How to Construct Brand Core Value

First of all, the brand core value must meet the needs of consumers.

This demand may be clear demand, potential demand, material demand, spiritual demand, necessary demand and unnecessary demand. Therefore, when defining the core value of a brand, enterprises must dig and analyze the needs of consumers and identify the demand points corresponding to the brand value. At the same time, demand can also be shaped. For example, after washing your hair all your life, have you washed your scalp? Ziyuan shampoo is to open the market and occupy a place in the shampoo market by shaping the demand for scalp washing. The core value of Ziyuan brand is scalp cleaning and nursing.

Every unexplored consumer demand is a gold mine to be mined, and human beings are born with preconceived thinking and behavior patterns. Whenever a new demand is met, the brand will firmly occupy the minds of consumers and be hard to shake. This is one of the reasons why the core values of many well-known automobile brands are different. For example, BMW's "driving pleasure", Volvo's "safety", Mercedes-Benz's "comfortable driving experience", Toyota's "economy and fuel economy", Rolls-Royce's "dignity and luxury" and so on. All cars can meet the basic needs of travel, but different brands convey different values to consumers.

Second, the core value of the brand matches the enterprise's resource capability.

The commitment of brand core value must be consistent with the actual function of the product, and the product is the concentrated embodiment of the enterprise's resource ability. When the actual function of the product can't realize the promise of brand value, the brand will become boundless water and can't last long. One day, this brand will be overturned like a collapsed building.

So why did it end like this?

Sanlu milk powder is the concentrated expression of Sanlu enterprise's resource ability, and the professional quality and reliability of Sanlu brand's core value are the commitment to consumers. When the actual function of the product fails to realize the promise of brand value, Sanlu's brand becomes a castle in the air, and Sanlu loses its consumers and can only be destroyed.

To some extent, a brand can be regarded as a person, just as a unique person will leave a deep impression on people. The more distinctive the personality of brand core value, the more deeply rooted it will be.

The story of Coca-Cola and Pepsi-Cola can be said to be "those who learn from me live and those who die" in the field of brand marketing.

The establishment of brand core value should also consider its inclusiveness and extensibility. If the brand extends with the development of the enterprise, it turns out that the original brand core value can no longer support and contain new products, and then considering the transformation of brand core value, it will definitely do great harm to the brand and cause great waste to the brand value accumulated before.

Adhering to consistent brand value is the only way for many brands to succeed. Once the brand value is determined, you can only stick to it and never give up halfway. All marketing communication activities of an enterprise should be interpreted around the core value of the brand. Every marketing activity and advertising cost of an enterprise are on the same track of brand core value. If you insist on instilling in consumers the brand core values that have not changed for decades, will consumers still not understand your brand?

Lee, a well-known brand of denim clothing, got into trouble because he changed the core value of the brand halfway. Lee originally represented "the closest cowboy", which is very vital to those brands that focus on fashion and trends. However, many middlemen think that consumers want to buy fashion. Therefore, Li has no choice but to change the brand positioning.

It didn't take long for Li to fall into the predicament of development. Two years later, Lee returned to the brand origin, and The Closest Cowboy finally established his own business kingdom among the powerful denim clothing brands.

The core value of the brand is like a bright star that belongs to you only in the starry sky, guiding the progress of the enterprise. When you finally get close, it becomes the sun and shines brightly. This grandson is called a brand!