The squirrel itself is petite and cute, an animal that easily arouses people's affection and association, and its staple food is nuts, which is very consistent with its company's main business. The name "Three Squirrels" is concise and easy to remember. Easily impress the audience. The three cartoon squirrels are vivid and have strong affinity and appeal. It visually attracts customers, demonstrates the brand personality of "Three Squirrels", and at the same time conveys to consumers the culture and value of the "Three Squirrels" and "Slow Food Happy" brands.
“Three Squirrels” is an original online e-commerce brand that has emerged rapidly from e-commerce. It has clear brand positioning and brand communication strategy. The dissemination of brand culture runs through every link before, during and after sales. Each stage has different brand purposes, communication channels, digital media communication roles and specific marketing methods, achieving comprehensive communication and rapid rise of the brand. This article intends to study the brand image and brand communication methods of "Three Squirrels", analyze the key factors of e-commerce brand communication, and strive to provide a reference basis for the development of e-commerce brands.
Three Squirrels; Brand Communication
1. Brand Positioning
"Three Squirrels" takes nuts as its core product and is positioned in the "forest series". It advocates a "slow food and happy" lifestyle and is committed to providing consumers with healthy and fresh forest food. As the first online original nut brand, Three Squirrels insists on "being the best user experience store on Taobao in China, and seeking the best value customer experience in the e-commerce world by improving all aspects of purchase, interaction, and offline experience." In terms of main product selection, "Three Squirrels" mainly promotes pecans, creating the concept of "three squirrels = pecans, pecans = three squirrels" and gained great brand influence.
"Three Squirrels" not only bases itself on the "blue ocean" of nuts, but also breaks away from the traditional nut speculation market, subdivides the nut market into categories, and focuses on the bagged nut market. The traditional nut market is dominated by bulk goods, which is characterized by convenient purchasing, occasional demand, and weakened brands. E-commerce brands relying on the Internet have higher requirements for product quality, audience needs and consumer experience.
"Three Squirrels" targets office workers born in the 80s and 90s. In view of the consumption characteristics and consumer demands of this group, "Three Squirrels" positioned the brand in the green and fresh "forest style". This concept represents green, healthy, natural and fresh, which is in line with the consumption concept pursued by office workers in the fast pace of life. Conceptual innovation based on emotion refreshes customers, greatly enhances customer stickiness, and forms a unique brand position.
2. Brand Image
Brand image design is the brand’s external display of brand culture and the most intuitive manifestation of the brand to consumers. "Three Squirrels" is the first online food brand to pioneer cartoon color design. It has a unique logo and web design. The brand uses original cartoon characters "Shu Xiaojian", "Shu Xiaomei" and "Shu Xiaoku" as brand endorsements. It has extremely high affinity, is cute, cute and interesting, and has become the most intuitive expression of the "Three Squirrels" brand. The squirrel itself is an animal that easily arouses people's affection and association, and its staple food is nuts, which is very consistent with the company's main business. The name "Three Squirrels" is concise and easy to remember, and it is easy to leave a deep impression on the audience. The three cartoon squirrels are vivid and have strong affinity and appeal. It visually attracts customers, demonstrates the brand personality of "Three Squirrels", and at the same time conveys to consumers the culture and value of the "Three Squirrels" and "Slow Food Happy" brands.
Brand culture is the process of brand establishment that gives the brand profound and rich cultural connotations. The consistent "rat culture" of "Three Squirrels" is the best embodiment of its brand value. "Three Squirrels" has a complete set of personalized cultural systems. The doors of the headquarters office are labeled with the words "Squirrel Butler" (finance room), "Mysterious Tree Hole" (utility room), "Group of Rats" (meeting room), etc. The company's customer department is called "Global Owner Satisfaction Center" , the customer is called "Squirrel Starman". This ubiquitous "rat culture" penetrates into the hearts of consumers through all aspects of pre-sales and after-sales, forming a wide spread of brand culture.
3. Brand Marketing
The marketing team of "Three Squirrels" has accumulated rich marketing experience in the previous Kekeguo. It is not only an excellent sales team, but also It is a creative packaging team.
As the first online original nut brand, "Three Squirrels" uses big data analysis to manage customer groups and conduct precise marketing. The successful creation of the "Three Squirrels" brand not only depends on the product quality itself, but also benefits from the good reputation established among consumers. "Three Squirrels" chose "Blue Ocean" pecans as its flagship product in the nut market at the beginning. While consumers enjoy the considerate services provided by "Three Squirrels", they will spread these consumption experiences full of "rat culture" characteristics to new consumer groups, forming new purchasing power.
The consistent "rat culture" is the most distinctive brand culture of "Three Squirrels". As the first online original nut brand, "Three Squirrels" relies not only on product quality, but also on brand marketing. The first selling point that attracts consumers is no longer the price, but its branded user experience. "Three Squirrels" adheres to the brand positioning of "the number one brand for Internet customer experience" and is committed to creating the ultimate user experience, thereby shortening the distance with consumers.
4. Brand Communication
An important factor in establishing a brand is consumers’ awareness and attention to the brand. "Three Squirrels" adopts high-density advertising in the pre-sales stage to increase brand exposure and form a brand imprint. "Three Squirrels" took the lead in defining itself as a "forest food" brand, advocating a "slow food and happy" lifestyle as a feature of brand promotion. At the same time, it sponsored many film and television works such as "Ode to Joy", increased its efforts in film and television advertising, and achieved good brand promotion effects.
"Emotional selling" to impress customers is also an important strategy in the sales stage of "Three Squirrels". During the sales process, "Three Squirrels" spreads its unique corporate culture and matches exquisite products to allow customers to form personalized consumption habits, thereby enhancing customer stickiness. At the same time, "Three Squirrels" made bold innovations in customer service language on the basis of understanding the customer's consumption psychology. It changed Taobao's past practice of calling customers "pro" and called customers "master" to create a harmonious relationship between customers and customer service. A relationship between owner and pet will be established. This kind of coquettish, cute, intimate and conversational marketing brings customers the ultimate shopping experience. In a pleasant shopping experience, consumers can feel and experience the brand culture, and gradually identify with the brand and brand culture, thereby realizing the dissemination and promotion of the brand in the sales stage.
The consistent brand "rat culture" of "Three Squirrels" is also very distinctive for after-sales brand maintenance. After realizing the flow from selection to ordering, the "cute culture" established based on emotional communication still maintains its vitality after sales. Increasing customer stickiness and tapping customer potential are the key goals of this after-sales stage. "Three Squirrels" gives each customer a personalized harvest experience. Accompanying the "Rat Box" when meeting customers are not only the bonus "Rat Bag" and box opener, but also postcards carrying the brand culture and "letters" of the brand's gratitude and commitment. These meticulous gifts are a surprise experience for customers, and they are also a recognition of brand value.
At the same time, various derivative products based on brand culture are also an important way to maintain the brand. These "peripherals" themselves carry the brand culture of "Three Squirrels". At the same time, through the dissemination of brand culture, customers can strengthen their personal emotional preferences, establish brand preferences, and promote purchases. At the same time, the "anti-customer-oriented" interaction is also an important innovation for "Three Squirrels" to penetrate the "rat culture" into the after-sales stage and strengthen word-of-mouth. On the one hand, this innovation enables product quality feedback after sales, which is conducive to product quality improvement. On the other hand, accepting feedback from consumers also enables better recognition and understanding of the brand image in the minds of customers.