How To Build A Brand? Please Pay Attention To These Three Points.

　　 brand building It is a huge project, which is no more complex than building a house or building a spaceship. Building houses or spaceships requires constant technological breakthroughs and deep understanding of space. But to create an excellent brand, what we need to do is a more difficult matter, which is the conjecture and assurance of "people's heart". Different consumer groups have completely different psychological states. Their living environment, temperament, habits, culture, spiritual level and so on are vastly different. Trying to explain the brand with a set of theories or models to guide the construction of all brands or all stages of the brand is almost impossible.

Since the beginning of advertising and brand awareness, practitioners have been constantly summarizing various conclusions about brand success. Rosser Rifs explained the importance of diversity to brand segmentation by USP. David ogway used Marlboro to express the importance of image to the brand. Ellis and Trout used to tell us that it is the essence of the brand to seize the recognition of a category. The level marketing is what Kotler called "jumping out of the box thinking", including the popular story marketing, and the domestic experts such as Li Guangdou's plug in marketing.

With the continuous development of brand theory, around which theory is more effective and more effective and instructive to marketing, the discussion of which method is more universal has never been terminated. Practitioners are also constantly expressing their views: the success of baerin, so repetition is the key; the 27 layer purification of Robert's tells us that differentiation and data can give people an intuitive perception; Coca-Cola's success is a cultural success; Starbucks's experience is incomparable; to succeed, we must experience; Galanz's low price strategy deserves our in-depth study; the Alibaba tells us that mode is the power to subvert everything.

Standing in a partial observation, they are all right; the whole picture of watching history is too biased. Twenty years ago, who could have thought that the Internet would develop so rapidly? Who could have thought that 3D printing could change the world ten years ago? Who can guarantee that the Internet mode will not be completely subverted after ten years?

Any one Brand worker They all dream of finding a universally applicable method, but almost can be concluded that such a secret will not be found.

Price is the most important, quality is the most important, channel is the most important, service is the most important, advertising is the most important, public relations is the most important, experience is the most important, the most important mode, entertainment marketing wins or word of mouth first, all of which will be an argument with no final conclusion. However, we can find some clues to make the main line of brand building clearer.

{page_break}

　　 The three topic is simplicity.

In the work of brand building, there are three most important topics: "finding difference", "doing experience", and "telling stories" (that is, "experience difference, experience story" mentioned in the earlier stage).

The first important topic is to find differences. It sounds like rubbish. You can think of it as a nonsense, but if you don't think about it, you will become confused. You will return to the previous state of disorder.

Of course, finding differences is absolutely a technology full of work. The tools we can use are the transformation of FAB, which fully interprets and demonstrates the characteristics, advantages and interests, so as to find the differences that the target consumers really care about.

One of the key points that need to be prompted is not to become the advertiser or consulting company that is often mentioned in many failure cases that "only expresses what the enterprise has, but does not care what the consumer wants."

The second important topic is to experience. This can be a core goal of all marketing work, that is, whether your marketing job is providing a quality experience based on the above differences for the customers.

When your brand determines the competitive strategy, let consumers know it by advertising. Consumers are tired of such self talk ads, and what they need is a topic that allows them to feel the same. So, brand is not just advertising. Ask for an experience.

If your brand difference is "lit" or "cool", then you should do something in marketing activities around "lit" or "cool". You can use this damn hot day to make an article, you can hold special experience activities in Ocean Park, you can also engage in some interactive activities that consumers are willing to participate in at the terminal. If you just put a POP there, few people will pay attention to you. If the brand can live in the "interaction and experience" of "differences and characteristics", consumers can not only remember, but also help you spread through micro-blog WeChat.

The third important topic is storytelling. To put storytelling in so many key words must have its very different functions. Storytelling can be said to be the best way to advertise, no matter for luxury goods, durable goods or fast food products, whether it is high-end or low-end products.

As a social animal, people have very special social needs. Storytelling is not only the consumers themselves, but also the environment that consumers live in, the unique personality of the times, and the distinctive spiritual world. The story is not only to the consumers themselves, but also to their loved ones, friends and lovers, so that the culture and spirit of the brand can resonate between consumers and their surroundings.

In addition to the story of brand genesis, the main source of the story should come from our consumption experience. The logic is: what is the advertising campaign? It is the story of the brand; what is the story of the brand? It is the experience of the consumer. What is the consumption experience? It is the difference of landing.

Only by differentiating the consumer experience into a story and conveying it to consumers can consumers feel intimacy and identity, so that consumers can be seated in the story and let consumers take the initiative to share our stories, so that consumers can become loyal consumers and preachers of the brand.

It is not easy to do things in a complicated way. Maybe we should simplify complicated things in many cases. Only by doing so can we find the focus and find the way out.

　　 Brand work If we do not seek quick success and instant benefit, we can achieve a hundred years' brand in a healthy way. The author thinks that finding the difference, doing experience and telling stories are the main line and core work of brand building. Only when these three things are put into practice, can the brand be built both inside and outside.