In the Internet age, let users help you build and promote your brand
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People of different eras created big brands that belonged to that era. If the brand itself cannot evolve with the change of generations. It will eventually be abandoned by the new era. Therefore, in the Internet age, we must build a representative brand that belongs to our great era. The Internet era is an era of different opinions and unique experiences. Each era has its own way and method of building brands. The Internet era has given us a common opportunity. In such an era, how should entrepreneurs quickly build brands? Knowledge overview of the brand What exactly is a brand? If you want to build a good brand, you must understand what a brand is. So what exactly is a brand? Philip Kotler, a famous American marketing scholar and known as the "Father of Modern Marketing", defines a brand as follows: "A brand is a name, term, mark, symbol or design, or a combination of them, used to identify the products or services of a seller or a group of sellers and to distinguish them from those of competitors." Modern brand theory believes that brand is a consumer-centric concept. Without consumers, there would be no brand. The word “brand” comes from the Old Norse word brandr, which means “to brand”. It vividly expresses the meaning of brand - “how to leave a brand in the minds of consumers?”. And this mark is the consumer's feeling. Therefore, we can conclude that a brand is the sum of what consumers go through and experience. Simply put, your brand is what people say about you privately. This evaluation, when reflected on the brand owner, is an intangible asset that brings premium and adds value to the owner. The source of added value comes from the impression and feeling of the brand carrier itself formed in the minds of consumers. Differences between brand-related definitions When talking about brands, we have to talk about a series of nouns related to brands, including products, trademarks, famous brands, culture, and marketing. These five nouns are inseparable from the brand, but none of them can constitute a brand alone. They are somewhat different in themselves. Brand development and value The development of a brand is from sales promotion to marketing and then to branding. This is a derivative process. The value of a brand is reflected in the functionality and emotionality of the product. The functionality of a product refers to the attributes of the product. For example, for washing and shampooing products, consumers are more concerned about the efficacy of the product. Therefore, most of these brands have chosen functional brand core values, such as BAWANG shampoo’s “medicated anti-dandruff” and Tide’s “clean collar, stain-free sleeves”. The emotionality of a product refers to the emotional resonance it creates with users, such as BMW’s “driving pleasure”, Omega watches’ “represent achievement and perfection”, Remy Martin XO’s “good things will come naturally when Remy Martin is opened”, and Rolex’s interpretation of the brand connotation of “dignity, achievement, and elegance”. So, which model is the best for brand core value? This is mainly based on the principle of whether the brand's core value can have the greatest appeal to the target consumer group and differentiate itself from competing brands. Misconceptions about brand building Many people do not know where the misunderstandings of brands lie, so they take many detours when building brands. If we want to understand the misunderstandings of brands, we must analyze the current situation of brands. Many entrepreneurs think that branding is just giving it a nice name and finding well-known celebrities to shoot commercials, but this is only a marketing strategy and is not enough to build a brand. There are also some entrepreneurs who have brand awareness but lack long-term strategic vision. If they cannot carry out scientific brand strategy planning around the core value of the brand, they are very likely to end up being the leader for only a few years. Finally, many companies pay more attention to sales than to brand, but a temporary hot sales situation does not mean the brand will increase in value. Sales volume is only one indicator of a company's survival status; brand value is the lifeblood of a company. So the misunderstanding about branding is that branding is not just about sales, nor is it about blindly advertising. It does not require strong capital, nor does it require long-term cultivation. It is also not about sales. A true brand is actually about resonating with consumers, keeping abreast of consumers’ minds, and following up on them. Social changes lead to changes in people's needs Now that we have found the key to building a brand, we must go to the root of the problem. People in the Internet age are complex and wrong. So how can we attract the attention of people in this era? We must trace back to what this generation needs. In the past (the Cultural Revolution and the reform and opening-up era, when thinking was constrained and concepts were outdated), people had a shallow awareness of brands and were often the ones who chose brands. But in the 21st century, in the age of only children and the Internet, the education and ideas they receive have changed from the old ideas. They have a strong brand awareness and brands are in the selection stage. So how can we make our brands chosen by more people? We