How Small Companies Make Brands: Highlight Product Differences

Many industries began to shift from product competition. brand Competition and consumption behavior also gradually enter into brand from commodity consumption. consumption 。 Big companies can quickly accumulate resources and capabilities. financial Create your own brand Empire, but for many small companies, how can you build your brand with the "financial resources"?

Highlight your uniqueness.

The premise of successful brand building is that the enterprise itself has a special ability to value the market and consumers. The brand emphasizes this value and distinguishes it from the competitors in the mind of consumers. Therefore, small companies must choose appropriate brand building methods according to their development stages, market trends of products or services, and consumer maturity.

First of all, in the field of product differentiation, people care about the functionality of products or services, and new products and new technologies are constantly being developed. The key for small companies to build brands is to highlight product differences and create better products.

Make brand through word of mouth marketing. Word of mouth marketing needs dialogue with consumers at different contact points, so that consumers can understand products and brands, and then help you actively marketing. Google's strong brand status is mainly due to its success in word of mouth marketing. Google at the expense of temporary benefits, the home page is simple and clean, it dilute the commercial atmosphere, fully highlights the search function; Google refuses to search ranking payment services; Google can search for language versions and web pages rich; and so on. This has made netizens, rivals, media, investors and other groups continuously spread it, discuss it, and spread it all over the world, making Google's status in people's mind strengthened again and again.

Secondly, in the market area where products tend to be homogenized, consumer experience is increasing, and people begin to pay attention to the perceptual benefits in the use of products, exceeding the functional requirements. The key for small companies to build brand is to form a unique image and add more perceptual benefits.

Brand promotion through channels. With the help of channels (distributors, distributors, collaborators, and even competitors), the small cost investment will give a close publicity to the real consumers, directly affecting or changing the consumer choice. For example, "bull socket". The Bulls electronics company has publicized the commercial banners in the channel and the banners on the counters at the supermarket without a single cent of TV advertising expenses, and guided consumers to feel more emotional benefits of their products. It took only 10 years for the company to start to win the "China famous trademark".

Making brand with regional brand. Regional brand is the product of regional economic development. It is a comprehensive embodiment of the collective behavior of an enterprise's brand in a certain region, and has formed a high reputation and reputation of a certain industry or product in a larger area. The "regional brand" is more direct than the single enterprise brand. It is the result of the concerted efforts of many enterprises. It is the enrichment and refinement of the essence of many corporate brands, and has a broader and sustained brand effect. Typical regional brands such as Wenzhou's "China Shoes Capital", although most of the enterprises in Wenzhou are small and medium-sized family businesses, but after a clear division of labor and social collaboration, a complete industrial chain and related industry matching systems have been formed, integrating strong industrial competitive advantages, forming strong regional brands, and contributing to the growth of the brand of Wenzhou footwear enterprises. Many small shoe companies in Wenzhou can successfully launch their own brand with the help of the "carrying effect" of the regional brand.

Thirdly, in the market area of homogenization of brand image, social goods proliferate, information explode, consumers have no time to take care of brand image, and care less about emotional interest. The key for small companies to build brand is to become a representative of certain products to facilitate consumers to identify, remember and buy.

Implement brand innovation. Category is classified according to the needs of consumers, rather than categorized according to the attributes of goods. It is based on the mind of consumers. Therefore, the brand formed by new products is easily imprinted in the minds of consumers, which can impress consumers deeply, and be positioned as a leading brand in the minds of consumers, which means authentic, and other subsequent or related brands are imitations. Zhengzhou Miss food became an exclusive supplier of quick-frozen stuffed food in Beijing Olympic Games in 2006. Less than 10 years from the start-up of the company to the strong brand of frozen food, its brand construction was attributed to the innovation of category, the differentiation of the traditional Tangyuan market by "missing little dumpling" products, and the differentiation of traditional Dumpling Market by the products of "Miss bag dumplings", so that their positioning is different from that of strong brands, Longfeng and San Quan, which convey new information to consumers and make brands in differentiated markets.

Constantly improving enterprise management

No matter what brand we choose, it is a gradual process. Small companies should pay attention to some problems and risks in this process. We need to constantly improve the management of enterprises.

Some small companies lack brand awareness. They think that making brand is considered by large companies. Only a large number of advertising inputs can build brand. Some small companies even think that making brand is to make sales volume, and as long as sales volume comes up, the brand will naturally be improved. One-sided pursuit of sales promotion, while brand other elements such as popularity, reputation, loyalty and other inadequate construction, weaken the brand image and brand equity accumulation, eventually leading to the brand aborted.

Some small companies are not allowed to locate their brands, and do not find their unique personality and good image based on their physical and psychological needs. They can not accurately identify the target market which is different from other enterprises. When carrying out brand positioning, they do not consider "brand personality" and "brand differentiation", do not know their brand "personality" and "characteristics", do not know clearly how their products stand out and attract consumers' attention.

Brands can not be accumulated in a short time. Some small companies blindly believe that through the hype of events, they can create the brand effect. The brand built in a short time is not a completely meaningful brand. It can only be said to be a symbol which is raised by the public in a certain time and scope.

We must persist in making brand, and we can not change the brand elements at will. Some small companies grow and grow with them, and change their brand positioning and brand image at the beginning of their business. Enterprises are changing, products are changing, but the positioning of brand image should be consistent from beginning to end.

The brand should be integrated into the corporate culture, pay attention to the enrichment of the brand culture, be good at mining the intrinsic value of the brand, and pay attention to the cultural creation of the brand, so as to cultivate the consumer's love, trust and loyalty to the brand. The richer and longer the cultural implication of a brand, the more attractive it is to people's activities, thoughts and emotions.

It's not easy for small companies to make brands, and it's even harder to protect brands. A quality accident, a storm incident, a news dissemination, and market counterfeiting infringing act are enough to make the brand of a small company collapse. Therefore, protecting the brand and maintaining the brand is undoubtedly the cornerstone of the brand development of the small company.