What thinking is needed to make a brand.
01 exclusive thinking.
Many companies in the wind period, through the rapid replication of explosive products can also share a small piece of cake, but in the brand work, homogenization is an absolute no-go area, must be avoided, if every brand is similar, then there is no reason to be worthy of being favored. Product homogenization standardization, the brand becomes the key to differentiation, so the need for exclusive thinking, the uniqueness of the brand to refine, to make exclusive brand characteristics, in the user's mind on this battlefield to occupy a certain turf, in order to with competitors to always pull away from the distance. In addition, the uniqueness of the brand is not eye-catching, smashing money to do marketing and the massive laying of channels did not exclusive anything, but the differentiation of the presentation from the inside out.
02 product thinking.
Brand strategy is always changing with the enterprise, in the early stage of the enterprise, the brand lack of people know, the best way is to "boredom to do real things", the product is too hard, there are unique advantages, users may buy; when the product update iteration, product line expansion, in the long-term consideration, to convince consumers that "this product is good! "is always better than" this product "gain more. In addition, the relationship between the brand and the product is closer than you might think, and if the product's features and the brand's message diverge, consumers will naturally question it.
03Conceptual thinking.
Brand concepts, like telling your own story to consumers, the story is interesting, naturally people listen, so the brand concept must attract the target group. So to achieve full insight into the user, have a square target, do not get high. Brand concept is the backbone of the brand, each brand element, brand story, brand activities are texture, plumping up people's impression of the brand, and guiding consumers to identify with the brand concept.
04 business thinking.
Only after you fully recognize the brand will understand that the brand is also like running a business, and the place of sale in the spiritual world of consumers. Products are ultimately consumables, with the limitations of the use of the scene and frequency, only the impression in the mind can be triggered at any time, unlimited, be flipped, providing more opportunities for rapid conversion, and thus we call shaping the brand is a real long-termism.
05Focused thinking.
If the brand has an established direction, then the company should **** with maintaining a stable and unified image; the fewer associations that cause divergence, the better managed and systematized the brand will be. Many brands and the following marketing and design different frequency, and marketing and design in order to attract young people and new audiences, a great deal of creativity, resulting in the results are very sudden a few, and the brand does not match. Many brands also want to keep up with current events and want to be big and comprehensive, which results in a mess internally and fights between concepts, making it even more difficult for the outside world to understand what your brand's main idea is. Brand work is complex, brand equity is intangible, need a variety of abstract thinking to help understand and sort out, thinking is very important to build brand work.