In the fast-paced world, most brands often focus too much on attracting consumers' attention in their marketing activities, while ignoring a more important factor - consumer perception. While creating a blockbuster product or service can attract a lot of attention in a short period of time, it's not enough to keep consumers loyal to your brand in the long run.
Deeply engaged in the field of brand communication for many years, Zhiun Infinity said that as the growth rate of traffic gradually slows down, consumer demand has become more diversified, and the competition between brands has become increasingly fierce. In order to succeed in this environment, brands need to shift their focus from pursuing traffic to improving consumer awareness, so that consumers can take the initiative to choose, which is the focus of subsequent brand communication.
Taking Perfect Diary as an example, the brand has achieved fission growth in just three years by taking advantage of the e-commerce dividends of ** and the traffic dividends of platforms such as Xiaohongshu, Douyin, and Weibo. However, this marketing strategy, while "hitable", is also easy to replicate. Therefore, although Perfect Diary was once known as the "light of domestic products", it gradually lost its advantages under the lack of core competitiveness and the "onslaught" of its peers.
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Similar to Perfect Diary, beauty brands such as Colorkey, Huaxizi, and Hedone are also facing similar problems. These brands have been on a rollercoaster ride because they have adopted a growth logic that burns money for users, which doesn't hold true in the consumer goods space. Although it can attract consumer interest and complete purchase conversion, this behavior of attracting users with traffic is actually spending money to turn against users, and even pushing consumers farther and farther.
So, how should brands build consumer awareness and gain brand recognition?Zhiinfinity said that in essence, it can start from two aspects: brand power and marketing channels.
On the one hand, brand power is the fundamental guarantee for the long-term development of the brand, if you want to establish a long-term and effective cognitive connection with consumers, Zhiinfinity believes that the key is to realize that "consumer mind = category + brand", that is, the brand should amplify its competitive advantage and form core competitiveness through differentiated product positioning. Starbucks, for example, has established itself as a high-end brand that offers luxury services by delivering the "concept" of a third place that is independent of home and workApple has become one of the most valuable companies in the world due to its excellent product design, high-quality hardware and software, etc.
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On the other hand, brands affect the minds of consumers and are inseparable from advertising. In the past, the form of advertising that cast a wide net was often too extensive, and at the same time, the "short, flat and fast" characteristics of most media themselves could not form a certain mental capture and perception of consumers. Therefore, brands should focus on more scientific advertising indicators when doing marketing, and choosing high-quality media for advertising is often an important part of shaping brand awareness. For example, some classic TV commercials, such as "Brain Platinum" and "Yoyo Mei", can often leave a deep impression on consumers because of their popular advertising words and frequent frequency.
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Brand communication is not only to do enough "surface work", but also to pay attention to the shaping of internal quality. Once the brand has successfully established a moat and formed the cognition of "brand = category", the relationship between the brand and the consumer will become more active and two-way, and the transformation from "finding" users to active choices will be realized!