How to create catering brand IP? Brand IP is a symbol that a catering brand is recognized by consumers. Many catering people have spent their entire lives wanting to create a catering IP. So is it difficult to create a catering IP? As the old saying goes, it’s difficult for those who don’t know how to do it, but it’s not difficult for those who can do it. As long as the method is right, creating a catering IP is not difficult. What are the specific methods?
1. Determine the IP image
Becoming an IP often requires a concrete image. This image can be the founder, the brand LOGO, or the mascot. Before creating an IP, you need to decide which image to focus on. For example, McDonald's chooses the brand LOGO, while KFC uses the image of a grandpa. Only after the image is determined can the subsequent work be carried out.
We have also encountered catering companies that change their IP image every three days. Once the IP is changed, all the previous work will be wasted, so you must be cautious before promoting. If you are not sure which IP to use, here are a few ways to choose an IP. For example, you can ask fans to audition and choose an image that fans think is more in line with the store's image. In addition, it is a small-scale test to see the audience’s response and find out which one has the best effect.
2. Design IP image
If the store uses the founder as IP, it needs to carry out IP design. If the positioning is a brand logo or a virtual mascot, it is very likely that There will be a need for upgrades and iterations. Because the first version of the design of most catering stores is not ideal, the truly ideal IP is generated after being baptized by consumers.
That is to say, the IP image is reshaped based on consumer perceptions and the tone of brand management. On the basis of retaining the original main vision, fine-tuning is made to get closer to the image in consumers' minds. For example, the Fat Brothers’ logo went through multiple versions of iterations.
3. Promote IP image
After IP comes out, if it is not promoted, it will be just put on the shelf, which is useless. Promoting IP is the top priority in building IP. Many catering stores have little problems in the first and second steps, but they get stuck at this step. Before promoting IP, we must understand the truth that IP cannot be created quickly. No brand can be built in two days.
After understanding this truth, you will have a clear target. It is necessary to formulate an annual plan for IP promotion. Take the luxury product Canada Goose as an example. It is now popular in Beijing, Shanghai and Guangzhou. You must know that before it became popular, they found many celebrities to plant grass. When promoting the IP of catering stores, you can also take the route of planting grass and find more food KOLs to check in, so that the image of the store can be seen everywhere on the Internet. Over time, the IP will naturally be formed.
4. Organize marketing events
Catering IP also has the possibility of accelerating growth, that is, through event marketing to quickly get out of the circle. Laoxiang Chicken broke out of the circle because of a 200 yuan press conference, and other catering brands can also learn from it. However, event marketing is relatively difficult to operate. Whether you can create a marketing event that breaks the circle depends on ability and luck.
A catering client we serve recently encountered an incident of being hacked by a catering colleague. Through our clever public relations, not only did it not cause any loss, but it also increased the exposure of the brand. This kind of thing has never happened before. Best, once you encounter it, you must have strong operational capabilities to solve it, otherwise it will be dangerous.
The method of creating a catering IP is roughly the above four steps. It is not easy to take each step well. It is precisely because of the difficulty that successfully creating an IP is extremely precious. As long as you put your mind to it, you can still do it.