Brand Marketing to create a trilogy

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Last night in YY meeting, someone asked such a question: How to build Brand marketing? At the meeting also listened to a lot of methods and strategies, and then sleep tossing and turning, according to their own practice so many years of experience, personally think that brand marketing is mainly divided into the following three parts:

First: Brand definition

The so-called brand definition, simply is the brand positioning of the target crowd who? What do users need? And where is the user's pain point? So how do we understand this? For example: If we are to do mineral water, but the market of mineral water brands have a pleasant treasure, farmer Spring, Evian, Master Kang, etc., As a new brand of mineral water, the people we should be targeting are not necessarily all people at first. Because there is not enough strength to compete with them, will we be able to position the crowd on the taxi and the passengers on the bus?

Taxis or bus passengers are basically not going to bring their own water, then this is a gap, we can contact a taxi or bus company, according to a bottle of mineral water 2 yuan/bottle to calculate, the cost of 5 cents, to the taxi or bus company 5 cents/bottle put into taxis or buses, their own earn 1 dollars; Each city is counted by 2000 taxis and 1000 buses. If each taxi to sell 10 bottles a day, each bus to sell 20 bottles of mineral water, the daily profit is about 40,000 yuan per month, the profit of each city in 1.2 million yuan, the country has 660 cities, if we each city to go so put , the one-month profit in 120w*660 is about 790 million, does this number make you scary? Of course, this is just an example, the specific implementation plan is certainly more difficult than what I have analyzed.

So our mineral water brands are targeting people who are taxis or bus passengers, so what do they need? It is when you are thirsty that you can buy water at any time in the car.

Where is the pain point at the end of the taxi or bus? There is no water in the car, this is the user's pain point, especially in summer.

Second: Brand Planning

The so-called brand planning, in fact, is based on the first step of the brand definition to plan all the creative brand. In order to achieve the goal of brand promotion in the last step, we use certain scientific methods and art to conceive, design and make the concrete planning plan for the decision and plan. That use more deep language expression is: Make the Enterprise brand or product brand in the consumer mind to form a kind of personalized partition, and make the consumer and enterprise brand or product brand to form a unified value, thus establish own brand value.

Then use the above case of mineral water to plan a project: Mineral water brand positioning of the target crowd is a taxi or bus passengers, then the water only in taxis or buses sold, the rest of the supermarket, commissary and other places are not sold. Long time, naturally in the hearts of consumers to form this product can only be bought in a specific place, will gradually produce the value of the brand.

Third: Brand Promotion

Brand promotion is based on brand definition and brand planning, if there is no more than two steps, the promotion from where?

In short, brand promotion is a key link in the process of brand establishment and maintenance, including communication planning and implementation, brand tracking and evaluation. Brand planning again good, no strong promotional implementation to do support can not become a strong brand, and brand promotion to emphasize consistency, in the implementation of every detail should be rational and orderly.

That brand promotion of the dissemination of many ways, such as micro-letter, micro-bo, QQ, blog, forum, soft, portal, etc., personally think the most effective is the soft text promotion, we can define the soft text title: "XX mineral water only in taxis, the rest of the place is not for sale As a result, when the soft text spread in the Internet, consumers look after all want to know why XX mineral water is not in the supermarket or the commissary for sale, only in taxis or bus sales, will it be a loss? That in the user's mind formed a suspense, naturally will be in a taxi or bus time to inquire about XX mineral water, Our brand promotion has also achieved results. Of course this is only a part of branding, there are many other effective and fast methods, this is no longer to repeat.

To sum up, I personally believe that brand marketing to create nothing more than three kinds of combination, each step to do the actual data analysis, market research and so on, leaving any one step, brand marketing is no longer a brand marketing, and pure is a promotion.

This article by the China Promotion Institute (http://www.tuiedu.com/) First, reprint please indicate the source!