How to create a brand

Directory section 1: design brand structure 1, and define the company mission. 2. positioning. 3. consider the problem from the customer's point of view. 4. Design slogans. 5. Determine the basic model framework. 6. Ask employees to cooperate in order to achieve the ideal brand effect. Part II: Establish customer loyalty to products or services and ensure high-quality products and services. 2. Investigate to understand the customer's needs. 3. Do competitiveness analysis. 4. Talk to customers. The third part: promote the brand 1 and design the marketing plan. 2. Access to social media. 3. Design an eye-catching homepage. 4. Go deep into the masses. Successful brand promotion is the key to defeat competitors and build customer loyalty to products and services. Brands are usually created based on the company's mission, after fully understanding the customer's needs, and exerting the imagination of all parties. To create a brand, you should first consider what is unique and bright about this company. Then, design trademarks and slogans that can show the company's spiritual culture and vigorously promote your brand.

Part 1: design brand model

1, a clear understanding of the company's mission. What kind of quality products and customer experience do you want to provide to your customers? What are your values? Before designing the brand structure, you must have a clear picture of the company's development in front of you. The pictures are based on the company's mission and purpose. Therefore, you can think about the following questions to help you clearly and further understand the mission of the company: Why did you set up this company?

What's your goal?

Who do you want to serve?

What's the difference between your company and other peer companies?

2. positioning. The design of a brand should be vivid and capture people's hearts, just like a living person, so that customers can feel trustworthy when they see it, and they can buy and use it with confidence. A good brand effect is to let customers recognize your trademark pattern at a glance among thousands of similar products or services, and then choose you without hesitation. With the mission of the company, what is the core culture and the company image to be displayed? What kind of graphic design can better reflect these key company elements? The design concept of the product is to relive youth, taste brand-new life experience and start an adventure trip. So you can add elements similar to tickets to the brand model. Some well-known food brands, such as cereal bars and fruit juice, usually consider this pattern element.

The product concept hopes to convey cool colors and make customers feel that they are in a unique club. Exquisite metal elements can be added to brand patterns. Some fashion coat brands and Apple brands have applied such elements.

In addition, patterns can convey a sense of reliability and high quality. For example, if you design a brand of tires or a law firm, you can consider adding such a factor.

It can also create a feeling of nostalgia. The pattern reminds customers of their carefree childhood.

3. consider the problem from the customer's point of view. Why do you want to buy a product? Why did you choose a brand? Help you conceive your own brand by asking yourself and answering questions. What kind of feeling does the customer want to experience through the product? Your brand will create this feeling. They want to make themselves look more authoritative through products? More responsible? More considerate? Smarter? More unique? Find the right position and provide customers with the desired experience from the aspects of product design, packaging, color and marketing means. Basically, you have to consider who you want to cover. Who are your potential customers? What do they like to hear or see among other brands they like?

Whenever someone hears your brand name, they should see a series of pictures, feelings and even story lines, which are all aspects of the company that they value.

4. Design slogans. Choose eye-catching advertising language, or a few keywords, as advertising language. Slogans should be closely related to the company's mission, and should be easy to remember, catchy and easy for customers to pass on from mouth to mouth, and can be recognized immediately when they are heard or seen the second time. Advertising language should not only be printed on the packaging of products, but also appear repeatedly in marketing advertisements. In addition, when discussing cooperation or face-to-face marketing with customers, the advertising language should also be mentioned repeatedly. Slogan words should be as concise as possible, in line with the trend of the times and easy to remember. The advertising word "ThinkDifferent" used by Apple from the late 1990s to the early 20th century is a good example. This advertisement is short and pithy, with unique connotation, which is easy to arouse people's thinking and discussion. Only two words have become very effective slogans.

Any brand-related packaging, web pages, brochures, etc. Use the same slogan or language with similar colors. For example, if you want to build a reliable product with traditional characteristics, you can use a little formal language to convey a serious and rigorous feeling to your customers.

5. Determine the basic model framework. The logo should be consistent with the company's mission and slogan. Does the product focus on fashion? Still interesting? Still colorful? Still a classic? Because trademarks will appear anywhere related to products or services (such as brochures, websites, product packaging, offices, etc.). ), it is very important to determine the tone of the trademark. Trademarks help to stabilize the company's image in the eyes of consumers. When people see the tick marks, they think of the Nike brand. Your trademark will be used and appear frequently, so it is important to ask experts to design a trademark that will not be out of date.

The color of the trademark should also match the tone. The color of the trademark should be a common color so that your trademark can attract attention. Successful cases include McDonald's gold and red, Google's red, yellow, green and blue combination, and wikiHow's green and white combination.

Trademarks should be concise and easy to remember and identify. Simple at the same time, it is best to be unique.

After designing the trademark and advertising language, you should register with the relevant departments and get legal protection.

6. Ask employees to cooperate in order to achieve the ideal brand effect. Tell employees the importance of brand, the main connotation of company brand and how you want them to help. Only the active cooperation of employees can ultimately promote the establishment of the brand. Remember, the sales of company products are directly related to the brand effect. The clothing, words and deeds of employees directly affect the brand's impression in consumers' minds.

On the other hand, employees also have their own views and suggestions on the growth of the company, because they are the people who contact consumers at the grassroots level. Ask employees about brand design and actively adopt their opinions.

Part II: Establish customer loyalty to products or services.

