A complete set of brand planning and promotion!

The 21st century is the Internet age. People's use of the Internet is becoming more and more common, and many things can be found directly on the Internet. There are countless websites of all sizes in all walks of life, but only a few of them have become big and strong. Why is that? First, let's analyze these websites. For example, when planning their websites, 58.com, Taobao, Jumei.com, etc., they have asked professional brand design companies to do the full planning of the website brand , which has saved them a lot of detours. Coupled with wise decision-making, market positioning and compliance with domestic market conditions, it is difficult for them not to succeed. Today I will briefly introduce to you the website brand full case planning. Of course, this can also be extended to other aspects.

Brand full case planning ideas:

Corporate brand planning ideas and strategies

Because of its high credibility, large sales volume and high added value, corporate brands can help companies accelerate capital turnover and obtain high profits. Therefore, the corporate brand strategy should be incorporated into the overall corporate strategy. As a part of the corporate strategy, the corporate brand strategy can only exert its overall effect if it is organically combined with the overall corporate strategy. Otherwise, there will be endless regrets.

For example: some companies become complacent after occupying the market, thinking that the emperor's daughter will never have trouble finding a husband, and thus no longer consider product and marketing innovation; some companies break into the market, regard themselves as brands, arbitrarily increase prices and position their products differently from those in the market, and ultimately lose the market; some companies are eager for quick success and instant benefits, and hastily engage in joint ventures and sell brands (using brands for a fee without paying attention to product quality monitoring) in order to expand their scale, which ultimately affects the brand reputation; some companies are reluctant to invest in corporate brands, and when they have achieved scale and increased strength, it is too late to think about corporate brands.

From these negative examples we can see that a company’s brand strategy is long-term, holistic and forward-looking. This requires companies to establish a "brand" consciousness and correct the idea of ​​"creating a brand".

Enterprise product design strategy

A brand trademark must master two basic elements: name positioning and product trademark positioning.

Name positioning:

There are many techniques for name positioning. Whether the corporate brand name can produce a "glance-through" effect, maximize the public's "direct association" and let everyone know the meaning of the brand in just a few seconds, this is one of the basic characteristics of a successful brand in brand marketing. The product positioning of a corporate brand name requires a comprehensive grasp of history, culture, customs, habits, national psychology and modern consciousness.

Product trademark positioning:

In addition to brand name positioning, attention should also be paid to rhythm, visual beauty, deep meaning and personalization. For a new company's new product, the first trademark issue is to do a good job in trademark design and determine the trademark investment. It mainly proposes a cost estimate for the development of new trademarks, including trademark design fees, registration fees, publicity fees, and material costs for designing and using new packaging. If you want to develop an international trademark, you must also study the relevant regulations of various governments and international trademark organizations, and the market conditions that the trademark refers to. That is, we need to understand the degree of market saturation and the situation of competitors, and understand the consumer psychology of each country.

The core of brand full case planning:

A. Target market positioning - consumer-oriented,

B. Consumer experience positioning - guided by the consumer effect produced by product functions.

C. Emotional image positioning - guided by the image change that the product brings to customers.

D. Cultural concept positioning - guided by culture and concepts,

E. Product form positioning - guided by product features.

F. Product function positioning - guided by the product's usage function.

G. Consumer demand positioning - guided by consumer expectations,

Brand planning is both powerful and fragile. It uses various products and functions to bring changes in the product image to customers as a brand orientation.

How to carry out brand planning

1. Brand Naming

Brand naming is an art, and the importance of naming has been mentioned before.

The next step is to plan a brand identity system centered on core values ​​and develop marketing communications that use brand identity to guide all. The brand identification system includes: brand concept identification, product identification, visual identification, temperament identification, behavioral identification, etc. In these identification systems, a brand's corporate philosophy culture, values ​​and mission, brand product quality, characteristics, use, grade, brand product packaging, VI system, film and television advertisements, posters, brand temperament characteristics, brand position in the same industry, brand corporate social responsibility, brand corporate behavior system, employee behavior system, etc. are specifically defined and standardized.

Based on brand research and diagnosis, we refine the core brand values ​​that are highly differentiated, clear, easy to perceive, inclusive, and can touch and infect the inner world of consumers. The core brand value is the main part of the brand assets. It allows consumers to clearly identify and remember the brand's interests and personality, and is the main force that drives consumers to identify with, like, and even fall in love with a brand.

Positioning, maintaining and promoting the core value of a brand has become a consensus among many world-class brands and is the secret to creating a century-old golden signboard.

Many of our domestic brands have almost no positioning of their core brand values. Their marketing strategies are often influenced by tactical goals and deviate from the pursuit of core values. Advertising is very casual, and the themes of their appeals change every month and every year. Although a large amount of marketing and advertising investment can promote product sales, after a few years it was found that brand assets, overall value and brand prestige have not been improved. After a company diversifies its products, it usually extends its brand so that new and old products can share the same well-known brand. At this time, it becomes even more important to manage the core value of the brand.

2. Creation and refinement of brand (corporate) culture

The following principles should be followed to refine the core value of a brand:

1. The core value of a brand should have a distinct personality. In today's society with diversified demands, no one brand can be a panacea. Only highly differentiated and distinctive brand core values ​​can stand out among the crowd and attract consumers at a low cost.

2. The core value of the brand should be able to touch the hearts of consumers. To refine the core value of a brand, we must fully understand consumers’ values, aesthetics, preferences, desires, etc., and touch their hearts.

