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Small and medium-sized enterprises how to build a brand

Brand is a special kind of intangible assets, it is even more valuable than tangible assets. And small businesses due to their own conditions of the limitations, must be from the outset in the operation of the enterprise at the same time, planning, cultivation, operation and development of their own brand.

One, choose a good product if there is no "good product" to build the brand is an empty word. Selection of products to:

1, to do regional brand thinking. Carefully analyze and study the market, to focus on marketing, first do regional brands.

2, in the established scope of the industry, choose the product suitable for their own production or operation of the broad categories.

3, to take into account the personality of the product, to find the entry point of the product. In the selected product categories in the screening of products that meet the requirements, in-depth and detailed market research and study work, the scope of the selected products will be gradually narrowed down. Finding the right entry point is one of the keys to building a brand, and this entry point can be found in the production line, in the general environment, or from the raw materials, and sometimes it can also jump out of the concept of the product and the circle of traditional thinking. At the beginning of the listing of Weilan Laundry Powder in Henan, I was invited to go for the finalization of its planning. This product is characterized by non-phosphorus and the price of non-phosphorus laundry detergent is cheaper, but still more expensive than ordinary laundry detergent. Moreover, the characteristic of non-phosphorus laundry detergent is that it does not foam. Most consumers in China (especially rural consumers) are not very concerned about whether there is phosphorus or not, but they feel better about the foaming laundry detergent. Therefore, in order to promote the success of Weilan washing powder, it is necessary to explore the features that are not found in its similar products. After repeated market research and product function research, we decided to put forward the issue of "sterilization", which has not been raised in the washing industry, on the basis of the positioning of "whitening and decontamination", and set the main function of this product as: The main function of the product is to "kill bacteria on underwear". Weilan laundry detergent sales in Henan, based on the "sterilization" of this unique product function claims, seized the Henan market.

Two, a good name Yu name is a brand that can be read in the language of the sound part of a product on the market when the first impression of consumers. Luoyang an ice-cream factory developed a new product, this product consists of glutinous rice, black rice, mung beans, red beans and other raw materials, high nutritional value, market potential is also good. According to the taste, color (appearance) and raw materials of the product, they named it "Aromatic Blood Sticky". After the market, 87.23% of the people who came into contact with it thought that its name had a kind of bloody feeling, and 23.6% (mostly parents of students) of consumers because they did not recognize the word "glutinous", feel embarrassed, lose face, and do not want to buy this product, the product was once lagging behind in sales. Another local company realized this situation, developed and produced ice cream with the same ingredients, and named the product "Black Rice Cake", which became a hit. Name: the name of the product or enterprise, in line with its own characteristics and the cultural psychology of the target market, but also have a certain degree of inclusiveness for the future extension of the enterprise's products and the launch of new products to lay the foundation. On the other hand, the name should be able to give a positive, beautiful associations, to have uniqueness, can be distinguished from other products, and should not contain words that make consumers feel raw.

Three, the design of a good logo logo can not be called in language, but can show the product, the brand's rich connotation. For example, McDonald's "M", Disney's Mickey Mouse, Mercedes Benz's Samsung Circle, etc., they are the best of the logo. Good logo must have the following characteristics:

1, has its own unique personality, can show the corporate image.

2, can convey the main message of the enterprise to consumers.

3, easy to understand and remember, can give people a good association.

Four, register a good trademark enterprise alone has a good name, a good logo is not enough, but also to cover it with an "umbrella". Enterprises should be carefully selected, the design of the name, logo to the relevant government departments to register, access to their exclusive rights. In the registration, should also register defensive trademarks. "Confucius Family Wine" invested heavily in CCTV made many advertisements, so that the Confucius Family Wine is a household name, but is not defensive trademark registration, was the emergence of the Confucius Banquet Wine in 1995 to take advantage of the family wine banquet wine, the difference between the word, lost most of the market. There are two main strategies for registering defensive trademarks: one is to register words with the same pronunciation and similar meaning in Chinese, such as "Hongdou" and "Acacia" registered together by Hongdou Group. Another example is "Haha", registered a series of trademarks such as "Haha Doll" and "Haha Wa". Another method is the same trademark used in completely different kinds of products or different industries, to prevent others from using your trademark in different kinds of products or different industries. 1998, Sanjiu Group in the future is ready to get involved in the eight industries have registered the "999" trademark, valued at more than 730 million yuan.

Five, set a good position in the product of serious homogenization of the times, to stand out from the customer awareness of the story behind the product, as well as your product to bring him the experience. The difference in product positioning comes mainly from the general traits of the product such as function and quality. In the era of serious homogenization of products, what is more important is the story behind the product, the image of the enterprise that produces the product, the emotional color embodied in the product, the cultural connotation, the service, and the benefits that the enterprise brings to the consumer. One of the secrets of the French perfume in the world market, is its exquisite, classical flavor of the packaging, can be immediately differentiated from other perfumes. The success of packaging positioning is a clear competitive advantage of French perfume. China's Power washing machine advertising slogan: "Power washing machine, dedicated to the mother's love", is to strive to distinguish the product emotionally from similar products, belonging to the emotional positioning. Accurate positioning:

1, according to the results of market surveys, combined with consumer demand characteristics, purchasing behavior and other differences in market segmentation

2, combined with the actual situation of the enterprise and the external environmental conditions, analyze the supply and demand of each market and the competitive situation, choose to determine a reasonable target market.

3, according to the characteristics and attributes of their own products and other products of the same kind, the difference in the benefits brought to consumers, as well as the value and benefits that consumers want to obtain through your products, to create a distinctive impression of the personality and image of the difference between competitors, can give a distinctive impression.

4, with the help of "external brain", the use of think tanks or institutions to find their "selling point", to get a good market positioning.

