I am a brand person who has been working in the industry for five years, with 6 years of bachelor’s and master’s degrees in new media, and 4A media internship experience. After graduation, I successfully entered a good Party A company and started my career development path as a brand person. So, what exactly is a brand? Only by grasping the essence of what a brand is can we lead ideas and methods to solve brand problems and become an excellent brand person. Just like there is a line in the movie "The Godfather": Those who take half a second to see through the essence and those who spend a lifetime unable to see clearly are destined to have completely different destinies.

We can try to use these two basic attributes to define the brand. "A brand is a tool used to differentiate products and services; it affects target users to create a choice tendency and change their purchasing behavior."

For example, you need to change your mobile phone, and your friend tells you that Huawei mobile phones are good. So in this case, "change" is the demand, "mobile phone" is the category, and "Huawei" is the brand.

When users have a need for a certain category, they can immediately think of and lock in the brand. That’s what the brand people want to create for them.

So, when a company establishes a brand department, what does a brand person do in a day’s work?

1. What is the brand department?

The brand department of a company often undertakes the responsibility of promoting the company's brand, shaping brand influence, enhancing the added value of the company's products and services, and thereby helping the company make profits.

What specific jobs are there? It can be mainly divided into three categories:

1) Brand building

Including brand positioning, strategic planning, system building strategies, etc. For example, choose industry tracks and business models, study favorable policies; formulate brand vision and mission, create brand VI, etc.

2) Brand management

Including product positioning, competitive product analysis , user management, platform construction, public opinion monitoring, etc. For example, the creation of product matrix; user portrait analysis and new customer attraction strategy formulation; creation of product manuals, official website, WeChat public account platform, video account creation, etc.

3) Brand communication

Including public relations, advertising, cross-border cooperation, resource replacement, etc., for example, using various information contact methods to communicate brand information regularly; encountering serious Crisis public relations when customer complaints or malicious defamation occurs; brand promotion among consumer groups based on one's own brand positioning; brand marketing based on the product's selling points and creative points, etc.

2. What is a typical day like for a brand owner?

Go to the company at 9:00, open some brand websites and public accounts that you often follow, check hot marketing events, draw new creative ideas, and learn about some of the latest and hottest news headlines.

9:30 Check your email and list the key follow-up items for today. Then, the business lines are connected and pre-communicated together to help the business through the brand.

10:00 View relevant media matrix operation data and analyze communication effects.

10:30 Meeting with the advertising company to communicate brand strategy and communication rhythm for recent major brand events or activity plans; and communicate and follow up on this week’s posters, manuscripts, and short video content.

12:00 Invite colleagues from other departments for lunch to learn more about the business progress and needs of different departments, and consider providing support from a brand perspective.

13:30 Visit customers as scheduled or promote the implementation of the plan or go to the event site to follow up on the implementation. Sometimes I visit projects of other companies or offline activities organized by them.

16:00 Discuss media placement, live broadcast activities, KOL selection and other plans and follow up on related matters.

17:00 Prepare brand daily report and check industry-related information.

After get off work at 18:00, make an appointment with colleagues or cross-industry brand people and media people for dinner

Finally, some advice for you who want to join the brand:

1. Pay more attention

Pay more attention to WeChat public accounts and websites related to brand advertising, and constantly broaden your horizons to find more good ideas, inspiration and ideas.

Including Brand Planet, Social Beta, Shuying, Advertising Gate, Meihua.com, TOPYS Top Creative, Madison State: Marketing Industry Consulting, Work Cases, Viewpoints and Insights, Huapet.com, and New Studio.

Pay more attention to cross-department business needs. If you want to keep the project progressing steadily, you must have good project management capabilities. The process of cross-department management projects also includes process control, organization and coordination, task decomposition, Report summary, etc.

2. Learn more

Thinking learning: strategic thinking, business thinking, communication thinking; through the analysis and disassembly of well-known brand marketing cases, constantly improve your own understanding and brand thinking ; At the same time, being able to analyze based on big data and find new opportunities and insights from the data is an ability that brand marketers need to have.

Skills learning: Understand a little design, be able to create pictures, have aesthetics, and be able to make posters; know some video editing. In the era of short videos, video editing and communication are skills that brand people must master.

3. Think more

Formulating the brand's annual strategy and marketing plan, and implementing the project according to the marketing plan and rhythm is an important task in brand marketing work. Therefore, building a brand requires the creativity and planning ability to output a complete project, the ability to integrate resources and implement the project, and the ability to monitor and review the results in the later stage. Through continuous thinking, summary, review, and improvement, Become a brand master.