How to build a brand and how to form a brand?

1, accurate positioning

Most people may have played basketball, and they all know that it is much easier to score goals in basketball than in football. Have you thought about the reason? In fact, this is related to the height of the basketball stand. I think if you make the basketball stand as high as two floors, you won't score goals so easily. Conversely, if the basketball stand is only as high as an ordinary person, it is easy to score goals, but will you still play with it? It is precisely because the basketball stand has a height that can be reached by jumping that basketball has become a worldwide sport. It tells us that a goal of "reaching by leaps and bounds" is the most attractive, and people will pursue it with high enthusiasm. Therefore, in order to arouse people's enthusiasm, we must set a goal with this "height". Therefore, Locke's law can also be called the "basketball stand" principle. The same is true for enterprises. Hanting International Australia is positioned as a "comprehensive multinational enterprise integrating R&D, production and sales of human health products". More than ten years' efforts have verified the accuracy of this positioning, with the belief of "market-oriented, judgment as the core, honesty as the foundation and * * * winning as the criterion". In addition, although Hanting International Australia has not been in the business for a long time, it stands out among its peers, constantly improving the brand's quality, function and cultural connotation with professional services and innovative technologies, and its operation is flexible. The group believes that the success of an enterprise lies in transforming temporary advantages into long-term advantages; The success of the team lies in the courage to constantly abandon old things and accept new things. This is the success of Hanting International Australia. Do what you can; Constantly improve yourself in the process of doing things. In other words, it is necessary to give people a chance to experience the joy of success, and not to be disappointed with the unattainable "fruit", and not to let people easily pick the "fruit" with no effort. "Jumping and reaching" is the best goal.

2, have excellent quality products

Product is the foundation of brand, brand is the foundation of product, product is like body, brand is like soul, body without soul is a walking corpse, on the contrary, soul without body cannot be relied on. To build an excellent brand and have excellent product quality is the premise. If we rely too much on advertising, promotion and other means, without good products as support, we will inevitably be unable to have loyal customers and good reputation, and brand building will be out of the question. Therefore, before establishing a brand, first look at whether your products are good enough, at least to reach the market access threshold. If your product quality is not only excellent but also unique, it will be very helpful to brand building. The president of Samsung galaxy Group said: "Product quality is our life", which makes a small electronics company that used to be a third-rate company become a giant in today's electronics industry. Hanting Australia International is in a leading position in R&D advantages and health care and nutrition. The company's production base covers an area of more than 65,438+0,000 square meters and is a GMP certified enterprise. The workshop is designed according to GMP standards and conforms to international norms. The production base has three workshops for health care products, including two workshops for soft capsules (7 lines, daily production capacity100000 capsules) and one workshop for solid preparations (daily production capacity of tablets, hard capsules, granules and powders is 50 tons). All these reflect their pursuit of quality, and products that ignore quality will not survive the next year, and it is impossible to create a brand. This is one of the main reasons for the short life of enterprises in China.

It is common for some marketers to put forward the view that no matter what products, through packaging, publicity and other means, brands can be created and products can sell well. In fact, this kind of best-selling will not last long, and such a brand will soon fall like a meteor. For example, three brands closed down overnight because of product quality problems, and hundreds of thousands of enterprises closed down. Many enterprises know that brands without roots will not last long because of huge immediate benefits, because insisting on product quality will pay a lot of immediate costs. The finished product rate of porcelain produced by a British porcelain company is only 25%, and the quality of 75% of the eliminated porcelain is also excellent, reaching the international first-class level, but all of them are smashed into defective products. Because of this, the brand is famous, the product price is 6-20 times that of similar products, and the order has been placed for two years. The author once heard a person on the train say that it uses tap water as mineral water, and a bottle costs only a few cents, and it has a resounding brand name: "Sweet Spring", but I haven't seen this brand of mineral water for several months. It is impossible to have an evergreen brand with such a quick success and instant benefit mentality. Excellent product quality is the first step to build an excellent brand.

