What should be the first step in brand communication?

In this age of information overload, consumers' attention spans are waning, making brand communication an unprecedented challenge.

Now, let's ask questions from the underlying logic to figure out the matter of "brand communication" and where the "first step" of brand communication should be taken, so that we can keep ourselves clear and push forward the brand breakthrough in the information chaos.

1What is communication

Communication is the extension of functional continuity in time or space dimension. Functions refer to the functions of an organism's organs. For example, hearing is a function of the ear, sight is a function of the eye, and thought is a function of the brain.

In the process of communication, text is the extension of thought, radio is the extension of sound, pictures are the extension of vision, and video is the combined extension of sound and vision.

2 What is brand communication

The ultimate goal of brand communication is to let the brand message reach the target consumers, if this arrival can have a strong sense of generation as well as a strong infectious force, it will let consumers produce **** song, into action.

Words and pictures are easy for consumers to feel a sense of immersion. Sound, video is more infectious.

3 What is brand identity

The essence of brand communication is to make consumers feel that he needs the brand.

How to make consumers in the sea of brands, feel that "the brand" is what they need? That's what brand identity is all about.

①Idea identification

The brand idea identification with the text of the concept as a carrier, including the brand concept, brand values, brand mission, brand vision and other ideological ideology.

② Behavioral identification

What kind of ideology will produce what kind of behavior, consumers through the brand behavior to further identify the brand. There are two aspects of brand behavioral identification: one is the internal identification (organizational management, education and training, code of conduct, work environment); the second is the external identification (marketing behavior, content output, public **** relations, service level).

③Visual recognition

There are two elements of brand visual recognition: the basic elements (Logo visual, standard and special colors, standard and special words, mascots, etc.) and the use of the elements (office supplies, the external built environment, transportation, clothing, clothing, product packaging, advertising media, displays, etc.)

④Other recognition

Smell is the extension of the sense of smell, in foreign countries, some shopping malls in the maternal and child consumption area to release fixed scent, brand communication. Chinese food, in fact, is also a brand communication that can use odor.

The first step in brand communication should be a good brand identification. With the uniqueness, distinctiveness, unity of the identification, can let consumers in the beautiful red brand world at a glance to find a special "you", he needs to "you".