need to understand their needs, grasp their trends, hobbies and so on. However, every era has its own brands, and the development of brands is becoming more and more humanized. From the period of realism to the period of displayism, and then to today's period of sensualism, every leap of the brand brings it closer to us and more intimate with us. However, different times create different people. People of different eras created big brands that belonged to that era. If the brand itself cannot evolve with the change of generations. It will eventually be abandoned by the new era. Therefore, in the Internet age, we must build a representative brand that belongs to our great era. The importance of brand in the Internet age Why are brands becoming more and more important? Because social changes have brought about changes in people's needs. Contemporary people have experienced a transition from material scarcity to material abundance, and from information blockade to information freedom. More product choices and more information access have caused business competition to move away from competition within the products themselves and transformed it into a comprehensive competition of products, information, experience, and quality. And this complex is the brand! What problem does the brand solve for us? The brand solves the problem of communication with consumers. It allows users to get the brand's value and good reputation from the brand's information, experience, and quality, thereby achieving communication and resonance with users, allowing more consumers to choose it willingly. What is the role of brand? The main purpose of a brand is to meet a person's needs, and then it can be associated with the demand. For example, if you want to eat, then eating is your need, and what to eat is a category choice. For example, eating hot pot may not have been popular in the last century when brand awareness was not strong. But in the Internet era, when brands are rampant, when we want to eat hot pot, you have a choice in your mind at this time, should we go to Haidilao? Or go to Banu? The role of a brand is to make users think of you when they have needs! Increase your purchasing opportunities! What kind of brands do consumers need in the Internet age? In the Internet age, the brands we need are closely related to consumers, so we must grasp the needs of consumers and their characteristics. For example, most people in the Internet age are born after 1990, so they are the core force of brand purchasing. What are their characteristics? They like to play, stay at home, and do things for convenience. Taobao, Ele.me, and Alipay have seized on this characteristic and have become unstoppable. In addition to this characteristic, the post-90s generation is a group of young people who pursue fashion, technology, quality, and happiness. This is why there are successful cases of brands such as Xiaomi, Rio Cocktail, and ZaRa. Therefore, grasping the middle force of this era and understanding their characteristics and needs is a big step for the success of your brand. The brand is not the logo, slogan, corporate culture, product packaging... but a combination of them. Brands are not empty, they can solve problems, especially in this era. Internet and Brand The Internet Creates New Branding Opportunities The Internet has created new opportunities for brands through changes in the times, environment, people, and demands. In this era, everyone is fair and equal, everyone has a say, and everyone is free to choose the quality of brands. Brands belonging to the previous generation will eventually be abandoned by consumers of this generation! And create new brands! Therefore, this era is the best era for brand building. The Internet has created a more direct connection between consumers and brands Traditional brands reach consumers through agents, distributors and stores, but in the Internet era, they reach consumers directly through the Internet, making it faster and more convenient. I believe I don't need to explain too much about the difference between traditional media and mobile Internet . You already fully understand it. In traditional media, information dissemination is slow and the scope of dissemination is small. In the Internet era, information dissemination is not only fast, but its scope of dissemination has greatly increased. The emergence of the Internet has changed the way information is disseminated, making it more widespread, more efficient and less costly. Especially with the emergence of mobile Internet , the interaction between people and information has become extremely close. The Internet has created these brand myths There are many brands that have created miracles in the Internet age, such as Alibaba , whose annual transaction volume exceeds 3 trillion yuan! Alibaba used 8,000 employees in 13 years to accomplish what Walmart took 2.3 million people, about 11,000 stores, and 54 years to accomplish! For example, in five years, Ele.me has expanded its business to more than 300 cities, with more than 50 million users, nearly 500,000 franchised restaurants, and daily transaction volume exceeding 100 million yuan. And Didi Chuxing’s valuation is 25 billion yuan in three years! It has changed the traditional way of taking taxis and established and cultivated a modern travel method for users in the era of mobile Internet. The Internet has created new brand opportunities and made brand communication more efficient