Secret: How Is Successful Clothing Brand Trained?

An excellent Clothing brand Must have the following characteristics: (1) to promote clothing sales (2) have a strong ability to resist market risks (3) have more loyal customer groups. After knowing the criteria of a good brand, how can we build such a brand next? With the following 7 steps, excellent brands will no longer be far away from us.

1. Having quality products.

Product is the basis of brand, brand is The basis of products A product is like a body, a brand is like a soul, a body without soul is a walking corpse, on the other hand, a soul without a body can not rely on it. It is a prerequisite to build an excellent brand with excellent product quality. If we rely too much on advertising, promotion and other means, without good products as support, we will never have loyal customers and good reputation. So before we build a brand, let's take a look at whether our products are good enough, or at least reach the market access threshold. If your product quality is not only excellent but also unique, it will be very helpful for brand building.

Some clothing marketers have put forward the idea that whatever products are available, they can create brands and make products sell well through packaging, publicity and other means. In fact, such a bestseller will not last long. Such a brand will soon fall like a meteor. For example, the three brands will collapse overnight because of the quality problems of their products, and the collapse of more than ten million businesses will collapse.

2, building brand mission

What is the meaning of a brand? What value can it create for customers and society? When a brand can create value for customers and society, even if it does not advertise, it will be remembered by consumers. For example, some pharmaceutical companies set the brand's mission to relieve their pain for customers. Microsoft decides the mission of the brand to enable every computer in the world to use its operating system and change people's way of life. Disney gave the brand the mission of creating happiness for human beings. This has made it undergo decades of social changes, and the industry has fallen down.

Brand mission is not a slogan. After setting up a brand mission that is in line with its own characteristics, it must aim at this goal and make unremitting efforts for it. Only when the mission and value of the brand are realized, can this mission be established.

3. Design a good one. Brand story

Designing an interesting brand story can enhance the impression and satisfaction of customers. Brand story is the most emotional part of brand culture. Interesting or touching brand stories can give customers a deep memory. The brand story must be positive, and has a high positive correlation with the product and can be compared with the customer's thinking. Try to avoid conflicts involving religion, race and culture and are easy to understand and easy to remember. Haier group Mr. Zhang Ruimin smashed the incident is a good brand story.

4, easy to remember brand logo

Logo is the visual transmission of a brand. A good logo can make people memorable and have good feelings. Improper design is not only hard to remember, but also may cause rejection. It is natural to give us a sense of safety and reliability when we see the brand logo which is the main element of shield. A good logo needs to be systematized, that is, the design of the overall CI recognition system. And the mascot cartoon image design is very helpful to shorten the distance between customers and enhance their impression. Such as chef, Instant Noodle Chef, Wangwang food, etc.

5, let the brand become a category representative.

Let the brand become a category representative will be very helpful to the construction and development of the brand. In the early years, we call it a "nylon rope". Many people think that the name of this kind of rope is called nylon rope. Actually, nylon is the name of a brand. A brand can be represented as a category. When we want to buy this kind of goods, the first thing we will think of is it, which is undoubtedly very helpful to promoting sales. Only by working hard to be a representative of the category can you become more famous brand and industry leader, such as adopting "first", "experts" and other communication strategies, so that consumers think your product is the first or expert in the category. As time passes, your brand will become the first or specialist and become the leader and pronoun of this category. For example, "refrigeration expert", "tooth protection expert", "the first to adopt XX technology" and so on, all adopt a preconceived way to leave a representative image of a certain category in the minds of consumers.

6, refining popular advertising slogans.

"This year, the new year will not receive gifts, and the gifts will only be collected from the brain." please use the blue bottle of zinc, "pharynx and pharynx pain, please choose Jin Sangzi's throat treasure". These familiar slogans can make you easily remember and produce approval.

The success of brand language needs 3 elements: (1) brand language should be maintained with the product's function, characteristics or perceptual level. This gives consumers a sense of consistency and recognition. (2) advertising language features distinctive, easy to memorize and catchy language. Because no one will take the initiative to memorize the content of an advertisement, only the easy to read and memorable advertising language may be unintentionally remembered by the consumer (3) insist on spreading. Successful brand language is just like idioms. When these words are spoken, consumers will immediately think of the meaning behind them. If they can do so, it is necessary to insist on extensive dissemination. When a brand slogan is known to everyone, it will become a popular phenomenon, which is often quoted by you. For example, a crosstalk sketch often refers to familiar advertising slogans.

7, create a pleasant brand contact point.

The link between brand and consumer is the contact point of brand, finding out all the brand contacts and optimizing them, leaving the consumers with a good impression and memory can make the brand succeed. On the contrary, bad brand impression can also ruin a brand. As a food company, its trucks are very dirty. Such a truck with corporate logo runs on the road for years. It is hard for consumers to forget the food produced by their enterprises, leaving a negative impression. Above is a case of failed brand contact. Starbucks coffee shop, McDonald's fast food, IKEA furniture company, Disney Park and other excellent enterprises are very concerned about the shape of these brand contacts, therefore, these brands have high brand affinity and popularity.

In addition to the above 7 points, we must constantly optimize and strengthen the above 7 points. With the change of the market, marketing strategy needs to keep pace with the times and adjust accordingly, but it is not offset, but optimization and reinforcement. A lot of enterprises have done a lot of good work, but they can't persist in implementing them consistently. Brand positioning keeps changing and the core of communication is changing.

To do well and stick to the 7 points mentioned above, your brand will go step by step toward excellence and excellence.