Brand planning book format

1. Name of the planning book

Write the name of the plan as specifically as possible, such as "×Year×Month××Company×× "Brand Planning Book" is placed in the center of the page. Of course, you can write the main title and then write this as a subtitle below.

2. Background of the activity:

This part of the content should be selected from the following items according to the characteristics of the plan; the specific items include: introduction to the basic situation, main implementation targets, and recent projects Situation, organizational department, reasons for carrying out activities, social impact, and related purpose motivations. Brand planning can achieve the purpose of self-improvement with the help of cultural content and create prerequisites for the later development of the enterprise.

3. The purpose, significance and goals of corporate brand planning:

The purpose and significance of the activity should be clearly expressed in concise and clear language; when stating the purpose and key points, the activity The core composition or uniqueness of the plan and the resulting significance (economic benefits, social benefits, media effects, etc.) should be clearly written. Activity goals must be specific and must meet importance, feasibility, and timeliness.

IV. Resource requirements for brand planning:

List the required human resources and material resources, including the places where they will be used, such as classrooms or activity centers. It can be divided into two parts: existing resources and required resources.

5. Activities carried out:

As the main text of the brand planning, the expression should be concise and clear, making it easy for people to understand, but the expression should be detailed and write down every point that can be imagined. Nothing was missed. In this part, it is not limited to textual expressions, but can also include statistical charts, etc.; the various work items of the brand planning should be arranged in chronological order, and drawing an implementation schedule will help with plan verification. The organizational configuration of personnel, activity objects, corresponding responsibilities, time and place should also be explained in this section, and the emergency response procedures implemented should also be considered in this section. Here we can provide some reference aspects: venue layout, reception room, guest seating, sponsorship methods, contract agreements, media support, campus publicity, advertising production, hosting, leadership speeches, emcee, venue services, electronic background, lighting, sound, camera, Information liaison, technical support, order maintenance, clothing, command center, on-site atmosphere adjustment, pick-up and drop-off vehicles, post-event clean-up personnel, group photos, catering and entertainment, follow-up contact, etc. Please adjust it according to the actual situation.

6. Corporate brand planning budget:

After making specific and careful calculations based on the actual situation, list them in a clear and concise form.

7. Issues and details that should be paid attention to during the activities:

Changes in the internal and external environment will inevitably bring some uncertainties to the implementation of the plan. Therefore, when the environment Whether there are contingency measures when changes occur, what is the probability of loss, how much loss will be caused, emergency measures, etc. should also be planned. Explain.

8. Activity person in charge and main participants:

Indicate the personnel of the company who participated in the brand planning activities.

Brand Planning Book (1)

After nearly thirty years of reform and development, the current competition in various industries in our country has gradually shifted from the competition of strength, technology, and talents to the competition of brands. stage. The development of companies with brands is much greater than that of companies with weakened brands, let alone companies without brand building. The latter have difficulty surviving, let alone developing. For example, for beverages, we only know a few brands such as Coca-Cola, Wahaha, Master Kong, and Red Bull. For milk, we only know a few brands such as Mengniu, Yili, and Prince Milk. Others are difficult to enter the field of vision of our consumption choices. Why? So can a brand be effectively built? The answer is yes. I have made a systematic design for the brand strategy of the Huaxing company I am currently working for. It can be regarded as completing an assignment given by the house manager (my classmate), and it can also be regarded as a live-fire exercise in business war.

1. The significance of brand strategy

The reason is that brands can be deeply rooted in people's hearts and occupy people's minds. Just like a first love lover, once you get into the emotional groove, it is difficult to get rid of it. This has a powerful effect on occupying the market and squeezing the living space of competitors. The profits of branded products are often much higher than those of ordinary non-branded products. From the perspective of investment and output benefits, compared with investment in fixed assets, brand investment has the greatest output and benefits. It is relatively easy for a company with a brand advantage to develop and consolidate the market. On the other hand, how difficult it is to open up the market for products without a brand! The brand's advantage is also reflected in its ability to resist various external risks. The American Coca-Cola Company once claimed that if their factory was suddenly destroyed by force majeure one day, it would still be able to stand up again within a few days relying on the power of the brand!

