Brand image theory of three squirrels?

Squirrel itself is petite and lovely, and it is an animal that can easily arouse people's love and association. Its staple food is nuts, which is very consistent with its main business. The name "Three Squirrels" is simple and easy to remember, and it is easy to leave a deep impression on the audience. Three cartoon squirrels are lifelike and have strong affinity and appeal. Visually attract customers, show the brand personality of "Three Squirrels", and at the same time convey the culture and value of "Three Squirrels" and "Happy Slow Food" brands to consumers.

"Three Squirrels" is an original online e-commerce brand rising rapidly from e-commerce, with clear brand positioning and brand communication strategy. The spread of brand culture runs through every link before, during and after sale. Each stage has its own brand purpose, communication channels, digital media communication role and specific marketing methods, which has realized the all-round communication and rapid rise of the brand. This paper intends to study the brand image and brand communication mode of "Three Squirrels", analyze the key factors of e-commerce brand communication, and try to provide reference for the development of e-commerce brand.

Three squirrels; brand dissemination

First, brand positioning

"Three Squirrels" take nuts as the core product, locate in the "forest department", advocate a "slow and happy" lifestyle, and strive to provide healthy and fresh forest food for consumers. As the first online original nut brand, the three squirrels insist on "being the best user experience store in Taobao, China, and looking for the best customer experience in the e-commerce world by improving all aspects such as purchase, interaction and offline experience." In the choice of main products, "Three Squirrels" mainly promoted pecan fruit, and created the concept of "Three Squirrels = Pecan Fruit, and Pecan Fruit = Three Squirrels", which gained great brand influence.

"Three Squirrels" not only based on the "blue ocean" of nuts, but also opposed to the traditional roasted seeds and nuts market, subdivided the nut market into categories and focused on the bagged nut market. The traditional nut market is dominated by bulk cargo, which is characterized by convenient purchase, accidental demand and weak brand. E-commerce brands relying on the Internet have higher requirements for product quality, audience demand and consumer experience.

The target customers of "Three Squirrels" are post-80s and post-90s office workers. In view of the consumption characteristics and demands of this group, "Three Squirrels" positioned its brand as a green and fresh "forest department". This concept represents green, healthy, natural and fresh, which is in line with the consumption concept pursued by office workers in the fast pace of life. Conceptual innovation based on emotion makes customers feel refreshed, greatly enhances customer stickiness and forms a unique brand positioning.

Second, brand image.

Brand image design is the externalization of brand culture and the most intuitive embodiment of brand to consumers. "Three Squirrels", as the first online food brand to create animation color design, has a unique logo and web design. The brand is endorsed by the original cartoon characters "Mouse Cheap", "Mouse Little Beauty" and "Mouse Little Cool", with high affinity, cuteness and fun, which has become the most intuitive display of the "Three Squirrels" brand. Squirrel itself is an animal that can easily arouse people's love and association. Its staple food is nuts, which is very consistent with its main business. The name "Three Squirrels" is simple and easy to remember, and it is easy to leave a deep impression on the audience. Three cartoon squirrels are lifelike and have strong affinity and appeal. Visually attract customers, show the brand personality of "Three Squirrels", and at the same time convey the culture and value of "Three Squirrels" and "Happy Slow Food" brands to consumers.

Brand culture is a profound and rich cultural connotation given to the brand in the process of its creation. The consistent "culture of the rat" of "Three Squirrels" is the best embodiment of its brand values. "Three Squirrels" has a personalized cultural system. Words such as "Squirrel Butler" (finance room), "Mysterious Tree Cave" (utility room) and "Rat Rabbit" (conference room) are posted on the door of the headquarters office. The customer department of the company is called "Global Owner Satisfaction Center" and the customer is called "Squirrel Star Man". This ubiquitous "culture of the rat" penetrated into consumers' hearts through all aspects of pre-sale and after-sale, and formed a wide spread of brand culture.

Third, brand marketing.

The marketing team of "Three Squirrels" has accumulated rich marketing experience in the previous shell, which is not only an excellent sales team, but also a creative packaging team. As the first online original nut brand, "Three Squirrels" uses big data analysis to segment customer groups and conduct precise marketing. The successful shaping of the brand "Three Squirrels" depends not only on the product quality itself, but also on the good reputation established among consumers. "Three Squirrels" chose "Blue Ocean" hickory as their main product in the initial nut market. While enjoying the intimate service provided by "Three Squirrels", consumers will spread these consumption experiences full of "culture of the rat" characteristics to new consumer groups and form new purchasing power.

Culture of the rat is the most distinctive brand culture of Three Squirrels. As the first online original nut brand, "Three Squirrels" relies not only on product quality, but also on brand marketing. The first selling point to attract consumers is not the price, but its branded user experience. "Three Squirrels" adheres to the brand positioning of "the first brand of Internet customer experience" and is committed to creating the ultimate user experience, thus narrowing the distance with consumers.

Fourth, brand communication.

An important factor in the establishment of brand is consumers' cognition of brand. "Three Squirrels" used high-density advertisements in the pre-sale stage to increase brand exposure and form brand imprint. "Three Squirrels" took the lead in defining themselves as a "forest food" brand, and advocated a "slow and happy" lifestyle as a brand promotion feature. At the same time, it sponsored many film and television works such as Ode to Joy, increased the placement of film and television advertisements, and achieved good brand promotion results.

Emotional sales to impress customers is also an important strategy in the sales stage of "Three Squirrels". In the sales process, "Three Squirrels" spread its unique corporate culture, and with exquisite products, customers formed personalized consumption habits, thus enhancing customer viscosity. At the same time, "Three Squirrels" made bold innovations in customer service on the basis of understanding customers' consumption psychology, changing Taobao's previous practice of calling customers "relatives" and "owners", thus establishing a relationship between customers and customer service. This kind of coquetry and lovely, intimate and lovely dialogue marketing brings customers the ultimate shopping experience. In the pleasant shopping experience, consumers can feel and experience the brand culture, and gradually identify with the brand and brand culture, so as to realize the spread and promotion of the brand in the sales stage.

Culture of the rat, the consistent brand of "Three Squirrels", also has its own characteristics in after-sales brand maintenance. The "Meng culture" based on emotional communication, in the process of circulation from menu to order, still maintains vigorous vitality after sales. Increasing customer viscosity and tapping customer potential are the key objectives of this after-sales stage. "Three Squirrels" give each customer a personalized harvest experience. Along with the "mouse box", not only the attached "mouse bag" and unpacking device, but also postcards bearing the brand culture and "letters" of brand gratitude and commitment were presented to customers. These meticulous gifts are a surprise experience for customers and recognition of brand value.

At the same time, various derivative products based on brand culture are also an important way to maintain the brand. These "surroundings" themselves carry the brand culture of "three squirrels", and at the same time, through the spread of brand culture, customers can strengthen their personal emotional preferences, establish brand preferences and promote purchases. At the same time, "customer-oriented" interaction is also an important innovation for "Three Squirrels" to run "culture of the rat" through the after-sales stage and strengthen word of mouth. On the one hand, this innovation makes the products have quality feedback after sale, which is conducive to the improvement of product quality. On the other hand, accepting consumers' feedback also makes the brand image better recognized and understood in customers' minds.