Enterprises are trying to reach a certain scale formed after the group, which is a step many companies after strong selection, but the simple formation of groups, does not mean that business is really strong, it also can not protect the health and sustainable development of enterprises. Enterprises to health and sustainable development, it must directly face the issue of group branding. We know that the essence of branding is the same, but we can not ignore the group brands are complex and in the actual operation, there are also some differences, which we need to grasp the following eight key.
The key one: the first sound, the process must be controlled
No matter what the Group finally adopted the brand strategy, brand building process must ensure the controllability, the controllability of the investment funds, human resources, control, product and service quality, controllability, etc., are indispensable, to safeguard the stability of branding. For example, product and service quality, brand recognition once in a rapid increase in case sales soaring out of control, the consequences would be disastrous, Asia, Qin pool wine, three oral failure can not but say there is reason in this regard. Of course, at this stage of the group is to build brand, first of all should be invested to ensure controllability.
Of course, groups and brand planning agencies to shape the brand, the controllability of the two sides need to work together to protect. For example, the group leader must keep a clear mind, everything in reality can not be divorced from the actual choice brand strategy group, not the implementation of the brand "forced march", but not expand the brand, "Great Leap Forward", and must note to remind yourself to do anything though must take some risks, but the mentality is inappropriate to gamble to build brand, in other words, branding should proceed step by step; brand planning agencies should fully analyze the actual situation of the Group, an accurate grasp of social trends and the development of the industries in which the Group trends, find the right entry points to ensure the rationality and the branding process control. For example, the planning agency for the brand far Zhuo Group, introduced the "Evergreen partner" brand planning services to help shape the brand group to develop specific strategies to ensure the Group's branding process control, to achieve steady growth of the Group brands .
Key 2: foresight, carding brand vision
Build a strong group of companies should create a brand since the beginning of all the brand vision, serious sort, and then determine a clear and rational vision of the Group brand, to understand what is the Group brand, where to go, but the brand vision of the group must be forethought, with the appropriate height, width and breadth, to lead the group in various subsidiary brands and brand health and sustainable development. In other words, this group brand vision to strategically advantageous position to stand on the future development of the Group pyramid can Gangjumuzhang.
Of course, the brand vision in the comb, still need to "brand oriented", namely: to determine the direction of brand development group, including entrepreneurs, brand development, corporate brand development and product brand development and so on. Brand orientation is not unique, it just set the direction of survival and development of the brand, therefore, most likely that there are two brand orientation is similar, or even the same. Of course, brand consistency is also directed to the depth of cooperation between different brands laid the basis for the direction, it is worth the same brand business cooperation in the search for serious consideration. In addition, the brand orientation can not be altered once established must uphold for a long, otherwise, indeed affect the body, the brand would suffer intense pain and great loss of long, even he never rose again.
Key 3: Trinity, the brand positioning precision
Brand positioning is critical, to use a slang term is: "do the right brand than the brand is more important to do right", ie: for a brand positioning, if the positioning is wrong, might as well not do the brand. Therefore, to build a strong Group brand, we must give our brand a correct and reasonable, unique personality of the brand positioning. Moreover, the unique personality of the brand positioning, to a certain extent, reduce the cost of brand building is a great benefit, such as three-dimensional steel of brand positioning - the leading brand in three-dimensional space, and the corresponding statement: "line is one-dimensional , plane is a two-dimensional, three-dimensional space steel structure must be "a more sophisticated smart highlights the leading brand of domineering, very unique, and consistent with industry features, easy access to many free transmission.
Group leader brand positioning is not a subjective idea, nor is the idea of instant brand planner, it requires a combination of group status and group strategic vision, industry status and the general trends of social development were analyzed. For example, if a general contractor is not qualified construction group, to position itself as a leader in China's construction industry is clearly unrealistic. More reasonable approach is to carefully analyze their own design standards, equipment conditions, construction strength, and then carefully study the region's companies with their very identify themselves with their competitive advantages and disadvantages, and the environment in which opportunities and threats . SWOT analysis of the last supplemented by the "four state" analysis, analysis tools, the system should be analyzed to determine the group got the right brand positioning.
