The English name of Brand Operation is brand operation, which means that an enterprise keeps deepening users' awareness of the brand on the premise of improving the popularity of brand name, brand role, brand logo and brand trademark, thus promoting the transformation of enterprise products or services and ultimately realizing the value-added of the whole enterprise. Brands are generally divided into brand name, brand logo, brand pattern, brand function, brand trademark and so on.
Second, why do you want to do brand operation?
1, the market competition is increasingly fierce.
Competitors from all walks of life are constantly emerging, and the competition is becoming more and more fierce. In order to occupy a place in the market and even expand the market share, enterprises must improve their brand awareness and goodwill in the hearts of users. Form a unique differentiated image.
For example, we want to buy a mobile phone, and there are many mobile phones. We don't know which is good and which is cost-effective. So at this time, we usually choose famous brands. Don't forget, well-known brands are humble at first.
2. Users have more and more choices.
Because of the fierce competition in the market, the diversification of goods is particularly prominent. In order to occupy certain users, merchants are constantly developing products suitable for their own development. Then for users, there are more and more choices. What consumers used to ask for is to have this thing to solve their life problems. Now they not only have this thing, but also have quality and taste. Due to the improvement of quality of life, consumers' requirements for quality have been put in the first place. If enterprises do not shape their own unique brands or images, it is difficult to find a foothold in the Internet age.
3. Improve transformation and enterprise value-added.
After the enterprise has gained a certain popularity, to a certain extent, even to a great extent, it has improved the exposure of the enterprise and the recognition of users. Not to mention the market, enterprises will occupy an extra position in the hearts of users. And its position in the eyes of users is closely related to or directly proportional to the market share and brand awareness of enterprises. When an enterprise has credibility, it means adding an intangible asset. Regardless of selling products and services, this brand alone can make a profit.
Third, how to do a good job in brand operation
1, tell a good brand story
Generally speaking, it refers to story packaging, that is, telling the brand in the form of a story, or related to history, or a touching story, or a story of a struggler. In short, it is a story that can attract users and deepen their understanding and impression of the brand.
2. Do a good job in brand advertising.
Including online advertising and offline advertising, online advertising is generally carried out on various media platforms, and the forms of advertising include hard and wide, implantation and sponsorship. The delivery platform generally includes search engines, news information, self-media, vertical media, TV advertisements, radio advertisements and so on. Below-the-line is generally a bus stop sign advertisement, subway advertisement, large-screen advertisement for office buildings, or an offline activity or an offline store.
3. Focus on word-of-mouth marketing.
Through word-of-mouth marketing, improve brand exposure and recognition and user recognition. The premise is to require enterprises to do their own products or services to the extreme, and constantly optimize and improve the functions, quality, processes and user experience of products. Word-of-mouth marketing plays a particularly obvious role in brand operation, and the premise of doing word-of-mouth marketing well is to do your own products and services well.
4. Pay attention to departmental cooperation.
Brand operation needs the cooperation and cooperation of all departments. Want to do a good job in brand operation, need a variety of marketing and operation means. Be sure to communicate and collide with all operating positions in the operation department and colleagues in the marketing or promotion department. For example, if you need to use content operation and soft text marketing, you need to communicate with copywriters more. For example, you need to communicate with the design more on the brand logo or logo. When it comes to the convenience of promotion, it is necessary to communicate with relevant colleagues. There are also product departments and research and development departments, and so on, so I won't go into details here.
The above are several ways and ideas for brand operation. Of course, there are many ways and means, such as public welfare events or brand activities, but no matter which one, it is inseparable from data analysis. The data were compared and analyzed in stages. Only in this way can we optimize and improve the operation strategy step by step.
Think about it here:
Why? An APP, a cup of milk tea or a cup of coffee, why is it suddenly on fire? And you remember it well?