How does a brand change from a brand name and LOGO to a well-known brand with thousands of "loyal fans"? Many internationally renowned brands, such as Starbucks and Coca-Cola, as well as popular online celebrity shops in recent years, such as Xicha and Luckin Coffee, are also popular in Luo Ji's thinking, with Zhihu-style screens. Have you studied the growth process of these brands in depth? Recently, an interesting "seeing a doctor" activity has just ended in Chengdu. This "I don't know clinic" is equipped with six popular departments, including internal medicine, surgery and stomatology, and a new "living physiotherapy room for patients living alone" is added at Chengdu Railway Station. Just listening to the name will make you feel creative. From online knowledge content platform to offline, it appears in the form of "clinics" in urban centers such as Beijing, Shanghai, Tianjin and Chengdu, which increases the interactivity and interest of "new knowledge youth" in answering questions. This brand is called Zhihu, 20 18. Because of Liu Haoran's endorsement, more people know that "if you have any questions, ask Zhihu"! 1. What has Zhihu done to build its own brand? 1. Brand image: In recent years, more and more enterprises in Liukanshan have launched anthropomorphic images, animal images and nicknames. Zhihu's official pet Liu Kanshan is a typical example. Becoming the great love of many "new youths" is also the endorsement image of communication between users and brands. Liu Kanshan has his own encyclopedia, his own friends and his own drama chasers. He also interviewed Queen Fu Cha in The Story of Yan Xi Palace, made a guest appearance in the American TV series Silicon Valley, and attended the Strawberry Music Festival. Considering that the coffee cup I use is still Liu Kanshan's, the brand image has become richer and richer. Other brand references: Coca-Cola-Polar Bear. 1. Brand slogan: Go to Zhihu if you have any questions! In the process of brand positioning, in addition to thinking about users, channels and product positioning, we need to find a word that people can remember at a glance and have an impulse to act. If you can give consideration to user characteristics and usage scenarios, it is an excellent brand slogan. For example, Zhihu launched "Go to Zhihu if you have any questions" on 20 18, which combines user needs with usage scenarios in one sentence. Before we use Zhihu, let's think about why you opened Zhihu to find the answer you want, but there are one or more questions in your mind, which are simple and easy to remember. There are behavioral verbs in the slogan, which has strong transformation motivation! Other brand references: Wang Lao Ji-afraid of getting angry, drink Wang Lao Ji! 1. Brand endorsement: In addition to Liu Kanshan, there is Liu Haoran in Zhihu, just like a pair of "Liu Brothers"! (See my article "Zhihu AppStore Social ListNo. 1 Liu Brothers"+Liu Kanshan's "Zhengmeng" in detail. ) In 20 18, Zhihu had a spokesperson, whose temperament and popularity, personal character and brand style perfectly matched. Why do brands choose spokespersons? Spokesman is also a symbol of the brand, just like a LOGO, an anime image, but the most important thing for a star to be a spokesperson is not only identity fit, but that most brands want to pass on the brand value to their fans and more people, which will make it easier and faster. Furthermore, when using spokespersons to place advertisements, factors such as arrival rate, excitement point and communication conversion rate will be improved. Also, the star's "turning powder to bring goods" is also an important factor. 1. Brand activities: I don't know that the operation of clinics, Q&A concept convenience stores and salt clubs needs many details, such as membership management, fan relations, brand activities and public welfare marketing. Among them, "brand activity" is an important method to enhance brand awareness, activity and fan stickiness. Zhihu's "I don't know clinic" is such an activity, but it is different from other traditional activities. Before the creative activity, the idea of brand marketing in Zhihu was adjusted, and the distance sense of the original brand was changed with the starting point of "making knowledge popular, vivid and cross-border". "I don't know the clinic" is an important manifestation of "making knowledge vivid". When talking about the planning and execution process of "Unknown Clinic", Lai Yuan, general manager of marketing and public relations in Zhihu, said: "The first time I made" Unknown Clinic "in Beijing, I mainly relied on local resources. Our stay in Beijing was only extended by five days. From the beginning, I saw the warm-up news, and later some people saw friends sharing news on social networks. It lasted until Tuesday and Wednesday, and many people took taxis after work. After the first stop, we paid special attention to every detail, not flashy. Beijing Railway Station accumulated a lot of reputation, and then many shopping malls and commercial real estate in Tianjin and Shanghai took the initiative to contact and cooperate. This is a process of brand activities from scratch, attention to details, and accumulation of word of mouth, and it is also a process of brand growth. General Manager of Zhihu Marketing Public Relations came to the original "Q&A Concept Convenience Store" 2065438+At the beginning of May 2008, Zhihu built a Q&A concept convenience store in Beijing Youtang Shopping Center. One. This concept shop with white, blue and transparent colors as the main colors not only has all kinds of daily necessities, but also all commodities including food, drinks, daily necessities and clothing. It has been reshaped by Zhihu, and the packaging has been replaced by "Zhihu Blue", all kinds of "questions" that arouse curiosity. Every product should reveal a popular question and answer on Zhihu. For example, the umbrella cover says, "How to improve the mood index in rainy days?" For example, the drink bottle says, "Where is the sea blue and has a transparent feeling?" Scan the QR code next to this sentence to find the most popular guide to lighting up your mood. In this convenience store, ordinary goods have become interesting "daily necessities" to satisfy curiosity. Every customer who walks in may pay attention to a certain field because of a certain problem and know some unknowns that have never been discovered before. In addition to "I don't know the clinic" and "Q&A concept convenience store", Zhihu also has an annual activity "Salt Meeting", which is a "high salt value" activity with knowledge explosion. The fifth session of "Salt Club" was held in 20 18. Through different brand activities, more and more Zhihu fans are involved, thus detonating more potential users. 