Starting from a brand name and LOGO, how does a brand become a well-known brand that everyone knows and has thousands of "loyal fans"?

Many internationally renowned brands, such as Starbucks and Coca-Cola, as well as Internet celebrity stores that have become popular in recent years, such as Heytea and luckyincoffee, are also popular on Luoji Thinking and Zhihu.com. Have you ever visited them?

Have you conducted in-depth research on the growth process of these brands?

An interesting "medical consultation" event has just concluded in Chengdu. This "I don't know the clinic" is equipped with six popular departments including "internal medicine", "surgery" and "stomatology".

A new "Lifestyle Physiotherapy Room for Patients Living Alone" specializing in treating "anxiety disorder among young people living alone" has been added.

Just hearing the name will make you feel full of creativity. From an online knowledge content platform to an offline "clinic" appearing in urban centers such as Beijing, Shanghai, Tianjin, and Chengdu, it adds to the ability to answer questions and resolve doubts of "newly educated youth"

In order to be interactive and interesting, this brand is called Zhihu. In 2018, because of Liu Haoran’s endorsement, more people knew that “if you have any questions, go to Zhihu”!

1. What has Zhihu done to build its own brand?

1. Brand image: Liu Kanshan In recent years, more and more companies have launched anthropomorphic images, animal images, nicknames, etc. Zhihu’s official cute pet "Liu Kanshan" is a typical example, and it has become a big influencer for many "newly educated youth".

Love is a representative image for communication between users and brands.

Liu Kanshan has his own encyclopedia, has his own friends, and follows dramas. He also interviewed Empress Fucha in "Story of Yanxi Palace", guest-starred in the American drama "Silicon Valley", and participated in the Strawberry Music Festival. Think about it, the coffee cup I use is still Liu

Looking at the mountains, this brand image has become more and more enriched.

Other brands to reference: Coca-Cola – Polar Bear.

1. Brand slogan: If you have any questions, go to Zhihu!

In the process of brand positioning, in addition to thinking about users, channels, and product positioning, it is necessary to find a sentence that people can remember at a glance and generate impulses to act. If it can take into account user characteristics and usage scenarios, it will be an excellent brand slogan (SLOGAN

), for example, Zhihu launched “If you have questions, go to Zhihu” in 2018, which combines user needs and usage scenarios in one sentence.

Before we use Zhihu, let's think about why you open Zhihu. It is to find the answer you want, and there are one or more questions in your mind. It is simple and easy to remember, and there are action verbs in the slogan, which has great meaning.

A strong driving force for conversion!

Other brands for reference: Wanglaoji - If you are afraid of getting angry, drink Wanglaoji!

1. Brand endorsement: Liu Haoran In addition to Liu Kanshan, Zhihu also has Liu Haoran, just like a pair of "Liu brothers"!

(Read my article in detail "The Liu brothers "Liu Haoran + Liu Kanshan" who are number one on the Zhihu AppStore social list are very fierce") In 2018, Zhihu has a spokesperson, who has everything from temperament to popularity, from personal character to brand style.

Perfect fit.

Why do brands choose spokespersons?

A spokesperson is also a symbol of the brand, just like a LOGO or a cartoon image. However, the most important thing about using a celebrity as a spokesperson is not only the fit with the identity, but also that most brands hope to convey the brand value to their fans and more people, which will

becomes easier and faster.

Furthermore, when using spokespersons to advertise, the reach rate, excitement, conversion rate and other factors of communication will be improved.

In addition, the celebrity’s “ability to convert fans and bring in sales” is also an important factor.

1. Brand activities: The operation of Ignorance Clinic, Q&A concept convenience store, and Salt Club brands requires many details, such as member management, fan relations, brand activities, charity marketing, etc. Among them, "brand activities" are to enhance brand awareness and activity

, an important method of fan stickiness.

"I don't know the clinic" The "I don't know the clinic" launched by Zhihu is this kind of activity, but it is different from other traditional activities in the way it is presented.

Before the creative activity, there was an adjustment in the thinking of Zhihu brand marketing, with the starting point of "making knowledge popular, making knowledge vivid, and making knowledge cross-border" to change the sense of distance of the original brand. "Don't Know Clinic" is "making knowledge vivid"

"An important performance.

When talking about the planning and execution process of the "Don't Know Clinic", Zhihu Marketing and Public Relations General Manager Lai Yuan said: "The first time we did the "Don't Know Clinic" in Beijing, we mainly relied on local resources. Our exhibition in Beijing lasted only 5 days. , from the beginning, people came because they saw the pre-heating news, and then some people came after seeing the news shared by friends on social networks, and continued until Tuesday and Wednesday, with many people taking taxis after get off work.

After the first station was completed, we paid special attention to every detail. It was not flashy. The Beijing station accumulated a lot of reputation. After that, many shopping malls and commercial real estate companies in Tianjin and Shanghai took the initiative to contact us for cooperation. "This is a brand activity

The process of starting from scratch, paying attention to details, and accumulating reputation is also the process of brand growth. Zhihu Marketing and Public Relations General Manager Laiyuan "Q&A Concept Convenience Store" was built in Beijing Youtang Shopping Center in early May 2018.

A Q&A concept convenience store "AStoreofQ&A".

This concept store, with white, blue and transparent colors as the main colors, not only has a wide range of daily products, but also all products including food and beverages, daily necessities, clothing, etc. have been reshaped by Zhihu, and the packaging has been uniformly replaced with "Zhihu Blue"

, and also comes with various "questions" that arouse curiosity.

Each product should display a popular Zhihu question and answer.