Choshun: Online brand commitment and design

Choshun: Online brand commitment and design

(a) online brand commitment
Online brand commitment is a guarantee for a customer to gain some kind of benefit, or a brief statement of the core benefits provided by the customer. For example, FedEx Promise: "guarantee absolute delivery within two days"; Amazon online bookstore promises: "The world's largest boutique"; Online brand commitment is the basis of online brand planning, is the first priority of online brand strategy, the commitment is to show the connotation of the brand, soul and spirit.
In the face of fierce market competition, if enterprises want to win customer loyalty and establish brand image, they must put forward and fulfill the promise. Alice Uniman, president of Phoenix's brand strategy, believes that the brand is "the mark of commitment" and that a brand promises to meet a range of special expectations from consumers. So what are the online brand commitments? It is generally considered that the following five commitments are very effective:
(1) The online brand that presents the task--the promise of faster, better and cheaper consumer convenience. Southwest Airlines ' search-and-buy business, with its well-known point-to-point routing, low cost and friendly customer service, has been enhanced. On its website, customers can search for timetables and prices one step at a time, and then just click 4 times to complete an order. In fact, it takes less than 2 minutes for a traveler to purchase a ticket on its website, which is more than 1 minute faster than completing the same trading process on another competitor's website.
(2) to provide customers with a successful commitment. For example, E*trade provides a number of useful innovations, such as security tracking and alarm service systems.
(3) to provide consumers with a commitment to fun and adventure. A number of activities are often carried out using "fascinated" technologies. For example, let a marathon audience hear the heartbeat of a contestant. The site has also used this "fascinating" technology to host "a penny to buy a BMW" auction, fresh, exciting and fun.
(4) to provide consumers with a commitment to self-expression and recognition. For example, geogites companies help consumers build and present their own web pages to show themselves, Raltston Purina Dog Chow's website lets consumers create home pages that showcase stories and pictures about their pets.
Clubs and communities provide a sense of belonging and commitment to specific strengths. For example, women can share their stories or secrets on the ivillage.com website, and mercata.com provide them with more tangible benefits by centralizing the purchasing power of their community users to help them get the best price for their goods.
(ii) online brand design
1. Name
a good name should be a unique "voice symbol" that resonates with the customer and recalls the customer's good associations. "Brand naming is the first step in creating a brand that lays the tone for the future customer impression. Broadly speaking, there are 3 types of brand names on the Internet: using the original brand name, create a brand new online name, establish a sub-brand name. A good brand name should meet the following criteria:
(1) Simple and easy to understand. Any website address should be concise, pleasant, good spelling, easy to understand, this is the most important criterion. Like "Yahoo! "," Sina "," EBay "," 8848 ", and other URLs have been deeply imprinted in the minds of netizens.
(2) unique novelty. To choose those who can seize the essence of the brand, inspire customers to imagine the name, it is best to reflect the technology avantgarde, rich in the era of breath. For example, "InfoSeek" and "Compuserve" are filled with the breath of the information age; the Finders Keepers is a curios collection store in Florida, and the Polaroid camera of Polaroid (captive) shows the camera " Capture (Hold captive) The unique performance of life experience, leaving a fascinating image "(captivating images).
(3) The meaning is rich. The name should have the prompt effect to the product, make the customer produce rich and beautiful association. A good name should also have emotional shock. such as "Yahoo", "Amazon" (Amazon.com) and so on can make the customer to produce rich association, cause people's emotional response.
(4) can be accepted. Brand names are acceptable to all target markets and potential target markets, and are not incompatible with local cultural customs and language habits.
(5) lasting. The name must meet the current requirements of the use, but also adapt to the future development of the brand, at least to adapt to more than 10 years of business, cultural activities.
(6) proportionate. The name is compatible with the rest of the site. Otherwise, even if the name is good, if the site content or page design disappointing, or the successor service failed to keep up, also useless. For example, "Zima" is the name of a good website, the site was established at the beginning of fame, but it is marketing is a product without features, and soon "cold horse in front of the snub".
(7) combination. Creating a name for relevance may be the best way to make a future domain name effective. The unexpected combination of words ' original intent can immediately inspire people's imagination and provide a firmer foundation for brand creation. For the average person, "51Job" doesn't make any sense, but on the internet, it means: "I want to work." "
2. Graphic identification
graphical signage is often used to showcase brand features, representing quality and commitment, and also representing trust and identity. It is applied to the Internet, can strengthen the visual image of the website. The graphic logo on the internet should be concise, bright, distinctive, rich in beauty, can fully convey the brand concept, in line with the cultural customs of the various regions. In addition, the graphic identification of the refusal of timeliness, should take into account the future development needs of the brand.
3. Slogans
online brand slogan should be short and crisp, easy to read and easy to remember, meaning profound, inspiring people, and have emotional charm and brand sound double meaning. such as Coca-Cola "enjoy themselves", Siemens "from Inspiration", Philips "let us Do Better", Microsoft "where do you want to go today" and so on. Slogans should also be both concrete and memorable, helping readers and online surfers to better understand the brand, which involves the company's mission. such as Comerce one company's "many market resources", Agilent Company's "reform of Manpower", Register.com Company's "towards the network first step" and so on.
4. Sound
the advent of the network era, so that the brand becomes three-dimensional. Now more and more voices are appearing on the internet, and there is a growing need for the brand to be audible.
Design Online brand voice requirements are mainly: to be real, clear, beautiful, short, to novel, and the other voice of the brand, in line with the brand development goals and the overall use of the site, can give people an unforgettable impression, should not be a sudden break-in or feel uncomfortable unpleasant voice.
5. Story
The story with its attractive characters, events or circumstances to give the brand to vitality and vitality, increase the brand humanized feeling, so that the brand into the lives of customers, deeply imprinted in the hearts of customers. Online brand name "Yahoo", "Amazon", "AOL" and so on have been writing books to tell their own brand story.
each brand has its own start-up story, carefully combing the summary, will have a profound impact on customers, but also has a strong educational role. The founder of FedEx, a "design professional overnight delivery company" as a graduate thesis, the professor gave him only 3 points; the founder of the E-bay website (ebay.com) has investigated on the internet how to better sell Pez candy boxes. These bits and pieces don't seem to matter, but it is these trivial details that can be thought-provoking, emotional, and arousing the interest of the audience, so that they remember the business and remember the brand.

Choshun: Online brand commitment and design