How to make a good brand?

My comprehensive logic is: commercial success = product success+positioning success+channel success+organization success.

First of all, we must have good products and continue to supply products with high productivity and high cost performance.

Secondly, the positioning is good, there must be differentiation, there must be a tipping point, and categories should play together. But basically every category has large enterprises in China, so the best way is to make an explosive product first and bring the brand with a single product.

Once again, the channel, first choose an offline channel, then choose an online channel, infiltrate the online channel and offline channel, and then copy it after success.

Then there is marketing and online public relations. Don't think that sending a circle of friends, making a video number and writing a few articles is public relations. In fact, public relations is to build awareness, and brand communication is to create influence. Both are indispensable, and online and offline should be combined.

Finally, long-term persistence, medicine can not be stopped, medicine can not be changed, medicine can not be less, investing hundreds of millions is not a waste, giving up halfway is a waste.

The branding of new consumer goods has achieved rapid results, and it has a basic trend:

Generally, numbers from 0 to 1 are not offline, because the offline time is slow, and the online frequency and digital rhythm will be faster. After planting grass through WeChat, Weibo, Xiaohongshu and Bili, direct transactions will be realized, and the investment of tens of millions and hundreds of millions will enable enterprises to achieve sales of 200 million to 300 million. At this time, online traffic dividends and accurate data analysis can basically reach the peak.

To be an excellent brand, it must be an omni-channel brand. You go offline and establish offline brand awareness and sales channels.

How to do it online? For example, 20,000 little red books, 5,000 to 8,000 Tik Tok, 1000 Bi Li, and 800 Zhihu books have been put on shelves in Li Jiaqi and Lao Luo, and stores have been opened in Tmall, JD.COM and Pinduoduo.

How to do it offline? The essence of a brand is simple repetition. You can remember the brand after reading it seven times. Remember that brands will generate buying behavior and may become loyal users after use.

Sharing guest: Zhang, founder and chairman of Xinchao Media.