How do we create IP (goals, paths, planning, implementation)

If you can create a classic IP slogan, it will definitely greatly increase the popularity and popularity of the IP, and become a strong booster for advertising and other aspects. So how do you create an IP? This article explains the relevant content and hopes it will be helpful to you.

1. The four dimensions of IP: strategic layer, content layer, communication layer, and presentation layer

When we talk about IP, we often start with the presentation layer. Everything we can see, such as scenes, costumes, props, etc., can be imitated. In essence, the brand's No. 1 thinking about IP should be higher and deeper. If you want to see more, you need to go to a higher level.

To this end, we divide IP into four dimensions. The first is the strategic level, that is, what is the purpose of our IP, and we must always think around the purpose. It is certain that monetization is not the purpose, but it is a natural thing and a product of the IP process.

However, IPs that are solely for the purpose of monetization are not bad, but they are not long enough. An IP must be established, stable, and long-lasting. This requires us to clarify the purpose from a strategic level. In other words, the question that needs to be answered at the strategic level is: how can an IP become the first? It can be the first in a sub-category or the first in a certain field.

Finding the first is to amplify the value of differentiation. For example, Cao Yunjin does food broadcasting and shop exploration. He becomes the best shop exploration person in crosstalk and the best talker in shop exploration. This is the advantage of differentiation - finding the first.

The content layer is centered around strategy. If the strategic layer answers the question of why we do something, then the content layer answers what we should do. What an IP should do is determined by the first differentiated value determined by the strategic layer. For example, the IP's job description, personality, and interests. These are not arbitrary, but targeted.

From finding the first step (outputting differentiated value) at the strategic level to being targeted at the content level, the next step is the communication level. What do we rely on to spread? Language, image, and speech. That is, language output, image presentation, and speech shaping around differentiated value.

Finally, there is the expression layer. In a fragmented media environment, how can an IP stand out? First, it must have a striking quote; second, it must have emotional stickiness and a story; third, it must have a banner of its own, a work - only in this way can it stand for a long time, stand firm, and stand for a long time.

That is: strategic layer, content layer, communication layer, presentation layer relationship: why do it, what do it, how to do it, what to do

Take the previous IP Luo Zhenyu as an example:

• Strategic level, become the first person to broadcast knowledge
• The content layer emphasizes his straight-forward personality of being obsessed with knowledge
• Communication layer, Luo Pangzi (image), 60 seconds of speech every morning
• Presentation layer: columns, articles, public accounts, and New Year's Eve speeches

From strategy to content, from communication to performance, if we only talk about IP at the formal level, but ignore the content level, or even the strategic level, then we are really just doing IP for the sake of IP. The result is that IP is made into a clown, saying whatever is popular today, fighting for popularity and traffic, but finally finding that something seems to be wrong.

So, what do we mean by IP thinking? It is just two idioms:

1. First, act after careful planning
2. First, once and for all

1. 4 thoughts

1. First: the question to be answered is what is the word I want to occupy and represent?
2. Secondly: What are the professional attributes, personality traits, interests and hobbies surrounding this "word"? This can be called creating an advantage cognitive match.
3. Next: What are the language nails, visual hammers, and speech anchors?
4. Finally: Fragmented quotes, stories, and writings

——Consistently, centered around strategic objectives

2. Three-stage theory: start-up stage, growth stage, and maturity stage

From 0 to 1, we divide IP creation into three stages: start-up, growth, and maturity. Different stories should be told at different stages. If the IP story is told well, the IP life cycle will last a long time.

As an IP for an enterprise, in the start-up phase, you need to tell the entrepreneurial story, convey the mission, vision, and core is to convey values; in the growth phase, the product story: convey perseverance and persistence, the core is to be a product experience officer; in the mature phase, the industry story: stand at the forefront and plan for the future.

How to explain it specifically?

• Start-up story: conveying mission, vision, and core values. The founder's story at this stage is bigger than the company, and the story conveys information about the organization, products, and values. For example, the NEIWAI startup story: In 2011, when Liu Xiaolu and her husband traveled to New York, they met a 70-year-old New York lady. When they talked about underwear, the old lady mentioned that due to sensitive skin, she could only wear high-quality, fine cotton underwear. After meeting the Swiss brand HANRO in her twenties, she has not changed to other brands in the past 50 years - a good underwear brand can accompany a woman throughout her life.
• Product stories in the growth stage: convey perseverance and persistence, and the core is to be a product experience officer. At this stage, consumers need to hear not the story of an entrepreneurial hero, but the story of a productist. The founder's IP should change from a hero role to a product experience officer and product quality inspector. For example: In order to ensure quality, the founder of Jane Eyre personally tasted the products and even rejected nearly millions of products in order to strictly control product quality.
• Stories of mature industries: Be brave and take the lead in planning for the future. Drucker said, "Enterprises are organs of society." How can mature industries break through bottlenecks and lead the industry into the future? At this time, entrepreneurs need to tell stories about the future, stories of insight, and stories of foresight.

2. How to create a founder IP, taking Ms. L as an example

Background: Ms. L was born in the 1980s and is a genuine Harvard female student

After graduating from Harvard, he has been focusing on family financial management. He has 20 years of professional experience. He works for a top domestic financial weekly and has his own column. He is a special guest on a certain satellite channel's financial management program (one episode per week) and provides financial training for the second generation of his family. He is well-known in his small circle, professional but not clingy, and leads a comfortable life.

