How to build Brand logo

For large companies, the effectiveness of the brand effect is significant, many companies strive to create a good image for themselves, however, in the increasingly fierce market competition today, how to build the brand logo, has become a difficult problem. How do apple and Nike companies build their own brands? The CEO of Clark Strategic Exchange, Dorie Clark, wrote a discussion on this and made the full text of the article:

In the early days of mass advertising, companies took advantage of what made consumers anxious: was my breath fresh? Is my shirt clean enough? If I don't use X, Y, z these symbols, will it look smart enough? Jonah Sachs, co-founder of Free Range UBM, said, "Such a strategy is not accurate and unreasonable." In the the 1940s, advertising giants had the assumption that fear, greed, indulgence, and appropriateness were the only universal values. ”

But with the rise of the media industry and the advent of advertising from cable to the Internet, users have finally had a choice-they have been forced to do too much "inaccurate marketing". "People are more willing to share stories that make them feel good or feel positive," Sachs said. The stories that can give power are clearly more popular. ”

This remark also came with the Campbell of the mythological master, Joseph Campbell, in its classic hero lasagna, the principles that follow and uphold are consistent, "Campbell believes that the most dominant form of verbal storytelling is those social myths--something you can contribute more." ”

Why do companies and brands such as Apple and Nike make a unique landmark? Sachs believes that this is because they are not communicating their company, how great how to succeed, on the contrary, they want to arouse the user's own great feeling. It's like myths and legends-there's an outsider in the story who often gets frustrated before he comes because they don't know what they're going to do next. Then they met the man who told them that life would be more likely. ”

Whether it was Luke Skywalker who met Aubivant Knoby (Star Wars), Moses met God, or Neo met Morpheus, when a hero found his mentor, amazing things would happen.

The crux of the problem, Sachs said, is that there are many brands that have assumed themselves to be heroes in the story. In fact, they are not, they need to be mentors to help these heroes (users) to make a difference.

Of course, if more companies start using this kind of "empowering marketing" (empowering marketing), the approach will become less unique and less effective. This is why Sachs believes that the next important frontier is authenticity: "This is a competition, can be the best of their own value to achieve victory." "After all, in the internet age," the more untrue stories you get, the more likely you are to become a target. Not everyone will try to test your story and verify that it is the truth of your life, but there will always be people who want to prove it. ”

But that doesn't mean that branding is only about social awareness, "I'm not asking all marketing to be more sacred, and we still need to find out what makes us more exciting and different." "Just as Apple has a good practice of its own unique design, which in their products and advertising, can be confirmed." "Creating a unique and successful brand also requires a sense of humor, aesthetic application, and cheering feelings." But the point is, don't think of yourself as a hero, let the audience believe that you are the hero. ”