and convenient. And has created a large number of brand myths! Facts have proved that brand is more important in the Internet age! Brand building and communication in the Internet era Having talked about brands and consumer needs in the Internet era, how do we do it? How to build a brand in the Internet age? Here are some suggestions: People who understand the Internet age It is crucial to know what people in the Internet age are like and how to attract their attention and make them choose you. Most people in the Internet age are playful and hedonistic, born in front of computers, and grow up on the Internet... In view of this characteristic, we need to prescribe the right medicine for them, and we have to use drastic measures. Find your users - Positioning After understanding the characteristics of people on the Internet, you need to find your customer positioning among this group of people. From the perspective of your product, you need to find and identify which groups your product is aimed at. After comparing your product's age, preference and needs one by one, you can discover your target users and establish a lasting battlefield. Make your brand relevant to your users 1. Know your users Through detailed analysis and exploration, you can understand your users and even become like them! After you find your users. It is necessary to conduct a more detailed analysis and exploration of the characteristics, pursuits, habits, etc. of this ethnic group. Only in this way can you find out what they like! 2. Product innovation Adjust your product according to your user needs to make it meet their needs. The functional value of a brand is mainly reflected in its products. If you can’t meet user needs, your brand will undoubtedly not be successful. The habits of users in the Internet era: simple, convenient, fast and affordable. Your product should satisfy these habits. And continue to optimize your product based on the analysis of your target users. 3. Image design According to psychologists, 85% of people's information comes from vision. And the user only leaves you 3.8 seconds. As a commercial form of art, visual design inherits the appeal of art. Good visuals can quickly make users interested in a brand, or even make them fall in love with the brand. And then complete the first relationship with the user within 3.8 seconds. 4. Collect user feedback Publish content that integrates into the customer context and uses creativity to create content that users will like! Content marketing is one of the core concepts in Internet marketing with attitude. It was first proposed by Dianjing Online. Internet marketing with attitude includes four Internet marketing concepts: precision marketing, full-network marketing, content marketing, and attitude marketing. 5. Interact with users Brands should always interact with users to keep the brand fresh. The emergence of social marketing media (Weibo, WeChat , etc.) and interactive tools (H5, etc.) has made it easier and more frequent for brands to interact with users. In this era, if you cannot maintain interaction with users, you are likely to be quickly forgotten by them. And good interaction can directly drive sales! 6. Release Information User feedback is the main basis for brand adjustments. If you do it well, the brand will have its own user database! Reflect on: Are your main users the ones you targeted at the beginning? Are your users satisfied with your product? Do your users like your brand? Will your users still use you? What suggestions do your users give you? Brands are so complex, we have a clearer theory When building a brand, we must always maintain a clear theory. The process of building a brand is the process of making your products sell better and creating an emotional resonance with your users. Then stimulate consumers' purchasing needs, and at the same time make your products fall in love with your consumers at first sight, increase consumers' attention, create more purchasing opportunities and promote purchasing needs. This is also what we often call the five forces of brands, namely: brand power, product power, image power, attention, and marketing power. How to do a good job of communication in the Internet era How to do good communication in the Internet era? Here are seven suggestions: 1: Determine the communication theme. Why do users choose you and what are the reasons for choosing you? 2. Choose the platform for publishing, that is, what are the media platforms that consumers pay attention to? Three: Understand the user context, that is, what are some of their buzzwords? 4. Find the hot topics that they are most concerned about; 5. Create and spread creativity. Good creativity will leave a deep impression on people, which is what we mentioned before, the brand in the minds of consumers; 6. Producing and publishing dissemination content means formulating content that complies with the above practices; 7. Interaction. This is very important. Do your users like your product? Results interaction, users are your biggest motivation for progress! Of course, the most important thing is to respect your consumers! Whether it is brand building or brand communication, the most important thing is to respect your consumers! When you do this your brand is successful. Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @Show Irisdeng compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! |
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