How to build a new brand from scratch?

The birth of a new brand is not only the appearance of a single name and logo, but also the submerged part of the frozen corner What consumers often see is the leading element of the brand, which is supported by the continuous transformation of a powerful mental system. A brand that truly affects the market and penetrates consumers' minds depends on scientific and rigorous market reconnaissance, comprehensive strategic planning and meticulous tactical execution. Brand naturally has its way of birth.

Faced with the flood of brands in the market, enterprises began to clap their heads, thinking that the business would be successful if they gave a brand name. At most, they thought that their new brand was born and consumers in the market would snap up my brand from now on. As everyone knows, this kind of enterprise decision-making is doomed to failure from the first step of thinking about names. In the era when the word brand is badly played by the market, there are not a few unscientific and wrong new brands that enterprises make hasty decisions. Finally, I have fantasies, but I don't know what to achieve. Add an attribute in front of the brand (this is the best brand in the universe; A brand full of fun), and then there is no then. You can't perceive the brand integration of enterprise resources at all, and you can't feel the signs of life of a new brand.

The first step in the birth of a new brand is by no means to think about the brand name first.

Let's first clarify the main concepts of new brand builders. One is the birth of independent new brands, that is, the establishment of new companies and the development of new products, which has the independence of the legal subject of brand builders; The other is the birth of a new brand within the original company or organization itself, that is, the implementation of multi-brand strategy, which has the consistency or relevance of the legal subject of brand builders. The different birth modes of the two brands also mean a series of decision-making differences in brand building affairs and brand market affairs.

The first brand birth mode is divided into two types: the combination of companies and products, for example, Lenovo brands are used by Lenovo companies and products, and the other is the separation of companies and products, for example, orange technology and Didi (Internet service products) cultivate Didi brand. The brand building process of the two cases is basically the same, both of which are single brand building under the same legal subject, but the later period may involve differences in brand culture and company culture.

The birth of a new brand requires an initial feasibility study report, including market overview, industry development, competitors, potential competitors and market substitutes. Many companies don't pay attention to or have no pre-market research at all, or always think that Baidu is omnipotent and has endless free treasures. You know, what can be Baidu can never be called real knowledge, let alone the business world with vital interests. A lot of market data are expensive, even a lot of money can't be bought. This is also the reason why an international research giant like Nelson has existed for a long time. Of course, entering big data, although the traditional research data still exists, the current big data drive is more popular in many enterprises and plays an inestimable role in the birth of new products, market competition and brand building.

For the first brand birth mode, when you know the basic situation of the market industry that the new brand will enter, you will basically know the product characteristics of this industry. Once you find a new product gap or scarce resources in the market, this is the essence of the birth of a new brand, which is a clear and unique selling point positioning, and this selling point positioning must be enough for a lifetime. We found the physical attributes of the brand's scarce resources in the market, determined the market rationality of the brand's selling point positioning, and then slowly entered the new brand to create the core content.

The beginning of a towering brand building is inseparable from several important pillars, which is the so-called brand base point building for brands.

This is also the content that the second layer should focus on after determining the positioning of brand selling points.

Evaluation of brand extension. Horizontal includes whether your new brand is a personal brand, an organization brand, a product brand or a service brand. Vertical is the feasibility of diversification of brand development in the later period.

Brand stakeholder evaluation. Brand is man-made, so the ultimate benefit is not only the owner himself, but also employees, shareholders, customers, consumers, suppliers, distributors, government, society and environment. They are all stakeholders of the brand, and their order, combination and intersection will affect the performance of the brand in the market;

Brand connotation evaluation. Intuitively, people are fat, thin and tall, and brands also have their own direct attributes, which are only part of the brand connotation. Brand personality, brand value and brand culture are all important components of brand connotation evaluation.

Brand market enters the department evaluation. Brands in the market have different market classifications according to different classification standards, such as regional brands, national brands, international brands and global brands. ; According to the life cycle; Introduce brands, promote brands, mature brands and decline brands; According to brand sources: local brands, foreign brands, joint venture brands, acquired brands, etc. Different brand market divisions mean different target audiences, and marketing communication and other marketing activities will vary widely.

When the brand founder has made clear the important basic points of the brand, it is followed by a time-consuming and labor-intensive brand strategic planning system. Before the implementation of the brand strategic planning system, a more important content needs to be completed: brand purpose and brand vision. When you started to create a brand, why did you create a brand? Do you create a brand for the sake of creation, or do you create a brand for the purpose? The brand is ultimately consumed by market consumers, so the most direct purpose of the brand is the value it brings to consumers, that is, the added value of the brand: it can save customers' costs and embody quality assurance in functional appeal; Emotional appeal can bring sensory pleasure and convey psychological feelings; Self-expression can express personality and entrust the soul. The indirect purpose of brand is the value that brand brings to owners, that is, brand rights and interests: economy can affect market share, generate high premium, increase intangible assets and ensure future income, and enterprise strategy can raise industry barriers, establish a unified image, improve loyalty and attract talents. In addition, the brand will bring value to the society, which is advocated by many enterprises in recent years, optimizing the allocation of social resources, inheriting excellent culture and perfecting the truth, goodness and beauty of society.