3. The mission of building a brand

What is the meaning of a brand? What value can it create for customers and society? When a brand can create value for customers and society, it will be remembered by consumers even without advertising. For example, some pharmaceutical companies set the brand's mission as alleviating the pain of customers. Microsoft's mission is to make every computer in the world use its operating system, thus changing people's lifestyles. The mission of "Meilikang" is to bring real health and beauty to the world, so as to improve people's quality of life and wonderful life, especially in the application technology of natural nutrition and herbal essence. Over the years, Hanting Australia has always adhered to the corporate purpose of "taking the development of national industries as its own responsibility and benefiting human health as its own responsibility" and advocated the homologous culture of medicine and food and the health concept of "health is higher than wealth". This makes it flourish after decades of social changes, even though its peers have declined. Because people need it and society needs it, only brands that everyone needs can survive for a long time. What comes to mind when you mention the word Wal-Mart? Cheap and money-saving, yes, this is the mission of Wal-Mart brand, making a small grocery store once only 20 square meters become a retail giant with more than 3,000 chain stores worldwide and annual sales of tens of billions.

Brand mission is not a slogan. After setting a brand mission that conforms to its own characteristics, we should make unremitting efforts to achieve this goal. Only after the brand mission and value are realized can this mission be established. The way to achieve it is not communication, not slogan, but practical problems that customers can solve.

4. Design a good brand story

Designing an interesting brand story can enhance customers' impression and goodwill towards the brand. Brand stories are the most emotional part of brand culture, and interesting or touching brand stories can leave deep memories for customers. Brand stories must be positive, have a high degree of positive correlation with products, and can be connected with customers' thoughts. Try to avoid conflicts involving religion, race and culture, and it is easy to understand and remember.

Evian mineral water sells for tens of yuan a bottle because it has a brand story that is easy to understand, fascinating and highly related to the product: the majestic Alps behind Evian town are the source of Evian water, and the glacial sand layer in the hinterland of Alps 15 years naturally filters and mineralizes to form Evian water ... 1789 A French nobleman won kidney calculi. One day, when he walked to the nearby Evian town, he took some local water and kept drinking for a while. He was surprised to find that his illness had miraculously recovered. This anecdote soon spread, and experts made a special analysis of it and proved the efficacy of Evian water. Since then, a large number of people have flocked to Evian town to experience the magic of Evian water, and doctors even included it in prescriptions. Charles Louis Napolé on Bonaparte and his queen have a special liking for mineral water in Evian Town, which was officially named Evian Town on 1864. Brand stories should be well-founded and don't give people the feeling of making them up. It is best to combine events, history and culture.

5, easy to remember the brand identity

Logo is the visual communication of the brand. A good logo can make people unforgettable and have a good impression, while improper design is not only difficult to remember, but also may make people feel rejected. For example, a brand of sausage, its logo is a rough design of bee pattern, which looks like a fly on the sausage coldly. If customers have this idea, they are naturally not interested in buying. Seeing Rising's brand logo with shield as the main element will naturally give us a feeling of safety and reliability. A good logo needs to be systematized, that is, the overall CI identification system design. And excellent brand recognition can increase brand affinity and brand identity. Among them, the brand logo of "Meilikang" is based on green and orange, with green representing nature and orange representing harvest, which will make people feel safe at first sight. When we see a logo, we can immediately think of the motherland just like the national emblem, then this brand is the most successful.