1. brand cross-border: "problematic hotels" and "cross-border" are very effective for brands at all stages. Choose brands with the same type of non-competing products or users and the same tonality for cross-border, from products, users to activities. For example, Zhihu and Atour Hotel have all launched "problem hotels". This hotel is not a simple "title", but a kind of Zhihu style that goes deep into the bone marrow. From the room to the dining room, from the wall to the laundry room, Zhihu asks questions and answers, which contains Zhihu's life experience about clothing care, and a hotel space full of knowledge. Isn't it interesting? The "problematic" hotels in Zhihu are full of questions and contents from Zhihu. Through the decoration of plane materials and the implantation of audio-visual content, the theme is closely linked. At the same time, the hotel can also buy Liukan Mountain and Branch Lake in the surrounding area. Guests staying in Zhihu Movie Travel Theme Room can interact with each other through a customized "answer sheet", and when they leave the hotel, they can also receive an accompanying gift from Zhihu, which truly makes their knowledge not only visible, but also audible. It is not only interesting but also practical to express knowledge vividly in a cross-border way, to convey the core highlights of Zhihu question-and-answer products in various scenarios, and to let users feel the brand in various scenarios. Second, what are the characteristics of brand building in Zhihu? 1. Brand content When Zhihu crosses the border with different brands, the brands are delivered through content, such as "Atour Zhihu Hotel". In the hotel scene, users are immersed in various application scenes of the hotel, and each scene is only related to Zhihu content. This way of presenting your own brand through content, different user groups feel differently, and a brand is like this. 1. Content Branding The novel, interesting, practical and fun content in Zhihu brand activities has formed different "activity brands", such as "I don't know the clinic, question and answer convenience store". In the process of brand building, it is necessary to constantly strengthen, deepen and repeatedly spread brand memory, which is the slogan of the brand, or the formation of brand theme activity "content branding" is more conducive to a brand. Third, why is such a brand effective? 1. Many people neglected the importance of brand positioning in advance. The birth and application of positioning theory make different brands have vitality and produce different potential energy. For example, Wang Laoji was only in South China at first, mainly in Guangdong. How to become a national best seller, how to break through the "common sense cognition" that users think herbal tea is medicine, skillfully cut into the word "fear", prevent cutting into it, and integrate into consumption scenes such as hot pot. Focusing on people's demand for knowledge and questions, Zhihu, whose core product is knowledge quiz, launched "Zhihu with questions", which is similar to the former. "There is a problem" is a user's demand, and "going to Zhihu" is a behavior transformation, in which the word "going" represents the characteristics of online products and also has a sense of urgency. In this regard, users have problems, and "going to Zhihu" is the solution. Zhihu's product positioning is a question-and-answer community. Users who have questions can "go to Zhihu". Positioning is not only a slogan, but also can be subdivided into user positioning, brand positioning, product positioning and so on. What content and products do you use to influence consumers in the final brand, and how do consumers describe your brand in their minds? Positioning is what your brand looks like in the eyes of users, and how do users explain your brand? If you think about this question clearly, you will understand what I just said about Wang Laoji and Zhihu. 1. Scenes are integrated in different ways, presented in multiple dimensions, and brand positioning. After Zhihu's "If you have a problem, go to Zhihu", he deeply interpreted "If you have a problem". "Hotel with problems" and "I don't know the clinic" are all discovering and excavating various problems, and telling consumers what this brand does in different forms. What are its characteristics? 1. The strategy of endorsement diffusion is not much to say, but it is introduced in the previous part. Popular brands are very suitable for celebrity endorsements, which can distinguish competing products, enhance popularity, enhance brand goodwill and social activity. Taking Zhihu as an example, there may be other ways to spread the process of brand building and build a "network celebrity brand", but in the core principle, "positioning first, scene fusion and endorsement diffusion" are all very effective ways, and "brand IP and brand scene" are also worth learning. Lai Yuan, general manager of Zhihu Marketing Public Relations, said that the essence of marketing is to solve the problems faced by enterprises. For example, the problem that a nascent brand needs to solve is to gain popularity, and the problem that needs to be solved in a high-speed development period is to obtain the fastest growth in the shortest time. Some brands need to solve the problem of fast growth but poor brand reputation. It may need to improve its brand reputation. What problems need to be solved by different marketing methods to serve enterprises or brands at this stage? For Zhihu, from 20 16 to 20 18, especially after 20 17, it entered a relatively high-speed growth period. Although Zhihu has been established for a long time and accumulated for a long time, we are still a platform for making content, so accumulation is very important. After entering last year, our users naturally grew rapidly, which is a great potential energy. At this time, marketing has played a magnifying role. It is an accelerator, which makes the original rapid growth faster. This year, spokespersons will be launched to promote the development of brand-level products, and offline activities such as "I don't know the clinic" will be upgraded, which is in line with the current scale of Zhihu. Brand from 0 to 1 is definitely not achieved overnight. From product to marketing to operation, every step needs to be solid. This brand building method, You Zhihu?