2. Registered trademarks for legal protection.

The "Huaxing" brand trademark should be registered as soon as possible. If it cannot be registered, you can also register "Xinghua", "Huazhixing" and other names that are similar or similar to the company name to facilitate brand protection and promotion. When registering the design, you should pay attention to the unity of the name, pictures and text, and try to achieve a beautiful, eye-catching, and culturally specific connotation as much as possible. It should be designed by professionals who are engaged in design. And register the English name at the same time. This is a prerequisite for strategic brand management. It is also a condition for differentiated management between our company and other companies - trademark is the most important symbol for the identification of enterprises and products. After the trademark registration was successful, all our investment in software and hardware was ultimately attributed to a name, which gradually became famous and turned into value. At this time, there is a legal basis for protecting it. Others can no longer produce the same products and services under our name. We cannot even sell our products as fake ones.

3. Increase the registered capital and change the company name to a larger domain name.

Although the name, business history, and registered capital are not necessarily related to the actual size and technical achievements of a company, they are often of great significance to the company's publicity and promotion. Because when we deal with customers, we often rely on the initial impact rather than detailed understanding. If the name is stingy or nondescript, and the registered capital is low, you may miss out on many potential collaborators. If we change the current company name "Dengfeng Huaxing Machinery Parts Co., Ltd." to "Henan Province (or Zhengzhou City) Huaxing Wear-resistant (or Alloy Casting) Co., Ltd." and the registered capital is more than 3 million instead of now 500,000 yuan will definitely be more beneficial to future bidding work. If the date of establishment of the company is advanced by a few years (which is now possible), then the effect will definitely be better. It means that the age is directly proportional to the maturity of the technology. At present, the company's name shows that the industry it belongs to is not so specific and clear, does not highlight professional features, and is not even connected with the large industry of wear-resistant. It should either highlight the "casting" or "wear-resistant" industry attributes. As the saying goes: "If the name is wrong, the words will be wrong." A good name is closely related to the company's correct positioning, company communication, and product promotion. Moreover, the investment in changes in this area is small, but the impact is huge.

4. Redesign the company manual.

Our current company manual is sketchy, vague, and terrible. In fact, the company's manual has many connotations and functions:

1. It is a carrier of company information and the face of the company.

2. It is the first source of information for potential customers to contact and learn about us.

3. It is a collection of all formal documents that a company will use to deliver products and services to customers.

4. It is a friendly expression and solemn promise that we are willing and able to serve you.

Since it is so important, if you don’t do it, it’s enough. If you do it, you must do it well. Beautiful, refined, detailed, and convincing are the highest requirements for a good company manual.

In view of the current situation of our company, we should adopt the "three modernizations", "three highlights" and adding humanistic heritage to design it, and continuously adjust, improve and integrate this design concept at different stages of the company's development. The "three modernizations" refer to the digitization, pictures and cross-examination of the company profile. Digitization is to express as accurately as possible the company's production capacity, number of employees, square footage of the factory, technical indicators, product specifications, etc. that can be expressed in numbers. Pictorialization is an independent explanation and an auxiliary explanation of the shortcomings of digitalization. The cross-examination has reached a notarized and convincing level, and various documents are also pictures. The superimposed use of these three elements can create a strong visual impact and credibility for readers.

The "Three Prominences" are our company's comparative advantages and our company's core competitiveness. That is to highlight the core of chromium production, the advantage of low electricity bills, and the only ball drop machine (the only one in Henan Province). Finally, the visual message is conveyed through a blend of pictures and text: If you believe in Shaolin Kung Fu, just believe in the Huaxin Steel Ball! This sentence can be printed on the sky map on every page of the manual. In this way, a humanistic brand that combines Shaolin's international tourism culture with the company's production base has been completed.

