1. Slogans and corporate slogans
Be sure to come up with loud slogans or slogans. Brand image is a general term for positioning in popularity, and slogans are often used to help positioning and convey the concept of enterprises or products. Although corporate slogans have different styles, their purpose is nothing more than assisting positioning. Unless you spend money to advertise in authoritative media such as CCTV, just like Li Ning's "Anything is possible", the slogans of most enterprises are that the speaker has a heart, but the listener has no intention. Only people in the industry will pay attention to it, and ordinary consumers will not feel it. Only after listening for a long time will they feel something about this brand. Therefore, please note that changing corporate slogans frequently is not conducive to shaping brand image.
when establishing slogans, we must learn to think from the standpoint of consumers, that is, brand slogans must reflect brand style. For example, ASUS's "ASUS quality is rock solid" is deeply rooted in people's hearts and can reflect the stable characteristics of the brand in the hearts of consumers.
a good slogan must also meet several basic conditions. First, it is related to brand positioning; Second, the meaning should be clear, and clear concepts should be conveyed with few words. Third, it is easy to remember, but it is very difficult; Fourth, don't be too ambitious. You'd rather have no slogan than a bad slogan.
2. Brand communication
After coming up with an easy-to-remember name, easy-to-remember corporate slogan and easy-to-identify corporate identification system, we entered the fifth stage of innovative positioning, namely communication. The brand must communicate continuously, effectively, in line with the concept and style, and use creative communication, so that communication can be transformed into corporate image in the hearts of consumers. Impression is accumulated repeatedly, so effective communication must be visible and impressive, that is, all marketing activities and event marketing should constantly convey this image.
3. Designing a brand recognition system
There are two ways to run an enterprise, one is to create customer value, and the other is to control costs. The role of enterprise identification system is to enable enterprises to create value more effectively, but also to enhance the effectiveness of cost operation. Therefore, the second step of creating brand positioning is to design various identification systems. The identification system consists of three parts to form our common abstract and impressive corporate brand trademarks.
4. brand naming
from the marketing or strategic point of view, naming itself is to establish a unique positioning. Lenovo uses Lenovo to position itself as an international company, not an Asian company. Brand naming is sometimes like a child's naming, which not only counts eight characters, but also endows the name with style, characteristics and life. At this time, you must think about what personality you want it to have: such as being different from competitors, pleasing to consumers and meeting your own conditions. Then, it is necessary to go round and round, consistently and persistently, and constantly add fresh information. Brands, too, need long-term continuous operation. Remember, the consistency of information transmission is very important, and new information is updated regularly, and the original style cannot be lost.
5. Making publications and PR activities consistent with brand image
In the process of brand building, brand brochures, posters, promotional materials, advertisements, public relations activities and sponsorship activities should be consistent with brand positioning.
when sponsoring activities, enterprises need to consider several issues: first, they should choose activities that are consistent with their positioning, such as Adidas' sponsorship of the Olympic Games. Second, choose a few effective activities, and you can't come to the net. To learn to choose strategic projects, the sponsorship period is even longer, at least five years, otherwise the effect is not great. Founder computer's choice to sponsor the national Wushu team can show the uniqueness of its sponsorship.