-A systematic course of personal brand creation in the era of mobile Internet

How to spread personal brand

For personal brand marketing, the value of personal brand is almost zero before effective communication.

personal brand communication is also called personal brand promotion. If the work done by personal brand shapers in brand planning, brand image design and implementation, and branded services is regarded as a process of creating brand value for target users, then personal brand communication is a process of transmitting relevant information of brand value to target users on the basis of brand positioning, so that target users can know, understand and accept it.

in other words, even if your personal brand positioning, brand image planning and brand service are well done, if you can't implant them in the hearts of target users through communication, everything you do will have no meaning and value.

in the personal brand marketing system, communication is an important link to build brand relations and accumulate brand assets. An integrated marketing communication expert from the University of Colorado put forward an equation about brand communication and brand equity, as shown below:

This equation well shows that the purpose of communication is to win the support and trust of target users by establishing brand relations, and finally establish personal brand equity. Therefore, no matter how well your personal brand marketing activities are planned, if you can't spread them effectively, you will not be able to establish a good brand relationship with the target users and accumulate brand assets.

As the saying goes, "Good wine is not afraid of the deep alley", which does not mean that personal brands do not need to be spread. On the contrary, isn't good wine famous through people's word of mouth?

Although communication is increasingly seen as one-sided. Experts will accuse communication of emphasizing interaction anyway, but it gives people the feeling that it is widely publicized. But even this one-way communication is a means that personal brand marketing must resort to. Although today in the era of mobile Internet, we emphasize the deep interaction with users, but the dissemination of this traditional tool still needs help. Because it can help you advance the issue of popularity to a great extent. A certain breadth of quantity coverage is still one of the foundations of brand success.

therefore, for personal brand marketing, how to effectively spread their own value to the target users is the key to marketing success. As a part of personal brand marketing activities, the ultimate goal of personal brand communication is also the ultimate goal of marketing activities-promoting sales. However, personal brand communication is different from other personal communication behaviors, and it is responsible for the implementation task of brand marketing-establishing and maintaining personal brands. Therefore, from the perspective of personal brand marketing, personal brand marketers usually use personal brand communication to achieve the following three different purposes:

Based on the concept and function of personal brand communication, I think the most important principle is to be vivid, entertaining and pay attention to user experience.

? Vivid and entertaining

The so-called vivid communication refers to a method of expression of personal brand marketing and a means of appearance in the process of personal brand creation. Through the unique personal brand positioning, through colorful, vivid and interesting means of execution, the style of personal brand is interpreted, the brand's ideas are expressed, and the communication effect is achieved.

The core of vivid communication is entertainment. Through entertainment, it attracts the participation of the target users, thereby generating interaction, making the target users truly become fans of personal brands, thus urging the target users to accept the information conveyed by personal brands and generating the attraction of consumption. This is the vivid communication of personal brand.

according to the principle of vivid communication, personal brand promotion is no longer boring, marketing is no longer monotonous, and marketing activities become fashionable and popular, completely changing the rigidity of traditional brand communication. Vivid communication is like putting wings on personal brand marketing, which makes the personality of personal brand more prominent, the image richer and the performance more lively, and makes your personal brand truly "live".

Today is an era of "entertainment to death". No one likes cold preaching and "being advertised". People like to realize, experience and buy personal brands in fun and interesting experiences. Therefore, if you still maintain the style of "being on top" when doing personal brand marketing, then I advise you to entertain, otherwise you will "die" miserably.

For example, the traditional selling method of an agricultural product is to use it as a raw material, and sell it after deep processing at most, which has no sense of value. You have to find channels, terminals and consumers yourself. For many products, you have no idea where the channels are, let alone consumers.

what should I do?

do recreational agriculture! A brand of plum wine in Taiwan Province makes its products vivid through entertainment. They named plum wine "Malasang", which means "drunk" in Taiwan Province's minority languages. Then the brand story is given, and the factory village of Xinyi in Nantou, where plum wine is located, is named "Plum DreamWorks".

The product naming is also ingenious, such as cooperating with a nearby tourist village "Devil Village" to launch many creative products, including Devil Village wines: drunken wine and demon wine; Anthropomorphic wine: wild-man's wine, 4 degrees; Soft water: tender as water, women's wine, 12 degrees; Situation life series: Desperate Saburo, Just North North (tough woman and wife), tough role; Shan Ye's story series: Xiaomi sings, Plum dances, forgets to go home, boar gets lost, elders talk, childhood friends; Regional visualization products: Taiwan Province plum events and so on

Through a series of entertainment, "Malasang" plum wine has been well spread, and the increase in its sales volume is also expected.

Look, this is the charm of entertainment. When you carry out personal brand marketing, add entertainment elements appropriately. Why worry about no brand and no fans?

give another example. This example may cause some controversy, please treat it with caution. This is the "Ice Bucket Challenge" event in 214. Why did this incident cause such a big sensation and attract the extensive participation of many high-end people?

