To enhance the charm of the brand, it is necessary to fall in love with consumers. To make consumption fall in love with you, it is necessary to enhance your appeal. To do brand marketing well, you must do four things.
In the first place, the product must have a selling phase, and the quality is based on the former productivity.
The product is like a man. If there is no goods in the stomach, even the handsome dignity will not be favored by the opposite sex for a long time. Even if it is love at first sight, it is only the kindness of appearance. If you spend a long time, you will see through your inner being, maybe because of you. The inner hollow and quietly left. Those "beauty in the cow dung" are everywhere in the industry, and the flowers are more and more beautiful, such as Feng Xiaogang and Xu Fan. The same is true for branding. After all, we must use products as the carrier, and get rid of the quality foundation, and all the auras will become mirages. Why are the men who are pursuing masculinity want to buy a ZIPPO at a price higher than hundreds of times the ordinary lighter? Why are women also willing to pay a high price to buy a LV bag, even if it is a copy? The reason is simple, because every ZIPPO lighter and LV bag is worthy of its brand glory.
Second, we must learn to tell the brand story, and it must be lifelike.
From small to large, everyone listens to the story growing, we can always be touched by those plots, and attracted. And always tell the story of the father to the future generations, passed down from generation to generation. No one likes to read a bunch of data and reports, so that they are willing to listen, willing to watch and remember can be a story.
Green arrow gum, using the story of singing to express the bad smell brought to others, showing the brand idea of ​​"natural closeness"; selling pure water, it can be said that 27 layers of purification; selling pants, can be said to 108 processes; Liquor, can be said to be 30 years old. These storylines may not be elaborate, but at least it is a concept that is easy to remember. In an era of rapid information development, this is more important than anything else.
Brands must tell stories. Everyone is a book, and each company is a synthesis of countless stories. It is a must-have course for brand CEOs to find flashes from those who look ordinary, and to resonate with consumers.
Third, the brand is younger, that is, at least 10 years younger than the brand target group.
Everyone wants to be young. If your consumer position is 30-35 years old, then your advertising spokesperson should choose a 25-year-old younger. This is an important rule in brand communication: the brand is young, at least ten years old.
This is because people's self-psychologically implied age is always younger than the actual age. This is why a 40-year-old person is always happy when he hears others guessing that he is 30 years old. If your brand image looks like The supply of 25-year-old people, then buyers will often become people over the age of 35. Once this position is obtained, the brand image is almost going to the niche market of middle-aged age.
Fourth, add idol elements, or role models.
Many old brands often use the image of the founder as a propaganda point, such as KFC grandfather, old man scalp, Wu Yutai tea, etc. They are the idols of past success and naturally become brand spokespersons. The same is true for modern enterprises. How to make brands idolized?
Choose glamorous stars, fashion-forward models, hard-working sports athletes, and even star entrepreneurs to focus on the attention of the people and role models.
Celebrity endorsement is an effective way to enhance the brand's charm. It can make the unknown brand get the attention and understanding of consumers overnight. The power of the brand to inject the idol elements and role models can make the brand more attractive. First, because consumers will transfer their celebrity love to the brand, that is, “love house and blackâ€; second, because the public influence of celebrities can increase consumers' trust in the brand, this is “brand endorsementâ€; It allows consumers to have a natural familiarity and affinity for the product, which is “close toâ€.
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