How to make use of the brand story to promote the soft text planning

In the soft text planning, how we better understand the brand story (www.huazon.com), this is very important.


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in fact, the brand is the story, the successful brand is generally based on high-quality products, a wide range of cognitive, innovative and legendary stories for four conditions constitute the brand.


 


good brand must have legendary story, such as Haier hit the fridge a story, rich Asia to drink paint story. Not long ago I just read the story of Snow Chevron, a famous British oil company:


 


as the sun rose in the sky, the strange combative grouse danced to the glow of courtship. This is the prelude to the beginning of life. Strange animals such as grouse, when they invade their incubation territory, will stop reproducing until the threat is driven out of sight.


 


, the company's employees, are working on an important pipeline.


 


They saw the grouse dancing. So they stopped building and reported on work. They waited until the baby grouse was hatched and then returned to the pipe and worked around the clock.


 


believe you will love such a brand story, presumably you have found a good brand story, with 123, 321 of n times the spread. Who's spreading? Nature is your customer, the consumer, or even just hear a story of the self spread.


 


So how do we understand the brand story?


 


first, Brand story deduction brand language, convey the brand value, carrying the brand culture.


 


is well known, brand communication is very important. He is the essence of the essence.


 


Good brand language is priceless, when Maozhong teacher is said to be seven brand design advertising language, brooding, racking their brains, finally in the mountains of Hangzhou jumped out this sentence: men to their own ruthless little classic advertising words. And the story itself, in fact, is a kind of communication: not only expressed the professional professionalism of Maozhong teachers, and again let people know that remember the Qi brand clothing that male brands.


 


for the story, every narrative is spread. The crux of the matter is how to keep people constantly talking about the story of the durability of Word-of-mouth.


 


Second, the brand story is not in the beauty of the text, but in the narrative of the storyline.


 


Everyone is always eager to use the rhetoric to introduce their own brand, the beautiful language can impress consumers. How can you remember the beautiful text you have read? It may feel good at the time, but how much do you remember after you read it? The only plot is the most important.


 


because of the limitation of human brain memory, Brand is remembered is the most effective is kingly.


 


Why "marketing positioning" theory swept the world, the reason is simple: effective.


 


in this information flooded world, people can remember the number of brands not more than 7, and really can become a big winner of the brand is generally the first second. such as beverages in the field of Coca-Cola and Pepsi, KFC and McDonald's in the restaurant, search engine areas in which we are generally either Baidu or Google (some say now search and grab the second place).


 


so we have to correctly understand the purpose of the brand story is not to let ourselves like, often people say to us, I do not want this style. The problem is that our creations are not designed to satisfy you, primarily for your customers or consumers, and of course you are satisfied with your customer satisfaction that is the ideal state. The main point of designing a brand story is to start with the consumer perception.


 


for those who do not know the brand correctly, this is fatal, and for those who understand the brand, there are sometimes valuable suggestions that we also respect, because we are just extended not experts in the industry.





Third, although we do not advocate the beauty of language, but we also oppose the arbitrariness of language.


 


we must use our language carefully, especially in the brand story.


 


in the whole process of brand movement, any language and consumer contact points are in the promotion or maintenance of brand building and development work.


 


I often find that a lot of soft text narrative is often in the name of their own brand discredit, in my forthcoming from Tsinghua University Press, "The Business Secrets-Soft Marketing" in the book, detailed description of the value of metaphor. In the book "The Truth of the purchase", Dr. Dan Hill this point.


 


Why language description is not arbitrary?


 


Example: Before we planned for a talent site, they were many years ago, falling in the network of several articles in the sea, a look: surprised!


 


's original intention is obviously to introduce their platform on what kind of talent? What a good talent, business or enterprise HR will be attracted to see-unfortunately, they are more than half of an article in the description of an alternative college students, enterprises to find what kind of college students? What kind of talent will your company be looking for? Is it obedient or rebellious?


 


someone is soft wen as hype, but you hype the purpose is to have rice or no food to eat?


 


hype to the best of their own also fired so this is not worth the candle.


 


Soft Wen Planning in the brand story is very fastidious, which has a pat brain pen good? It must be carefully planned, next time to share with you about how to create a brand story.