I think it has a charitable purpose first, and more importantly, it is fun and interesting, and it reflects people's sense of existence, identity and status. The public welfare activities on the high platform are realized by official release, uploading and releasing, and gradual infiltration. It seems to be standardized and rigorous, but the actual effect may not be good. Although the "Ice Bucket Challenge" was initially attended by NBA stars, it quickly spread to the political, business and entertainment circles in the United States. With simple rules, easy and easy-to-operate methods and interesting pictures, ALS (amyotrophic lateral sclerosis, also known as gradual freezing), which is difficult for ordinary people to remember, has been widely concerned and recognized. If such a thing is a cold, serious and boring preaching public welfare, who will pay attention and care? Not to mention donating money for it.

Maybe everyone thinks that this "ice bucket challenge" has become a pastime, even a spoof. But is there a problem with that? Some people say that this is excessive entertainment. Originally, it was a donation for charity, and finally it became a self-carnival of the media and big coffees. I think this is very good. An activity can make everyone participate and pay so much attention. It is really an Internet classic of communication and participation.

If we insist on the donation target, from the data point of view, it is also several times higher than in previous years, which is enough. More importantly, let ordinary people know what ALS is and how to make donations. Politicians, businessmen and stars take the lead in demonstrating entertainment and donating money. What kind of activities can have such an effect?

? Paying attention to the user's experience The so-called experience means that the personal brand shaper provides a feeling for the target user, an extension of emotional, physical, intellectual and even spiritual experience.

Philip, an American marketing expert? Kotler once said: "The current marketing is based on commodities, shaping sensory experience and thinking identity, attracting the attention of target users, creating memorable feelings for them, and finding new existence value and space for products."

Vivid brand communication, in addition to selling products and symbolic images of personal brands to target users, also adds a final experience, including their senses, emotions, spirits and hearts. At the same time, these emotional elements make your personal brand more vivid. When the target users want to get more and better experiences, they are very active and willing to pay extra premium for your personal brand.

so, how can a personal brand shaper create an experience for the target users? We can start from the following three aspects:

Although the vivid brand communication should be entertaining, interesting and fun, the entertainment should also master the fitness and relevance.

Fitness means that entertainment can't violate basic ethical values and damage your personal brand. For example, Cui, as a host of CCTV, made disrespectful remarks about national leaders while drinking with friends. Although it is entertaining, it will lead to negative and moral judgments because it violates the values of personal brand ethics.

Relevance means that the entertainment, fun and fun activities you create should be consistent with your personal brand positioning. For example, in 213, China Everbright Bank made an oolong incident, and Durex used the topic to play: China Everbright is not enough! This highly related entertainment, taking advantage of the situation and grasping hot spots have made Durex a leader, even saying that it is No.1 is not an exaggeration.

how to interact with users in combination with user experience?

since the media era, the target users' attention to personal brand information has changed from passive acceptance to active search and sharing. It is this sharing power that makes online celebrity brand. Papi sauce and Mimeng became a hit in this internet age where everyone has the right to speak.

It is undeniable that mass communication has developed from "injection theory" to "interaction". In traditional brand marketing, brand marketers decide everything about marketing-way, content, channels, etc., while customers only passively receive marketing information. The marketing system created in this way is fragile, because the brand has not established a relationship with customers. Such one-way communication can still play a certain role when the market competition is not too fierce; Once the products are homogenized, customers will easily find substitutes, and the one-way communication will be limited.

Therefore, personal brand marketing must not be spread in one direction, but should follow the principle of interactive brand communication. The so-called interactive brand communication means that individual brand shapers express their brand ideas through various forms of interesting interaction with target users, so as to achieve the purpose of communicating with the target.

the core of interactive brand communication is to attract the participation of target users and generate interaction through participation. Interactive brand communication emphasizes the two-way promotion of interactive communication between individual brand shapers and target users. Frankly speaking, you come and go.

Interactive brand communication can help target users to remember, identify and associate with your personal brand. Therefore, we should not only pursue information that target users are willing to participate in in the communication content, but also try to choose communication channels that are convenient for target users to participate in. Whether there is enough interaction with the target users has become an important criterion to measure the effectiveness of personal brand communication. Then, how personal brand marketing interacts with target users becomes the key to the success of communication. If you want to interact with the target users, the personal brand shaper should pay attention to the communication with the target users and fans, and explore their inner needs and desires. That is to say, the personal brand shaper should change the way of actively spreading products to the target users in the past, so that the target users will have a desire to consume in the process of interacting with you, and then buy your products.

To this end, personal brand shapers can start from the following four aspects:

In short, personal brand marketing is successful. If personal brand shapers can't interact effectively with target users, they can't let target users experience the value of your personal brand, and they can't arouse emotions in the hearts of target users, resulting in psychological dependence.