Brand marketing promotion rules: How to construct a marketing framework?

In the increasingly diversified marketing industry, there are many dazzling marketing concepts and methods, such as fission marketing, content marketing, cross-border marketing, hot spot marketing, internet celebrity marketing, etc. Whenever a company succeeds in a marketing campaign, it will lead to a large number of companies imitating the methods of this campaign. However, the specific circumstances and industry types of each enterprise are very different. Simply imitating a single case cannot replicate the success of others. Today we will talk about how to build a company’s own marketing framework.

For many people, success is a result, and achieving this result is considered a success. Getting a perfect score on an exam, earning $500,000, etc. are all so-called successful results. But when we look at successful people in all walks of life, we will find that success is not an instant thing. The result of success is a by-product brought about by the habit of sticking to success. Success is a habit. The same is true for marketing success. Most companies place too much emphasis on a particular marketing campaign and ignore the overall nature of marketing. A brand is not built on a single campaign, but is based on long-term marketing habits that gradually penetrate into users' lives and ultimately result in the establishment of a brand. Therefore, when building a brand, companies should focus on constructing their own marketing framework, driving the individual with the whole, systematically planning marketing, and launching marketing plans in a planned and organized manner.

No matter which marketing model is used, it should be applied to the company at the appropriate time and situation and have a clear purpose. In the early stages of brand establishment, there are two ways: entering categories and creating categories. No matter which one, what needs to be considered is to establish brand differentiation.

Imagine that you are participating in a talent show with many competitors and the stage is full of audiences and judges. How can you make the judges and the audience remember you? It's very simple. There are three aspects that distinguish us from others: method, strength and appearance. When a brand enters the market, it is actually entering an invisible talent show. The audience is the consumers. In today's era of highly homogenized products, there are countless brands of all sizes in the same category, and people can only remember a few of them. How can it gain public attention? We also think about the brand from three perspectives: method (concept), strength (product), and appearance (packaging, including stores and advertising).

The market is fluid and users are even more diverse. If you want your brand to quickly enter the public eye, proposing a new concept is a good way. For example, the competition among traditional home appliance brands lies in quality and price, but the emergence of Dyson has caught the eyes of consumers. Dyson focuses on high-end and black technology, and once launched, it has attracted many users and quickly established a brand effect.

People need clothes and Buddhas need golden ornaments. The importance of packaging is far more important than you think. As the first impression of brand products to consumers, it is a key step in brand differentiation. Mineral water is a very good example of how packaging can change a product. Nongfu Spring announced the launch of high-end mineral water in 2015. For a mineral water brand, it is unrealistic to differentiate the taste of the product to consumers, so Nongfu Spring adopted a modification in the product packaging. Once launched, it received a strong market response. The beautiful design combined with the marketing strategy of "only giving away but not selling" enabled Nongfu Spring to quickly distance itself from other mineral water brands.

But not every company is mineral water. The success or failure of the brand strategy of most companies ultimately depends on the brand's products. This step actually depends on whether the target group of the brand's products is accurate and whether the product launch caters to the target users. In the past, many branding methods were to create a product and launch it. However, in today's world of serious product homogeneity, what is needed is for companies to deeply cultivate their target audience and specialize in the precise needs of a market.

When it comes to in-depth development, content is the key. Once a brand and consumers have a brief encounter, consumers will want to know more about the brand’s deeper content. Consumers like brands with stories and content. Content marketing at this stage will be much more efficient than in the early stages. At this point, consumers already have a certain degree of awareness of the brand. The brand can convey the company's content through packaging and external media to achieve the effect of expanding brand awareness.

This step of marketing has two purposes: to increase the depth of the brand and the brand awareness of users. Using content to drive the brand is a very good way to make the brand reach the public. This is also the main purpose of content marketing in recent years. Content marketing and the entire marketing framework complement each other. The main purpose of content marketing is to output the brand's values. When doing content marketing, it is necessary to maintain a balance between brand products and content. Many companies are too biased towards content when doing content marketing, resulting in the public's attention being attracted by the content, but in the end they do not have much impression of the brand. If they are too biased towards products, they will be regarded as advertisements and users will not like them.

Finally, it is to maintain brand awareness. There are many marketing methods for this step, such as cross-border marketing, integrated marketing, etc. Brands do not have to be overly inclined to a certain marketing method. After all, methods are dead, but people are alive, and marketing methods need to follow the purpose.

Therefore, after the public has formed a certain impression of the brand, the purpose of brand marketing is to expand the brand's influence. This is also the way many big brands such as NIKE, Procter & Gamble, Coca-Cola and other international brands often do. The common point of the marketing of these big brands is that products rarely appear in their advertisements and content, and they are more about promoting their own brand concepts. Therefore, this stage is also the stage of brand maturity and deep cultivation.

There is no best marketing method, only the most suitable one. When doing marketing, corporate brands must not follow the crowd. The situation of each brand is different, and choosing the one that suits you is the best. The key is to have an overall marketing framework for the brand, knowing when, what to do, and which step to achieve. This is what the brand needs to focus on planning before marketing.

With a framework, we have a general direction.

Author: Loki

Author: PR Home