How to do well brand building for small and medium-sized enterprises

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What is a brand?

Brand for the enterprise, is an intangible asset, is the consumer's mind for the enterprise's impression, good brand for the enterprise business Value added to bring a huge role. With the development of the market, the enhancement of consumer brand awareness, brand construction is particularly necessary.

Misunderstanding of the brand consciousness of small and medium-sized enterprises

Although the necessity of the brand building is not denied by the small and medium-sized enterprises, but in the development of the majority of small and medium-sized enterprises, brand awareness has the following misunderstandings, which directly affect the construction of small and medium-sized enterprises brand.

1, small and medium enterprises lack of strength to shape the brand

This misunderstanding is the narrow sense of the common existence of small and medium-sized enterprises, that brand building must invest a lot of manpower, material resources, and this is the general small and medium-sized enterprises can not afford. This directly leads to small and medium-sized enterprises to brand-building neglect, to avoid problems.

2, emphasis on products and ignore the brand

The core competitiveness of enterprises lies in products and brands, but most enterprises put the focus on the day-to-day operation of the enterprise, pay attention to product production and sales, accumulation of capital, the development process of ignoring the brand, resulting in a good product, there is a good market but no good brand, which is a great waste of brand value, Such a product strategy is also undesirable.

3, wrong brand operation concept

Brand is not an overnight thing, is in the process of enterprise development long-term accumulation and precipitation of wealth. Some enterprises have brand awareness, but do not have the right brand operation concept, the brand concept of vague, unpredictable, resulting in the brand construction process in the brand image is not clear, weakening the brand competition. What's more, the brand overhead on the product, ignoring the brand's carrier is actually the perfect product.

How do SMEs make brands?

Although brand building is a complex system engineering, but, if the enterprise from the beginning to pay attention to brand building, will effectively reduce the future after the Enterprise brand import costs. Compared with the most direct "TV advertising" means of large enterprises, it is obviously impractical for small and medium-sized enterprises lacking financial strength. In fact, whether it is television advertising, or media publicity, is nothing more than to increase the exposure of corporate brand to strengthen in the hearts of consumers to the brand awareness. Therefore, in the day-to-day operation of small and medium-sized enterprises, can also take some more practical ways to enhance the brand perception in the minds of consumers. Concrete can be from the following three aspects to gradually strengthen the construction of the brand.

1. Product

In the process of product operation, we should deeply understand the relationship between product and brand. Products are the carrier of brand building, starting from products, is the cheapest and effective way to promote the brand. The specific modes of expression are:

1 The quality of the product

No matter at any time, the quality is a enterprise can remain invincible foundation. Data show that if a product is used by consumers, the next time you buy a similar product, most people first choice is the last used and is willing to recommend to others to use. This is the enterprise in the brand building process of the first step, free to allow users to actively spread.

2 Product Packaging Design

Good packaging design will make consumers happy, generate trust, but also affect the consumer purchase of important factors. In packaging design, all products for the unification of eye-catching signs, to help strengthen the consumer awareness of the brand. See old Godmother, all of its products are printed with founder "Tao Hua Bi" Avatar, impressive.

3 Features of the product

Brand at the beginning of the construction, it is necessary to analyze and determine their own product features where, compared with other similar products have what characteristics, usually take the approach is to seize the advantage, concentrated exerting force. Amoy brand "crack silk", its clothing has a strong national characteristics. Although like this style is a small group, but the long tail effect of the Internet to its large enough market, but also make it a distinctive brand personality. The high cost of millet is also a reason for the crazy chase of many rice noodles.

2. Publicity

1 Enterprise Service Tenet

The purpose of the enterprise's service determines the direction of product development, enterprises under all products around the enterprise purpose of production will naturally have a clustering effect so that consumers have a sense of brand ownership. such as Millet's service tenet is "and rice noodles, make friends", which determines the status of its fan marketing, millet, a lot of technology developers are also in the Millet official forum, and fans directly communicate. Wal-Mart's service tenet "to help customers save every penny", which achieved its lower prices under the promise of cheap, so that more consumers produce Wal-Mart "affordable, cheap" brand impression.

2 The official propaganda channel of the Enterprise

The official propaganda channel generally includes the official website of the enterprise, micro-bo, micro-letter, in the electronic business platform, such as the consumer, these are direct contact with consumers, therefore, in these promotional channels, coupled with eye-catching brand logo can achieve a very good brand push, strengthen the consumer brand awareness of the purpose.

Enterprises sometimes do some promotion, sponsorship, and these activities with the outside world is definitely a good opportunity for corporate propaganda, many enterprises will ignore this link, in the activity just read the name of the enterprise is gone, but did not implement to the details. For example, can send some small gifts, printed on their corporate logo, pull banners and so on. In O2O today, it is a good idea to send a two-dimensional code with its own product link. I found that in Hunan Taiwan program than other programs to do a better thing is that to sponsor their own businesses, in the middle of the show to the brand's exposure to the number of particularly many and obvious, impressive.

3 Enterprise Employees

Corporate employees are a wealth that many businesses tend to overlook, enterprises to do the brand, first of all to do a good job in the minds of employees brand, to instill in the brand awareness of employees, training staff brand thinking, the best effect is to obtain a high degree of recognition of the enterprise staff, voluntary among friends to do positive communication, and even the recommendation of the enterprise products. Social media is so popular today, do not underestimate the strength of the individual. Employees with Brand thinking in doing things, then, employees and enterprises have a relationship between every move is to the Enterprise brand building advertising.

3. After-Sales

With the increasing demand of consumers for service, the quality of after-sale service has a direct impact on consumers ' cognition and marketing of the brand. In addition to excellent after-sales service quality, here to put forward a little small and medium-sized enterprises in the after-sales service process generally lack of quality is "active." The "passive" customer initiative to find the door into the "active" contact customers, is a great step to improve after-sales service, is to maintain the strong protection of customer relations. But either way, in the process of talking with customers to take advantage of this opportunity, and constantly give customers push brand, such as in the first sentence to pick up the phone: "Hello, xxx company for your service" and hang up the phone to emphasize a similar, especially when the active contact customer service, the effect is especially obvious. Conditions to send some old customers small gifts, such as printing business logo packaging bags, storage boxes and so on, these are to strengthen consumer brand awareness of the specific behavior.

The above information by the Jiangxi Modern Service Exchange Network (http://www.jxmstc.org/) original offer, reprint please attach the source, thank you.