6. Make the brand a category representative.

Making the brand a category representative will be of great help to the construction and development of the brand. For example, when we buy instant noodles, we may not say a bowl of instant noodles, eat a few bowls of Master Kong, and just say a few bottles of Wahaha when we buy mineral water. Master Kong became synonymous with instant noodles, and Wahaha became synonymous with mineral water. A few years ago, we called a kind of rope "nylon rope" Many people think that this kind of rope is called nylon rope. In fact, "nylon" is the name of a brand. When a brand can represent a category, it will definitely be the first thing we think of when we want to buy such goods, which is undoubtedly very helpful to promote sales. Perhaps many people think that it is possible to achieve the same category representation as Master Kong and Wahaha only after becoming a well-known brand. Actually, it's not like this. Only by striving to be the representative of the category can you become a well-known brand and industry leader more easily, such as adopting communication strategies such as "first" and "expert" to make consumers think that your products are the first or expert of the category. Over time, your brand will really become the first or expert, and become the leader and pronoun of this category. For example, "My skin care expert (Dr. Li)" and "First" will design a positioning that can represent a certain category, persist in spreading it, and will become the representative of this category one day.

7. Refine the popular advertising language.

These well-known advertising words, such as "No gifts this New Year, just melatonin", "Charm and health-enjoy beauty", "Men should be hard on themselves", "White sand dancing with cranes, my heart flying" and "Hanting-love is so transparent", can be easily remembered and recognized by everyone. The success of brand language requires the following three elements: (1) brand language should be consistent with product functions, characteristics or perception level. This can make consumers feel consistent and recognized; (2) Advertising language is distinctive, easy to remember and catchy. Because no one will take the initiative to remember the content of an advertisement, only easy-to-read and easy-to-remember advertisements can be inadvertently remembered by consumers; (3) Adhere to communication. A successful brand language is like an idiom. As soon as these words are said, consumers will immediately think of the meaning behind them. To do this, it is very necessary to insist on wide dissemination. When a brand slogan is well known, it will become a kind of popularity and is often quoted by everyone. For example, the familiar slogan often quoted in comic sketches. Let's take a look at a fragment in life: when a man wants to buy a laptop that he has been longing for for for a long time, but he is hesitant because it is very expensive, his colleague said half jokingly, "Buy it, and the man will be cruel to himself." At this time, brand advertising words are like wings, which can spread among consumers and save a lot of advertising expenses.

8. Create a pleasant brand contact point

The contact point between the brand and the consumer is the brand contact point. Find out all the brand contact points and optimize them, leaving a good impression and memory on consumers, so as to make the brand successful. On the other hand, a bad brand contact impression will also destroy a brand. For example, in a food enterprise, its trucks are very dirty, so trucks with corporate logos drive on the road all the year round, and it is difficult for consumers to see the food produced by their enterprises, leaving a negative impression. The above is a failed brand contact point case. Although these problems are small and often ignored by us, they may have a great impact on the brand. Don't take it lightly even if it is a leaflet. A well-known printer brand has made such a mistake. Some product leaflets are inaccurate in color printing and color matching, resulting in blur, ghosting and poor image quality. Consumers get such leaflets, even if the above hype, it is difficult for consumers to have the desire to buy. Although these leaflets are not printed by printers and have nothing to do with product quality, wonderful associations will give consumers a negative brand impression. Perhaps these leaflets were not issued by the corporate headquarters, but were made by the dealers themselves, but they had a negative impact on the brand and products anyway. Only by not relaxing the shaping of any brand contact point can we create a brand that consumers like. Excellent enterprises such as Starbucks coffee shop, McDonald's fast food, IKEA furniture company and Disneyland attach great importance to shaping the contact points of these brands, so these brands have high brand affinity and popularity.

In addition to the above eight points, we must continue to optimize and strengthen the above eight points. For individuals and enterprises, there must be a goal of "jumping". With a single goal, there must be concentrated action. Insist on achieving this goal, and everything must serve this goal. With the change of the market, the marketing strategy needs to keep pace with the times and be adjusted accordingly, but it is not offset, but optimized and strengthened. Many enterprises have done well in the above points, but they can't consistently implement them. The brand positioning is constantly changing, and the core of communication is constantly changing, which leads to the brand's inability to penetrate the hearts of the people. Adhere to the above 7 points, and your enterprise will move towards Excellence and Excellence step by step!