What is brand planning

Brand planning is to create a brand image and shape the brand image through conception, design and production of planning plans. Brand image does not exist in isolation, but is intertwined with marketing images such as "quality image, price image, advertising image, promotional image, corporate image" related to brand image construction.

In this era of rapid information dissemination, building your own brand has become the common sense of most entrepreneurs. In order to increase brand awareness and reputation, companies must create brand personality. This is a necessary investment for the long-term interests of the company in the future.

Basic steps of brand planning

Brand design: It is the design expression of brand positioning. The focus of design is to let customers clearly see the value and interest; including brand logo design, brand advertising Language design, channel image design.

Brand marketing: Let customers know and be able to purchase the brand's products or services. Let the customer feel that he needs such a product or service; when he wants to buy it, he knows where to buy it and can buy it.

Brand start-up: The brand’s products or services are given to customers for the first time. Customers who try it out make a sale and build a relationship with the brand, which is good and can be maintained.

Brand formation: refers to the products that customers purchase and use, and the behavior of repeat purchases or recommendations to others is the true formation of the brand. At this time, large-scale advertising will be more effective.

Brand management: It is necessary to adjust and manage the brand according to the customer's impression, such as brand public relations, improve brand awareness and reputation, or adjust brand positioning, brand design, etc., so that the brand is constantly chosen by customers.

What should we pay attention to in brand planning?

Question 1: In the early stages of brand planning, it is necessary to do market research, understand market competitors, understand the company's own advantages, maximize its own advantages, do a good job in product work, and make the product more attractive. competitiveness.

Question 2: Brand strategic planning: Most bosses do not have detailed development plans. They just rely on their own experience and imagination to arrange the enterprise. They will think one idea at a time and take it step by step. In fact, it is Very dangerous.

Question 3: The creation of a brand requires accumulation: The brand image of each company is gradually recognized by consumers after years of accumulation, so we must do a good job in product quality control.

Question 4: Continuous improvement: If an enterprise wants to continue to develop, it must continuously improve itself and improve product quality and competitiveness. This market is survival of the fittest. If a company is only satisfied with the status quo and stops moving forward, it will sooner or later face elimination from the market.

In general, corporate brand planning still starts from the perspective of the company itself and formulates planning plans based on actual conditions.