisper! ?