How to promote your own small brand?

When implementing brand communication, enterprises should first solve the problem of brand positioning, or define the core value and connotation of their own brands, and then straighten out the direction and objectives of communication. Only when the core of the brand is determined, the functions of each contact of the brand can be consistent at the strategic level, and the tools such as public relations, promotion, vision and slogans can be unified into a harmonious communication tonality, so that the visual contact can play its due role in communication and detonate the powerful brand power. After Weifang City Commercial Bank changed its name to Weifang Bank, it hired a company in Beijing to reorganize its brand connotation, and accordingly planned the communication theme for the whole year, and then planned a brand-new communication strategy. Facts have proved that one month after the name change, its brand goodwill immediately increased by 25%. In addition, after understanding the core of the brand, it is necessary to determine the goals of each stage of the market and the goals of the communication stage on the basis of a thorough analysis of the current marketing situation. It should be noted that the communication goal here is different from the marketing goal, and the brand communication goal here serves the marketing goal. After solving the problem of enterprise brand positioning, we also need to solve the problem of communication tools. To do a good job in communication and promotion, we must choose the communication and promotion methods, communication tools and communication channels suitable for enterprises, maximize the use of company resources, coordinate all aspects of the company, improve communication efficiency, and transmit the information related to enterprises and products to the target audience as quickly as possible. As we all know, the profit model or financial situation of small and medium-sized enterprises requires that brand communication should not rely too much on advertising, but should first do the basic enterprise communication tools that are most suitable for enterprises, such as corporate propaganda film, corporate brochure, corporate VI, soft text, series of print advertisements, product packaging, terminal visual packaging, corporate official website and so on. After determining the basic enterprise communication tools suitable for enterprises, the combination of communication strategies is the key to the efficiency of brand communication. The marketing expenses of most small and medium-sized enterprises are relatively limited, so it is particularly necessary to seek high returns at low cost. Therefore, enterprises should pay attention to the integration of various modes of communication (such as advertising, public relations, promotion and packaging), so that consumers can get more opportunities for information contact. The application of various modes of communication lies in the power of integration. In the marketing process, we should not use a single mode of communication, but should combine advertising, public relations, promotion, word-of-mouth communication and other modes of communication in an all-round and three-dimensional way. At the same time, only by strengthening the unified cooperation of planning department, marketing department and execution department can we achieve strategic coordination. Generally speaking, modern enterprise communication theory integrated marketing can solve the general communication needs of enterprises. Of course, the situation of enterprises varies widely. In addition to integrated marketing, enterprises can also choose communication methods according to local conditions through various flexible combinations such as public relations, news combination and event marketing combination. This is an innovative era of business communication, and video has become one of the most mainstream and important means of business communication. Due to the complexity of information in modern society, it is especially necessary to use the most effective video means in order to attract people and communicate with them accurately in the shortest time. Therefore, more and more enterprises begin to choose video promos for communication and incorporate them into the basic communication tools of enterprises. It is understood that there are thousands of corporate promotional film service companies in Beijing alone, but most of them are scattered and brave, and the price is cheap, but the service and production strength are not flattering. Generally speaking, most well-made and well-served companies pay attention to strategies, such as Sun Flame, Zhonghui Media, Chang Rong Communication, Zhongshi Jinqiao, Advertising, Future Advertising, Jinjiao, etc. These well-known domestic image service companies are not limited to video production, but provide services for enterprises from video strategy planning, video shooting and production to integrated planning and management of communication channels, which can help enterprises achieve effective communication in a housekeeper way. Zhonghui Media's video tool is said to be cost-effective. The communication of most small and medium-sized enterprises in China is often included in the responsibilities of marketing directors and business owners. However, due to the lack of funds and weak communication concept, corporate communication only pays attention to the immediate effect of enterprises, lacks long-term communication strategic planning, ignores the continuity and unity of corporate brand communication information, and the communication form is single and the communication management is random and chaotic, which not only affects and restricts the market effect of corporate communication, but also causes great waste of corporate resources. Therefore, enterprises should formulate long-term communication strategies according to their own situation and market environment. Because, first, it takes a long time to create a high-value brand, and second, modern people have a huge amount of information, so it is difficult to accept and identify with a brand quickly in a certain period of time. Therefore, maintaining consistent brand strategy and image in all communication stages and activities for a long time is one of the important conditions for brand success. Strengthen the implementation of precision marketing. Because of its unique flexibility, small and medium-sized enterprises can emphasize precise marketing for target groups, such as online word-of-mouth marketing, email marketing, SMS marketing and so on. This way of communication is particularly effective in the short term. Maintain good relations with the government and invest in public service advertisements to impress consumers. For example, in TV stations, radio stations, newspapers and magazines, websites, open-air places and so on. , alone or together with the government to do environmental protection, legal popularization, festivals, celebrations and other aspects of cooperative public service advertising. Sponsor sports, culture and other activities of government and community organizations. Learn to cooperate with different industries. A few years ago, Little Swan and Bilang opened Little Swan Bilang Laundry Room in many colleges and universities, and Bilang recommended the words "Little Swan Washing Machine" on the package. When Little Swan sells, it distributes Bilang washing powder for trial use. This cooperation strategy promotes each other and benefits both sides.