Branding is so important, so how do you build a brand?
What the book "Visual Hammer" says is that the nail is the brand positioning, and the hammer is a visual way to not only deepen the brand positioning. In short, it is to find the brand positioning, and not only deepen the positioning.
The book a **** provides ten ways to deepen the positioning
1. Simple shapes. For example: McDonald's m
2.? Unique colors. For example: the red Coca-Cola, which changed Santa Claus from green to red in order to compete for the color red. The Dutch royal family changed carrots from purple to orange to show off their brand.
3.? Incorporate visual hammers into products. For example: apple cell phones, lv handbags, etc.
4.? Personalized packaging.
5.? Dynamic display.
6.? Founders become visual hammers. For example: KFC (in case the founder passes away, note the cartoonized avatar)
7.? Use symbols to visualize. For example: the Nike hook
8.? Celebrity is a double-edged sword. Bind the brand to the celebrity in depth, one for all, one for all.
9.? Use animal-related language. For example: Tmall, Jingdong, Tencent
10.? The heritage of the brand.
Visual Hammer deepens the brand through vision, then Sensory Branding deepens the brand through the five senses.
1. Visual: shaping the first impression of the brand.
Vision receives the most information, so it is easy to be attracted attention, and also easy to be diverted attention. To firmly grasp the visual, it needs great impact, such as: rich colors, grotesque shapes.
2.? Sound: mobilize customers' emotional feelings
The change of sound is very easy to affect people's emotions. If the soundtrack of "Spellbound" is changed to "Ode to Joy", then will you still be so scared?
Incorporating sound can make your brand more y felt.
3. Smell: Sustaining the uniqueness of your brand
Human memory of smell is very deep and long-lasting, and implanting the uniqueness of your brand into the memory of consumers by using smell can make them more loyal.
4. Taste and smell: independent and composite partners
The enjoyment of taste can be a great sense of pleasure and satisfaction, the taste of good restaurants and food naturally win the love of consumers
5. Tactile: test the texture of the tool
Nine suns in the rice cooker market, found that consumers buy rice cookers will be pad a pad liner, so the design of the liner is very thick rice cooker, and really big sales.
Building a good brand is not an overnight thing, need to use a hammer as a nail, a hammer, hammer, hammer, repeat, before entering the consciousness of consumers.