Of course, the "three modernizations" and "three highlights" are design concepts. A truly good company manual also requires an organic combination of content in each part and a certain color matching. The writing level of the manuscripts is even higher.

5. Let the cross-examination speak.

The quality and extent of a product should be left to cross-examination. Instead of letting a single business person grind his tongue, we cannot rely solely on the crowd tactics. There are many times when a lot of words are said but no red header document is effective. Because people always believe in "documents" in their hearts. So let’s make it like this!

1. Industrial and Commercial Department----- Medal for “honoring contracts and keeping promises”.

2. Technical supervision department------product certificate, famous and high-quality product certificate, ISO9000 system certification.

3. Industry associations------Join the provincial or national wear-resistant associations, and be recommended as trustworthy products by certain associations.

4. Government awards------the person in charge (of course the housing manager) was named "Outstanding Youth in Dengfeng" and "Leader in Technical Reform".

5. Government behavior------leaders’ inscriptions, group photos during visits, and speeches.

6. Taxation department---law-abiding taxpayers and large taxpayers.

7. Customer certification----certificate of conformity and annual energy saving and consumption reduction certificate.

We can list some more. Even our buyers can provide us with standard certificates for raw material procurement, certificates from large users, etc. It is very easy to apply for all the above documents. Even if you do not meet the requirements for application, you can still apply for it. As long as you pay, services in this area are available everywhere in our society. Sometimes people will pester you if you don't apply. ! Of course, the formality of the processing of these certificates must withstand inspection and scrutiny. If the processing process is used as an aspect of strengthening internal management, the money spent may have an additional real effect.

6. Personnel training and job standardization

Although brand re-engineering requires standards, processes, and plans, all of these need to be implemented and promoted by people. The immeasurable value of a brand and its strong and beautiful reputation are transmitted by people's hands and word of mouth. It is reflected in the two indispensable links of production and marketing promotion. And in relation to the latter Judas. It can be said that the creation and dissemination of a brand is the continuous, appropriate and artistic transmission of positive information to customers and raw material suppliers through superb craftsmanship and responsibility in production, thereby achieving the effect of expanding and beautifying the company and its products. Obviously, the core of everything is the training of personnel and the standardization of positions.

To this end, it is necessary to:

1. Educate employees to recognize the company’s business philosophy and mission, educate employees to be strict in production, especially in production, and grasp every link from internal quality to external appearance, and even a label during packaging The numbers must be filled in neatly and meticulously.

2. Educate employees to understand product production knowledge, market, competitor situation and characteristics.

3. Marketers use various marketing tools flexibly and work independently.

4. Understand and master the processes and key points of market development and customer maintenance.

5. Promote market development and maintenance according to the recruitment and marketing management system and plan.

7. Image collection and brand story

We have mentioned before that various materials are needed when making company manuals and applying for various certificates. In fact, these things are very important in our marketing and internal work. It is also indispensable in management. So how to collect it?

1. User persuasion is the most effective:

a. Tender winning document.

b. Customer use effect report.

c. Check the photos of usage with customer technicians on site.

d. Photos of the moment when the customer loaded the material.

e. Slides of product descriptions.

f. Take photos at the bidding site.

2. Brand story.

Brand story means that we always have some touching stories in the normal process of providing services to customers. If we collect them and organize them, and turn them into art, they can become the materials we use in marketing to achieve publicity. The role of advertising. ( ) The effect of this kind of story is just like when the Red Army dug a well for the people of a place and it was spread and praised enthusiastically. There is also a story about Haier smashing refrigerators. It is said that in order to improve the quality of Haier products, Zhang Ruimin smashed dozens of washing machines that were not of good quality. As a result, the product quality awareness was destroyed and Haier's reputation for attaching importance to quality was destroyed. I got to know Murdoch Media through a news report: the bizarre news that a world media giant in his 70s married a 30-year-old Chinese lady born in Guangzhou. The report also stated in a serious way that the move was to expand business to the vast Chinese circle, and marrying a Chinese woman was also to better understand Chinese culture. The best corporate CEOs in rebranding are almost all masters at weaving bizarre, touching, and easy-to-spread stories. Because it can attract people's attention, even controversies, lawsuits, and gossip have become good material. Look at today's Alibaba's Jack Ma, Mengniu's Niu Gengsheng, and Giant's Shi Yuzhu. Which one is not a boaster, and which one is not a master of making up?

