5 steps to build a self-propagating brand!

Marketing often involves planning a series of activities around the product, but often the effort and brainpower are wasted without pleasing the users. Self-propagation is based on the attractiveness of an event, a product or a marketing campaign itself, which inspires people to voluntarily forward it. Everyone should be familiar with the concept of self-propagation, but there are still very few people who have conducted a complete study of the entire system of self-propagation.

In an era of information redundancy, how can a single product or brand achieve self-propagation without excessive triggering so that users can make independent choices and even share them? I’ve written about “social currency” applications before, sharing common social currency psychology. Some friends asked, how to apply it to your own products and brands?

Let’s first look at a word, NPS recommended value. NPS Net Promoter Score: NPS is the Net Promoter Score, which is an index that measures the likelihood that customers will recommend a business or service to others. It is currently the most popular customer loyalty analysis indicator.

As we often say, "It's good only if others say it's good." The exaggerated sales pitch, strong promotion of functional products, and violent screen-sweeping information have already created antibodies in consumers' minds, leading to automatic immunity and filtering. The brand’s moat is that users can spontaneously mention the product after dinner.

For example: when a new store opened, scalpers lined up for Shenzhen Cha Yan Yue Se, which costs 300 yuan per cup; when on a business trip to Wuhan, colleagues and friends all asked for authentic Zhou Hei Ya; when a few friends went shopping in a mall and were faced with so many restaurants, they couldn't make a decision and went to Tai Er Pickled Fish, which only accommodated 4 people.

• You can say that Cha Yan Yue Se is hyped, and ignorant users are just a mob;
• Zhou Hei Ya, you can say that the regional characteristics make people yearn for it;
• Tai Er, you can say that it is the ultimate crowd positioning, reducing the user selection cost.

However, they all have one thing in common: they have their own dissemination attributes and are social currency products. So, how do we design a social currency product that has its own dissemination attributes? Sharing 5 ideas with you may help your products and brands spread better.

01 The founder has his own story

How to tell a good story? You can refer to the extension of the SCQA framework in the "Pyramid Principle", from positioning to change. Positioning + background + contradiction + action + change = founder’s story, from the perspective of “Lingxiushe”.

As a symbol of love, the story of the founder of DOVE chocolate is a poignant and touching love story; as a representative of personal legendary experience, the story of the founder of Chu Orange is an inspirational emotional story. The "tea-seeking story" of Du Guoying, the founder of Xiaoguan Tea, is very consistent with the transition from positioning to change.

1. Step 1: Core information positioning: "Small Can Tea" makes tea accessible and easy to pass on;
2. Step 2, story background: Founder Du Guoying embarked on the journey of "searching for tea across the country";
3. Step 3: Contradictions arise: There is no industry standard for tea, and it is usually distinguished only by its origin; consumers feel that the entry barrier is high, transactions are not transparent, and they lack a sense of security; brand concentration is extremely low, and tea companies usually find it difficult to develop;
4. Step 4, Solution Strategy: Try to make "organic" a standard for good tea, but find that the standards and concepts of organic are quite vague in China, and this approach ended in failure. Try to cooperate with national intangible cultural heritage inheritors, cleverly make tea masters the product standard, and find the right way;
5. Step 5. Change: Small-can tea can not only provide standardized and safe choices for consumers, but also bring tangible returns to tea farmers and promote the development of China's tea industry.

From positioning to change, there are peaks and troughs, conflicts and solutions. Being attracted by the charm of the founder is a plus for the product.

02 Patented exclusive core technology

The product has unique patented technology in a certain niche field, and its functions are well-known to everyone. Through the ultimate effect, the product can be fermented into social currency, which is also what people often call the power of word of mouth.

Boleda is the leader in the acid removal industry and it is such a product. The core of Boleda's patented technology lies in the use of poloxamer polymers, which can dissolve salicylic acid. Salicylic acid is a panacea ingredient that can remove blackheads, closed comedones, control oil, and even has a certain effect on itching.

ColiGold is a cosmetics brand loved by middle-aged women. All ColiGold products are rich in human collagen, an internationally patented ingredient. There is no need to popularize the importance of collagen to the skin, and there is no need to educate users.

Through exclusive monopoly technology and powerful effects, it is embedded in the minds of middle-aged user groups to supplement collagen for daily skin care, an exclusive technology. Thus, self-propagation is triggered in the group.

03 Go beyond the product’s own value

• Starbucks doesn’t sell coffee, it sells leisure;
• What Ferrari sells is not sports cars, but crazy driving pleasure and nobility;
• Rolex doesn’t sell watches, it sells a sense of luxury and confidence;
• What Hilton sells is not hotels, but comfort and peace of mind;
• What McKinsey sells is not data, but authority and expertise;
• What Volvo and Mercedes-Benz sell is not cars, but safety protection and noble status.

