What exactly does the brand department do? What's a brand man's day like?

I am a brand owner who has been in the business for five years, and I am a master of new communication for six years. Media &; 4A' s internship experience. After graduation, he successfully entered a good enterprise of Party A, which opened the way for the brand's career development.

So, what is a brand? Only by grasping the essence of brand can we lead to solve brand problems and become excellent brand people. Just like there is a line in the movie Godfather: Those who spend half a second to see through the essence and those who spend their whole lives unable to see clearly are doomed to completely different fates.

We can try to define a brand with these two basic attributes: "Brand is a tool to distinguish products from services; Affect the target user's choice tendency and change the purchase behavior. "

For example, you need to change a mobile phone. Your friend told you that Huawei mobile phone is good. Then in this case, "change" is the demand, "mobile phone" is the category, and "Huawei" is the brand.

When users have a certain category demand, they can immediately think of and lock the brand. This is the brand people want to build for it.

Then, what is the day's work of the brand leader when the company sets up the brand department?

1. What is the brand department?

The brand department of a company often undertakes the responsibility of promoting the brand, shaping the brand influence, enhancing the added value of the company's products and services, and then helping the company to make profits.

So what exactly is the job? Mainly can be divided into three categories:

1) brand building

Including brand positioning, strategic planning, system construction strategy, etc. For example, choose industry track and business model, and study favorable policies; Formulate brand vision and mission, build brand VI and so on.

2) Brand management

Including product positioning, competing product analysis, user management, platform construction, public opinion monitoring, etc. For example, the creation of product matrix; User portrait analysis and new customer drainage strategy formulation; Product description, official website, WeChat official account platform, video number, etc.

3) Brand communication

Including public relations, advertising, cross-border cooperation, resource replacement and so on. For example, using various means of information acquisition to routinely convey brand information; Crisis public relations in case of serious customer complaints or malicious slander; Consumers conduct brand promotion based on their own brand positioning; Brand marketing based on product selling points and creative points.

2. What is the brand day like?

Go to the company at 9: 00, open some brand websites and official WeChat accounts, check hot marketing events, learn new creative points, and get to know some latest and hottest news headlines.

Check the email at 9: 30 and list the key follow-up items today. Then communicate with each business line in the early stage to help the business through the brand.

10: 00 Check the operation data of relevant media matrix and analyze the communication effect.

/kloc-0: 0: 30 Meeting with advertising companies to communicate brand strategy and communication rhythm for recent major brand events or activity plans; And communicate and follow up this week's posters, manuscripts and small videos.

12: 00 have lunch with colleagues from other departments, learn more about the business progress and needs of different departments, and think about giving support from the brand perspective.

13: 30 Visit customers as scheduled or promote the implementation of the plan or follow up the implementation at the event site. Sometimes I will visit other companies' projects or organize offline activities.

16: 00 Media launch, live broadcast, KOL selection, etc. And follow up related matters.

17: 00 Prepare the brand daily newspaper and check the industry-related information.

/kloc-get off work at 0/8: 00 and have dinner with peers or cross-industry brands and media people.

Finally, some suggestions for you who want to join this brand:

1, pay more attention

Pay more attention to brand advertising WeChat official account and website, constantly broaden your horizons and find more good ideas, inspirations and ideas. Including Brand Planet, Social Beta, Digital English, advertising door and Meihua. Com, TOPYS top creativity, Madison: marketing industry consultation, work cases, opinions and opinions, petal net and new studio.

Pay more attention to cross-departmental business needs. In order to keep the project progressing steadily, we must have good project management ability. The process of cross-departmental project management includes process control, organization and coordination, task decomposition, report and summary, etc.

Step 2 learn more

Thinking learning: strategic thinking, business thinking and communication thinking; Through the analysis and disassembly of well-known brand marketing cases, we will continuously improve our cognition and brand thinking; At the same time, it is the ability of brand marketers to analyze based on big data and discover new opportunities and insights from the data.

Skills learning: know a little about design, can draw pictures, have aesthetics, and can make posters; Know something about video editing. In the era of short video, video editing and communication are the skills that brand people must master.

Step 3 think more

It is an important work in brand marketing to formulate the brand's annual strategy and marketing plan, so that the project can land according to the marketing plan and rhythm. Therefore, to be a brand, you need to have the creativity and planning ability to export complete cases, the ability to promote the integration and implementation of project resources, and the ability to monitor the effect and re-launch later. Through continuous thinking, summing up, launching and promoting, you will become a brand master.