Sixth, choose some good market small businesses can be through marketing research and market segmentation, to find out what is within reach of a good opportunity, see the needle, pick up the pieces.

1, a good market usually have the following criteria:

(1) measurable small business to enter the market should be measurable, that is, the size of the market, the purchasing power of the high and low through the investigation, analysis, can be relatively easy to measure, predict. This will save a lot of cost for the small business and will increase the speed of brand building for the small business. And unpredictable markets like how many young children and teenagers are likely to smoke and how many people in the United States need to be prevented from AIDS would not be appropriate as a target market.

(2) SufficiencyThe proposed market should be of a size large enough for the business to achieve its profit goals. The market should be of a certain population size, not too small, and should also have considerable purchasing power. However, it should be noted that the size of the market entered by the small business should not be too large, because to make a large market requires the investment of too many resources, and the large market is the focus of attention of large enterprises.

(3) Accessibility is whether the company's advertising campaigns can enter the market through certain media to deliver product information to consumers; and whether the products can reach the market through certain sales channels.

2, small business branding strategy:

(1) borrowing strategy is to use the power of others to develop their own. Shuanghui Group has successfully used this strategy. Shuanghui ham and sausage in the face of Chundu, a strong competitor, took the follow strategy. Wherever Chundu went, Shuanghui could be seen following it. Both in terms of price and sales channels. The adoption of the follow strategy, so that Shuanghui spent a small amount of money on the popularity of the country, but also to avoid the problem of detours in the development of the market.

(2) Borrowing the channel strategy to borrow other companies to form the sales network. In order to expand their influence, Henan Geocentric Spring mineral water products to the Star supermarket, and in the packaging will be "Geocentric Spring mineral water" on the bottom of the "Star Supermarket", borrowing "Star" channel to successfully occupy the market. The "Sida" channel has successfully captured the market.

(3) Borrowing the name of the strategy to develop themselves with the help of other people's fame. Ningcheng old cellar to "Ningcheng old cellar, outside Maotai" as the advertising slogan, borrowing Maotai's name and potential to achieve the development of their own purposes.

Seven, make a good plan without a good plan there is no good direction. Branding requires a process, but must first develop a good plan. Brand development plan has three main parts. The first part, the status quo analysis. Describe the current business environment, it answers the "where we are now" and "where we are going" and so on. It can determine whether the enterprise should "do brand", "whose brand" (own brand, intermediary brand, manufacturers and intermediaries joint brand), brand extension decisions (up, down, sub-brand, sub-brand) and other issues. The second part emphasizes the development goals of the brand. It answers the question "What do we want to do". The plan must determine the actions of the leading enterprises to rationalize the allocation of human, financial and material resources. The last part, the strategy and action plan. Outline the brand development strategies to be implemented and the specific actions necessary to implement these strategies and achieve each goal, that is, to answer the following questions: how to get where you want to go? When will we get there? Who will be responsible for it? How much will it cost? And so on. Developing a plan:

1. To be operable, according to their own actual situation, consumer needs, product life cycle, different stages of development, the development of long, medium and short-term plan. "Nippon Paint" is known as the first brand of home decorative paints, it has a full range of products (*** there are more than 100 kinds), so it has set its slogan as "Nippon Paint, everywhere to shine". As long as consumers have needs, "Lipang Paint" can meet them. So for a long time there was no company that could be equal to Nippon Paint. But this seemingly impossible thing but let a company in India did. After investigation, they found out the five best-selling products of Nippon Paint. So they only do these five; the price is cheaper than one-third of the Lipont paint; in the publicity strategy, they declared: if you want to buy one of these five products, you have no reason to buy Lipont paint (my best); if you buy these five products other than paint, then please go to buy Lipont paint. If Nippon Paint also only produces these five products, it can not reflect the "brilliance everywhere", the advantage will be lost; if you narrow the front, the positioning will change; if you do not narrow, you can only look at others to make money and can not do anything about it. Therefore, to attack your opponent, we must look for weaknesses in his strengths, "rather than break its one, not hurt its ten", in his strengths to find weaknesses, so that it can not fight back.

2, the content of the plan to be detailed, specific, targeted, with the changes in market conditions continue to make adjustments.

Eight, proposed a good advertisement advertising is an important means of spreading the brand. And advertising, if you can provide additional services, will achieve unexpected results.

1, advertising objectives.

(1) must be in line with the overall marketing requirements of the enterprise;

(2) have a certain degree of flexibility, can be adjusted according to the situation;

(3) can be accepted by the other marketing departments, easy to cooperate with;

(4) can be turned into a series of specific advertising campaign objectives.

2, advertising theme. In the design of corporate advertising theme, designers must be in-depth life, the product, market, consumers to conduct a serious and objective analysis.

3, advertising words. Advertising words must be easy to understand, easy to remember, direct, catchy, easy to spread.

4, advertising painting. The design of the advertising painting should be conducive to the performance of the product image and a particular feature of the product; to be good at using color to enhance the attention of consumers to the goods; to let people see at a glance.

5, heavy word of mouth, provide additional services. There was such a thing: a buyer of vegetables, first bought some tomatoes, and then bought two cabbages, probably did not buy lai, he casually put the cabbage on top of the tomatoes. At that moment, the cabbage seller came over to him and said with a smile, "How silly, you put the cabbage on top of the tomatoes, it will crush the tomatoes." With that, she took out the tomato and put it on top of the cabbage. The small act of putting the cabbage on top of the tomatoes y touched the grocery shopper. From then on, every time he bought vegetables, he came straight to this big sister's Lai stall. Small and medium-sized enterprises in building the brand, if you can also provide a little extra service, must also be able to "everywhere to shine".