After listening to this background information, we still have to go back to the beginning and answer four questions: namely, the relationship between the strategic layer, the content layer, the communication layer, and the presentation layer: why do it, what do it, how do it, and what do it do?

First, start from the strategic level

At the strategic level, Ms. L builds her personal IP, and the word she wants to occupy or represent is wealth inheritance, and her target is the family business. The goal is to make Ms. L the first person who comes to mind when mentioning family wealth inheritance - this is the beginning and end of the thinking, layout, strategy, and action of building a personal IP.

After clarifying the strategic goals, we need to build Ms. L's content layer (career, personality, interests) around the category word (family wealth inheritance).

You need to be able to deconstruct and reconstruct (occupation, personality, interests) information from the perspective of your target customers. When you mention the term family wealth inheritance, what positive associations will your target customers have with (occupation, personality, interests).

• Occupation, personality, and interests are the core of IP
• Language, image, and speech are the face of IP
• To build an IP, you must have substance before you can have appearance.
• Only when the inner qualities are solid can the outer qualities last long.

In other words: A person with a clear conscience is not afraid of his shadow. Career, personality, and interests are the clear conscience; language, image, and speech are the shadow. Let's give another example to facilitate a broader understanding. When you mention a fitness club founder, what positive associations do you have with his career, personality, and interests?

For example: having a more masculine personality, liking extreme sports, lifting weights every day regardless of spring, summer, autumn or winter, driving a jeep, wearing Arc'teryx, often showing off attractive abdominal muscles on WeChat Moments, etc. - this is what psychology calls stereotypes.

• We have the same or similar stereotypes about a type of profession
• Perception is greater than facts. We need to discover perception, conform to perception, and magnify facts.

Looking back now, as long as I am clear at the strategic level and become the first female expert in family wealth inheritance, the following content, communication, and presentation will come naturally. The rest is just to organize resources and build advantages according to the target consumers' cognition.

1. Starting point: Start with the concept and occupy the root word

Regarding the concept of family wealth, first of all, most people have a clear concept of family, but a vague concept of clan. The essence of business is definition, and the core ability of an entrepreneur is the ability to define. Family wealth inheritance includes two terms: family and wealth.

Nouns constitute our understanding of the world, so you must be careful of noun barrier.

Therefore, the term "family wealth inheritance" may be too abstract. You (referring to Ms. L) must first define what family is and what counts as wealth. If you define this concept, it is yours; if you don't define it, it belongs to someone else.

How to define it? Essentially, the best way is to add the word "new" in front of it. Then you can be everlastingly new - the inheritance of wealth of a new family. Where there is new, there is old. Only by breaking the old can the new be established. In this way, the boundary is immediately revealed. You must establish an opposite, break the old, and then there will be a new one.

If the new does not come, the old will not go.

• Propaganda work is the greatest and most practical model of words in the world
• We should all study propaganda work carefully
• This is the basic word skills of marketing and communication

What is new family wealth? Once you define it, the whole world belongs to you. With the new concept, we can divide wealth into "old" money and "new" money. With the concept of new money and old money, we can tell stories for 100 years. The definition of a word is the definition of a word; the definition of communication is the definition of communication; the definition of marketing is the definition of marketing.

• The first part of the course is archaeology, then chronology, and finally literature.
• The skill of defining is the top skill of an enterprise

Starting from 1949, if you look at the history of family, wealth, and inheritance, and weave history into stories, as long as the story is told well, no one will be able to doubt it.

• In the story, money is divided into new and old;
• In the story, the transfer and replacement of wealth is even more frequent and exciting.
• People don't like reasoning, they like stories - if a story is told well, its fame will spread to the elderly.

For this reason, Ms. L:

Your resources, background, expertise and connections are all very good, but in the past few years you have not focused these resources, background, expertise and connections on one point, so many things are done in a scattered and point-by-point manner without lines, surfaces and substance.

• Every battle is fought for the final battle
• Every battle must be fought with a decisive battle mindset

Our benchmarks are Wu Xiaobo, who is engaged in family wealth inheritance, and Yang Lan, who is engaged in family wealth inheritance. The method is: interview the top 10 families you know, and this great cause can be achieved.

At this time, a great mission is about to emerge - to help the new family wealth for 200 years and pass it on to 5 generations

• The value of strategy lies not in war but in tactics.
• Essentially, your ability to ignore is your ability to grasp the key points.
• The value of top-level design lies in goals, paths, planning, and tools.

2. Key points: goals, paths, planning, and implementation

An IP, a popular article, a white paper, a course, a book, build fame in the public domain, and close the business by offering large and small classes in the private domain.

• An IP: Through interviews and other methods, we can review the top family businesses
• A popular article: "Why 90% of family wealth is lost in the third generation"
• From Column to New Wealth Inheritance White Paper: "1949 New Family Wealth Inheritance 2021 Annual Report"
• A new course in the family wealth inheritance series: "200 years and 5 generations, the code of wealth inheritance"
• A book: "1949 New Family Wealth Inheritance for 30 Years - Breaking the Curse of Wealth Not Lasting More Than Three Generations"

Having written this far, I think most of my friends can continue with the specific operations, such as: public accounts, video accounts, Douyin, such as: communities, platforms, endorsements. Many things are difficult at the beginning, and everything is difficult at the beginning. Once a consensus is reached on the problem and the path is clear, the planning must be focused (five ones, 5 allin 1).

Author: Houshan Keju, Source: WeChat public account "Lao Gao Business and Brand"