From name to spread: How mobile Internet teams build their own brands

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In my last article, I wrote the highest level of mobile internet app promotion, the main description of the app brand and the amount of two important, today I would like to carry out the brand alone and talk to everyone, first of all, I am not a professional, and will not be particularly noble of the force of words, I can only use the colloquial close chat and everyone said, so, I use "chat" two words to talk about my brand to build some ideas, of course, if you have follow-up ideas, you can also communicate with me.

Precautions before Brand establishment

Before anyone or a team wants to do something, they have to name the thing they want to do, the name is brand.

For example, if you want to develop an app, you need to give it a name, the name is very important, as to their own children named, many people to their children when the name is particularly careful, look up the dictionary, look at the eight, want to give the child a most consistent with him, for his growth is beneficial, The name that can be placed on the parents ' expectations.

In fact, the treatment of the brand should be so, before I was in a company, in the name of the time is not very attention, up is a verb, similar to run, say, and so on, the boss of any thought on the set, so the follow-up in the promotion of time, very troublesome, there is an interesting thing is that our competitors from the name is also a verb, Let me see. Follow-up, I search on the internet when I found the name of the app and People's daily terminology, the results of a lot of users to search the forum, to ask records, can be imagined, for the brand is very bad, so give a brand name when not to use verbs.

There is also not a two-word overlap, such as drops, holes, and so on, simple folding words will let ordinary people do not know what you are doing, if you are on the roadside, to a stranger said, I was dripping company, then certainly a lot of people do not know what you are doing. Of course, if you want to use, then add verbs in the back, such as drip call the car (tick-tick taxi) is better.

There is a word that cannot be used collectively, when I first set up mobile internet this micro-signal, is to draw people, because the popular words most easy to understand, such as mobile Internet, such as app, such as app promotion, such as the word, but the popular words have a big problem, That's the kind of word that goes across the web, and it's used in every piece of news in the industry, so can not highlight the brand's personality, now the mobile internet public number is facing such problems, and the most pit dad is the micro-letter background can not be modified, so very helpless, you think, if your app is such a name, When you have tens of millions of users, you change the brand is to lose the number of users ah. So give a brand name, must have uniqueness, good memory.

Also can not be a combination of Chinese and English, so also special pit dad, the user's difficulty is to switch special trouble. In fact, said so many brand name matters are convenient for your users, one day your users have an impression on you, no matter how users find you, such as through Internet search can find you.

Brand operation and dissemination

A good brand name is the premise of doing well the brand operation, for example, Baidu, Sohu, Tencent, such as companies, are very deep brand traceability, such as Baidu from a poem, the public search for his thousands of similar brand culture, so the premise of brand operation is to brand a brand culture or story, or brand concept, These materials are the basis of brand operation, these basic things include brand culture and story, logo, advertising language, promotional film, etc., is to tell the audience, who we are.

In fact, the app's name, logo, profile, advertising language, and so on, are similar to the materials prepared before the app. With the basis of the brand premise, the rest is the spread of the brand, the spread of the brand is a long-term step-by-step process, not overnight, such as the app just started to develop some of the initial spread, and then with the continuous improvement of product functions, brand awareness, the entire product will continue to advance development. Brand too advanced, will create a market for the product of distrust, such as you just do a product out, hype, late experience, will let a product die fast. Also, if the brand is too lagging the development of products, will lose a lot of opportunities, especially once competitors appear, will lose the market opportunities, including the promotion of app also, to be gradual, these are brand operation strategy.

Let me say the channel of brand communication. Several current media channels are as follows:

Network media: micro-blog, micro-letter, video sites, forums, media, etc.

TV Media: All kinds of TV, talent show, the cost is higher, the general Internet enterprises could not afford.

Print media: magazines, newspapers, weekly journals, periodicals, etc.

Outdoor Media: Subway advertising, bus advertising, road signs, street signs, etc.

Audio media: All kinds of broadcasting, what music sound, XX night, etc.

Mobile Media: Many apps can also advertise.

Conference Salon: Now meetings and salons are also a type of channel that everyone likes to expose.

In the current mobile internet industry, the channel to expand your brand is so much, these channels are like firecrackers, and the brand's communication strategy is like a fuse, when you ignite the fuse, your brand will explode out, be seen by many people to hear, the spread of the range depends on how much power you put, For example, you are involved in the network media more media, the effect will be more intense, I have studied Ali Balance Treasure news, has lasted nearly one months of time, the spread of the media hundreds, at the same time, coupled with the subway, outdoor media rendering, so that the balance Treasure brand is well-known.

Of course, Millet brand is also the case, remember that Millet once made a press conference to invite a lot of media reporters, including the author to know a lot of foreign reporters, the last millet brand a cannon rang. At present, many media, including new media, media, and other new media, have a strong vitality, so in the new media and from the media to do brand expansion will be more effective, but can not be a point of all, mainly has a focus. Many expansion channels, to step by step, let the brand gradually explode, then the brand can have sustained vitality, just as the echo of the valley can be maintained for a long time.

The entire internet is as vast as the sea, every once in a while there will be a new hot burst, some news is a natural outbreak, some man-made hype, through the study of the law of hot spots, it will be found that the spread of the brand is gradually detonated and magnified, and some brand speculation fleeting, some can be a long time.