For a startup company to build its brand, it is recommended to start by packaging the boss!
"Ele.me received $1.25 billion in financing from Alibaba, and the BAT pattern of food delivery has taken shape" "Weiniu Auto Repair received 10 million yuan in Pre-A round of financing, with a valuation of 100 million yuan" "Nautilus Cloud Classroom received 24 million yuan in A round of financing" "Domestic affordable e-commerce Juanpi received 600 million yuan in C round of financing" ……. Information like this is flooding our friend circles and chat feeds every day. When friends working in startups see news about other companies raising funds, they probably think, "Why doesn't our company raise tens of millions or be invested in by well-known investment institutions, so that we, the overworked people, can feel proud?" At this time when everyone wants to show off the most, as the operator of a startup company, you should bravely stand up, take up the banner of the company's brand operation, and meet everyone's needs. Of course, you must get authorization from the founder to do it in advance. In a startup company, the manpower and resources are limited. The correct approach to brand operation is to know what the media is willing to report, and then make targeted and detailed preparations. You can pay attention to the news in the entrepreneurial circle in the past month, and you will find that in addition to financing, the following five things also exist in large quantities in the form of news. 1) Launching a creative new product that can satisfy pain points that others cannot or have not solved well. 2) Join hands with well-known companies to achieve strategic cooperation, and jointly influence vertical industries through restructuring and mergers and acquisitions. 3) The product was picked up by high-level government officials and the company had the honor of being inspected by government leaders. 4) Planned an awesome campaign and successfully went viral on WeChat Moments. 5) Internet celebrity founders are once again showing up in public to promote themselves and their products. Such as Chen Ou (although he is plagued by counterfeit incidents, we cannot deny the marketing he endorses for himself), Diao Ye (founder of Afu Essential Oil), Ma Jiajia (sex expert), Yu Jiawen (domineering president born in the 90s), Chen Anni (dream bitch), etc. Among them, creative new products, brand packaging with famous companies, and inspections by senior government officials are very difficult to achieve by relying solely on the operation's own strength; startups that want to build their brands by forcing operations to plan events that go viral on WeChat Moments will most likely end in failure. Courageous ones will go to extremes to attract attention, such as the buttock-revealing girl from the China World Trade Center that a social app did last year, which is gradually moving away from the brand. So in general, it is recommended that startups start brand operations by packaging the founder. In the era of self-media , even the smallest individual has his or her own brand. Founders who are used to writing can first continue to speak out by writing articles to share practical information, management experience, etc. When the founder's fans reach a certain level, they can be converted to products in a timely manner. This is the lowest cost and most effective method. I would like to use Luo Yonghao as an example here. I believe his arrogant and paranoid brand style will impress everyone. However, there are not many founders in the entrepreneurial circle who can tell crosstalk like Luo Yonghao. Most entrepreneurs have worked hard to become workplace elites with sufficient social experience. They can only be regarded as experts in a certain direction. The better ones are those born in the 90s and 95s who have a generation label. When a startup company builds its brand, it starts with packaging its founder. If it encounters a founder who is not good at typing and is self-indulgent, the operation needs to proactively combine the product positioning to dig out the labels on him and organize these labels into the founder's story. Because in this age of information overload, the only thing that can attract people to read on and make people remember is the story. Let this story help the founder to use it for external communication. 1. Four directions to explore founder labelsDirection 1: Explore the founder’s personal experience. "Stanford-affiliated" entrepreneurs such as Jumei's Chen Ou, Youku's Gu Yongqiang, Meilishuo 's Xu Yirong, and Lantingxu's Guo Quji have received much media attention in the early stages of their entrepreneurship. It seems that media reporters are just like everyone else, keen to be curious about founders with backgrounds of prestigious schools, executives of famous companies, and successful entrepreneurial experience, because their lives are often more interesting, their opinions and remarks can give people a sense of wisdom, can bring more inspiration, and provide unique perspectives and exclusive information. Direction 2: Explore the personality traits of the founder. Uncover the founder's personalized side, which will make it more memorable. There are many such examples. For example, Han Han left the impression on the outside world that he is extremely literary and artistic. Later, one has always been recognized by users as a "literary and artistic" product. If the operation wants to explore the personalized side of the founder, you can ask friends who know him well to help you sort it out, dig out the personal experiences and character factors related to his business, and use what he has done and said to support his personality traits. Direction three: Explore the twists and turns that founders encounter during their entrepreneurial journey. Starting a business is just like a movie. The plot is not always smooth, with both lows and highs. After reading too many successful methodologies on the Internet, people may be more interested in the difficulties you encounter in the process of starting a business, such as failed financing, slow user growth, staff loss, server downtime, and partner breach of contract. Exploring the difficult times the founder experienced when starting his business and how he overcame them will enable him to better demonstrate the persistence and ability to overcome difficulties as a successful entrepreneur. Direction 4: Explore the founder’s original entrepreneurial intentions. It can be understood as the founder's original intention of making this product. It is to spread the founder's story to the outside world, which will make the founder's image appear flesh and blood and interesting. Sometimes people's original intention of starting a business is very technology geeky. Zhao Yong, the founder of DeepGlint, said in the book "Google Entrepreneurship Gang" that his original intention was "I don't want to wait for it to mature before returning to China to start a business, I want to make it mature" (it refers to a set of technologies based on computer vision and pattern recognition). Some people's original intention of starting a business is very down-to-earth and real, just like Tang Yan, the founder of Momo, said "Entrepreneurship must be for money, and you must go for money at the beginning." Whether it is to change the world or to improve life, a founder who has the original intention of starting a business makes people feel that his business has a greater chance of success.2. How to spread the founder’s brandAs an operator, when promoting the founder's brand, you can ignore him as a person and simply and crudely understand him as a special form of content, which is a founder who combines beauty and talent. Its dissemination is different from the normal route of internet celebrities. When you can make a living by talent, don't rely on your looks. It is not recommended to let the founder appear on dating shows like If You Are the One for the sake of dissemination. After the popularity rises, it will have a subtle impact on the company's image and the founder's life. It is recommended that operations be carried out in accordance with the idea of content dissemination to export the founder’s brand to the outside world. 1) You can consider writing an inflammatory sentimental article or a highly topical personal article to spread on social platforms; 2) Contact entrepreneurial media such as Chuangyebang and 36kr to write about the founders’ lives; 3) Traditional media are paying more and more attention to entrepreneurship, so you can try to hook up with them. For example, Wenhui Daily likes to write articles about entrepreneurs. 4) It is okay to get some company data and experience and share it with others appropriately. Juzi Space and Mantou Business School are both good choices; 5) If it is a startup in a vertical field, it is not difficult to submit the founder's story to a vertical magazine; 6) Interaction is essential, and the founder can communicate with users online or offline to answer questions. Companies in the field of Internet finance have the strongest packaging efforts for their founders in the entire Internet industry, after all, it is linked to the brand of the entire platform. In addition to the conventional content packaging mentioned above, P2P startups also have to have their founders invited to certain conferences, give speeches and then win big prizes. |
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