In the process of communicating with county leaders, I mentioned a core question: What should the county public *** brand be?

To answer this question, there must be three parts of explanation:

1. What is the brand of county public ***?

2. What can the county public *** brand bring to the people of the county?

3. How can county public *** brands achieve the above goals?

The county public *** brand is a state-owned intangible asset based on the jurisdiction of an administrative county, with the purpose of promoting the characteristics of the region and enhancing the political, economic and cultural development of the region. On the other hand, the county public brand is the county's brand image promotion ambassador, reflecting the county's unique cultural temperament, unique geographical advantages, and unique product differences. Ultimately, it helps the county clarify its brand recognition, attract the attention of the country and the world, and empower the people of the county to live a better life!

Brands have three major values: adding value, saving money and protecting rights. The county public brand can also bring value to the people in the county in these three aspects.

The higher the brand's visibility, the greater the brand's influence, and the greater the chance of attracting consumers to buy. Moreover, brands will make consumers believe that branded products are better than non-branded products. Good stories about brand products can touch people's hearts more and resonate with users emotionally, so they are willing to pay higher amounts to buy them.

County enterprises can take advantage of the public brand to expand sales, increase production, hire more local workers, enhance local consumption capacity, promote the integration of primary, secondary and tertiary industries, and realize the redistribution of social resources. Finally reach the same level of prosperity.

Saving money means that companies or individuals can borrow ships to go to sea without investing too much in publicity.

For example, Xinjiang Yuepuhu County's public brand "Tianci Yueli", the county's high-quality agricultural products can be gifts from the Taklimakan Desert Holy Lake, "God's gift, nature's gift" is the value The core empowers a series of products such as Tianci golden taro, Tianci honeydew melon, and Tianci red dates to be popular in the market at the same time.

For consumers, they recognize the value of a county because of a product, and confirm a batch of good products in the county through a county public brand. Consumers reduce the cost of decision-making, purchase high-quality and reliable products, and also save money.

At this time, the trademark registration protection or intellectual property protection of the brand is crucial. As an important county state-owned intangible asset, county public brands also need to be regulated and protected through legal means.

Consumers can also effectively identify based on registered or intellectual property-protected graphic marks, thereby protecting themselves from buying genuine products.

First of all, we have to start with the first button of the brand. If the brand positioning is wrong, all subsequent actions will be in vain.

County public *** brands must first have an in-depth understanding of the actual situation in the county, collect and organize information from various aspects such as geography, humanities, history, specialties, etc., and sift through the sand to find gold to extract the most popular products in the county. The core of brand value determines brand positioning.

For example, the brand "Glacier" of Xinjiang Jimunai County's county-level public brand, the brand positioning extends from the glacier to the core value of "Glacier Ecosystem". Through the super brand slogan of "glacier ecosystem, pure and good food", various types of agricultural products in the county (glacier sheep, glacier organic flour, etc.) are given the concept of "pure and good food", forming a strong Reasons to buy, impress consumers to buy at once.

The second step is to name and design the county public *** brand around brand positioning. A good name is the beginning of success. It is like a key that opens the door to a brand and helps us gain entrance.

The third step is the brand’s super slogan. A super advertising slogan that touches people's hearts and inspires consumer purchases is the brand's widely spread word-of-mouth slogan.

The fourth step is to design a visual identity system that matches the brand positioning, brand naming, and super slogan. The inner spirit and value of the brand are expressed through the external creativity of graphics.

The fifth step is to plan and design star products, leverage the market with the most competitive star product, and seize the minds of consumers. Connecting dots and threads, forming surfaces and reshaping the body, gradually established a county-level public brand product system.

In this process, there is accompanied by a set of access standards for county public brands. Only companies and products that meet the standard requirements and can truly carry and embody the value of public brands can join and enjoy the dividends.

The sixth step is to continuously connect with various sales channels and organize and plan various marketing activities. Whether it is supply and demand meetings, online live broadcasts to bring goods, travel festival experiences... continuous network-wide, multi-channel marketing and promotion, integrated media matrix to build momentum. Continuously increase brand attention, thereby driving the participating product brands to truly benefit.

The seventh step is to implement a dual-brand operation model during the operation of county public brands. Corporate brands and public brands are promoted at the same time.

The eighth step is to link the mother and child brands and highlight the value of the core brand. Integrate county-level high-quality agricultural and specialty product brands to create a large-scale comprehensive commercial "big brand" (i.e., county public brand), strive for the strategic commanding heights of brand competition, and drive the formation of brand clusters of famous towns, famous products, and famous enterprises. .