|If an enterprise wants to grow, brand promotion is always a "pit" that cannot be avoided. Trying not to step on any of them is tantamount to wishful thinking. For many start-ups, especially small and micro enterprises, brand promotion has always been a nagging worry. Judging from the many enterprises that Zhongtian Culture has served, compared with mature enterprises, small and micro enterprises are very lacking in talents and resources. In particular, the shortage of talents makes it difficult to start brand promotion. The most embarrassing thing is not that there is no money to burn, but that there is no effect after burning the money. Open the search engine, there are thousands of strategies for brand promotion, but no one tells us what "pitfalls" there are. Combining more than ten years of brand service experience, Zhongtian Culture generally divides brand promotion into four parts: For brand promotion, it is definitely not as simple as putting it out and waiting for word-of-mouth to spread spontaneously or waiting for orders to arrive. You can pull out the store data for the two weeks before the launch and the data for the two weeks after the launch. What we want is definitely not sales growth in a few days. There are countless big and small pits here, and most people have stepped on these pits, and stepped on them firmly and confidently. Let’s analyze in detail some common pitfalls. 1. Brand ≠ Sales The growth of sales data does not mean that we can be complacent. The influence of the brand is more reflected in the minds of users. The initial purpose of our small and micro enterprises in building brands is to become an option for users of homogeneous top brands. Let some users who pursue cost-effectiveness immediately think of our "replacement" feature. For example: the "replacement" of fairy water in the cosmetics industry, etc. 2. Brand ≠ Hodgepodge To create a brand, subtraction is required. Maybe our small and micro enterprises have many products, and each product has different functions, but what can represent our brand can only be the same type of product and focused functions. You have solved all the needs of users, and you think you will gain the recognition of users. Users will think that your product is exaggerated and not "professional". A product that solves one pain point in the user's mind is a "good medicine with a bitter taste", and a product that solves all pain points is "whimsical". The period of educating users is now over, and every user has a lot of experience in being educated. Have you ever seen world-famous companies such as Procter & Gamble and United Gorgeous develop group brands? They would rather spend more money and build a brand for each product line. This kind of focus on grabbing the minds of consumers is stupid. 3. Brand ≠ Internet celebrity. Take the three most popular Internet celebrity brands in recent years as examples: among these three brands, Huaxizi, Heytea, and Yuanqi Forest, which one was the most popular that year? It must be Hua Xizi. When Hua Xizi was the most popular, women in their twenties basically had the same style. In line with the sentiments of the national trend, he used the channel of live broadcast to bring goods to the top Li Jiaqi, burning a large amount of investment in an attempt to establish a foundation in the fast-food business of Internet celebrities. No amount of sentiment can make up for the shortcomings of the product itself. Now everyone knows the current situation of Huaxizi, so I won’t go into details. Heytea is also a brand that relies on Internet marketing to put the name of Internet celebrity milk tea on itself. Fortunately, Heytea has abandoned the concept of franchisees, implemented self-operation to the end, and achieved the best quality control and reputation. , although the price increase incident was on several hot searches. However, after the market share of Heytea increased, it relied on quality control to successfully remove its reputation as an internet celebrity and became one of the new brands in the billion-dollar club for tea consumption. Yuanqi Forest is a very interesting brand. At first, everyone thought it spent all its money on marketing, but it turned out that they spent more money on channels. They have combined the marketing methods of internet celebrity drinks with the traditional beverage channel methods. In other words, if they just brand a drink with the Yuanqi Forest trademark, it will have a high market share. Yuanqi Forest did not look at the two-year bonus period of Internet celebrity brands from the beginning, because he knew that Internet celebrity brands would not be able to take off. Conclusion: ① Just want to increase sales, don’t build a brand. ② Diversify business types without a main product as a breakthrough point, and do not build a brand. ③Building a brand is a strategy of building foundation, not a short-term hot-selling method.