How to do your own brand

 First, create brand products
first do a good product is the brand's survival. For SMEs, the ultimate goal of brand building is the first product, not a good product, how can the brand talk. High-quality products establish the most critical factor in consumer loyalty. Consumer spending is the product rather than the company's name. Even Fortune 500 companies, is also relying on excellent products and services Mingyangtianxia.
to make products, in addition to To ensure product quality, but also need them in all aspects of marketing through product promotion. including the product name, concepts, packaging, services, and market presentation, marketing consistency. products to enhance the image of a corporate image enhance the foundation, putting aside the corporate image of the shape products, etc. So do not be building the foundations for the construction, the enterprise can not build it in the market building.
look at the success of the domestic brands - Lenovo, Haier, China Mobile, which is not a talk about brand products do first. Only after the product is recognized by consumers in order for consumers to consume. in the stage of entering the brand, consumers consider more than just product quality, and also including the brand personality, brand values, temperament and other emotional elements of the brand, consumers will own personality and preferences for contact with the brand, if the brand of the language or behavior resonate with consumers achieved, we can from a number of similar products stand out in the article .
Second, find a good brand positioning
brand positioning, corporate branding is the premise and foundation. not only makes the correct positioning of the two can be brand building simulation, and even self-contradictory, farther side. Therefore, For SMEs, be sure to create a brand for their own clear brand positioning. mention the brand name, will be able to allow consumers to associate the brand's image. brand and product positioning must be combined with the concept of personality together, so as to allow consumers to distinguish it from other brands.
When we see some of the brand and its products, the brand will now have a variety of association, including its business scope, business slogan, product type, product color, etc., which is very important is the brand's personality. this step if inaccurate, would be worse to serious mistakes. For example, they think that Coca-Cola red and passionate, that to think of the Marlboro Western cowboy and free free and easy. Wanglaoji red canned drinks by 7 years in obscurity after the operation, because re-brand positioning, identify the core competence is the most powerful business growth, the main driving force is to support long-term competitive advantage based business capabilities, but also enable enterprises to bring unique and competitive advantage for the enterprise strategic capabilities, to promote the rapid development of enterprises. Looking at the world top 500 enterprises, almost without exception in technology, innovation, strategic decision making, corporate culture, brand image, customer service and expertise, etc., such as IBM's services capabilities, 3M's product innovation capabilities, Toyota refinement capability, standardization of McDonald's capacity, Mercedes ability of the company's mechanical design, Haier's market innovation, Microsoft's product development capabilities.
not core competencies, brand on the lack of soul, it is easy to surpass our competitors for the same. Only In support of core competence, the brand can be enduring.
three brand image
when SMEs have a more prominent brand image, more and more companies selling products, but the resulting from similar products is the homogenization of competition. similar products are increasingly flooding the market, competitors have adopted the same marketing strategy, brand sales earlier than ever before, even if not through the shopping price war or advertising campaign, market share rate will be decreased rapidly, even crisis with a
each consumer psychology and the capabilities are different, their views on the brand will be different. companies must preconceptions in the minds of consumers leave a unique impression of the brand, such as enthusiasm, youth, stylish, high quality, wealth and so on, so that consumers have in mind for this brand evaluation. Mercedes-Benz is a noble symbol of luxury, BMW is a noble expression of individuation, in the United States up to the Green Qi Cheng Junior's dream is to have a pair of Nike shoes, they are to be honored to wear Nike shoes, Nike the minds of consumers, making Nike to be their favorite.
location, brand image should be based on market demand and consumer psychology, breakthrough thinking, from a new perspective of a particular, specific situations to explore new products, the value of a good quality image of the move of consumers.
four wings spread to the brand plug
no doubt, the domestic market has a create a step is the accumulation process. brand communication also requires a systematic, standardized and sustainable. Otherwise, even the best brands will also be destroyed by ruthless time, become the forgotten role of consumers, from the historical stage. For SMEs, the brand communication at different times should have different strategies.
brand was founded in the early stage in order to improve brand awareness as the main task of telling the audience demands the establishment of segmentation. such as Head & Shoulders shampoo,
in brand growth, to increase brand influence, especially the reputation as the main task of telling the audience, For example, Haier, made in China. the demands of the brand's value proposition, and promote national industry, highlighting the patriotic spirit of the resonance caused by the consumer, Haier brand status of influence and thus lay the foundation for the industry.
brand maturity, to consolidate the brand's influence, as a regional representative of culture or national culture as the main task, telling the audience representative of American culture, the symbol of American culture is seen as brand building are at the first stage, at this stage, the main task is to loudly and in unison to tell the audience, , we must formulate a clear theme, focusing on business strategy, brand value of the basic properties and basic, along the brand in different stages of development, different development goals, sustainable, coherent conduct, so that after a certain time, the brand value to the growing prominence,
SME Brand typical three taboo
Although SMEs Brand enticing, every business owner dreams of creating their own flagship. However, the dream is a dream after all, the dream and also very far from reality, the brand created by the early, weak anti-risk enterprise, every wrong step are likely to fall into brand to create some of the most committed early taboo.
a brand image should not flip-flop in the process of
brand, is the continuous process of accumulation, the brand needs to continue to attract the attention of consumers will be increasingly value. But many small and medium enterprises because of lack of brand knowledge, many companies often only see short-term market demand, without considering the market conditions after 2035, the brand creation process tamper with brand positioning, personality, image and other factors. free to change these elements will be fuzzy brand image in the minds of consumers, brand building costs of waste, which is troubled by the shackles of the healthy growth of the brand. So the beginning of small and medium enterprises in brand building should have a long-term goal of the strategic vision, business is changing, the product is changing, but the brand image of the location can not be changed.
red Coca-Cola Company for the selected identification color, from the employee dress code to the product packaging, all red. Over time, people saw red, they think of Coke products, and then possible to buy the products; or if the desire to buy the products Coca-Cola products after the sale will be toward the red flag position away.
Second, branding should not Yipushihan
not want to know once and for all the world Brand of Gold, a strong brand is not an overnight success, but by perseverance built. only continue to adhere to brand building is the brand continued to move forward, value-added motivation! listing the hundred brands, are experiencing a considerable time before the brand-building has made significant results. Kentucky Fried Chicken restaurant in the world nearly a million are the same tastes, the same decoration, Marlboro 50 years after its is a systematic project, is a sustained process.
Third, avoid short-brand promotion of SMEs in China
widespread bombing of a phenomenon, when the small-scale enterprises do not attach importance to branding, to be enterprises developed to a certain size, it begins to assets, very little of its brand equity, not to mention the brand's ability to resist risks.
90 crash of Qin's pool, love more, the giant short-term intensive cerebral brand of gold with the general fleeting meteor. Coca-Cola years history, propaganda from the beginning to the end without interruption. Over the years, Coca-Cola put their marketing position and with the combination of sports, and always was, and long-term adherence. strategy is the enterprise long-term, global plan, and tactics are short-term, local projects. Coca-Cola hundred years of history is a vivid brand strategy, Coca-Cola's success stems from long-term strategic thinking.