The process of brand design?

Brand building of children's wear in China started late. Compared with international brands, domestic brands don't understand modern fashion, design suitable for children's growth and universally accepted multifunctional design concept. They don't have a strong sense of the times, pay attention to the establishment of brand image, invest less in research and development, and lack personality and national color. Therefore, building a strong brand has become a top priority for China children's wear industry.

So how can we build a strong brand? China children's wear industry has been thinking. At present, the market competition has changed from simple pursuit of market share to multi-factor comprehensive competition, and brand competition is becoming increasingly fierce. Under this market pressure, children's wear enterprises strive to make every investment carefully, so that every saved cost can be used in the cutting edge, making decisions faster and more accurately than competitors. In view of this demand of domestic children's wear enterprises, the creative director of Shanghai Children's Eye Workshop, a professional children's wear brand design agency, has repeatedly thought and carefully planned the construction of domestic children's wear brands after nearly ten years of experience in children's wear design and brand operation, and launched a systematic process that conforms to the branding development of local children's wear enterprises.

First, brand positioning

With the development of children's wear market economy and the emergence of a large number of homogeneous products, brand children's wear enterprises must establish a good corporate image in combination with the characteristics of their own products in order to occupy a certain position in the minds of consumers and meet some special consumption preferences. Therefore, enterprises must design a brand positioning that can bring the greatest competitive advantage to products.

In order to better meet the needs of the target market, enterprises determine the relative position of their products in the target market through market research and competitor analysis. After deciding which market segment to enter, it must also decide what position it wants to achieve in these markets. After the market positioning is established, it enters the brand positioning and product style positioning, including brand story compilation, brand cultural connotation mining, product style theme selection in each season and so on. After the newly designed children's wear brand LOGO design is obtained, the brand specification manual will follow up, providing a standard basis for the standardized application of brand LOGO in clothing.

Table 1: Basic items of brand positioning

Investigation and analysis of children's wear market

Brand product personality positioning planning

Logo design, brand acquisition and registration

Brand instruction design (clothing series application)

Brief introduction of brand enterprises and positioning of copywriting

Second, the brand graphic image design promotion

Brand image positioning refers to the personality style of enterprise brand which is different from other similar products (or services) in the eyes of consumers, and it is the basic symbol of enterprise uniqueness and irreplaceability. Different brand images are suitable for different consumer groups. The positioning strategy of brand image will determine what kind of competitiveness you gain in what kind of group.

Foreign enterprises have compared "image power" with manpower, material resources and financial resources, calling it the fourth resource of enterprise management, and "image power" is a new force recognized in 2 1 century. Enterprises must establish a good image among the public in order to attract consumers to buy goods. Therefore, once the competitive advantage is selected, the enterprise must convey the brand positioning to consumers through a series of propaganda means, so that consumers can know, understand, be familiar with and recognize the brand positioning of the enterprise, thus leaving a deep impression on consumers.

Table 2: Basic Projects of Brand Image Promotion Design

Shooting Design of Seasonal Product Album

X-frame design, flag hanging and poster series design of seasonal image films.

Image advertising, promotion and design of outdoor advertising signs

Market customer light box advertisement

Advertise in media magazines and newspapers

Design of TV Advertisement Shooting Scheme

Third, the brand space image design and promotion

The design of terminal store is ultimately the marketing of terminal store. Different children's wear brands have different images and cultural orientations. Store terminals should be designed according to the brand's personality, which can well express the brand's terminal image style.

Table 3: Basic Items of Brand Space Image Design

Door head design of a brand store

Prop design of brand product monopoly

Design of brand SI promotion standard manual

B company appearance image design

Design of image wall and reception area inside the company

Design and layout of company exhibition hall and window

Fourth, brand visual merchandising design.

This is an era when design creates benefits. In children's wear industry, design is productivity, creating business miracles. The visual image design of the brand can make the brand have the conditions to express the brand connotation intuitively and accurately. The key of visual recognition lies in understanding the brand personality and shaping the unique brand beauty, thus improving the added value of the brand.