8. The marketing headquarters is located in Zhengzhou.

I remember a comic work from earlier years, in which a large office building was drawn as a sales facade, with "World Famous Brand" on it, and many people gathered in front of the door to buy. There is a small and simple factory building behind it, which is its workshop, which satirizes the social problem of some manufacturers patronizing advertising and despising product quality. Of course this is a business speculation. But it also illustrates the truth that information dissemination and promotion require a good platform. The establishment of this platform requires high-quality talents, "information sources" that are conducive to expanding information, and good communication tools. The current location of our company is suitable for production - low power consumption, ready-made factory buildings, and the origin of chromium, but it is not conducive to marketing and promotion. This is an obvious fact. If combined with "Changing the corporate name covered by a larger domain name" in Section 2, the company's marketing headquarters, that is, the company's main brain, is located in the provincial capital, it will be greatly beneficial to the company's development. Only with a high level of marketing management and well-educated marketing personnel can we continue to get orders, which is difficult to achieve in Dengfeng, let alone a town where the factory is located.

9. E-commerce in marketing

In fact, e-commerce is not a mystery, it is already very close to us.

Building a corporate website and promoting it is the future development direction of any enterprise. Customers' basic information, visits, order processing, delivery, settlement, customer service and other services can all be registered using the Internet, so that a company's customer resource information can be shared by all personnel in the company. The speed and convenience of e-mail can accurately transmit business information inside and outside the enterprise. Furthermore, the company's basic information can also be downloaded and used anytime and anywhere, reducing the workload when preparing tender documents in other places. All of these require the person in charge of the company to be a forward-looking leader with the ability to continuously learn. Of course, it would be best if we could get orders on the Internet.

10. Execution of brand strategy

1. Recognition by the Housing Authority, formulating a phased implementation plan for the strategy, and unifying understanding and behavior.

2. List the details of the work, the type of problem and the time to solve it.

3. Make a strategic budget and assign responsible persons to implement it separately.

4. Make an assessment of the brand’s expected returns and risks.

Brand Planning Book (2)

Planning background:

With the help of the special moment of Christmas Eve and the amusement park with high traffic flow, Jitianshi Taking advantage of the three favorable factors of location, location, and people, we launched product and brand promotion activities for a well-known high-end cake brand.

Product positioning: low-key luxury

Promotion purpose: strengthen communication between the brand and customers; increase brand awareness; collect market information; increase product sales.

4. Promotion method: on-site participation in activities, brand and product interaction

5. Promotion target: couples, couples

6. Promotion introduction: love as the basis Appeal points

Activity planning plan:

Activity theme: Taste a portion of warm and romantic love.

From the entrance to the amusement park to the design of the brand event site:

Arrange several staff members (called angels of love) wearing uniform white clothing at the entrance of the amusement park to give everyone Couples entering the venue will be given a love pass (a beautifully made promotional card with the venue, time, content and other information arrangements of the brand promotion live event, and a beautifully designed brand advertising picture as the background of the card); if you don’t want to Arrange for staff to distribute them, or set up several specially decorated promotional spots with holiday and brand product features at prominent locations at the entrance for couples to come and pick them up.

