Six Strokes To Shape Your Brand Image

In 1950s, David &#8226 Ogilvy proposed the concept of brand image communication from the perspective of brand communication, advocating the use of advertising to establish brand image.

At this point, the concept of brand image has begun to enter the field of vision. Shaping the brand image has become an important part of shaping the brand.

Brand image is the sum of consumers' cognition of brand and the overall performance of brand competitiveness.

The market competition in twenty-first Century is mainly based on image competitiveness. Brand image is directly related to the brand management of the enterprise, and whether the product or service of the enterprise is accepted by the consumers, and it is also related to the success or failure of the enterprise.

In the process of building brand image, there are many shortcuts to be found, but some principles must be followed.

It includes principles based on the essence of the brand, creating unique images and maintaining consistency.

Brand image is not a castle in the air, it is not created out of thin air. Brand image has its intrinsic value, which is the inference of brand meaning, and the interpretation of brand symbol must depend on and obey the essence of brand.

Therefore, the brand image must be based on the essence of the brand, including understanding and conveying brand positioning and brand personality.

However, in the practice of brand image building, many brands do not create the connotation of brand image.

Or refining the content but not refining it as the deep foundation of brand image building.

Many enterprises rely on non scientific "take it for granted" or empiricism to give their own brand an image concept, and then vigorously propagate and operate the image lacking in brand connotation, which is obviously contrary to the principle of "being based on the essence of brand".

And the brand image that violates this principle is difficult to escape two outcomes: congenital deficiency and complete failure.

Fortunately, a successful brand image will encounter bottlenecks in the process of further deepening and development. Lack of connotations and details will make this brand image deficient, such as the golden throat. The cure is still to dig out the essence of the brand, so that the brand image is rooted in its brand connotation.

And more is an example of the complete failure of brand molding, the number of brand image in the market is flash in the pan, even the world famous brand Coca-Cola has suffered the punishment of the violation of this principle.

Coca-Cola's "classic" image is maintained on the basis of its brand essence. However, when faced with the challenge of Pepsi Cola's "new generation of coke", Coca-Cola launched a New Cola formula which is completely out of touch with its brand positioning and personality. This image was soon eliminated because of consumer's refusal to accept, until Coca-Cola regained its "classic" route, and this storm was able to calm down.

The unique and psychological characteristics of the brand image determines that the shaping of brand image depends not only on logical and rational scientific means, but also on the wings of art, creation and image.

Marketers should use image thinking, artistic techniques and creativity to shape and maintain brand image.

The brand image of the company should keep pace with the times and continue to develop, but this does not mean that it will change.

The brand image changed can only leave a vague impression on consumers, and can not achieve a strong brand deterrent effect.

Therefore, in the process of shaping the brand image, we should pay attention to maintaining the consistency of the brand image. Every subsequent brand image should be deeply or supplemented to the previous brand image. Only in this way, we can shape and develop the brand image in one direction, and the brand image created through this way is the most stable.

The key point of the brand image is based on the interests that the brand brings to consumers, and conveys the essence of the brand -- value, culture and personality to consumers.

According to the gradual process of brand image shaping, brand image can be built from six aspects: consumer demand research, brand image internalization, brand image carrier selection, brand image symbol design, brand image integration communication and brand image dynamic development.

Consumer demand research.

Brand image target audience is the target consumer targeted by the brand.

Customer oriented modern marketing theory requires that an enterprise can not leave customers' needs and needs in making any decisions, and the decision making of brand image is no exception.

Because brand image is ultimately influenced by consumers' psychology, the study of consumer demand has become the first step in brand image building.

From the perspective of consumer demand, the study of consumers' understanding, association and expectation of the brand's industry, enterprises and the products they cover is conducive to the establishment and long-term development of brand image.

Two, brand image value internalization.

If the brand image is comprehensive, if it is only equivalent to such surface items as name, logo and so on, the key point of the brand image will be overlooked -- the connotation of brand image.

Therefore, the first step in brand image building is to lay a solid foundation for a brand image.

The essence of the brand is internalized into the brand image to ensure the vitality of the brand image.

The most lasting meaning of a brand is its value, culture and personality. They determine the basis of brand, and the connotation of brand image comes from this foundation.

More specifically, the connotation of brand image comes from the grasp of brand positioning and the interpretation of brand personality.

Three, brand image carrier selection.

Brand image is not the same as corporate image. Brand is not covered by all products and services of an enterprise. Supporting brand image is only the carrier of brand personality and value that the brand covers. Finding such a carrier is the third key step in brand image building.

Four, brand image symbol design.

It is mainly about how to carry out brand name, brand identification and packaging design.

Five, brand image integrated communication.

Integrated communication is an important link in the process of brand building. It is the communication between consumers and brand image. Only when we realize that the core value of brand is disseminated to the target consumers, the direction of brand image is more clear. Only the core value of brand image is conveyed to consumers and the consumers' brain will establish a clear brand image.

Six, brand image dynamic development.

The market is changing and consumers are changing. Brand image should also conform to the times and keep pace with the times.

The dynamic development of brand image refers to the timely adjustment of enterprises' image according to the changes of market and consumers, or closer to consumers by deepening their connotation, or by changing symbols or designing brand new brand images.

Even if it is the first brand, its brand image must be constantly enriched and continuously developed. It should inherit the consistent tradition of brand image and take into account the new requirements of variables such as market, consumer and competition.

Therefore, the shaping of brand image is a long-term process, never ending, it must constantly develop, conform to the times and conform to the trend.