Brand Effectiveness Tips

To operate a brand, you need to look at the world from a business perspective. This article introduces 30 sentences that are very inspiring for brand operation. It is recommended for students who want to learn about brand operation.

01

No matter how lofty the mission and belief of a brand is, from the day it was born, it exists to serve business. Entrepreneurs should always know where the business of the enterprise brand comes from? Who are the customers of the brand? What kind of value are we creating for customers? Are customers willing to share the value created with their relatives, friends, and colleagues around them?

02

To create a new brand, we must focus on the "new" and give the brand an unprecedented sense of freshness. Only with freshness can we quickly and effectively enter the market. Xiaomi entered the market by relying on "born for fever" and "extreme cost-effectiveness", bringing an unprecedented sense of freshness to smartphones. Zhong Xuegao entered the market with a tile-like design, high prices and other freshness, which made consumers shine. However, when Huawei's cars were launched, they failed to make consumers feel bright, so the sales volume could not be too impressive. Successful brands all follow this rule.

03

When building a brand, don’t blindly pursue new ads. Only by adhering to a consistent style and tone can a brand have soul. Brands are like people. Only immature people always like to play tricks. Mature people will stick to their own style. One voice, one image, consistent, is the key to brand success.

04

Good insights and big ideas are hard to come by. When a brand encounters a big idea, it should cherish it, keep it, and never change it. If there is no big idea, but only a small idea, the brand should also cultivate it and turn it into a big idea. Wait for it to explode one day. Red Bull's "When you are sleepy or tired, drink Red Bull" is a big idea. Unfortunately, internal disputes allowed Dongpeng Special Drink to take advantage. Mixue Ice City's "You love me", "I love you, Mixue Ice City is sweet", and "Snow King" are all small ideas, but the company has patience, continues to cultivate, and continues to operate, and eventually detonated them into big ideas.

05

There is no need to make a brand proposal too complicated. You just need to clearly explain what it is and why. Less is more.

06

The key to finding the right positioning is to figure out who I am for, what I am, and what I can give you.

07

A small difference is more powerful than a big demand. We created a green wasabi for Kingbo, which has a market share of 75% in China. The difference we found is "spicy and spicy, it's Kingbo"! It is a little bit spicier than Japanese table wasabi. This small difference is magnified and becomes a huge sales force in the market.

08

Product positioning is to define the competitive advantage and business scope of a product, that is, what group of people it is aimed at and what kind of business it is doing. In this regard, P&G is the master. No matter how bad the industry is, in terms of product positioning, it is almost impossible to surpass it in the foreseeable future. Evergrande's Evergrande Ice Spring is a huge failure in product positioning.

09

Market positioning is to define the market segmentation and the source of business, that is, what kind of business you want to do. If the market positioning is clear, your public relations, promotions, activities, communications and internal operations around the market will reduce a lot of waste.

10

Communication positioning defines the key elements that make up a brand and forms a brand discourse, considering how to make the target audience form preferences. For example, when Pepsi and Coca-Cola were competing against each other, the slogan "a new generation's choice" perfectly explained the importance of communication positioning.

11

The basic spirit of brand strategy is to choose a path. Without choice, there is no direction. Once you choose a direction, stick to it and continue to improve. The right path is to walk it out. Giving up means making mistakes.

12

The source of customers is sometimes related to the purpose of using the product. If a product is not sold "right", it cannot be sold "well". When Wanglaoji was still sold as a traditional herbal tea for curing diseases, it did not sell well. If Melatonin was sold as a traditional health product instead of a gift, it would not be the masterpiece it is today. To attract customers, spend more time thinking about what our products can be used for, and which use can attract a large number of users.

13

Only products with premium power are brands, and personification elevates products into brands. Bargaining has two meanings: the first meaning is that you can sell the same type of products at a higher price than your peers. The second meaning is that you and your peers have the same price for the same type of products, but when they are put together, more people are willing to spend money to choose your products. Brand building is to personify physical products and give them image, personality, values ​​and other connotations.

14

Preference completes the transaction, partiality generates loyalty. So, please remember that you can’t serve all consumers, you can only choose and focus on a group of people. This is true even for so-called “national brands”.

15

When creating a brand, keep these five tips in mind: First, create a compelling brand proposition; second, maintain a consistent brand personality; third, create a distinctive brand style and tone; fourth, project the goodwill behind the brand; and fifth, provide a brand story that people want to engage with.

16

Brand propositions are not about social welfare and a better life, but about the commanding heights of the interests of the product category. A brand proposition that cannot express the interests of the brand category is a "waste of money".

17

What really captures people's minds is not the differentiated interest points, but a moving value that is highly consistent with the brand spirit.

18

In social communication, the brand's attitude and tone should not be lost. Only in this way can bias and preference be formed.

19

The change of customer decision makers is the biggest obstacle to maintaining style and a challenge to human nature. But remember, the basic needs of human nature have not changed in 1 million years.

20

You have to know that there are some areas that brands must not touch. If you touch them, you will die.

twenty one

A brand story should describe the original reason why the brand exists, rather than spending too much space describing the hardships and difficulties of starting a brand.

twenty two

First there is friendship, then there is transaction. Making friends with customers will never go out of style.

twenty three

Any work that goes through too many levels of review is likely to be mediocre. If a company founder wants his brand to be outstanding, he must make decisions personally.

twenty four

Customers don’t care how much you know; they only care how much you care about them.

25

Word of mouth is extremely important, and core circle users are extremely important. Whoever’s consumers are the best at telling stories will have the strongest brand.

26

The closer the content created by word of mouth is to real-world life scenes, the better.

27

A good brand strategy is not just a logical deduction, but requires innovative insights and ideas.

28

For brand integrated communication, the budget should start with establishing a creative platform. Do not divide the budget into so-called traditional media and new media budgets.

29

Don't try to persuade consumers with advertising; use advertising to influence consumers as much as possible.

30

Taste is the soul of a brand. Humans are born with the ability to perceive taste. Taste requires money and time. Even if you cannot create taste, you must not create vulgarity. Taste can help sales and make advertising more convincing. Taste cannot contain impurities. Taste is an extension of a single message. Be implicit and provide taste.

Author: Liu Yichun

Source: WeChat official account: "Liu Yichun's Brand Business Innovation"