Two Or Three Things Easy To Ignore In Brand Building

The president of Coca-Cola once said that if one day Coca-Cola's plant was burned up, they could rebuild it in second days.

Why can he say this, boasting Haikou or their savings?

Neither of them is due to the brand of Coca-Cola. In 2007, the valuation of Coca-Cola brand exceeded 40 billion dollars!

Its brand influence is sufficient to support its post disaster reconstruction.

This is the charm of the brand. Nowadays, many domestic manufacturers and enterprises have already understood the importance of the brand in the development process of the enterprise, and have spent a lot of efforts in building the brand. Many enterprises have already tasted the sweetness of the brand, and some famous enterprises have already enjoyed a high reputation worldwide.

However, there are more businesses that do not see the effect of their brands. They have invested a lot in brand building. They have also invested in advertising, public welfare activities, and other brands.

What is the reason?

I believe that the construction of a brand is reflected in every aspect. It is not possible to rely solely on one or a few aspects. You may have overlooked some other aspects.

1, many enterprises have their own internal journals (newspapers or magazines), but most of them only regard this magazine as an internal journal, while ignoring the internal publication of enterprises is also an important platform for corporate brand communication.

There is such a good saying that the internal publication of an enterprise is corporate culture and external communication is brand communication.

These enterprises simply see the role of internal journals in the construction of corporate culture, and intentionally or unintentionally weaken the function of brand dissemination of internal magazines.

In fact, the internal publication of enterprises is a window to show the elegant demeanor of an enterprise. There are many ways for the outside world to get to know your company, but it can really let them know you, or is it an internal magazine.

Because people's trust in news on paper is significantly higher than that in other ways.

As the saying goes, hearing is false, seeing is believing. If you listen to someone, who will tell you what your brand is like, your mind will always be unreliable. You will be relieved if you see it with your own eyes, and they will not be able to visit your factory site. Then you can only give him confidence through your internal magazine.

This also plays an important role in finding agents for enterprises.

The Xx brand salesperson always visits his potential customers when he visits his potential customers, and gives his agents a look at the negotiation and deepens his understanding of the enterprise. Even if he did not cooperate successfully, the salesman would record down the address of the agent and report it to the headquarters of the company. After that, he would send the latest business publications to the agents on time. The company spent only a few yuan on the postal charges, but retained potential customers. According to statistics, the brand signed by this brand reached 9%.

Some enterprises have their own publications, but have not found out the role of internal magazines in brand building.

The issue of every issue published in the issue is staffed by the staff, but not enough for each terminal.

Other agents did not realize the publicity function of this thing. The company sent it to the warehouse of the agent, where the agent was put there, dusty, and so on.

At the same time, the marketing personnel of the company did not pay much attention to it, and did not follow the publication of the internal magazine. Therefore, the internal magazine failed to play its due role and became a pile of waste paper.

The situation at headquarters is that the terminal lacks publicity materials, but the fact is that the magazine is sleeping in the warehouse of the agent.

Other enterprises have hired specialized personnel to edit internal journals, but have not given enough attention. The editorial department of the entire internal magazine has not set up correspondent correspondents for one or two people. The entire internal journal is all edited by editors, and the enterprises should display something in it.

It makes the contents of the internal magazines monotonous, boring and sleepy. It can be imagined that such an internal publication can not carry the heavy responsibility of brand communication.

What is the geometry of a magazine?

It can be compared to the fact that CCTV advertising can easily produce hundreds of thousands of people and come up with 1/10.

2, with the advent of the Internet age, many companies have built their own websites and left company websites on business cards and advertisements to enable consumers to get to know your brand by browsing the company's website.

But the reality is that many companies' websites are just like a pool of stagnant water. They haven't been updated for a month or longer, and even the news of the year before is openly placed on the front page headlines.

This is the case with consumers. Once again, it will be opened again or again. If you are interested in your brand, you will lose interest in it, and will leave them with a bad impression -- a brand that is not serious about your website. It is estimated that the quality of the product is not serious.

Besides, the popularity of computers in China is very fast. According to incomplete statistics, the number of Internet users in China has exceeded 230 million.

This is a huge consumer group.

Moreover, many netizens do not read newspapers or watch TV. Almost all the information comes from the Internet.

So, how much publicity and influence can you build your website?

Besides, agents will also learn about the latest news and developments of your company through your website.

For example, the company's sales promotion policies, shutdowns, new product introduction, agents can understand and adjust their regional operation means in time, if not updated, it may cause adverse effects on regional sales.

Therefore, building your website will directly promote your regional sales.

The maintenance and updating of the company's website is very necessary. It can strengthen the confidence of agents and attract potential consumers.

The Xx brand insists on updating the website content every day. After the agent sees it, there will be a comparison. The website of other companies has not been updated for half a year, and the website of the brand can be kept updated, which means that the company attaches great importance to it and works conscientiously.

At the same time, keeping your website fresh is an important aspect that attracts consumers to enter. It can be visualized through visual statistics.

A high level of browsing shows that your website is highly concerned, and you can better publicize your brand.

Of course, the internal journal and the website are only two aspects of the brand construction. The brand construction of the enterprise needs to do well in other aspects (TV advertising, promotion activities, etc.) so as to form the overall image and advantages.

And the easiest magazines and websites for enterprises to be neglected are easy to be ignored after the start, thus weakening the role of these two aspects in brand building.

In short, brand building is a long-term process, and it needs a lot of work.

In every aspect of brand building, your brand will remain 100 years old.