How Do Dealers Implement "Branding"?

Since the two words appeared in the Chinese market, they have been discussed by countless experts from numerous angles. The wave of branding has been swept by companies from one family to another, and by building branding and gaining profits, they have also fallen into the abyss of bankruptcy and bankruptcy because of building brands.

In fact, the essence of brand is also a tool. It is a tool to serve the ultimate profit. It is not equal to have a brand and a profit. It can only be a brand for profit and never make a brand for the brand.

The importance of building your own brand

In most dealers' bosses' impression, playing brand is a manufacturer's business. They only sell products of this or that brand. Then, does the dealer consider packaging their own distribution companies as a brand? The dealer's brand is to make a general and clear understanding of the strength and distributor ability of a distributor in a certain area or industry.

Through certain channels and means to spread and spread, in a certain regional market or industry market to form a certain degree of visibility and influence.

So that the relevant manufacturers and businesses in the dealership with the dealer have a clearer directionality and cooperation confidence. Ultimately, it is to establish the dual image of the boss and the company, which will also be an important link for the future development of the dealer.

Where is the profit of building brand?

Of course, the brand is a tool. It costs money to build this tool. If the brand built by the dealer spends much more than the investment in building the brand, it is more cost-effective. First of all, let's make a simple calculation.

1., establish a certain influence in the local market to enhance its cooperation with offline distributors or stores.

In particular, this cooperation with KA stores, no name, no status dealers are most likely to be the bullying targets of KA stores.

2. in the industry market to establish a certain impact, attracting more manufacturers to cooperate, or strive for a new manufacturer's distribution rights are easier to win.

3. good corporate brand can better reflect the normalization of the company, easier to recruit new employees, and also enhance the cohesion of internal staff.

4. use brand to identify its position in the local industry market, effectively separate and attack competitors.

What are the costs of building a brand?

The above mentioned so many dealers to establish the benefits of branding, but this brand is also to pay a price, that is, to spend money, then specifically spend the money?

1. brand design fees

We need to find some more professional institutions to do this. The specific contents include: clear the location of the dealer brand, design related logo, and the use of these signs, brand filling and dissemination programs.

2. the filling cost of brand connotation

Shouting slogans is easy, but to be worthy of the name can be called for a long time. The location of distributors is generally suitable for use: "XX area, the most professional (or the strongest and the strongest) of a kind of merchandise dealer", then dealers and their subordinates must have sufficient understanding of the development history, market situation, consumption trend and other related situations, organize training and learning, and make timely replenish and update so as to be able to get the brand positioned by dealers.

3. brand communication costs

It is useless for dealer owners to know their brand positioning and connotation. The key is to let relevant manufacturers and businesses know about it. This means that through spreading certain channels and means, the publicity of this brand information can be spread out.

To spend money on brands is the least. Besides spending money, dealers have to do their work in particular.

The 1. brand is not built in one or two months, but takes a year or even a few years.

2. brand is not built once and for all, but based on market feedback, it needs continuous maintenance and adjustment.

3. brand can not directly bring benefits, but also need to match the overall sales management system to play a role, and the role of the brand is generally icing on the cake, but will not provide timely help.

Steps to implement branding

On the whole, making a brand is to spend money, time cost, cost and energy cost. However, branding is an absolute business activity. If these costs are spent, it will be investment. Since it is a commercial investment, it is necessary to think clearly about where the cost will be collected and when it will be collected.

Generally speaking, the core role of investment in brand building is to promote the improvement and promotion of various intermediate factors by promoting the positive publicity of brands, thus promoting the stability and promotion of profits.

After all, it's business. All actions ultimately have to go to the point of profit. The reason why dealers carry out branding is to see where the profits are. How can they be branded? In a simple sense, this is divided into three basic steps:

Step one: brand positioning

What is the positioning of the brand? First of all, we will find out what is the positioning. Mr. Ye Maozhong said: "the so-called positioning is to remove the hair from the head and leave it with one."

A brand name is a name. A location brand is a name that conveys unique personality information. It has the difference between ordinary people or your unique value. For example, a dealer positioning himself as "the most professional electric bicycle dealer in Changchun city" is a very straightforward way of positioning. These need to be noted that do not carry out a simple and large positioning method, which means no positioning.

Although most distributors are selling many products at the same time, they can only pull out the most professional and familiar commodity category you do, and take your best area as your main direction of attack.

Even if the brand positioning is clear, regular collection and feedback should be carried out in order to gradually modify the contents and forms of brand positioning.

The second step: building the content of supporting brand.

Then, what can we prove that you are a professional dealer of electric bicycles in Changchun? There are related supporting contents. For example, dealers bosses and employees have an understanding of electric bicycles themselves, familiar with the local industry market, and have a successful sales and marketing operation experience. In other words, they have enough foundation to hold the slogan of the house shouting.

Don't falsely claim this name.

The third step: brand communication

There is dumpling in the teapot, and it has to be poured out. The time when wine is not afraid of the alley is over. The wine is good enough to come out and cry out frequently. With the brand positioning, it also has the relevant supporting contents. The next step is to find a way to play the brand and convey it to the relevant current people, such as manufacturers, offline customers, internal employees, consumers, etc., then how do we specifically pmit it?

First of all, brand logo and brand slogan are printed on the carrier of head shop recruitment, staff clothing, delivery vehicles, business cards, warehouse external walls and so on. We must ensure that the overall visual identity is unified, so that people can see clearly at a glance.

In addition, staff's business cards and delivery documents must be standardized and unified. Even answering telephone calls should be standardized and unified.

The use of logo is only a basic way of communication. It is also a relatively passive way of spreading. More brand communication relies on active means of communication. This is a little more complicated. For example, making a dealer's own brand to publicize the TV version. When the manufacturer put in the TV commercials in the local market, it will broadcast along with the product advertisement. It can also make its own brand advertising and manufacturer's product promotion on a POP, distribute and post, and have a more effective professional, but the cost and difficulty is higher. It is through the media, in the form of soft text or hard advertising, to spread.

Among the dealer bosses whom I have contacted, there are dealers who have experienced their own market operation experience or successful product promotion experience, and have published articles in related media in the form of articles. They have won a good publicity effect and have continuously attracted new manufacturers to come.

Alternatively, we can make use of the opportunity of annual dealer meetings of various manufacturers to produce souvenirs with local characteristics and distribute them in the distributors' groups. In a word, this is the choice and application of diffusion channels and ways. Generally speaking, it basically spreads from the local to the proliferation of industries, and then to the diffusion of the whole country.

As mentioned earlier, dealers do not come to branding, they need to invest in various costs, use some professional skills, and have to continue to spread. This requires dealers bosses to have investment preparation, two is psychological preparation, three is patience, and four is flexible methods and skills.