Brand vision is a high-frequency word in brand affairs and the most difficult to implement. You will find that some companies regard advertising slogans as their own vision, and even take product promotion as their own vision. As a result, some companies can only linger on the edge of product sales, while others have changed an industry. A careful study of established European companies will reveal that they have a brand vision that can't even be compared with the times, and this vision has been persisted by several generations of successors, which finally makes the brand last forever. Brand vision is the positioning of a brand's current situation and confidence in its future direction. Whether the brand vision can be realized lies not in how loud and huge the slogan is, but in whether it can be deeply embedded in the daily cells of organizations such as recruitment, training, assessment, rewards and punishments, promotion and so on. This also poses great challenges and market control ability to brand creators and managers.

The purpose and vision of the brand are defined, and the next work is rigorous and overall brand strategic planning, including brand strategic system and brand planning system. A new brand builder should have a clear brand strategy map in his mind. What is my overall brand strategy? How to make my brand identification strategy and differentiation strategy? How to make a life cycle strategy for the creation, expansion and maintenance of my new brand? And how to introduce brand competition defense strategy?

Brand planning system mainly involves brand combination planning and brand identification planning. Brand combination planning is more of a key point to be considered in the second new brand birth model, that is, organizing and implementing multi-brand strategy to create a new brand in the market segment. Then, how to combine, plan and position this new brand with the original brand of the company to better maximize the market benefits of resources? Procter & gamble is a model of implementing multi-brand strategy, which has been imitated by many market personnel for many years. P&G takes the brand manager system as the management mode, subdivides the demand market, and builds brands such as Pan Ting with dandruff removal as the selling point, softness as the selling point and nourishment as the selling point in Head & Shoulders and other market segments. In the face of its numerous brands, P&G's brand portfolio planning reached the extreme, which eventually expanded the market share, reduced the risk of a single brand and increased the asset value of parent brand. If you are implementing the birth of a new brand within your organization, then you need to consider establishing brand portfolio planning and corporate brand management model.

What are the advantages of brand identity planning? Brands can be recognized by the market and displayed to the market with dominant elements. With the birth of brand name, logo and main color, many enterprises jump here directly, even if they jump here directly, they have not completed the content of brand identification planning. With the brand name logo, this is only the original element of brand recognition, and it does not involve the problem of brand recognition planning. Since the brand is to be recognized by the market, all stakeholders of the brand should be recognized and symbolized by the market. The construction of enterprise VI system is an important step in brand identification planning. A powerful VI system is equivalent to installing an all-angle lighting in the leading part of the brand. Brand icebergs in the ocean, three-quarters of the seabed needs a quarter of the sea surface to shine to attract people. If enterprises really don't have the manpower and material resources to implement comprehensive VI system construction, they should at least ensure that the existing external inputs are unified with brand symbols. A piece of enterprise manuscript paper, a customer gift bag, and a mail header should all ensure that the brand symbols are unified and orderly, so as to convey and display the brand connotation, and the market consumers should not be confused because of the complicated information. Once so, the icebergs at the bottom of the sea will have no meaning.

A new brand was born, but the brand affairs did not end. Brand builders have created a new brand with their own hands, and it is also possible to bury this new brand with their own hands. Newborn brands should go to the market, from the world of builders to the world of millions of consumers. The next stage of the new brand still has a long way to go.

Facing the rapidly changing market, brand communication management has become an important part of brand market operation, such as the improvement of brand operation ability, the construction of brand marketing system, the expansion of brand integration communication, and the grid management of brand contact points. Use advertising, public relations, marketing, communication and other market activities to carry out the next journey of the new brand.

Finally, the brand will be destroyed at any time, especially in the current era of Internet media, and everyone can be the last straw to crush the brand. Therefore, brand control should be accompanied by brand growth from the date of brand birth. Brand builders should always pay attention to whether the early warning system of brand crisis market is perfect and whether the brand emergency plan can respond quickly. No brand is smooth sailing. In case of crisis, we should start the corresponding emergency plan, set up a special brand group, integrate communication resources and tide over the crisis calmly. Therefore, the brand crisis is something that every brand manager can't ignore.

Attachment: There is no way for brands, but there is a way for people. Without Tao, it is futile to trace the Tao; There is no pursuer on the road, and the brand is also.