3. The core value of the brand should be inclusive, laying the groundwork for future brand extension. If as the company develops, the brand needs to be extended, and it is found that the original core brand value cannot accommodate new products, then it will cause huge waste to make drastic changes.

Plan a brand identification system centered on core values. Basic identification and extended identification can make core values ​​concrete and vivid, and make the connection between brand identification and corporate marketing and communication activities operational. Of course, the expression of brand image identification is also diverse, from concept identification to behavioral expression and then to visual terminal expression, but looking at all the expressions, what remains consistent is the main thread behind the concept identification.

When building corporate culture, pay attention to the following issues

1. Corporate culture must be consistent inside and out, and formalism must be avoided. Corporate culture belongs to the category of ideology and should be expressed through the behavior of corporate employees. The construction of corporate culture must first start with the employees' thoughts and ideas, establish correct values, and on this basis form corporate spirit and corporate image to prevent the phenomenon that the connotation of corporate culture is inconsistent with the performance of employees, which will lose the characteristics that corporate culture should have.

2. The construction of corporate culture should highlight its characteristics. Characteristics are an important feature of corporate culture, and corporate culture is formed in the process of corporate organization development. Every enterprise has its own characteristics, and corporate culture construction should make full use of this and build a culture with its own characteristics. Only when a company has its own unique corporate culture and is recognized can the competitive advantage brought by the corporate culture be reflected.

3. Corporate culture cannot ignore economy and efficiency. A company is first and foremost an economic organization, and corporate culture is a micro-economic organizational culture, which should be economic in nature. Corporate culture must serve the business activities of the enterprise, help improve the operating efficiency of the enterprise, and be conducive to the survival and development of the enterprise.

4. Corporate culture generally includes elements such as corporate mission, corporate vision, corporate purpose, corporate spirit, values, business philosophy, business policy, code of conduct, code of ethics, management system and corporate image. Among them, corporate spirit and corporate values ​​are the core of corporate culture. To plan a brand vision, simply put, the brand vision is to tell consumers, shareholders and employees: What is the future development direction of the brand? What goals does the brand want to achieve in the future? The brand vision is like a lighthouse in the fog, pointing the way for the ship. When formulating a brand vision, you should seriously consider these questions:

Who are we? Where do we come from? Where are we now? Where are we going?

What market do we want to enter? What is the market environment like? What are the effective resources that the company can invest? What are the company's financial goals?

5. The core of corporate culture is the spirit and values ​​of the enterprise. The values ​​here do not refer to various cultural phenomena in corporate management, but the values ​​held by the enterprise or its employees in the production and operation of goods.

6. Corporate culture is the accumulation of time and the accumulation of history. Lots of history form a little bit of tradition, and lots of traditions form a little bit of culture. Therefore, it takes patience to cultivate and refine corporate culture. Culture is not formed in one year; it is accumulated slowly and carefully.

Issues that should be paid attention to in brand culture construction

1. Brand culture should advocate a set of values ​​and lifestyle.

A truly successful brand is one that everyone will feel deeply about. Marlboro represents the spirit of the Western frontier; Nike represents the spirit of "Just do it"; over time, people have positive emotions when they see these names.

2. Brand culture gives a brand its unique personality; a brand is like a person.

In the process of getting to know someone, we often first understand the other person's behavior, attitude and values. Once we agree with the other person's behavior and values, we will trust the other person, like the other person, and maintain long-term communication. The process of contacting a brand is the same. The degree of brand awareness allows us to know the brand; the degree of brand association allows us to understand the brand's behavior and value proposition; on this basis, we identify with, like, and trust the brand, thereby establishing reputation and loyalty.

3. Behind brand culture are consumers.

With the intensification of market competition, market power has been transferred from producers to consumers. In the era of consumer sovereignty, the construction of brand culture naturally cannot be "highbrow and unpopular" and only cater to oneself. Brand management theory holds that producers own brand names and brand assets, while consumers are the real brand owners. Therefore, consumers are behind brand culture, and brand culture must represent the values, social status, style and temperament of a specific consumer group.

4. Positioning of brand culture.

The positioning of brand culture construction must first analyze the personality characteristics of the product's target consumer group. This should be done through a comprehensive analysis and evaluation of the group's gender, age, knowledge structure, cultural background, psychological state, income level, consumption concepts, consumption preferences and consumption capacity. Find out their commonalities and, based on these commonalities, determine the personality traits of the product. What is more important is to maintain consistency between the two, that is, the spiritual culture represented by the brand is something that the target consumer group is happy with and easy to accept.

Only by allowing consumers to first accept the cultural spirit carried by products and services will they develop an emotional identification with the products and services. Consumers who are moved by "emotion" in this way will eventually become loyal users of the brand with higher loyalty. They will also become word-of-mouth publicity media for the brand and services.

5. Brand culture and media communication.

After completing the brand positioning and selecting a brand spokesperson, you must also focus on media communication, that is, what media to use to convey the brand personality information to consumers, how to interpret and express the brand personality, and at the same time pay attention to the consistency and commonality between the brand personality and the communication media. When Mercury Home Textiles invited Carina Lau to be its image spokesperson, it fully considered the harmony between the industry's product attributes and the spokesperson. The gentle and affectionate humanistic atmosphere closely echoes the bedding products. In addition, advertising inserts are usually placed in romantic feature films.

Author: Planning skills learning

Source: Planning skills learning