The ultimate secret to brand success: perseverance!

In the past few days, there are several names that have left a deep impression on me, namely: Ma Baoguo, Li Xueqin, Meng Qiqi, Lamu Yangzi, and the naturally handsome boy Ding Zhen. There is no relationship between these people, so why are they listed together? Because from the perspective of brand building, these people have similar goals, and they are of great reference value for us to build our brand or personal influence.

What do these people have in common? They are all very popular. I heard about Lamu Yangzi from my friends. Everyone is talking about these people. Does anyone know Ma Baoguo? Anyone who has visited Bilibili should know that there are all kinds of Ma Baoguo's weird emoticons in the group, which are impossible to avoid. These people are so popular, which means they have huge traffic, and traffic can be monetized. Meng Qiqi can earn 10,000 yuan a day by posting on Weibo and relying on Weibo advertising. Aren't you envious?

So if we also want to be as popular as them, or if our company’s products can be as popular as these people, is that possible? Of course you can, this requires methods and skills. Ding Zhen was mentioned above. Ding Zhen’s popularity is different from others. I can assert with certainty that even if Ding Zhen dominates the entire internet, he won’t be popular for long. The ones mentioned above can continue to be popular. If you want to build a brand and make it last long, don’t learn from Ding Zhen, but learn from Ma Baoguo and others.

Continuous content production is the prerequisite for brand rise

The four very popular people mentioned above have one thing in common, which is that they produce content continuously. Meng Qiqi started writing on Weibo about Fanxue in 2016, but it was only discovered four years later in 2020; Ma Baoguo opened a school to teach disciples in 2001, and published a book about Kung Fu in 2008 and 2017 respectively; When did this video in which Li Xueqin called out to Wu Yifan, which was also a turning point in Li Xueqin's life, take place? It’s January 2019, and it’s been two years now; Lamu Yangzi started releasing her own short video works in 2016, and it’s been four years now.

No one can succeed easily, except Ding Zhen. Compared with these people, Ding Zhen is really different. Becoming famous overnight through a short video is something I think all of us, including company bosses, want. We don’t want to work hard for more than ten years like Ma Baoguo, nor do we want to write on Weibo for four or five years like Meng Qiqi. What we want is to go online today and take the whole Internet by storm tomorrow. Haha, so impetuous!

Those of us who work in branding all know two words: internet celebrity and long-term popularity. Internet celebrities mean that brands are like shooting stars, fleeting. A long-lasting brand is one that can survive for more than ten or twenty years. Everyone keeps saying, we don’t want to be internet celebrities, we want to be long-lasting celebrities. Ask yourself if you have produced content that matches this? Because of the continuous output of content, a person or a brand becomes popular, just like a burning flame, and these contents are the inexhaustible fuel.

Without content output, a person or brand that becomes popular simply by a photo, a video, or an event will eventually disappear into thin air as time goes by without the fuel of content. If you want to be successful for a long time, you must constantly cultivate your inner strength and continuously produce good content. Just like what Deyun Club teaches: It is very dangerous when a person’s ability does not keep up with his fame. Why do we come to such a conclusion? Think carefully about it.

Content differentiation is the potential for brand rise

Only four people are listed above, not because of limited space, but because these four are the only representative ones I can think of at the moment. Are these the only people creating content in the market? No, there are tens of millions of anchors on Douyin, and bloggers on Weibo are countless. There are also platforms such as Bilibili, Zhihu, Xiaohongshu, and offline KOLs, whose scale also reaches hundreds of millions.

There are a huge number of content groups, but only a few of them truly break out of the circle. What does this indicate? This shows that most of the content is similar. If you want to build a personal or corporate brand, the best way is to make the content readable and differentiated. Readability is a necessary condition for the rise of a brand, while differentiation determines whether the content has the potential to break out of the circle. The reason why the book "Full-Stack Operations Expert" can break the circle is also because of the difference in content. It does not simply talk about operations, nor does it simply talk about promotion, but talks about operations and promotion together. The breakthrough in the circle brought about by the difference in content.

Take Mr. Ma Baoguo's journey to breaking out of the circle as an example. The first time I saw Mr. Ma was in a boxing match between two opponents of varying strengths. He was knocked to the ground with three punches. This video was circulated all over the Internet at that time, and many people laughed at him for overestimating his abilities. How could a man in his fifties beat a boxer in his thirties? I thought so at first, that this guy was out of his mind. After a while, I often saw Teacher Ma’s videos and found that he often challenged young people and filmed short videos to defend himself. Eventually, he became popular on the entire Internet. Then I knew that this person was not an ordinary person.

What is news? A dog biting a man is not news, but a man biting a dog is. If two young men fight and one of them gets knocked down, that's not news. When an old man and a young man fight, and the old man is killed instantly or the young man is knocked out, that's news. The inequality in strength has become a hot topic in itself. For example, an event in which an 8-year-old boy beats Tyson with his bare hands will be much more influential than an event in which Tyson defeats the 8-year-old boy.

Teacher Ma is well aware of this, which is why he keeps looking for young people to compete with him in order to create topics. Do you think he really thinks he can beat young people? He's not stupid. The same is true when we build our brands. Straightforward promotion may create an ordinary brand, but differentiated content can create a top brand, such as Supreme and Lululemon.

Endurance is the ultimate secret of brand rise

Continuously producing content requires time, several years or even more than ten years of silent hard work, in one word: perseverance. The difference in content may not necessarily break the circle, or whether it can break the circle sometimes depends on luck. The uncertainty of the future can be summed up in one word: endure.

I update my articles every week, and it is a process of endurance. It has been three years since 2017. Now I post some experiences and jokes about operations and promotions on Weitao every day, with a reading volume of about 2,000 to 4,000, but it has not been able to break out of the circle. Recently, I suddenly had an idea to use jokes to explain operation and promotion knowledge. The number of readings of each article suddenly increased to more than 100,000 or 200,000. What kind of feeling is that? It's going to be a hit. If one of them becomes popular, I will be the next Meng Qiqi.

The same is true for the rise of brands. We can see that the current internet celebrity products, such as Santonban, Wang Baobao, Perfect Diary, and Yuanqi Forest, are all the result of hard work. In the first one or two years after their establishment, these brands were quietly doing basic operations work. We need to optimize products and iterate to produce products that are recognized by users; we need to optimize processes and improve users' purchasing experience; we need to optimize promotion processes and ensure a positive ROI.

These things cannot be accomplished overnight, what is needed? One word: endure. No one likes to wait, not even the boss. Many companies rush to find influencers to promote their products as soon as they are launched. As a result, after traffic comes in, users give bad reviews after using the products, and the next stage of product promotion is shelved. There is a saying on the Internet: fast is slow, slow is fast. How do you understand this sentence? We will know after seeing Ding Zhen’s future development.

at last

Everything has a process, and the rise of a brand is no exception. A brand may not necessarily rise if you put in the time, but it will definitely not rise if you don’t put in the time. It is impossible to reap the fruits without going through the pain. The older generation has made it very clear: you can't eat hot tofu in a hurry; the three-foot-thick ice does not form overnight; it takes many years for a daughter-in-law to become a mother-in-law (this sentence came in randomly, pretend not to notice it).

Everyone must remember to continuously produce high-quality content, create differentiated content, and wait for the moment when luck comes, and you will usher in your glorious years.

Author: Tiger

Source: Tiger Talk Operations