Building a brand depends on what your purpose is. The purpose of our branding is actually two things: the first is to buy, and the second is to let others say good about you. 1. Purchase The ultimate purpose of our branding is to reduce transaction costs, that is, to reduce other people's choice costs, so that they can choose your product and buy it. Therefore, whether it is your brand slogan, promotional posters or short videos, any brand advertisement we do must have a purchasing path and behavior. Why choose me? What value can I bring to you? How did you finally contact me? 2. Say hello to all advertisements. If they cannot achieve purchase, they must achieve the second purpose: say hello. When we do all brand actions and all advertising actions, we always remember to let others say hello. For example, you are professional, your service is good, etc. It will fission over time, allowing the sound volume to gradually increase. For example, when Mercedes-Benz is advertising, even if you can't afford it, you will still say it is good. His purpose is simple, either you are my buyer or you are my communicator. If these two goals are not achieved, your money will be thrown into the sea wherever you spend it. If you can achieve one of the above, it is called investment, not advertising fee. How to spread? Brands are inseparable from communication, and communication has three core elements: First, is there any conditioned reflex? We all know that Pavlov once conducted a reflex experiment. When people see a stimulus, they immediately have a stimulus reflex. In fact, the same is true for advertising and branding. Let people see you and you will immediately have a conditioned reflex. Conditioned reflexes occupy people's minds. For example, when you are sleepy or tired, your conditioned reflex is to drink Red Bull. For example, when giving gifts during the holidays, the conditioned reflex is to give melatonin. The core of conditioned reflexes is keywords. When you advertised, did you write down the keywords you wanted to convey? The result of conditioned reflection is that either users make purchases, or users help you spread the word. Second, can there be secondary spread? All advertisements cannot just arrive, but the secondary dissemination after arrival is the key to success. If we make an advertisement and users don’t spread it again after listening to it, this matter will be greatly compromised. The reason why all hot searches become hot spots and topics is not that the news ends with you, but that it is spread a second time. If you want to turn the dissemination of your product into a topic of conversation for others and a social currency, you will be halfway there. Third, is the volume loud? The volume should be louder. This is easier for us to understand, but there is one thing that most people may not be aware of. For example, Melatonin will advertise heavily during the Spring Festival and Mid-Autumn Festival, giving us the illusion that Melatonin is always advertising. For example, when we advertise in airports and high-speed rails, the boss will think that you have too many ads. In fact, it is not the case at all. We just surround the users’ life scenes. Who are your users? Where are the scenes of his life? Just focus on it. In addition, the volume must be very strong. For example, when we meet with customers and want to impress them, one way is to wear bright clothes. The same goes for advertising. The color and size of the advertising fonts are very particular. These plus the number of channels form the entire sound volume. What is the relationship between the founder’s IP brand and the corporate brand? Nowadays, many bosses are building the founder's IP brand, but we must pay attention to that we just treat the founder's IP as the spokesperson and media of the product, and never treat it as a product. If you treat the founder's IP as a product, it means that there is no way to make it big. After people are attracted by the founder's halo, they buy not the founder's products, but the company's products. For example, Luo Zhenyu's "Get" will include the curriculum system of each teacher, as well as various products such as talk shows he later made. Only this is the safest, otherwise, it is likely that a problem with one of the brands will affect the other. Product brand, company brand, founder IP, which one is more important? Why should we rank product brand, company brand, and founder IP brand? It’s because the ranking of brand assets determines where we should put more energy. So, how to sort? Generally speaking: the first important thing is the company brand, the second is the founder's brand, and the third is the product brand. But it will be different in special circumstances. For example, when the company is still very small, it is better to build the company brand than your personal brand. If the founder stands up, others will remember it faster. Users will quickly make transactions because of their trust in you.

But you must slowly step back, let the company move forward, and constantly increase the company's brand. This is your important brand asset in the future. What should you do if your brand becomes negative? It is inevitable for a brand to have some negative aspects. When they do, there are actually two best ways to do it. The first is to admit the problem, and the second is to exceed expectations. For example, when Luo Yonghao is selling goods, when a problem occurs, he first admits the problem, then doubles the compensation and pays more than expected. Although he did not succeed in making the Smartisan mobile phone, he was still able to win everyone's trust because he always took responsibility for his mistakes. His branding is based on the two points we mentioned at the beginning, either users buy it, or users say hello. On the contrary, many anchors failed to deal with problems when selling goods. Maybe his fans say he is good, but others don't. But for everything Luo Yonghao does, his fans buy his products, and people other than his fans will also say good things about him. Channels are fragmented. Can we only spend a lot of money to build a brand? When you do a mass brand, it's not easy to do now. Because there are more and more channels, there are a large number of APPs on users' mobile phones alone, and users are scattered. If you spend money to build channels, you need to invest a lot of advertising fees. Does that mean we don’t need to build a brand? Of course not, you can create subdivided circles. Our current society is equivalent to a parallel society. Due to algorithm recommendation, the content you see is different from what others see. We are all together because of interests, because of the same needs, or because of the same community and geographical location. Together, all of this divides us into different circles. As for the products we sell in different circles, people still have to see whether the product is a brand. So now it’s not that we don’t want to build a brand, but that we should do it, but there is no need to build a brand for everyone. For example, if you want to build a cutting-edge brand for everyone, if you have to put a lot of advertising in a large number of channels, it is impossible for a small and medium-sized company to do so because the cost is too high. What we need to do at this time is to build a brand in a small circle. Why must we build a brand? In the past, we wanted to build a brand because the brand had a premium, and people would buy from the brand when they went to shopping malls and supermarkets. Why must we build a brand now? 1. From the perspective of supply and demand, the current supply of products exceeds demand. When supply is less than demand, you can raise the price however you want. But now there are many suppliers of whatever product you want to buy, and the supply already exceeds demand. At this time, if you don’t have your own brand, you can only compete on price. You have cash flow, but you don’t make money because your profits will get lower and lower. Many entrepreneurs or products have very good cash flow, but they make no money. Therefore, if you do not build a brand, you will only be able to compete on price in the future, and in the end you will not make money. Moreover, many companies cannot afford to compete on price, because large companies have low purchase prices and low costs. When you compete on price, you may end up going bankrupt because you can't support it. 2. From a business perspective, first, brands can reduce our transaction costs. When our costs are reduced, our profits increase. The essence of business is transaction. In economic learning, profits come from the reduction of transaction costs. Transaction costs are closely related to the brand, such as search costs, comparison costs, testing costs, and negotiation costs. Second, brand is our future moat. When one day the bonus period passes, facing sudden competitors, if you have a brand, you will have a moat. Third, a brand is still an asset. If you register a patent or trademark, your brand can be turned into money in the future, it can also be inherited, and it can become a legacy for the next generation to inherit. And when financing and listing, a lot of capital attaches great importance to its own intellectual property rights such as patents and trademarks.