Many business owners believe that doing sales is to make money, and to make a brand is to spend money. As a result, some bosses are busy with market channels and terminal promotion all day long, but they are negligent in brand building; therefore, the sales department is always quarreling with the marketing department/planning department/brand department because the former always feels that the latter spends money.
As everyone knows, branding is not just about spending money. When the brand building has accumulated to a certain stage, there will be a “spill-over effectâ€, which will bring a steady stream of market sales and cash flow to the enterprise. Although there are laughter in the industry, “doing brand death, not branding, etc.â€, when product homogenization is becoming more and more serious, enterprises that do not make brands must be difficult to become bigger and stronger. In the face of financial crisis, it is bound to be a dead end.
Branding is by no means equal to advertising. It is not just about doing good media relations. In fact, not only is product homogenization becoming more and more serious, brand promotion is becoming more and more homogenous. In the context of increasingly fierce competition, how to seek differentiated brand building? Looking at the world from another angle, the world is more exciting.
How to make a brand like marketing? To answer this question, we must first figure out what marketing is and how to do it. Marketing can be understood as “production of products or services that consumers need and make them want to buy.†STP strategy in marketing, 4P strategy, in fact, brand is the same, can learn from STP strategy and 4P strategy The construction and promotion of brand strategy.
“Being a brand†is the abbreviation of “brand buildingâ€. So what is brand building? It can be interpreted in a colloquial manner as “refinement, design, formation of corporate differentiation of names or symbols, brand claims, through a series of promotion, so that consumers remember the name or symbol, brand claims, and create aesthetic and loyalty to them†. Like marketing, brand building also includes strategy articles and strategy articles. Beijing Shangde Communication Research believes that the brand building strategy can be established through STP tools, and brand building strategies can be established through 4P tools.
Segmentation (brand segmentation), the market of products can be subdivided, in fact, the brand can also be subdivided. Take sports brands as an example. Adidas speaks "Impossible Is Nothing", Li Ning says "everything is possible", and Hummer says "Nothing" Is Possible", Nike speaks "Just Do It", Anta from "I choose I like" to "Never stop", 361 ° speaks "Brave to be yourself." All major brands have very clear and differentiated brand positioning. And these brand slogans can be divided into several series according to certain standards. If you want to shape an emerging brand or adjust the positioning of an original brand, you can find the answer in the series you want, or create a new brand segment. field.
Targeting (target market), the target market for marketing is the market that enterprises must enter to achieve marketing goals, and is also the service target of all marketing activities. The target market for brand promotion is sometimes consistent with the target market of marketing, and sometimes it is not consistent. For example, many companies in the early stage rely on the low-end market to win sales. If the target market of the brand is also determined at the low-end, it will be very unfavorable for the long-term development of the company, so it will consciously pull the brand image to the high end, thus forming "High-end brand, low-end sales" situation.
Positioning, like market positioning, can give the brand a definition of the brand, based on the feedback of the competitor's brand in the market, and strongly influence the brand's brand consumption habits. Personality and image, and through a series of promotional combinations to vividly convey this image to consumers and distributors, affecting the overall feelings of the stakeholders on the brand.
Product: The marketing without products is the castle in the air, and the brand building without products is also without the rice.
What is the product in brand building? It is LOGO, SLOGAN, brand slogan, brand image advertisements, etc. The products in marketing emphasize the need to produce according to the needs of consumers, and the products of brands are the same. For example, Adidas launched a series of “no impossible†advertisements during the Beijing Olympics, which is its brand promotion products. The products of the enterprise can be innovated, and the products of the brand can also be innovated. For example, Changhong, from "industry to the country" to "happy to create C life", is refreshing. Such as Lenovo, from Legend to Lenovo, and endowed its internationalization, and achieved a perfect leap of the brand. Good brand advertising can make consumers feel more happy, and even after reading it will generate buying impulses.
It should be emphasized that the brand is not illusory, it is based on the integrity and social responsibility of the company. If a company only does the brand and does not talk about responsibility, the brand will have problems when it is called again. For example, in the eyes of consumers, Sanlu = toxic, Ou Dian = deception, and before the incident, they are all famous brands.
Price: The product has a price, and the brand also has a price. Here, we are talking about the price of brand promotion, not the price of the brand itself, that is, the money that the brand “sells†to consumers. Brand is a special product that can't give consumers real benefits. How to make consumers remember you and like you? This requires the release of brand information to consumers through advertising, public relations and Other forms. In general, the cost of branding is directly proportional to sales. During the period of rapid growth of the national economy, the brand promotion expenses of enterprises are generally higher; during the financial crisis, the advertising of enterprises has dropped sharply.
Place: What is the role of the channel? It is a bridge to deliver products to the target consumers. The importance of channels in marketing, often said that "the channel is the best in the world", there will be agents, dealers and so on. The same is true for brands. How do we deliver the core information of the brand to consumers, distributors, partners, government officials? This is to pass the information about the brand through newspapers, television, radio, internet, subway, stop sign, airport and other places where people can get information. For example, as the subway has become an important means of transportation in major cities, domestic and foreign brands have begun to increase the intensity of brand advertising in the subway.
Promotion (communication/promotion): Communication in marketing refers to the communication between the company and target customers, suppliers, intermediaries and various public, in the form of personnel sales, advertising, public relations, sales promotion, direct marketing, etc. The promotion of communication is the same.
Everyone has to eliminate a misunderstanding, that is, the brand promotion communication is not only the media, but also consumers, dealers, government officials, partners, and internal employees. Many people think that if they mess up the media, they will do a lot of work in brand building. In fact, it is not the case, because the media is not the media of the enterprise, but the media of a government-administered department, and the media reporters’ understanding of the enterprise is not as deep as the middle-level and senior management of the company. In addition, with the rapid development of Web2.0, the entire media environment has become a world apart from three years ago, and has entered the “Self-Media Ageâ€. Therefore, thousands of Internet users are the communication targets of brand promotion. New challenges have been raised for branding.
The importance of dealers and partners is not repeated here. The company's internal staff is also an important part of brand promotion. As everyone knows, many companies have done a good job in brand building. However, their company has a partial understanding of brand positioning and brand connotation. Of course, it may be mainly from relevant colleagues in the technical department. I don't care much about brand-related information. Even so, it is necessary to force communication. If a brand can't be successfully promoted within the company, how can it be bigger and stronger outside the company?
Just as companies often engage in promotional activities to sell products, the relevant staff of brand promotion must also interact with all parties to communicate with them through media discussions, tea parties, and internal public relations. Only in this way can the core information of the brand be Effectively reach the “end audience†– the hearts of consumers, distributors, government officials, partners, and internal employees.
In summary, branding is marketing, but we produce and sell a special product.
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