Super entrepreneurship Masters: The Art branding

In the real world , you usually do not have unlimited resources , a perfect product , but also a completely competitive or developing markets . Also, you can not force others to agree with your brand representation. In this case , most companies require branding .

The following are my recommendations :

1. Occupation Heights

Such as " make life more meaningful ," " doing well " or " change the world" , rather than to build on the concept of competitive brand positioning . We might think , your last another company in order to reduce the competitiveness of the product purchased is when things ( except for the Apple Macintosh product users ) ? So if you want to gain the upper hand in the competition in the market , you will need to create a positive brand image, rather than just to win the competition to build the brand .

2 unified brand theme

Create a unified brand theme already difficult enough in itself , but many companies still to occupy a larger market at the expense of creating multiple brands topics. For example, "Our computers are designed for the" Fortune 500 " companies to build , of course , is also very suitable for consumer use at home ." Enough, Volvo car can not take into account the safety and sexy , Toyota can not take into account the fuel economy and luxury . Therefore, you need to select a brand theme , and then insist on using at least a year to watch for , if the situation is not satisfactory, then try again to make changes . However , you can not use multiple brand theme , or every few months to make changes to his .

3 . Straightaway

Here we are talking about a large number of user-friendly means do not use jargon. If you use any of the first letter in the company 's press releases positioned abbreviations vocabulary , you most likely get two results . First, most people do not understand your branding. Second, your brand , or will not survive for too long. For example, when we say " the best MP3 Decoder " (best MP3decoder) when we assume that consumers understand the meaning of MP3 and decoder . But after ten years , who knows MP3 or not a well known vocabulary ? I am not an ageist , but we might not be familiar with a little experiment to ask the parents of computer science knowledge to understand whether the specific meaning of your job title glimpse .

4 positive

You see how many companies have played over " our software scalable, secure , easy to use , and run fast ," so similar description of the product slogan ? It should be said , and now businesses are using such adjectives , they seem to think that other companies claim that their products are not the same , " scalable, secure , easy to use , and run fast ," the same. We might look at their competitors are using the product adjective meaning the opposite , because if not , then you have to play the promotion of these products are almost meaningless. Personally , I've never seen any one company claims its product " limited functionality , full of holes and very difficult to use , and running slow ."

5 messaging

Now that you have thought almost perfect tagline , like Jesus, then uttered "mazel tov" Like ( Good luck mean ) , then you have to do now is to give wide publicity to this information within the enterprise . Generally speaking, many of the company's marketing department believes that once he would be released in a press release brand marketing or advertising slogan , the whole world can understand the meaning behind the slogan of their own . But in fact, may be your own company's internal staff failed to understand the significance of this slogan . Therefore, you may wish to start from the Board of Directors , and a step by step to convey their promotional strategies to the front desk staff , to ensure that everyone within the company are able to understand the meaning behind the branding .

6 View Feedback

You know what they have set out to pass out a good branding information, but you do not know people in receipt of this information, whether it has been changed appearance . I have an opinion that you should commence after branding asking consumers how they understand this propaganda, and in order to test whether people are able to interpret the information they need to pass correctly. After all, what you say is not important , it is important to understand how the people you want to pass information.

7 is a PR , advertising , supplemented

Many companies spend millions of dollars on advertising, and tried to establish their own brand image through this way . Sometimes, money is not necessarily better than less money , because once you have a large amount of money is more likely the money will be wasted on some, such as "Super Bowl advertising " and other foolish spending plans . Brand is built on the good reputation of consumers, rather than based on the company boast . People usually in both cases for a company " kind words " : First, you have an excellent product . Second, you succeeded in persuading the people to help you carry out propaganda.

8 people-oriented

Excellent product branding make people produce higher personal belonging, companies need to be treated as a separate individual consumers to look , not just part of the market . For example, we might say, " My iPod", " My Macintosh", " My Harley " or " my Coke ." But in stark contrast, you may never say "My Vista", " My Microsoft Office". Thus, although a child may say " my xbox", but I still do not think Microsoft's branding work to do very well, because in the outside world xBox and Microsoft relationship is not so close .

Now, let us return to the value of $ 64,000 on that question , that is, " If we do not carry out marketing , consumers will be aware of our brand , and understand the brand value? " There are many areas of marketing the reality is that you may not have a huge marketing budget , so we must rely on consumers to help you build a brand. In the past few decades, Apple has been hope that their Macintosh computers become synonymous with " performance " but consumers Macintosh for many years considered the " ease of use" of representative products . Ultimately, the brand promotion you need to do is take advantage of the line , and any marketing effectiveness achieved thankful .


Lenovo K900 Smart Phone Lenovo K900 Smart Phone Lenovo A850 SmarPhone