How to make a brand successful?

There are many brands in every category. However, for brands, what is a successful brand? ——Famousness? Sales volume? scale?

No, the key to measuring the success of a brand is: where is your brand? ——Any successful brand should be in the minds of consumers.

Scientists have already done experiments, and the limit that each consumer can remember is only seven brands in each category, and generally only two can be remembered. For example: when someone asks about edible oil brands: Maybe everyone can think of Arowana and Luhua, but it is impossible to think of more than 7 brands.

So, to put it simply, if you want to win at the starting line, you must let consumers have you in their hearts and remember you.

The best way to win at the starting line is not to be on the same starting line at all

There is a saying: There is no best, only better. In the market competition, all well-known, non-famous and even unbranded companies are competing like this: my ingredients are better, my quality is better, my packaging is more high-end, and my efficacy is more magical. But all these "better" are just wishful thinking of merchants. However, for consumers, it is difficult to identify which product is better. More importantly, most of the time, consumers are emotional. , most consumers’ shopping criteria are irrational judgment and comparison, but preconceived love at first sight.

Case 1:

In the early 1980s, Chinese brand shampoos such as Bee Flower and Maxam entered the market and replaced Chinese soap for hair washing. In the late 1980s, Procter & Gamble and Unilever When international brands entered China, the shampoo market was very prosperous for a while. After 2000, more international brands, including major domestic shampoo brands, entered the market one after another. The competition was fierce. However, no matter what the competition, all shampoos could not escape. In terms of product "efficiency, price, popularity, packaging" and other competitions, there is no lowest price, only lower, and various dosage increases without price increase are endless; in terms of efficacy, various subdivided functions are becoming more and more complete, including anti-dandruff, Smoothness, professional care, etc.; in terms of ingredients, ginseng essence, pure plants, herbs, etc. are not the best, only better and more precious;

However, when everyone is desperately trying to get into the vicious circle of product efficacy While struggling, in March 2014, a brand quietly entered the market, covering 85% of supermarkets and online stores in just six months, with an annual growth rate of more than 400% for several years; this brand is "Ziyuan". In such a fiercely competitive shampoo market, it can achieve such good results. How good is its product and how miraculous is its effect? ——However, none of them. What are the ingredients of his product? I still haven’t remembered how effective it is, but I believe that most people have deeply remembered this brand, because “Ziyuan” has taken an unusual path – shampoo does not wash your hair: wash it After so many years of hair loss, have you ever washed your scalp? Silicone-free shampoo. This sentence is deeply imprinted in the minds of consumers.

Ziyuan’s brand positioning is: the first brand of silicone-free scalp care. Ziyuan did not compete desperately on the efficacy and ingredients of its products. Instead, it took a different approach and took an unusual path, using scalp washing as its appeal and launching the selling point of silicone-free oil. Enter the consumer’s mind all at once.

So, don’t be the best, don’t be better, just be different. If you want to win at the starting line, you must find a new approach from the beginning.

Case 2:

I think everyone is very familiar with the liquor brand "Jiangxiaobai" that has become popular on the Internet in the past two years. In everyone's mind, Jiangxiaobai is even more of an advertising company. The company is not a company that makes liquor; competition in the liquor industry has existed since ancient times, and its intensity of competition is as fierce as that of shampoo. However, when all the big guys in the liquor industry are still competing for whose liquor There is more history, whose wine is more ingenious, and whose wine is more classy; at this time, a stupid young man named "Jiang Xiaobai" came out and broke the competition pattern of liquor for thousands of years. Jiang Xiaobai sold It’s not wine, it’s “emotion” that sells. In this era of individuality, people pay more and more attention to their own personalized experience and expression, and drinking is no exception. Most of the reasons why people drink are related to “emotion”, friends. You drink when you are happy at a party, you drink when you treat guests to a meal, you drink on important occasions, you drink when you want to vent your bad mood, and more importantly, "emotional catharsis" after drinking is one of the important reasons for people to drink for thousands of years. This is also the Chinese wine Culture is a very important part, so Jiang Xiaobai has an insight into this emotional point and personality point and amplifies it; Jiang Xiaobai does not focus on the liquor itself, which has already been fiercely competitive, but on All focus and demands are placed on the real connotation behind wine culture - emotions. In this way, it not only cleverly avoids market competition, but also opens up a new path for itself; in this way, why worry about not winning at the starting line?

There are many cases similar to Jiang Xiaobai's, such as NetEase Cloud Music, etc. These are all avoiding the main competition in the market, finding new ways, truly starting from consumer needs and pain points, and creating their own starting line.

Case 3:

When it comes to toothbrushes, there are various brands, various functions, various technologies, and various packaging. Needless to say, what is the market and how is the competition? Just understand. However, a new toothbrush has recently been released on the market - a toothbrush with 10,000 bristles. Have you used it? Yes, I made a typo, it’s a toothbrush with 10,000-50,000 bristles. I don’t know exactly what material this toothbrush is made of, how good it is, etc., but when I heard about the 10,000-bristle toothbrush for the first time, I never forgot the brand again - Happy Grass. Suddenly I discovered that no matter how good the effect is, no matter how good the material is? There will always be other brands that will surpass you soon, but "Have you ever used a toothbrush with 10,000 bristles?" This sentence will make it unforgettable for all consumers who have heard it.

Dear entrepreneurs, when you are unable to fight in your own world, you might as well jump out of that world and think carefully, where are the hearts of consumers? To find a new starting line and a new world.