According to our experience, the process of creating brand culture generally has the following seven steps. The first step is to integrate brand cultural resources. The first step to establish brand culture is to identify all kinds of available cultural resources, including all kinds of internal and external cultural resources, and screen all cultural factors related to brand positioning according to brand positioning. External cultural resources mainly refer to some resources of the brand itself, such as enterprise name (font size), which is the main carrier of goodwill in the intangible assets of enterprises. There are some time-honored brands that have gone through a hundred years of vicissitudes, some new brands that have stood out in recent years, and some enterprises have several well-known time-honored brands. Enterprise CIS system This is the so-called enterprise identification system that guides enterprises, which is mainly embodied by enterprise logo. Usually, an enterprise has only one set of configuration items. Registered or unregistered trademarks on commodities, an enterprise can have multiple registered trademarks. The name of a trademark produced by an enterprise may be consistent with or different from the trademark. Celebrity entrepreneurs or outstanding representatives of employees are well-known in the society and can also be used as brand resources of enterprises. Internal cultural resources of enterprises refer to various cultural factors that can reflect and influence brand positioning, and their foundation is corporate culture. According to our cornerstone model of corporate culture, corporate culture is formed based on the following cultural factors: world culture, national culture, local culture, industry culture and professional culture. Under the integration of corporate culture factors, corporate culture elements inconsistent with brand culture are obtained to ensure the consistency of internal and external cultures. The second step is to establish a brand value system. After collecting and integrating various internal and external cultural resources, according to the brand strategic positioning, we refine various cultural factors and determine the brand value system. For example, the brand culture orientation of Hong Kong Lee Kum Kee Group is to spread the excellent food culture of the Chinese nation, and its brand value is first-class quality and authentic taste, so its extended product culture system can be extended on the basis of the corporate brand culture value system. Make customers have the brand impression that all products of Lee Kum Kee Group are first-class food, and further continue the healthy cultural tradition of Chinese excellent food, and Lee Kum Kee is a typical representative of this culture. This kind of cultural value system is also advocated by the cultural value system within the enterprise. For example, in the corporate culture system of Lee Kum Kee Group, every employee should clearly know that the value of his work is to work hard for the excellent food culture of the Chinese nation, so that the internal and external cultural values can be highly consistent. For how to establish an internal value system, we can give an example of FedEx value system ranking. It uses the ranking method developed by Reynolds and guttmann to determine the core value of the brand: first, determine the most important characteristics of the brand, and then know why important brand characteristics are important. The reason is recorded. Why is it important? Ask this question again, and to get a new reason, repeat this process until the respondent gives a value. Then choose the characteristics of the second important brand, repeat the above process, and get the same results for the other characteristics. The third step is to establish a brand culture system. Because different customers and different products of the same customer will have different brand cultures, it is necessary to clarify the brand connotation and value of this enterprise, its commitment to customers, brand added value and other factors, as well as the brand connotation and value of specific products of customers, its commitment to end consumers, brand added value and so on. General brand culture positioning should consider the following factors: determine the scope of brand culture, determine the brand culture personality, determine the brand culture value, determine the customer group, determine the customer value, and evaluate and enhance the customer relationship. The fourth step is to establish a brand culture management system. Brand culture management system includes brand internal management system and external culture management system. The internal management system of brand culture refers to how to coordinate with all members of the company in a highly consistent way according to the positioning of brand culture, and coordinate the brand through various management behaviors, including on-site management, service awareness and marketing system, which is what we call physical and mental consistency. The external management system of brand culture is spread around the core of brand culture through various media or carriers, but the focus of brand culture communication is different from that of brand communication. Its main mode of communication is not hard carriers such as advertisements, but long-term potential penetration with the help of various propaganda media, which is what we call soft text. The main focus of this soft article is to establish an atmosphere for customers to subtly accept the infection of this culture. Directly speaking, it is brainwashing communication, which may not sound good, but the meaning it conveys in culture must be repeated many times and spread unconsciously. This is the advanced realm of this kind of communication. The fifth step is the implementation of the plan. The sixth step is to review the evaluation. The establishment of brand culture cannot be achieved overnight, and it takes a long time to establish. During this period, the brand leaders of enterprises should comprehensively monitor the implementation of brand culture, prevent the variation of brand culture on the basis of brand culture positioning, and make an all-round comparison of brand culture on various carriers. Necessary market research is the foundation for the formation of brand culture, and a perfect brand monitoring system is the institutional guarantee for the rapid formation of brands. Of course, in the information age, with the help of the Internet, the cycle of forming a new brand culture can be greatly shortened, so it is more difficult to monitor the brand culture. The seventh step is the optimization of brand culture. The optimization of brand culture refers to the process that enterprises constantly test the positioning and extension of brand culture according to the needs of the market and customers, and innovate or integrate brand culture on this basis. For example, to innovate the connotation of brand culture, we can take one brand cultural resource as a breakthrough to promote the enrichment and development of other brand cultural resources, such as promoting corporate brand culture with the effect of key customers; Enhance corporate brand culture around technological leadership; Set up a well-known brand enterprise, and so on. At the same time, we should pay attention to some operating specifications. For example, in order to control the scope of brand culture management, we must constantly and accurately define the brand radius, clean up the gap between brand cultures, and avoid brand culture infiltration. Keep good communication with customers, improve understanding and brand culture integration. According to the existing and future market share and profitability of brands, brand culture is classified and managed: brands with low market share and profitability should withdraw or transfer; Brands with high market share and strong profitability should increase investment and focus on optimization; Brands with high market share and low profitability are aging, and brand culture should be re-established; Brands with low market share and high profitability have potential, so we should increase investment and strengthen the promotion of brand culture. After these seven steps, the cultural connotation of a brand is basically established, which is only the first step of the long March. As for the ultimate successful experience of a brand culture, different brands have different definitions, but no matter how many steps, this seventh step is definitely the first step to go out. In short, the establishment of a brand should not only pay attention to popularity, reputation and loyalty, but also pay attention to the degree of faith. Customer's loyalty to the brand ultimately depends on their understanding and understanding of the brand connotation, which can not be sustained only through some communication words or so-called differentiated marketing means. Just as a person can know a brand through advertisements and then consume it, you can't guarantee that he will consume your products in the future without any external temptation, let alone whether he can feel that he can maintain the image of the brand in his mind. These genes made him not form a belief in the brand. The process from brand recognition, brand acceptance, brand loyalty to brand belief is not a stage that all brands may go through, and it often breaks when they are loyal to the brand. The greatness of brand belief lies in that not only loyalists consume brands themselves, but also they consciously safeguard brands and help brands expand loyal users. Just like religion, believers not only believe in a sect all their lives, but also actively spread its teachings. All these require strong cultural support from brands, so brand culture is the only way to realize brand belief.