ACTION[yay] has something to say in response to this question, two aspects need to be mentioned: one is brand building, and the other is rapid promotion.
The good or bad of brand building plays an important role in the long-term development of an enterprise. In short, what brand building accomplishes is an enterprise's own IP, which makes the enterprise become the image spokesman of a certain product or field. Brand building has more contents, involving all aspects of the enterprise, including external public image, internal management system, humanistic care, etc. The main body of brand building can be either a company's own IP, which makes the company become the image spokesman of a certain product or field. The subject of brand building can be either the people associated with the enterprise or the products associated with the enterprise. Most companies in the early stages of brand building, will find advertising companies to do a set of VI recognition system, which is only a small part of the brand building, the growth process of the enterprise will constitute every part of the process of incorporating the brand culture of the enterprise. Separately cite a few cases I have taken over to illustrate the impact of the various aspects of enterprise development on brand building.
Example 1--The impact of product positioning on brand building.
A real estate company is building a large-scale mixed-use project based on the bridge, and wants to borrow the high-end temperament of Victoria Harbor to enhance the value of the mixed-use project. But the "port culture" in the tagline conflicts with the actual location of the local port. The project is located in the center of the second ring road of the city with a river view, but the local port is in a remote area outside the third ring road. This mispositioning of the product makes the advertisers mistakenly believe that the project is located outside the third ring road, which makes the value of the product conflict with the consumer's inner price, and ultimately affects the marketing effect of the project.
Example 2 - The influence of corporate culture on brand building.
A new type of farm has both the countryside natural landscape, and lodging and lodging, and local agricultural products, the first contact with the urban population will be attracted by the idyllic dream in front of this eye, just such a project has been developed for almost four years, but quietly existed. Later, after the investigation found that the project manager's employment system caused serious damage to the corporate culture, most of the employees are local villagers, because of its low cost of labor, and the introduction of external talent, based on the cost of human resources considerations, the cooperation are "probationary period system". Into the park, whether it is the local employees, or outside the introduction of talent, contact enough not to feel the idyllic culture of relaxation and harmony. This kind of corporate culture atmosphere to create a corporate brand, and how can it last?
Example 3 - image positioning on the marketing of brand building.
A private vocational high school in the national private excellent vocational school on the list, compared with local professional schools have a strong advantage, the tuition price is low, the professional choice of space, the opportunity to go abroad for advanced study, high employment rate, even so, the enrollment situation is not optimistic. After understanding that the school in order to save costs, neither with the professional planning company has not cooperated, nor in the local did not do any brand publicity, school brochures have not done, the only source of students are teachers from the nearby villages one-on-one lobbying. School development positioning and the actual target consumer group selection conflict, thus affecting the enterprise's brand building.
There are many cases, and I won't repeat them here. In short, good brand building is not a day's work, we can not hold the idea of overnight treatment, because, it is a meticulous, long-term accumulation of the process.
Additionally, when it comes to how fast a startup can do a good job of building a brand, we need to consider the environment in which the company is located, is it the early stage of entrepreneurship? Or is it in the middle of the venture? Brand building in the early stage of entrepreneurship, must set the tone of the brand culture, brand building steps, brand image presentation effect and operating rules, etc., in accordance with the planning step by step. Enterprises can set up in the organizational structure of the brand department, full-time full-time posts, you can also look for professional brand marketers, in the form of brand consultants to cooperate, you can also look for mature and well-known brand marketing company for long-term cooperation. If the company has been operating for a period of time, its brand building in the situation of no obvious results, then, this time the brand building belongs to the adjustment stage. Just as in the case of the first renovation of a rough house and the remodeling of an old house, more factors need to be considered. Based on the previously stated brand building problems, this time more need to target the adjustment, not a generalization. [teeth bared] There is a need to analyze the specifics, can Ait me, together to discuss.