VI is the form of brand. The design of professional VI visual identification system has the characteristics of identifiability (unique personality and visual impact), consistency (the concept conveyed is consistent with the core concept of the brand, and the image sense of brand visual application is consistent) and artistry (not just a pattern design, but a symbol with commercial value and artistic appreciation value), which makes the unified brand image more deeply rooted in people's hearts.

Brand operation itself is a large-scale and intensive operation. Developed children's wear brands should implement large-scale and intensive management when implementing brand strategy. In fact, when the newly developed brand enters the introduction period, it can be upgraded to chain operation. Under the support of brand connotation, giving the brand a unique legend is conducive to reaching word of mouth with target consumers and winning their preference and loyalty to the brand. The introduction and implementation of a series of franchise policies can not only increase the market share of products, but also greatly affect the penetration rate of brands and expand their popularity.

Once the children's wear brand is developed, it must be launched at the fastest speed. Because now is the information age, the fastest joint operation can be realized through the expressway. First, the newly developed brand can be launched quickly, which can not only quickly enter the introduction period of new product promotion, promote marketing and expand the market, but also save a lot of necessary advertising investment. Second, the new product information on the Internet can seek the most extensive trading partners. The more trading partners you seek, the deeper the degree of joint marketing and the greater the effect. Thirdly, with the popularization of information network, online shopping will become the best channel for sales, which in turn becomes the most direct component of combined marketing. Therefore, children's wear enterprises must use information network to implement brand strategy.

Brand management is the guarantee for the establishment of excellent brands, and it constructs an implementation framework for the establishment of brands. Brand contains rich content, which involves the effective use of various resources. Therefore, it is necessary to plan the implementation of brand strategy, provide norms in organizational forms and implementation methods, so that the brand strategy of enterprises can be implemented correctly, thus ensuring the realization of brand value.

Table 4: Basic Projects of Brand visual merchandising Design

Brand joining and legendary manual design

Design of brand image management manual

Brand Website Image Construction Design

Positioning design of brand standard VI manual

Enterprise dynamics, copywriting planning and promotion, website update content release

V. Brand promotion activities and product ordering meeting design

Any product or service is doomed to lose its viability in a short time if it is only famous and lacks reputation. Regrettably, our children's wear enterprises, for the benefit of short-term development and the pursuit of rapid expansion, often focus on advertising to gain popularity, rather than spending money and energy to cultivate word of mouth. The consequences of doing so are very dangerous. Once mature enterprises and brands join the market, only well-known enterprises have weak market competitiveness.

Table 5: Basic items of brand promotion activities and product ordering meeting design

This season's product series design theme introduction style manual

Terminal description PPT demonstration of new brand image promotion training

Program arrangement, design, planning, schedule, venue, content, budget and gift preparation of the product ordering meeting.

Design and layout of venues, hotels, meeting arrangements and publicity.

Product showroom layout display, making sample clothes manual.

Invite lecturers or arrange model performances.

Presenter, General Manager and Marketing Policy Explanatory Manuscript Design

Establish archives, photos and video materials of the fair.

Six, brand style children's wear product series design

The scientific concept of children's wear consumption and design is to regard children's wear as an important means of children's survival, protection and development, and to combine it with beautifying society. It is wise to strengthen the key link of children's wear design and launch children's wear that reflects the personality of the target consumer group in time. Generally speaking, brand children's wear enterprises have their own children's wear designers, but the target consumers have higher and higher requirements for children's wear styles and patterns, forcing enterprises to continuously increase investment in product design. They are not satisfied with the internal design research and development, and seek foreign aid one after another. Professional children's wear brand design institutions provide them with a platform, cooperate with high-level designers, and fill the defects in their own design for enterprises.

Table 6: Basic Items of Children's Wear Product Design

Product design of single product or single product series children's wear

Planning and design of brand children's wear products throughout the season

Annual brand product series planning, design and research and development