This requires consumers/users to remember your brand deeply in the noisy market and think of your brand in the noisy numerous brands. Therefore, whether it is from the perspective of the company's own strategy and benefits, or from the perspective of consumers' memory and perception, brand building is a task that must be paid attention to. So, how do we build a brand? How to build a brand in a more efficient way? I think that in order to understand this matter, we need to understand how the current emerging brands have become popular in a short period of time, which also reflects the current choice of brand values. 3. Brand Building Methodology: Positioning - Brand Building - Relationship with Users - Communication 1. Find your users - Positioning. After understanding the characteristics of people on the Internet, you must find your customer positioning among this group of people. , starting from the perspective of your product, find and identify which groups your product is targeted at. After comparing the age, preferences and needs of your product one by one, you can find the target users and establish a lasting battlefield. 2. Brand Building - F4 Brand Building Equation I won’t talk about the more basic aspects of consistency and so on here. What I want to introduce is a method of brand building. Facts (product facts): "We provide" here refers to the core features of our products or services from the manufacturer's perspective. These features are unquestionable, factual, and have differentiated competitive advantages. This is what advertising companies or brand departments often say: Reasons to believe/believe us, such as what exclusive technology you have, what high-quality ingredients you have, etc. Function (rational value): "Can it bring you" Here we need to change the perspective, from the manufacturer's perspective to the user's perspective: For users, what kind of unique value can these features of our products/services translate into for them? What practical problems can it solve for people and what practical needs can it meet? For example, if you are a battery manufacturer, how do you convert it from a consumer perspective: Feeling (emotional value): "It can also make you feel." While a certain practical need is being solved, it will also make you feel. how? This is what people often call emotional added value. Compared with the measurable rational value, the emotional value of this kind of Feel is not easy to accurately measure, which also creates a difference in the premium space of the brand. When you are paying for a certain feeling, the consideration of price is irrational. Therefore, many advertisements for big brands or luxury goods are meant to create a certain desire or feeling for you, rather than selling you a specific fabric. For example, many of LV's advertisements: Faith (brand belief): "We all believe from the bottom of our hearts." At this time, the perspective is once again changed, from the previous user perspective to the beliefs and beliefs shared by both the user and the brand. It is to truly tie users and brands together. If the brand can do this, users will change from consumers to your fans (fans in the true sense), and users will become your brand ambassadors and spokespersons. Loyalty at this time is also extremely terrifying. Their loyalty will be expressed in one word - "ONLY": "For computers, I only buy MAC!", "Sneakers, I only wear Nike!", "Soda, I only drink Coca-Cola!” 3. Let your brand relate to your users a. Understand your users through detailed analysis and mining, understand your users, and even become like them! After you find your users through. It is necessary to conduct a more detailed analysis and excavation of the characteristics, pursuits, habits, etc. of this ethnic group. Only in this way can you find out what they like! b. Product innovation: Adjust your product according to your user needs so that it meets user needs. The functional value of the brand is mainly reflected in the product. If you cannot meet user needs, your brand will undoubtedly not be successful. Habits of users in the Internet era: simple, convenient, fast and affordable. Your product should satisfy these habits. And continue to optimize your products based on the analysis of your target users. c. Image design According to the analysis of psychologists, people obtain 85% of their information from vision. The time the user leaves for you is only 3.8 seconds. As a commercial form of art, visual design inherits the appeal of art. Good visuals can quickly make users interested in the product and even fall in love with the brand.And then complete the first relationship with the user within 3.8 seconds. d. Collect user feedback and publish it into the customer context, and use creativity to create content that users like! Content marketing is one of the core concepts in attitudinal Internet marketing. First proposed by Doanjing Online, attitudinal Internet marketing includes four Internet marketing concepts: precision marketing, full network marketing, content marketing, and attitude marketing. e. Interact with users Brands should always maintain interactions with users to keep the brand fresh. The emergence of social marketing media (Weibo, WeChat, etc.) and interactive tools (H5, etc.) have made it easier and more frequent for brands to interact with users. In this era, if you cannot maintain interaction with users, you will most likely be quickly forgotten by users. And good interaction can directly drive sales! f. Feedback modification User feedback is the main basis for brand adjustment. If you do it well, the brand will have its own user database! Reflect repeatedly: Are your main users the same users you targeted at the beginning? Are your users satisfied with your product? Do your users like your brand? Will your users still use you? What suggestions have your users given you? 4. How to communicate well in the Internet era? Here are seven suggestions: Determine the communication topic, why do users choose you and what are the reasons for choosing you? Choosing a platform for publishing, that is, which media platforms are consumers concerned about? Understand the user context, that is, what are some of their buzzwords? Finding communication hot spots is the hottest topic they are paying attention to; creating communication ideas, good ideas will make people remember them deeply, which is the imprint in the minds of consumers as mentioned before; producing and publishing communication content is formulated according to appeal practices Compliant content; interaction, this is very important, do your users like your product? Interactive results, users are the biggest driving force for your progress! Of course the most important thing is to respect your consumers! Whether it is brand building or brand communication, the most important point is actually to respect your consumers! When you do this your brand has been successful. Written at the end, in conclusion, it seems that enterprises need to have a clear plan for their brand in the early stages of starting a business, and have insight into the inner preferences and channel changes of users in the Internet era, so as to create a unique brand in a targeted manner and make the brand Connotation becomes a beacon that guides the internal work of the company, making the brand connotation in the minds of consumers/users consistent with the brand connotation planned by the company, so that consumers/users can think of your brand when they have needs. Brands that have been managed with high quality and effective management will become the driving force and engine of growth within the enterprise, turning seemingly ordinary things into shining stars! Generate brand value that far exceeds the cost of products/services! Let the enterprise develop quickly, orderly and effectively! What needs to be reminded is that brand management is a systematic project, and it is not enough to leave it to the marketing department alone. It requires enterprises to make overall arrangements, involve all employees, work collaboratively, and make decisions and actions in every link of the entire business process. Finally, I quote Steve Jobs: Let your consumers easily remember who you are and how it can change their lives. Follow Houchang Zhaoyang to continue to update more marketing management information!