Every familiar product has long since departed from its basic functions. The underlying driving force behind it is self-realization at the top of needs, respect needs, social needs, etc. Are you a coffee drinker just because you are obsessed with its aroma and taste? In addition to being obsessed with the taste of the product, there are also leisure scenes, atmosphere groups and cool parties, which are precisely the manifestations of social and respect needs.

Owners who choose Mercedes-Benz are mature people by default, and most of them have a driver to drive; BMW emphasizes control and is suitable for self-driving and pursuit of driving pleasure. It has long transcended the positioning of a car and a means of transportation, and has transcended the original attributes of the product. The pursuit of a successful life is a manifestation of the need for self-realization.

04 1 Depth Impression Label

Consumers are ignorant and do not think. Humans are social animals. All ideas of following the crowd and sharing honor and disgrace with the group are spontaneous behaviors. When you inject a strong label into your brand, consumers will potentially accept it. Brand labels must have two major characteristics: accuracy and uniqueness. Only accurate and unique labels can become a unique value that is needed in the minds of users after long-term repeated exposure to users.

In the early days of Haier refrigerators, many people could not accurately express why they chose Haier refrigerators, but this did not prevent them from choosing Haier when they needed a refrigerator.

This is a kind of intuitive inertia. Although users cannot accurately describe the core advantages of Haier refrigerators, when they come into contact with Haier, the image of Zhang Ruimin angrily smashing unqualified refrigerators seems to convey to users Haier's reliability and rejection of inferior products.

Deep labeling, in a sense, is consistent with the core positioning of the product. Take the well-known BMW as an example. Its brand competitors include Mercedes-Benz and Audi, and its deep labels are sports routes and driving pleasure.

Product line segmentation, 3 series for the new middle class, 5 series for the business and stable series, 7 series for the distinguished leadership. But no matter how it is subdivided, there is still a main line supporting it, that is, sports and driving pleasure. For example, for the target group of the 7 Series, if the user is one who pursues sports and instant fun, then the chance of being selected will increase.

Deep labels have the potential to drive consumers’ decision-making. In addition to spreading the word, unique tags may also be the last straw that prompts orders and payments.

05 Full exposure of super symbols

Super symbol is the viewpoint on marketing proposed by H&H. The design of the super symbol is explained from four aspects: "cultural matrix, purchase reason, super symbol, shelf thinking", and the underlying thinking is similar to the concept of visual hammer.

It corresponds to four thinking dimensions, namely why (cultural matrix), what (reason for purchase), how (super symbol), and where (shelf thinking).

• Cultural matrix: For example, the Spring Festival has its own huge ritual system. The popularity of sending red envelopes and WeChat red envelopes exploded during the Spring Festival. For example, Mid-Autumn Festival reunion and moon cakes, as well as gifts related to perfection, have also been passed down.
• Reason for purchase: Design a sentence for consumers and let them spread it. This sentence is the reason for purchase. “Give elders golden wine as a gift”, “Fight the local tyrants and divide the land”, “Love cleanliness and live in Hanting”, “For a sports family sedan, choose the 3 Series”, etc.
• Super symbol: Products will disappear and evolve, but the life of a symbol is very long and will remain forever. It can be understood as a product icon, a figurative representation of the product’s form. The alarm will disappear, but the alarm symbol will appear in our phone. For example, a large set of symbols such as "Spring Festival, couplets, door gods, firecrackers, red envelopes", etc.

For example, by emphasizing pure and natural nature, plant-based products convey green to consumers, indicating health and safety. Estee Lauder's Little Brown Bottle, SK2 Fairy Water, Shiseido's Red Waist, these nicknames that are separated from the original names of the products are also super symbols that are more likely to spread on their own and awaken impressions.

Think back, do you have a friend named Lao Wang? The story of Lao Wang next door has made Lao Wang no longer just a surname. It has been spread among your circle of friends and has become a super symbol.

• Shelf thinking: The shelf is anywhere where product information appears, and the competition on the shelf is the buyer's attention. For hotels, the streets are the shelves; for posters, the cinemas are the shelves; for WeChat titles, the Moments are the shelves. The shelves are where buyers pass by, and competition for information takes place on the shelves.

Offline display, online title optimization, and visual optimization are all about polishing your own shelves and grabbing the attention of target users.

Building a brand is a long-term process that is simmered over low heat; it cannot be achieved overnight. If you want the aroma of wine to spread further in the alley, you must make the brand have its own communication attributes. Make good use of the above 5 steps and try to create a social currency product that people will spontaneously talk about after dinner.

Author:zhrayan

source

: The black box of 炏 (zydsgj)