1.We must not only attach great importance to the brand, but also have a correct understanding.
Brand is a summary of all the expectations of the target audience for an enterprise and a product, a carrier for the enterprise to convey effective elements such as corporate image, corporate culture, and product concept to the target market and establish a solid relationship with the target group, as well as a guarantee of product quality and a commitment to perform duties.
Brand is the sum of customer perception of product experience: from product quality, packaging, logo design, advertising style, public relations strategy, to sales environment, sales skills, service attitude, employee behavior, to corporate social responsibility, media, public reputation, etc., all details will affect consumers' understanding of a brand, and ultimately affect the purchase decision.
2.It is necessary to raise brand building to a strategic level and formulate a brand strategy.
Corporate strategy includes overarching strategy, business strategy, and functional strategy. Although brand strategy is a kind of functional strategy, it is one of the most important functional strategies. The core of the brand strategy is the key propositions such as brand vision, brand positioning, brand core value, brand slogan, and brand architecture. Brand vision refers to the future blueprint and ultimate goal that a brand has set for itself, clearly informing people what the brand stands for today and what it stands for tomorrow. Brand positioning is to establish a clear image and characteristics for the brand in the market, which is different from other competitors and meets the needs of customers in the target market, so as to occupy a favorable position in the hearts of target customers. The core value of the brand refers to the keywords that the corporate brand can obtain the differentiated cognition of customers, and these keywords must also be the value and benefit points of customers. In addition, enterprises with multiple brands should also consider the issue of brand architecture (or brand portfolio), and correctly handle the relationship between corporate brand, business brand and product brand.
In the brand strategy, the refinement and interpretation of the brand vision, positioning, and core values are particularly important, and this interpretation will be the leader of corporate brand building and the highest guide for brand action. Without the important input of brand strategy information, the design of the brand identity will be "godless" and the brand communication will be "rootless". After years of practice, Hejun Consulting found that many companies have done a lot of brand work, only to find that what they really need to answer is the key question of brand strategy.
Manufacturing enterprises should combine the overall development strategy of the enterprise, the inheritance of corporate culture and other factors, strengthen the top-level design, formulate or improve the brand strategy suitable for the enterprise, with originality and attractiveness, and implement it synchronously with the enterprise development strategy, and systematically promote. Take the brand strategy as the highest competitive strategy, optimize the allocation of resources around the brand strategy, and promote the synergy between brand building and business development.
3.It is necessary to scientifically design communication strategies to effectively convey brand value.
Manufacturing companies tend to be production-oriented or technology-oriented (except for industries such as consumer goods), and it is easy for them to uphold the spirit of "the smell of wine is not afraid of deep alleys", thinking that as long as the product is done well. However, the formation of a strong brand requires a lot of brand communication work. There are many channels for corporate brand communication, such as TV, paper, outdoor, industry associations, forums, Internet, mobile terminals, etc., which one is effective and efficient? A lot of businesses don't know.
It is suggested that enterprises should sort out and optimize their communication strategies, find the best form of communication for different media, seize various favorable opportunities, make full use of various media outlets, especially the effective use of new ones, do a good job in image public relations, tell their own stories, widely disseminate brand image, and convey brand value. Brand communication should also keep up with market changes, enhance the timeliness and effectiveness of brand communication, and condense the positive energy of brand communication.
4.It is necessary to establish organizational guarantees and strengthen brand management.
The brand building of an enterprise requires professional brand technology, special fund investment, and a professional brand team, all of which are indispensable. Enterprises should establish and improve the brand management organization, clarify the corresponding brand management functions, optimize the brand management process, build a systematic and standardized brand management system, and form a fast and efficient working mechanism. At the same time, it is necessary to strengthen the institutionalization and standardization of brand management, market-oriented, and gradually establish a series of brand management systems and processes such as brand strategy, brand communication, brand crisis, brand equity, and brand application, so that brand management work has rules to follow.
Enterprises should also make the brand system and process penetrate all aspects of enterprise production and operation such as design, research and development, procurement, production, marketing, and after-sales service to form a synergistic effect. Establish a sound evaluation system for brand equity and brand building, and evaluate the work and results of enterprise brand building. Qualified enterprises can also actively explore the inclusion of brand building work in the performance appraisal system, and take corresponding incentive and restraint measures.
In addition, the enterprise level. It should also strengthen the training, introduction and use of brand professionals, and continuously improve the ability and management of the brand management team.