1, to ensure quality products and services. If the advertising is well done, but the product quality is not as good as advertised at all, you will not have a stable user base and your brand will not be established. But if your product is really as good as advertised, you can gain the trust of users. After word of mouth, your brand will be recognized. For example, your company's new drink, chrysanthemum lemon juice, is the most refreshing product on the market, but customers will not have this effect after tasting it, but will make people sleepy. Then, you have to reposition the features of the product to make it consistent with the customer experience.

The business model and production process should be as transparent as possible, so that customers can feel that their understanding of the brand is as clear and thorough as their old friends. Let customers see your production process, what parts of the production cost include, what your focus is, and so on. Your technology or product is not necessarily the best, but the information must be true, and you are working hard in a better direction. With the trust in the brand, you will be loyal to the brand.

2. Investigate to understand the customer's needs. What are the characteristics of the age, gender and geographical distribution of the main customer groups of the product? The results of the survey may open your eyes. Investigating customers' opinions or suggestions on the brand will be of great help to enhance the brand effect. Select typical samples and let customers try the products. And record their feelings before and after use.

Product design for a specific user group may be more popular than products suitable for all customers. For example, after investigation, it is found that middle school boys like to buy your assorted snacks best, so you can design your brand to be more targeted and more attractive to middle school boys.

3. Do competitiveness analysis. Investigate what the products of other companies in the same industry are like and what you want to do is different. And your brand design should focus on differences. Highlighting differences and advantages can make your brand stand out among many similar products, rather than being buried in the crowd. After investigation, it is found that similar products have seized most of the market. But don't be discouraged, your outstanding advantages will attract different customer groups.

Through investigation, it is found that the market is basically divided, so we can consider changing the design direction of products to serve people. Then the brand design should be adjusted accordingly.

4. Talk to customers. It is very important to talk to customers who buy your products. Through communication, we can not only get valuable feedback information, promote the further improvement of the company and products, but also help customers understand the connotation of the company and brand. In the process of communication, we should always keep brand values in mind and reflect them in words and deeds. We should also leave enough feedback and inquiry time for customers, so that customers can feel respect and trust in the brand. Respond to customer feedback in time. When you receive a customer complaint, you should first listen patiently and then solve the problem in time.

Don't reply to the customer's mail through the mailbox auto-answer setting. The management of a company should be as humane as possible. The reply to each customer email is different, so that customers can feel your enthusiasm and sincerity.

Part III: Brand promotion

1, design marketing plan. The ultimate goal of marketing is to make your trademark appear in public as much as possible and be recognized by as many people as possible. Depending on the nature of the product or service, you can market the brand in various ways, such as the Internet, newspapers and magazines. Print brand patterns and advertisements on all physical materials such as packaging, peripheral products and brochures. , and publish them on the home page of the network. Be bold and use all means to promote your brand, so that everyone can see your brand.

There are also some unconventional publicity channels, such as radio stations, staff uniforms, office supplies (such as paper towels or fountain pens) and so on. These publicity methods are not expensive, but the effect is not bad.

Look for opportunities to promote brands in local newspapers, TV stations or well-known microblogs.

2. Access to social media. Nowadays, social media is a very good way to promote brands. Register an account on well-known social media and update your brand, products and company information regularly. Information writing should be attractive and try to publish relevant information that customers are interested in. For example, if you are a tourism brand company, you posted a beautiful tourist landscape map on your website with the words: "The countdown to summer vacation is about to be liberated! Where do you want to travel this year? "

Don't spamming information. Don't constantly update your product information or send it to people who are not interested, otherwise it will only be ruthlessly deleted. Give customers the feeling of sincere dialogue, not like a gushing and boastful car salesman.

3. Design an eye-catching homepage. This is an era of social media, so building a good official website is very important for building a brand. Of course, it is understandable that you focus on traditional media, but if you don't even have a home page, customers will think that you are old and can't interact effectively with customers. You can ask a professional website company to design a website, or you can make your own website through online templates, but it must be beautiful and eye-catching. The content of the website should at least include the origin of the brand, company address, store address, business hours, contact information and so on. Website is an effective way to publicize brand stories. Usually, the brand is promoted by telling stories, which can make customers integrate into the story and then be infected by the story. So the content of the story needs to be closely related to the customer's life, but the brand has far-reaching significance, so that customers can better integrate. Write the brand story under the column of "About" or "Introduction" on the webpage, and print the story in the publicity materials.

For example, the brand story of Microsoft, founded in 1980s and 1990s, is to become a leader in the software industry and lead the industry to produce higher quality products. This brand spirit will arouse the cry of gay customers, and then they will be willing to buy Microsoft products.

4. Go deep into the masses. Go into the community and introduce your brand face to face with customers. Organize activities or participate in related activities, volunteer and be active. This is an effective way to let customers and potential customers know more about your brand. The flea market and some community activities held during the day are good publicity occasions. You can set up an information desk and distribute brochures. Take advantage of this opportunity to seize potential consumers.

Donation and sponsorship are another good way to build a brand. You can sponsor the community to run a kindergarten, or build a playground to improve the visibility in the community.

Tips: Be unconventional, pursue innovation, work hard, win-win cooperation and keep pace with the times.

Learn from other brands. Here is not to advocate counterfeiting other brands, but to learn as a reference. For example, you want to build a brand of cosmetics, but because you just entered the business and have no experience, you can refer to some well-known cosmetics brands, such as L 'Oré al and Maybelline. The reason why they have today's popularity must be worth learning from their peers in many aspects, such as their marketing model and advertising strategy. You can get inspiration from these big names.