1. When designing a brand-building plan for an enterprise, the first thing to do is to diagnose the enterprise's brand. Find out the problems existing in the development of corporate brands, so that we can prescribe the right medicine and truly promote the development of corporate brands.
Diagnosing corporate brands starts with analyzing the actual development of the company, studying the company's industry market change trends, analyzing the brands of the company's competitors, and paying attention to the word-of-mouth communication of the company's brand. In the process of brand diagnosis, whether the values ??promoted by the corporate brand are in line with mainstream social values.
No matter whether the values ??promoted by the corporate brand are niche or mass, the general direction of the values ??cannot be easily changed. The corporate brand values ??must conform to the main values ??of the country and society.
Secondly, does the core competitiveness of the brand have non-replicable characteristics? Due to the rapid economic development and the wide variety of commodities, some inevitable situations still exist, such as the serious homogenization of commodities. , Counterfeit goods emerge in endlessly.
2. It is also necessary to design the corporate brand trademark, create the connotation of the corporate brand, and combine the corporate image with the corporate brand image. Another very important point in brand building is the reputation of the corporate brand.
Word-of-mouth is the evaluation and opinion of the corporate brand among consumer groups. Word-of-mouth does not mean that the corporate brand is not loved by the consumer group, then there must be some problems with the company's products and brands, such as the quality of the products. Imperfect quality and after-sales service system, etc.
Once a company wants to build its own brand and want its brand to have sufficient popularity, it is not enough to just do marketing planning. The company must ensure that the quality of the company's products and after-sales service are excellent. The reason why consumers trust the brand and believe in the power of the brand is because the brand belt represents quality, perfect after-sales service and consistency of values.
Four major misunderstandings in brand building:
1. Brand positioning is only from the perspective of oneself
Because brand positioning is the prerequisite for brand building, it is building The brand's system engineering directly affects the work behind the brand. However, most companies tend to adopt their own strategies to position their brands from their own perspective.
Rather than looking at your own brand from the perspective of consumers, this means that you are going astray at this initial stage. Some even started to implement brand marketing without positioning at all. As a result, some bosses continued to complain that they spent a lot of money to build the brand, but did not significantly increase market sales.
If the company's brand positioning is inaccurate, there will be several consequences: first, it will be difficult for consumers to remember your brand; second, money will be spent, but there will be no effect; finally, the most terrible thing is to lose Build brand confidence.
2. Confusing the two brands of product and company
Companies often add the corporate brand when promoting their products, and when promoting the company, they also include the product brand. This kind of forcibly twisting two brands together makes it difficult for consumers to remember.
Secondly, this phenomenon is related to the overall layout and strategic planning of the company when creating the brand. That is to say, the original strategic positioning ignored this point and did not realize that the company will encounter such problems when building the brand in the future. problem. If the company name and product name can match each other, this kind of trouble will be avoided in the process of brand building, such as world-famous brands such as Haier and Midea.
3. Use multi-brand strategies that are divorced from reality
Brand strategies can be divided into several types: such as multi-brand strategy, multi-brand strategy and single-brand strategy. In reality, many companies like to choose a multi-brand strategy. This allows you to compare the number of brands with competing companies. But in fact, this comparison is meaningless, and it does not reflect the value of the brand.
Often when a company registers multiple brands, its energy will be dispersed and the value and influence of each brand will be relatively weakened. Generally speaking, multi-brand strategy is a strategy adopted by multinational enterprises or listed companies.
Some small businesses will die prematurely because they bear the operational costs of multiple brands.
Therefore, when companies are doing brand building, they should consider adopting a single-brand strategy. This will focus the brand communication on one point, and the brand can easily be promoted rapidly in a short period of time.
4. Brand marketing channels are not unified
Although there are many contemporary communication channels, such as traditional channels such as TV, display screens, etc., advertising spaces are also sold in communities, buildings, and even restrooms. . These messy channels make companies that don’t understand brand marketing fall into a choice barrier. They don’t know which channel to choose for brand marketing.
The consequence of this is that companies choose multi-channel communication methods, east and west, and brand marketing becomes unfocused, affecting sales results. If there is such a company, it should consider the single-channel model, which can not only reduce costs, but also be able to focus on using point-to-point strategies to expand brand awareness.