It is worth mentioning that our brand positioning can not be neglected one important question: For a group, the majority of existing three brands - entrepreneurs, branding, corporate branding, product branding, brand positioning must strive to ensure that their "Trinity", for words, a group of three brand objective, the process of brand positioning, the three "soul" must be harmony and unity, must not be contradictory. For example, Noor Jewelry for poetry, three-dimensional building materials, Fu Bin Science and Technology, Southern Song Mikimoto, Spring Group, Chao Feng Group, and many other companies do brand positioning, the full use of this strategy and in the subsequent process of brand building achieved good results.
In addition, the Group made clear when the brand positioning is that "there is reasonable", that is, any group as long as there have reason for its existence, it is bound to adapt its position there, so the Group policy makers Group is confident to find the correct positioning in order to promote sustainable development of the Group's health.
Key 4: commercial sea cockle-pickers, the basic material excavated brand
A brand's growth is the need to process, like a baby from ignorance and five cars to learn the rich as adults. The Group brand, in the process, the company will have a lot of things happen, there is benefit to the brand, but also the brand suffers. For the benefit not only the same as collecting shells at the beach, seriously dedicated to mining, but the spirit must drop hollows the stone, built up bit by bit, as the group brand building "brick by brick" to be fully utilized; The negative must dig out and defuse it one by one, brand building can not be allowed to become the Group's risks. For example, construction steel structure for the leading brand of three-dimensional steel service industry, through internal research, to dig out its such a rare brand of basic material: three-dimensional construction of steel in 2002 the first demonstration of Shandong Province of the promotion of high-rise steel buildings - Construction Department of Shandong Province, office building, but the did not make use of it will be typical of this significant project "no knowledge locked in purdah", not the broad dissemination to the target audience, to some extent caused by the brand enormous waste of resources.
Therefore, to build a strong Group brand, we must group the "history" of digging three feet, spare no one worthy of "shell", and then combine our brand vision, planned, step by step to the target audience that, step by step and brand awareness and reputation.
Key 5: go hand in hand to determine the subsidiary brand strategy
Each subsidiary of the Group to be in the Group brand vision, brand orientation and brand positioning, based on local conditions to develop an appropriate brand strategy to enable the Group brands and brand to go hand in hand in all subsidiaries, joint development, to avoid drag, a subsidiary .
Moreover, in the process of formulation of brand strategies need to pay attention to two points, a subsidiary of the brand spirit, brand orientation, brand positioning, brand associated with the group elements of harmony and unity, can not have the slightest breach, not to the opposite direction; second, subsidiary of the brand communication strategy with the brand's communication strategy group in unison, and to avoid duplication of expenditure on brand communication costs, improve capital utilization.
Key 6: carrot and stick, start "three-dimensional communication"
On the one hand, more and more to do group began investing heavily in the brand; the other hand, information overload, social and shortages in the era of attention, a lot of money into going after the brand awareness and reputation are no obvious improvement, Brand communication has become increasingly difficult. This means that the rough way of brand communication is no longer the demand for corporate branding, in other words, the group should create a strong brand, its brand communication must be refined. The Group brand they need to disseminate accurate brand positioning, the carrot and stick - combined hard and soft advertising ads, know "potential to" create "news", and carefully build a "living advertisement", efforts to implement the "three-dimensional spread."
Advertising campaign strategies on the hard Leaving aside here, the following simple explanation about how to know "situation" create "news." First of all, knowledge and social development of the "Power", combining a certain stage of social development, the focus for the social progress made due contributions, such as science and technology organized by Fu Bin, "the rich code Community Cup 'Eight Honors and Eight Shames' typing contest." Second, the knowledge industry "Potential." Knowledge industry "momentum", that is clearly a major industry trend. Relative to the social development of the "Power", this is a little more direct role for the company, because the news if a business or comply with its mining industry in which the "potential", so its not easy to express in the relevant media, and can easily be widely disseminated. For example, the snow child Pearl launch a "Pearl Diamond Challenge" campaign, "bead drilling dispute," the news has aroused great concern, not only quickly improve child snow pearl brand awareness and reputation, also contributed to China's pearl industry to be more high level. Third, the knowledge group development "potential." Primarily a business news service for the Group's brand, and only recognize the Group's development, "potential", that group development vision and strategy and tactics, and create the news to promote brand development, and promote the sustainable development of the Group brands. Fourth, knowledge of the public interest "situation." Public interest in understanding the "potential" means the information content must be consistent with the public interest or the general development trend of consumer interest and focus on a certain stage, and the news will give the public hint: a certain brand of product or service will provide consumers with to potential benefits. This would effectively improve the brand in the minds of the public or consumer awareness, reputation, or even increase their loyalty.
