How to make the brand bigger and stronger

For most legitimate enterprises, in a complete sense, business processes such as procurement, production, distribution and sales are being branded intentionally or unintentionally, but some enterprises are doing well and some are doing badly; Only some enterprises know that they are making brands, and some enterprises don't know that they are making brands; It's just that some enterprises are good at branding, and some enterprises are not good at branding, so brands are not so mysterious and sacred. Branding is the daily operation of enterprises. From this perspective, branding is much easier. It seems to be a cliche to do a good job of brand foundation, but in reality, due to the lack of professional talents, the brand road of some brand manufacturing enterprises is really difficult. The talents here are not limited to the marketing department, but all departments of the whole enterprise need excellent talents, such as administrative system, production system, marketing system, logistics system and so on. Because doing a good brand is the result of the efforts of the whole enterprise. Having an excellent talent team is the first step for an enterprise to make a good brand. There are high-quality products. If an enterprise wants to be a good brand, it must first produce high-quality products. What is a high-quality product? That is, products should at least be higher than national standards and industry standards, and meet the needs of consumers. It would be better if they can obtain the relevant international product quality certification. In order to produce high-quality products, enterprises need high-quality awareness and perfect quality management system, as well as scientific and accurate inspection and testing equipment, quality management personnel and professional R&D institutions. If another enterprise has high-quality patented products and unique products, it will be the unique secret for the enterprise to make a good brand, and many enterprises have successfully become the ranks of big brands by virtue of this move. High-quality products are the foundation for enterprises to build good brands. VI with distinctive personality refers to VI design, and to put it bluntly, it is to learn to "package" as a brand. Packaging is not fake, but based on the best visual impact of high-quality products, thus attracting consumers' attention and interest in buying, and accurately distinguishing it from competitive brands. Before designing brand VI, we should position the brand. Brand positioning is to make the product brand occupy a favorable and unique position in consumers' minds, gain an irreplaceable position, fully occupy consumers' minds, influence consumers' purchase decisions, and finally make the product brand become consumers' essential and preferred brand. Here mainly refers to the brand's cognition of target consumers, which is a result that consumers feel, such as brand grade, characteristics, differences and so on. VI design should reflect the brand positioning and meet the requirements of consumers. VI design mainly includes enterprise name, brand name, brand logo, trademark, packaging, standard text, standard color, enterprise modeling, enterprise logo pattern, product brand brochure, enterprise slogan, advertisement, mascot, flag, signboard, logo clothing, window, vehicle appearance, architectural appearance, advertisement and promotional materials, etc. Brand VI design must attract consumers' attention, have an easy-to-remember, pleasant-to-listen brand name, bright colors, individuality and differences, conform to consumers' aesthetic taste, be obviously different from competitive brands, and strive to leave an unforgettable impression on consumers. Brand VI design should be completed by marketing, planning, marketing and other related professional departments. If the enterprise does not have VI design ability, it can complete VI design through a high-level professional creative design enterprise. Enterprises design a series of brand symbols through VI, so that consumers have a clear understanding of the brand, thus establishing a very good brand image in consumers' minds and arousing consumers' strong interest in buying. Rich cultural connotation The so-called cultural connotation is the brand concept (or brand culture), that is, a concept or pursuit that the brand expresses to consumers, which is a higher spiritual realm, such as Haier's brand concept of "always sincere", Disney's brand concept of "enjoying a happy life", Mengniu Group's brand concept of "living only for quality", Kangnai Group's brand concept of "creating oneself" and South Korea's LG Group's "beauty" Consumers will not only stay in the basic functions or services of products, but also enjoy, satisfy, show off and pursue at a deeper level, so that consumers will have a * * * voice in their hearts, which will well influence and unite consumers and win their recognition and loyalty in consumption. In order to put forward a good brand concept, enterprises must do in-depth investigation and study, must gain insight into the thoughts, ideals and pursuits of target consumer groups, must make clear the consumption characteristics, lifestyles and habits of target consumer groups, and the brand concept must cover the vast majority of target consumer groups. As long as the enterprise introduces a good brand concept, the brand will have the vitality, motivation and potential to advance, and make it a trumpeter of brand marketing and the cornerstone of brand foundation. Flexible use of marketing strategies to build a brand does not expect to be effective in one stroke, but requires flexible use of various marketing strategies according to the situation, sometimes using one marketing strategy and sometimes combining multiple marketing strategies. These marketing strategies include: advertising, promotion, public relations marketing, draft marketing, experience marketing, image endorsement and so on. Through these marketing strategies, enterprises fully communicate with consumers, interact closely with consumers, and gradually establish consumers' trust, support and dependence on brands. As for how to use various marketing strategies, it depends entirely on the actual situation of the market, consumers, competitive brands and enterprises themselves, and cannot be generalized. There are two misunderstandings here. Some enterprises think that as long as they advertise, or engage in sales promotion, or choose an image endorsement, they will certainly make a good brand. This is not right. It is possible to make a good brand, but it is not absolutely possible, because it is only a part of the brand, not the whole; Some enterprises look at other enterprises' brands to do better, just follow the gourd painting gourd ladle, and I will do what others do, which is also wrong. At this moment, the successful experience of other enterprises may not be suitable for this enterprise. To be a brand, we should also look at the