Since I started working, I have been dealing with brands, but I have never really understood what a brand is? Recently I listened to Brother Heihua’s brand sharing and Teacher Huashan’s top-level brand design, and I finally got a feel for it.
The driving force for the emergence of brands: In order to deepen consumers' differentiation of products, improve identification efficiency, and easily find the responsible party. The purpose of the brand is to make consumers purchase more easily, happily and with confidence, to increase the added value of products and to increase the cost of plagiarism for copycats.
The most basic essence of a brand should be a kind of protection for consumers, a kind of advance show of goodwill or compromise by the brand owner. Just like when two strangers meet, one party takes the initiative to show him his ID card and work badge in order to win the trust of the other party. He takes the initiative to give the other party a basic guarantee and create a basic sense of security for the other party. This is what Teacher Hua Shan said about the theory of brand failure. A brand is when a company creates repeated games and gives consumers the opportunity to punish themselves. If there is a problem, the company is willing to pay the bill and take responsibility, then the brand is a brand. A brand is like an invisible rope that business owners give consumers. If one day the product fails, consumers can take the initiative to pull it, which is equivalent to giving consumers invisible rights.
Good brand creativity should reduce the cost of brand communication as much as possible. It should come from daily life and be hidden in people's conventional cognition. This is best understood by looking at Taobao’s series of trademarks. Alibaba exists in an international story. It is estimated that most people in the world have seen it. Rookie, Ant, Tmall, etc. are all spoken in daily life. , are familiar to you and may be used inadvertently. There is also the escort of spreading slogans, which is very magical. Often catchy sentences are easy to remember and spread.
A good idea should try to increase the cost of identification and selection for consumers. I didn’t accept gifts during the holidays this year, but I would charge boss money for receiving gifts. It became popular all over the country. That tune and that scene are still part of it when I see it. Just remember it. There is also the smell marketing of Haidilao. When you pass by, you will know that there is a Haidilao store nearby when you smell it.
The relationship between products and brands is that the two actually transform and support each other. A good product itself is a good brand, and a good brand can guide or help support the product. Just like the human body and soul, if the body is beautiful enough, you can easily find the other half without using the soul. As competition becomes more and more fierce, no matter how good the body is, it requires a better spirit to be more attractive.
It’s a bit confusing, so just take notes and organize and analyze them later.
Guiyi November 6, 2019