How to plan the core selling points of a brand? One model to get it done

The company's new brand is about to enter the market and requires you to plan the brand's selling points. You have no idea and don't know how to start, but your boss is in a hurry.

At this time, do you really hope that someone can tell you how to take the first step? How to do the second step? What to do first? Then what to do?

However, the person who guides you never shows up. What should you do?

At this time, we need a model as a reference to analyze it step by step.

The model can help you to have a clear mind. What should you do first? What is the second step? …

By analyzing according to the model's ideas, you can find a breakthrough.

But the model is not omnipotent. The model can only serve as your thinking tool and cannot tell you how to plan a brand. The rest of the work still depends on your extensive brand theory and experience.

There are many brand analysis models on the market. Today I will share a selling point planning framework that I have summarized myself, which is relatively easy to use.

This framework is a summary of some methods in my work. I share it here for the first time today. It will be continuously improved in the future. If you need the complete version, you can send me a private message.

To build a brand's core selling point, we must first solve three major problems: 01 Brand awareness, 02 Brand value, 03 Hot spot planning

01 Brand awareness

Simply put, it is to solve the problem of who am I? What are my strengths? Who buys? problem.

Generally, consumers recognize brands by their logos and slogans. For example, a website specializing in special sales may say, "For cleanliness, stay at Hanting Hotel; for wonderful travel, use Didi."

Identify through brand image and slogan, brand personality and what the brand does?

02 Brand value building

Find the core value of the brand and the interests and needs that consumers care about most.

Including insight into needs, insight into behaviors, insight into pain points and then finding the brand's proposition (core value) is divided into:

Factual claims, cognitive claims, emotional claims, value claims

Due to space constraints, we will only focus on consumer needs here, and brand propositions will be analyzed separately in later articles.

Many bosses have this confusion:

My product is very good, its functions are better than others, and its quality is also better than others. I have spent money on publicity and promotion, and have also laid out channels, so why is there no growth?

These issues involve one issue: consumer demand.

If you only focus on how to do publicity and promotion all day long without digging deep into consumer needs, it will be like a building without a solid foundation. The greater the investment, the greater the risk.

Consumer demand must be the essence of marketing.

Li Jiaoshou said:

In my opinion, the essence of marketing is very simple: to study how to achieve your own goals by satisfying the needs of others.

The various marketing methods we adopt are ultimately aimed at increasing consumers' demand for you. Consumer demand must meet these three elements. If one of them is missing, the ultimate demand cannot be formed.

03 Hot spot planning

In the Internet era, hot spot planning is a point that every brand needs to consider, and how to detonate at low cost is a problem that start-up brands must think about.

To create a hot spot based on the logic of knowing you, falling in love with you, and recommending you, the first thing is how to get to know you, brand naming, brand image, slogan, and then let consumers fall in love with you, be interesting, have a story, have personality, and understand me. Finally, they will recommend you. If you are recommended enough, it will become a hot product.

How can we get consumers to share?

Topicality, social currency, interest-driven, participation in co-creation, exceeding user expectations

What motivates consumers to share is interest-driven, and there are two benefits: one is "social currency" and the other is giving consumers a benefit.

What is "social currency"? Simply put, it is equivalent to using currency to buy goods. Using social currency can gain more praise and more positive impressions from people around us.

As long as the product/article/video/book etc. can add points to myself and people have some kind of good impression of me after sharing it, I am willing to share it.

This kind of praise and positive impression is called "impression management". Everyone pays attention to how others view themselves and what impression they leave on others.

For example, you go to a coffee shop with a nice environment to have a cup of coffee and post a circle of friends. The purpose is to tell others that you live a refined life and are a person with taste for life.

Consumers will take the initiative to share if it benefits them.

You need the help of methods and models to do anything. Without methods, you can only do it blindly. Planning requires strong logical and analytical skills. Models and methods can help you complete the project efficiently.

Author: Zhou Enyong

Source: Zhou Enyong