Key 7: outstanding achievements, the implementation of full brand management
Brand's fundamental elements of people, a successful brand, shape is not a person, a department or a brand planning agencies to work independently, and it needs all the Group's participation, requiring all employees must have brand management, awareness and conscious use practical actions to safeguard their brand image, that is, to conduct "full brand management." For example, the Apparel Group's brand building, not only excellent sales, excellent design, excellent cutting, also need good service. Therefore, only one link in every sense of responsibility has a strong brand awareness and unconscious, based on the final shape of a garment group to a good brand. In other words, if a clothing brand advocacy group in the quality of their own clothing company how to say excellent, but the customer buys, the clothes less than two weeks to serious quality problems, then this group is not in any case might create a successful brand. In other words, brand building must be excellent quality and sincere customer service-based, so that brand building needs of the full participation of all employees.
In fact, everyone has their own brand, the Group brand to brand the group based on the personal staff, which is the group of "big brand" largely by the staff of the "little brand" collection made of organic of. Now the group to the brand of excellence, their staff must pay attention to building a personal brand, because each employee group are likely to be outside the knowledge of the group a "window", only good personal brand image of the group to spread the good brand image, otherwise, Group's brand image will lose the foundation of survival, has become "a forest without trees." In particular, the Group sold the personal brand, it directly affects the customer's evaluation of our brand and positioning.
Such an example. In Japan, a bus, a 30-year-old woman to another woman of similar age to her seat. The woman standing next to her who is neither disabled nor pregnant women, on the contrary she looks very healthy. Thus, the person next to puzzled and asked the President seat: "Why do you give this a very healthy older people similar to your seat then?" The seat of the President replied: "Because of her hand, there is one department store the company's bag, indicating that she is our customers. "The answer is not only to all the people on board felt the company's corporate culture, and therefore more agree with this department store brand. This is the full charm of brand management, each employee's individual brands are seizing all available opportunities for the Group to contribute to this great brand.
Key 8: eternal youth, fine-tuning the brand in the persistence of
Group build a strong brand is not easy, it requires group decision-makers in strategic foresight, in practice, perseverance, and their status in the group and the group environment changes when necessary "fine-tuning the brand", so that the brand has always been to lead Group development. Can be said that the only way to help brand the Group to control the market step by step, the initiative to build a strong brand, and to protect the brand forever young. Why?
Brand positioning sub-narrow and broad sense. Narrow group brand positioning is to determine the characteristics of the product or service and put it with the other competitors to discriminate. Brand positioning is the brand of generalized complex market in the rise of the minds of consumers in the target occupies a unique, meaningful and valuable position in the process, which includes "positioning, communication, fine-tuning, reorientation, re-transmission, re- fine-tuning "of this cycle of the cycle. The role of brand positioning is the heart of the consumer, and consumers together by the group involved in creating, rather than groups behind closed doors, created by wishful thinking, needs and consumer interaction, communication, need to keep the timely correction, thus not ugly a "fine-tuning the brand" is the group to build strong brands essential link. For example, for various reasons, many brands are the signs on the "fine tuning": in English from Legend to Lenovo lenovo; Amoi will "Amoi Amoisonic" to "Amoi Amoi", simple in the meaning "of cutting-edge Chinese "out of the regional color and tone color, ease of product, category expansion; Rejoice and Head & Shoulders brand logo on a regular basis for some changes to improve and maintain the brand's" freshness ", and also to prevent counterfeit goods and so on. On "fine-tuning the brand" many examples, do not go into here.