What do you think should be paid attention to when hiring a brand image spokesperson?

what do you think should be paid attention to when hiring a brand image spokesperson?

spreading information through spokespersons is an important feature of modern communication. Nowadays, image spokespersons are widely used in many communication fields, such as the image spokespersons of national tourism, enterprises, institutions, industries, activities and products. However, how to find a brand image spokesperson suitable for your own enterprise is not simply a question of finding a "celebrity".

1. Understanding the hazards of the mismatch between spokespersons and corporate brand image

The so-called brand image spokespersons are people hired or shaped by brand strategists, who can make people have a good impression on a certain brand through the association of their popularity, occupation, image, personality and conduct. The mechanism of brand image spokesperson's function is emotional transplantation. The role of brand image spokesman is to arouse brand image association, embody brand personality, cause brand recognition and increase brand rights and interests.

At present, some enterprises despise brand image positioning technology when implementing brand image spokesperson communication, thinking that brand image positioning is to come up with a good sentence; Hiring a spokesperson is looking for a celebrity. As a result, a celebrity was invited at a high price, and the effect could not be achieved, so a new celebrity was invited. So repeated. When some enterprises need to re-employ celebrities for various reasons, the styles before and after are too different to maintain consistency. Some enterprises employ many celebrities with different styles as image spokespersons, and so on. All these will destroy the "cue" that makes the audience associate, thus blurring the brand image in the audience's mind. For example, an IT company thinks that the corporate image is in line with the public's taste and adapts to the changing trend, so it invites all kinds of stars to speak on the stage at a high price, from actors to presidents, from TV hosts to singers from Hong Kong and Taiwan, and even oil painters. The contemporary life, beauty, ugliness and ugliness have all gone up, but the overall brand image of the company has been destroyed.

second, grasp the brand image positioning technology

brand image is the impression left by enterprises in the eyes of the target public after spreading distinctive information. The appeal of brand image spokesperson mainly includes three aspects: let customers be familiar with product functions; Arouse brand image association; Cause brand personality worship. In a decision, there may be three appeal points, or there may be only one or two. However, in an advertisement, the brand image spokesperson cannot express too many demands, otherwise the more demands, the worse the effect. If the appeal of communication is to make customers familiar with product functions, it is unnecessary to consider the image and personality of the brand itself; If the appeal point is to cause brand image association and brand personality worship, it is necessary to find out what brand image and personality should be. What a brand's image should be and how its personality characteristics are related to the positioning of brand image.

brand image positioning is a kind of psychological positioning, which takes customers as the target and determines what kind of competitiveness the brand will gain in what groups. Brand image positioning usually depends on the following aspects: category characteristics, comparative differences of products, brand image basis in the past, relative price, consumer group positioning, consumption habits and usage patterns, consumer group cultural mentality, lifestyle and so on. Through the study of each of the above aspects, we can get the main points of brand image. Brand image positioning is also an important factor in the formation of brand personality, which directly or through advertising media shapes brand image and promotes customers' buying behavior. The essence of brand image positioning is the mental contest between enterprises. Brand image positioning should grasp the following principles: first, the principle of "taking the lead": that is, seize the lead and highlight the first brand image in order to compete for the largest market share; The second is the principle of "novelty"; That is, highlight new products, new features, new technologies and new services, and convey product advantages to potential consumers from a new perspective; The third is the principle of "difference"; That is, it embodies individuality, distinguishes enterprises and enterprise brands from other enterprises and brands, facilitates consumers' identification, and makes self-brand image more prominent against the special background, making it easier to enter consumers' minds; Fourth, the principle of squeezing the gap; That is, to fill the gap in the market, squeeze the gap, make the image of enterprises and brands stand out, and affect the attitude and behavior of consumers.

Third, the selection criteria for determining "brand image spokesperson"

Different demands have different criteria for selecting brand image spokesperson.

(1) mainly introduces the selection criteria of "spokespersons" for product functions.

at this time, the brand image spokesperson mainly appears as a communicator. What he (she) speaks for is not the brand, but the product. Therefore, we must first examine the product characteristics and marketing situation. Such as product technical content, time to market, market size, company's competitive strategic objectives and so on. The second is to examine the personal factors of the spokesperson. Such as popularity, occupation, image, personality, conduct and so on, but mainly consider popularity.

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Thus, it can be divided into three situations:

1. The greater the fame, the better. This standard is applicable to the following situations: the technical content of the product is not high, it is newly listed, the market potential is great, there are not many competitors and they have not adopted the same strategy, and the company hopes to become a market leader. Because the product is novel and there are not many competitors in the market, the product does not need to be distinguished from other products by carefully making marks. Therefore, there is no need to pursue the clarity of brand image and brand personality, and there is no need to pay too much attention to the relevance of spokespersons with brand image and brand personality. When choosing a brand image spokesperson, the main considerations are: the size of popularity; Attraction of external image, sound characteristics and language expression. At this time, the communicator's psychological strategy is: as long as there is fame. At this time, fame caused a sensation effect, not attention. This also explains why many enterprises leap forward and many brands crash from celebrity advertisements. However, this situation is only temporary and cannot last for an enterprise, a product and the whole market. Especially with the increase of competitors, this strategy will soon fail.

2. Just be famous. This standard is applicable to the following situations: the product has low technical content and is newly listed, but its market potential is limited. Because the market is not big, enterprises must consider the cost of inviting spokespersons from an economic perspective. At this time, the communicator's psychological strategy is: celebrities should be invited, but it is not worthwhile to be too famous. Just occupy the market. This also explains why all famous "celebrities" are invited to advertise. Not every product needs the most famous person to be the "spokesperson" at any time.

