Ten steps to brand planning and establishment!

The ten steps to building a brand are based on our basic views on branding. Within seven or eight years, these steps were often what we discussed with domestic customers, and we felt that these were necessary steps.

Step 1: Understand the industry environment, identify your own strengths and weaknesses, and decide on the "core" business. After a long period of mergers and acquisitions and mergers and acquisitions of listed companies, a situation has actually resulted in that they have too many products and do not know where their core interests lie. It seems that their core interests are the operation of assets.

Step 2: The company itself needs to have a goal. This goal is at least five to ten years, maybe at least five years in the Chinese market. The prerequisite for this is that the goal must be bold and mature. of. When Disney was founded, it was very clear that it wanted to bring joy to the world. Sony's goal in the early days was very clear. It wanted to sell its products around the world and change the West's impression of the quality of its products. These are big companies, such as Nike. Nike’s goal at the beginning was very clear. I want to defeat Adidas. The goal was very clear. In fact, within ten years it really surpassed Adidas. I think in China, companies need to quickly achieve goals and concepts.

Step 3: Complete enterprise identification to form a maintenance management system.

Generally speaking, when facing CI changes, the most important questions to ask are: Do your existing employees know the long-term goals of your company? What are your values? How many people can tell it? Does your supervisor know what your company's intentions are? Do your suppliers or distributors know what kind of company we are? What do customers think of your corporate image? If you cannot answer these questions, you may need to do CI.

Step 4: Confirm the relationship between the brand and consumers.

If the company itself faces many consumers, your third step may need to be swapped with the fourth step, which is to first confirm the relationship between your product brand and consumers.

Step 5: Brand strategy/brand identification.

This needs to be looked at from the perspective of a large platform. Is your brand going to be a global brand, a national brand, or a regional brand? These are all strategic issues, you understand. What is your basic brand strategy? Is it a single brand strategy or a multiple brand strategy? Is it a parent brand or a sub-brand? Is it a corporate brand or a product brand? Only after you can answer these questions clearly can the brand recognition system be adjusted.

There are actually several types of brand architecture, such as unified identification, associated identification, and individual brand identification. The advantage of integrated identification is to use the same brand and the same image, but its disadvantage is that the areas you can extend may be limited. Relevant identification is an essential element of some commonly used trademarks across all business groups, but slight variations can be made to differentiate one from another. But relatively few people do this. Brand identification means that all business groups develop independent trademarks based on different industrial attributes. The advantage is that different companies and different brands can form their own positioning and direction, but its disadvantage is that the total resources spent are relatively high, and it is difficult to upgrade to the parent brand.

Step 6: Brand responsibility and organizational operation.

The biggest problem we encounter is that the operation of the organization is not clear. Where is the brand responsibility? Many companies put the brand responsibility in the news center or advertising agency, etc. I think this is unreasonable. status. Another big problem is that marketing or business and communication functions are separated in many companies. This is actually very dangerous. It is very difficult to maintain the prestige of a brand. Many decision-making processes are unclear. For brands abroad, the company's vice president leads a team to make the final decision. In the stage where the entire IT function is getting stronger and stronger, it can actually play a good role in implementing system training.

Step 7: 360-degree integrated marketing communication plan and execution

Generally, integrated marketing communication tends to focus on four aspects: advertising, public relations, promotions, and direct marketing. In the future of enterprises, the key to real competition between enterprises is how many reputable customers you have. These customers not only need to have a list, but also need to have an in-depth understanding of his life and his Values ??and how they relate to your brand are key to the future.

Step 8: Contact consumers directly, keep records, establish a live customer database, and continuously build brand loyalty.

I believe that in most product categories, 20% of customers buy 80% of sales, so our challenge is how do you get a database of these 20% of customers, and at the same time more and more data It proves that the cost of acquiring new customers is much higher than the cost of maintaining an old customer. When you develop new customers, the operating profit of the entire company will inevitably decrease. These are very important facts, so one-to-one communication will be more and more effective. is becoming more and more important, one-to-one communication can actually create results gradually.

Step 9: Establish an evaluation system to track brand equity.

Looking at different projects with different brand assets, it is necessary to have a regular, continuous and unified investigation method, interpret the entire plan based on this evaluation, and make some adjustments.

Step 10: The investment brand is consistent and does not change easily.

Building a brand is actually not easy. It takes time, and it takes a long time. During this process, you need to persevere. You still have to continue investing during the recession. I think the most serious thing in China may be that when a leader is changed, the brand strategy is changed, the brand image is changed, or when an advertising company is changed, the brand image is changed. This is a pity. .