problem from the perspective of development, respond to the ever-changing market with innovative thinking, flexibly use the latest and traditional marketing strategies, and do a good job in the brand. Standing at the high end, leading the trend and making a brand need foresight. Regardless of products and marketing strategies, brand enterprises should be at the forefront, not only to lead the development of products and industries (such as introducing new products, developing new products, adopting new standards, adopting new technologies, implementing new processes and introducing new equipment, etc.). ); It is also necessary to lead the development of marketing and management (such as innovating marketing methods, using new marketing tools, learning cutting-edge marketing theories, using new management methods, reforming traditional management methods, etc.). ); It is also necessary to lead the consumption trend (for example, brand enterprises should produce better, more fashionable and more practical products for consumers, give consumers more appropriate product prices, provide consumers with better services, and provide consumers with more preferential treatment, etc.). ). Standing at the high end to comprehensively improve the quality of consumers' consumption should be the requirement of enterprises to be brands, the commitment of brand enterprises to consumers, and the magic weapon to make competitive enterprises bow to their knees. To be a brand, enterprises must set high demands on themselves. Only when they have high demands can they stand at the high end, and only when they stand at the high end can they lead the trend. A brand that leads the trend can be regarded as a real brand. Quality service, honesty and trustworthiness to be a brand requires enterprises to implement quality service from beginning to end. The service here refers to the all-round service before, during and after sale, which requires the establishment of optimized service flow, strict service management system, excellent service personnel and standardized service training. This kind of service should be in the hearts of consumers, not just on the surface, slogans and propaganda, but always on the heart and action. Service should advocate humanization and consider the actual situation of consumers. Failure to do a good job in this brand service will bring other troubles to consumers. This kind of service is better than nothing. Let consumers express their gratitude, gratitude and feelings from the heart. This is the real quality service. Good service plays a vital role in establishing a brand for enterprises. Honesty and trustworthiness are the minimum and most basic requirements for building brand enterprises. Enterprises must do a good job to the letter, and they must be consistent with their words and deeds. In fact, consumers recognize and consume brand products, and more importantly, recognize the overall quality of brand enterprises. For example, honesty and trustworthiness can be regarded as the marketing quality of an enterprise. Buying branded products means buying promises, buying reassurance and buying protection for consumers. From this perspective, if an enterprise wants to be a brand, it must first pass the test of honesty and trustworthiness. Only in this way can we meet consumers' most basic consumption needs, be worthy of consumers' evaluation, be worthy of our own conscience, and truly embark on the road of building brands! Brand building is a protracted war. Branding is a systematic project, which is long and arduous. To be a brand, enterprises must unite, persevere and stick to the end in order to win. Whether it is a brand depends on whether consumers consume branded products and whether consumers consume branded products for a long time, that is, whether a product is a brand is the real decision-making power in the hands of consumers. It takes a long and complicated process for consumers to consume products and recognize brands. In this process, consumers have to go through selection, comparison, judgment, purchase, re-selection, re-comparison, re-judgment and re-purchase. After several rounds, consumers can have a relatively complete and accurate impression of a product. If this impression is beautiful and profound, consumers can form the buying habit of the brand products. Thousands of consumers in Qian Qian have also formed consumption habits and consumption dependence on this product, so this product has become a so-called brand product. This process is long and even tortuous. If an enterprise has no patience, perseverance and perseverance, it can't make a good brand. You can't make a brand if you are eager for quick success, opportunistic and change your mind. Only long-term, down-to-earth, persistent, long-term and indomitable can we make a good brand. It is not easy to cherish and maintain innovative brands, and it is even more difficult to retain innovative brands. If an enterprise really wants to make a good brand, it must know how to cherish, maintain and innovate the brand. In the process of building brands, enterprises should always cherish, maintain and innovate brands. If they don't cherish and maintain the brand, the brand will be abandoned, and the huge and arduous efforts to build the brand will be wasted. Maybe it takes many years to be a good brand, but the brand will only be destroyed in an instant, maybe it will be destroyed inadvertently. Therefore, a brand-making enterprise must not take it lightly. Brands will age without innovation, just as people will fall behind if they don't wear clothes that keep up with the times. Aging brands are not competitive, and aging brand consumers will ignore them. Aging brands have no sales power, and the way out for aging brands is to die slowly, which requires enterprises to innovate brands at all times, including products, quality, functions, design, packaging, quality and ideas. Only when enterprises cherish and maintain innovative brands at all times can brands have vigorous vitality! Understanding, respect, gratitude and feedback In the process of brand building, enterprises should learn to understand, respect, thank and give back to consumers. Understanding consumers means understanding consumers' consumption needs and consumption concepts. Respecting consumers means respecting consumers' consumption habits and behaviors, thanking consumers means thanking consumers, and giving back to consumers means "making profits" and rewarding consumers with practical actions. Consumer's consumption behavior is the key to create a brand. If consumers don't consume or participate, there is no way to talk about a brand. Therefore, enterprises should have sincere heart-to-heart talks with consumers with humility, have more interaction and communication with consumers, listen carefully to every consumer's suggestions and opinions, solve their problems in time, and be kind to every consumer. These are the minimum requirements for a brand. Understanding, respect, gratitude and feedback