3. Professionalism+fame. This standard is suitable for the following situations: the product has high technical content, consumers are worried about the stability of technology, the market potential is great, there are not many competitors and the same competitive strategy is not adopted, and the company hopes to become a market leader. At this time, the communicator's psychological strategy is: the greater the fame, the better, but don't be professional. Professionalism is to increase persuasiveness and dispel people's concerns about technical instability. On the premise of professionalism, the field effect of communication is considered. The standard of "professionalism" can be either well-known experts and scholars related to products or well-known "consumers" related to products.

(2) Selection criteria for "spokespersons" who embody brand image.

This kind of spokesperson truly embodies the inner meaning of "brand image spokesperson". At this time, the spokesperson should pay attention to the following points:

1. Examine the public image of the spokesperson. Different from the spokesperson who publicizes the product function, the spokesperson who represents the brand image must have a good public image, that is, he must abide by the law, be moral and have no bad rumors. Public image refers to the cognition and evaluation of an individual's quality, strength and performance in the public. A good public image is the popularity, reputation and lofty position in the public's mind. Good public image is based on good conduct. However, because public image is often formed under the amplification of the media, public image is not the same as personal conduct. Personal conduct is a relatively stable personal psychological characteristic, while the public image is influenced by the media and easily changes. Therefore, the public image of the spokesman should be combined with his conduct. Many international brands are very cautious when choosing spokespersons in China, and enterprises will make a long-term comprehensive inspection of the public image, sense of responsibility and principles of dealing with others. Ms. Pan Hong has been in the film industry for more than 2 years, and can be called the "old" generation among China actors, but the international famous brand-Italian Silier coat has chosen her. The main reason is that when fans agree with her artistic expression, they admire her principles of life. Pan Hong has maintained a good artistic image and personal image for 2 years.

2. Check whether the spokesperson's own factors match the brand image. This is a kind of "emotional transplantation" association. Whether the emotion can be transplanted depends on the process of matching the spokesperson's own factors with the brand image. The specific steps are as follows: first, list the outstanding characteristics of the proposed spokesperson, such as popularity, professional professionalism, image characteristics, personality characteristics and so on; Then play the role of consumers, or hire consumer representatives to associate these factors one by one to see if they can be linked to the brand image. We should pay attention to the correlation between the profession and image of the spokesperson and the product, and the similarity with the brand image. Association should be a natural transition, and there should be no feeling conflict that causes too many differences. In particular, we should pay attention to the close relationship between occupation and product function, so as not to make people feel stiff and far-fetched For example, a screen public image is a farmer's actor, and it is not suitable to be a spokesperson for a brand of scientific and technological products with a brand image of "scientific and technological innovation and leading quality".

3. Check whether the quality of the spokesperson matches the target market. When consumers make purchase decisions, they often ask themselves: "Is this brand suitable for people like me?" The appearance and performance of brand image spokesperson is to answer: this brand is suitable for me, and if you (consumers) like me, it is also suitable for you. Social psychology research shows that people tend to like people who are consistent with their own imagination. The closer the spokesperson image and the core values it represents are to the target market, the easier it is to be recognized by the target market. The combination of Fangtai and Fangtai range hood is an example of the success of the similarity between spokesperson image and brand image. Fang Tai is a famous host of family life program, and the product is a necessary range hood in family kitchen. It is more convincing for Fang Tai to be the spokesperson of the product.

(III) Selection criteria of "spokespersons" embodying brand personality Brand personality is a personalized personality and a higher realm of brand image. Communication based on brand personality is a higher-level communication, and it is also a form of communication in a more intense market competition environment. Choosing a personalized spokesperson should not only examine whether the spokesperson's public image and his own quality are in line with the brand image and target market, but also examine whether the spokesperson's personality is in line with the brand personality.

the spokesperson's personality must have a high consistency with the personalized personality of the product. This harmony makes the connection between products and spokespersons more obvious, and this connection should not make consumers think too hard, but should be a natural transition At this time, the spokesperson became a veritable spokesperson. Therefore, the criteria for selecting spokespersons are more stringent.

It should be noted that the personality of the spokesperson to be selected refers to the personality magnified by the media, which is different from its real personality. In life, everyone has his own personality, and his personality is distinct, but the personality characteristics of public figures under the gaze of the media are complicated. Some people's personalities are particularly vivid, while others are good (or bad) faces with thousands of people. It is rare that the prominent personality of public figures coincides with the distinctive personality of the brand. Therefore, not all celebrities can be spokespersons of corporate brand personality. If the screening is not strict, it will cause Lenovo to fail and alienate the brand personality. Pepsi-Cola is a successful example of how to explore the internal consistency between brand personality and celebrity personality. Michael Jackson, invited by Pepsi, is not addicted to alcohol and tobacco, has strong family values, and has devout religious beliefs. For him, modern things such as cars and computers are meaningless, and alcohol and tobacco do not conform to religious concepts. He needs to be accompanied by harmless, energetic and young things. This is consistent with the product personality advocated by Pepsi. Michael Jackson's MTV has a shocking feeling. His songs and dances are full of youthful dynamics and vitality, and people can't help but want to dance along. This kind of image is just in line with the dynamic image that Pepsi needs, which can give Pepsi new connotation and enable a new generation of consumers to keep up with the pace of Pepsi's new generation.