3. Publicity design to create brand characteristics:

Place some Christmas cards with romantic love stories in various romantic places in the playground in advance (such as Among the flowers, on the trees, by the lake, in the cabin, etc.), the couple who find this mysterious card on the day of the event can go to the designated event site to receive a Christmas Eve cake (M) specially made by the company. , this link is mainly to create a romantic, surprising and mysterious color for the brand. The number of cards can be determined by the organizer according to the scale of the promotion event;

Publicity design for amusement park theme activities:

The on-site layout of concerts and carnival parties in amusement parks can include display boards, balloons, posters and other stage layouts to promote cake brands. In addition, some activities can be interspersed in the program, such as: on-site Q&A, answering questions about cake making. questions, questions about love, etc.; the "Angel of Love" will deliver a Christmas cake coupon in the audience; arrange a beautiful and moving program to deduce the beauty and inherent taste of the brand cake being promoted;

5. Publicity design for on-site activities (next to the snow):

In the venue next to the artificial snow-making field, it is suitable to carry out some interesting and romantic on-site games suitable for couples ( For example: Several couples tie one foot of each man and woman, and walk together from one end of the competition venue to the other with a heart-shaped balloon sandwiched between them. The one who reaches the destination fastest without the balloon breaking wins (and can get a rose and A piece of cake collection coupon can be exchanged at another activity venue); other activity references: several couples stand facing each other and eat a red apple dropped by a rope, and the couple who eats it the fastest wins; or, several couples One party in the couple each gets a small piece of paper provided by the organizer. The woman writes the words she sees on the palm of the other person's hand. She can only write it once. If the person who says it is a foul, the man needs to guess the written words and tell the host. The person who guesses correctly wins; it can also be that men and women from several couples randomly choose one to make a cake in front of the picture. The materials need to be prepared in advance, and the one who makes the fastest and most beautiful cake in the end wins (the winner will get a cake. A rose and a cake coupon can be exchanged at another event venue)

6. Publicity design at the event site (communication with guests):

The playback at the site is soft and beautiful. The light music is so that people who come to the scene can feel an atmosphere of romantic love. At the same time, it is consistent with the elegant brand connotation of the cake. The music seems to be telling touching love stories in a low voice. Set up a booth to display exquisite tempting cakes and write an introduction to each type of cake. Visitors to the scene can get a Christmas love commemorative card (half of the card can be written with the wish content and name, and the other half can be purchased at the chain store next time. They received exquisite small gifts when they received the cake), and two beautiful Christmas trees were placed next to the venue. Couples wrote their love wishes on the cards and tied them to the trees, adding a romantic touch)

At the same time, you can also invite on-site customers to fill in a simple questionnaire and provide information such as comments or opinions on the brand. In addition, all the activities mentioned in points 2, 3, 4, and 5 above are ultimately intended to attract customers to the brand promotion event and deepen their understanding of the brand cake.

The scene can also use LCD TVs or display boards to indicate that the Christmas Eve love-themed event "Thank you for your love!" will be held here at 24:00. The 24:00 event, if the venue can accommodate 30 people at the same time Above, you can host some live "True Love Confession" activities, allowing couples to express their love for each other. Or in the form of a lottery, let the winning couple tell the most romantic things about their love; let the "Angel of Love" teach everyone to express "I love you" in sign language; and give each guest a hydrogen balloon. , the couple wrote a "vow of love" on the balloons, and at 24:00 sharp, the host presided over the flight of the balloons together, using the sky as a witness to the love between the lovers.

7. Plan description:

1.) Because of the high-end positioning of cakes, the price will be higher than ordinary cakes. How to combine the characteristics of cakes to sell high-end values? On the one hand, it is to create opportunities for customers to personally taste its special features. On the other hand, it is also necessary to let customers understand the connotation of the brand and fall in love with it.

2.) Among all customer groups, couples and couples are the most likely potential buyers. On the one hand, most of the people who go to the amusement park on Christmas Eve are young and middle-aged men and women; On the other hand, in order to express a true love, people are willing to pay any price, so the price of the cake is generally acceptable to couples. As long as it can create this atmosphere, cakes are to Christmas Eve what roses are to Valentine's Day.

3.) All the designs of the event are centered around the theme of romance and warmth, which is what all couples want to feel. This will deepen the love of such customers for brand cakes and is conducive to future sales.

Finally, I hope your company can successfully cooperate with the cake brand and launch this exciting and anticipated product on Christmas Eve.