How to promote brand packaging

How to carry out brand promotion, enterprises hope to achieve1+1> 2, so as to improve market competitiveness, promote customer transformation, and achieve the goal of order growth. Brand is an intangible asset of an enterprise, which needs continuous investment, accumulation and precipitation of brand reputation in the early construction process, so as to realize the ultimate value of brand sustainable realization.

How to promote corporate brand;

The first stage: understanding

Simply put, the first step of brand marketing is to let the target audience know us first. So how do we let them know about us? There will be some brand marketing tools involved here.

Common marketing tools include corporate official website, product album, PPT of company introduction, corporate propaganda film, etc. With these basic marketing tools, we can put them into the corresponding marketing channels, let the target customers find our information, and thus achieve the purpose of "understanding" the brand.

Marketing channels include search engines and offline exhibitions. Search engines will also involve specific promotion methods and skills, such as bidding advertising, information flow advertising, SEO optimization and so on.

The second stage: cognition

Compared with the previous "understanding" stage, at this stage, the target group has already had a basic impression of the brand, but only stayed in the impression. In this era of information overload, users' attention is very scarce, so we must constantly improve the arrival rate of brands and users, and accelerate the transformation process of users from unfamiliar to familiar brands.

New media is a good marketing channel.

Various mobile apps emerge in an endless stream, which aggravates the phenomenon of information overload. Even if there is a lot of information, people don't want to miss out on excellent information. Therefore, every platform is used to taking a short trip here, which is especially obvious on new media platforms such as WeChat official account, headline, Netease, Tik Tok, video, and beep.

Therefore, the new media platform is a low-cost marketing channel, which can reach potential target customers efficiently, help to precipitate brand fans and build brand IP image, and is worthy of deep layout of enterprises.

The third stage: recognition

In the first two stages, the brand is "introducing itself" and introducing itself to the target audience with its own mouth (channel). At this stage, we need to introduce ourselves through others' mouths (channels). This is the value and power of endorsement.

There are two ways to let strangers know themselves, one is to say it yourself, and the other is to help others say it for you. How much you say will still make the other party conservative, suspect that the information is watery, and brag, so the contact between the two sides still does not gain enough trust.

However, it will be much better for others, especially those with certain status or authority. We often say "I have a friend XXX" just to show our sense of superiority through the achievements of others. So, here we directly find this "friend" and ask him to tell us a few words. This effect is better than what we say to ourselves 100 times. This is the brand endorsement, and the essence behind it is also the power of the brand.

At this time, we can go directly to third-party platforms to cooperate and help us speak through these platforms or kol, which has certain influence in a certain field. For example, the encyclopedia construction, news media platform and question-and-answer platform mentioned in the picture.

The fourth stage: identification

We are all making tools for tool production, content output and channel expansion, and now we are about to enter the stage of achievement transformation.

In fact, the work of the main executive layer at this stage has been completed in the previous stages, and now more work is to monitor and optimize the data at this stage.

For example, there is an indicator to increase the number of "social media fans". Before the relevant content is officially released, we should consider the realization path of this indicator. For example, what kind of words should we use to guide users to pay attention to us when outputting content? Is the content of this piece good in words or pictures? There will be many specific details for us to consider.

Customers are willing to cooperate with company A, not from a single level, especially the B-end project. He must consider it comprehensively. All of the above are marketing layouts from the external perspective of the enterprise, but this is not enough. The process efficiency, production management, reaction speed and brand control within the enterprise are closely related to whether the customer "agrees" with the brand.

Summary:

For the marketing department, doing a good job in the front end of the market is the main work within the scope of responsibility. The situation of the back end of the enterprise directly affects the effect of the front end, and the front end and the back end are an inseparable whole, so the marketing department also plays an important role in cross-departmental cooperation. The reality is that the authority of the marketing department is very limited, which requires business leaders to attach importance to this work and should give more support and authority to the marketing department, rather than just asking for results from the marketing department.

Note: To do a good job in brand promotion, we should choose appropriate channels and methods. If you are not clear, you can consult a professional service provider.