Brand marketing Collection: 6 steps, 4 analysis and formulation of the best brand marketing strategy!
What is brand marketing? How to plan the brand marketing strategy? Starting from the core of the brand, this article will give you an in-depth understanding of what brand marketing is, and share the 6 steps to formulate a marketing strategy, as well as 4 common marketing analysis tools, and finally introduce 2 brand marketing success stories to let you know more about how to effectively formulate a marketing strategy!
one、Brand marketingBring the long tail effect! What is brand andBrand marketing？
When IT COMES to CHANEL, what do you think OF? It may be rhombic plaid, camellia, double C logo, and the noble and elegant image of the woman wearing it; then when talking about MUJI, what picture appeared in your mind for the first time? It is probably plain, but not much decorated household items, and the concept of "no brand is a brand".
You may have a certain concept of the above-mentioned so-called successful brand associations, but from individuals to companies, why do people gradually put brand management in the first place nowadays? What are the advantages of doing a good job of brand marketing for enterprises? In fact, the real benefits that can be brought behind this－Out of the price competition battlefield－Far beyond your imagination. If you want consumers to be willing to pay more for your brand, you must pay attention to building and enhancing your own brand value and creating a brand premium. This is also the theme that Haptik wants to discuss with you today.
Are you ready to uncover the mystery of brand and brand marketing? Then watch it with Haptik!
(1) What is the brand?
Amazon founder Bezos said: "A brand is what people say about you when you are not on the scene. "Whether it's being close to the people or luxurious, lively or calm, a brand is like an individual with unique personality traits, and at the same time shapes what others think of you when you are not there; and when you are not there, the brand is like an individual with unique personality traits.The moment you see elements related to a brand，You can think of it immediately again，Even recognize and support its spirit，Then consider purchasing its products or services and paying a little more for the value represented by the brand itself., This is the magic of the brand.
In recent years, more and more people have proposed "Personal brandThe concept of "means to incorporate the above-mentioned brand thinking into the individual and plan the individual into a recognizable brand. If you expect the image that will stay in everyone's hearts to conform to what others think of you at the same time, it can be regarded as a successful first step in personal brand building.
When the brand is enough to stand out from the rest of the competitors, it can also obtain the following substantial added value：
- Differentiate from others and capture the share of customers' hearts
- Cultivate customer loyalty and be more cost-effective
- Broaden the existing market share and turn recognition into conversion
- Accumulate brand benefits for a long time and create brand added value
Sometimes shallow marketing effectiveness is poor and revenue growth is slow, which may be due to deeper "The company's own brand awareness is relatively weak", and then it all shows the importance of brand management and follow-up brand marketing strategies that we mentioned.
(Two)What is brand marketing?？
Unlike general marketing media and subjects for the purpose of "transaction and conversion", Brand Marketing is based on"Brand" as the core marketing strategy, The common point between brand marketing and general marketing is that "Exchange value with consumers"It's just that brand marketing focuses more onEstablish links and dialogues between brand characteristics, values, and personalities with the audience to further resonate。 When the connections and emotions in it become stronger, the brand premium will also arise and gradually increase, whether it is in B2B It is still a B2C industry, and brand marketing can be said to be equally important.
Unlike ordinary marketing techniques, the effectiveness of brand marketing cannot be seen immediately. Instead, it needs to penetrate into the hearts of the target audience slowly and bit by bit through a long stream of fine water. Even if you are affected by the brand, you don't know it yourself, so brand marketing will be a long-term battle. Therefore, it hasPerfect long-term planning、Core brand concept、Consistent image deliveryQuite critical. Haptik summarizes the following core ideas in brand marketing execution：
- Focus on the accumulation of brand value, not short-term trading relationships
- Build a beautiful brand experience and immerse consumers in it
- It is necessary to satisfy customers in principle and follow the brand concept to implement
(3) What is excellence?Brand marketing definition？
Knowing what brand marketing is and looking at it from the perspective of the brand itself, we can change it fromAudience and customersFrom the point of view of what is the success of brand marketing?：
「In addition to being quite familiar with the product, existing customers and potential audiences also show concern about the brand itself, and when they provide their brand and product information, they usually get good feedback. On the other hand, the reason why goods can be sold quickly stems from a certain base of supporters, who support goods and brands. Sometimes it is not bad to slightly increase the acceptance of product prices, because consumers have a certain confidence in the brand and are willing to pay more for better products.。 」
If you link this description to Apple's fruit fans, maybe you will have a better picture, or maybe you are one of the customers. If there is the above situation, it is basically already inSuccessful brandThe ranks. It has been observed that brands with the above success conditions have achieved the following 4 things：
【Consistent brand tone】
Just as everyone has their own personality and characteristics, once they decide on the core concept of the brand, they should be consistent and not be able to change their temperament. At this time, how to use different channels, but maintain a consistent way of dialogue with the audience is very critical. When repeated slogans, concepts, and even product designs leave a deep impression in the minds of specific consumers attracted, it is the first step in successful brand marketing.
【Enterprise identification System (CIS)】
The corporate identification system is through a set ofStandard visual designOnce again, to strengthen the audience's memory of the brand, it is said that people are visual animals. If they can effectively associate a specific brand through the carefully planned brand colors, standard characters, geometric graphics and other elements, it will be the most ideal situation.
【Give brand value】
"What is the meaning of this brand? "Most successful brands can answer this question. Like Disney Selling dreams and hopes, So that adults can also regain past childhood memories, and the story scenes in the park create a perfect brand experience, which will drive revenue growth; GoogleEmployer brand image of a happy companyAt the same time, in addition to providing excellent benefits, it will also gain an in-depth understanding of the needs of internal employees, so that many top talents will rush to work at Google.
Everything must start from giving brand value, and the follow-up can be effectively extended to substantive actions and strategic planning.
【Content tailored】
Although we mentioned that the core values of the brand should be maintained in the early stage and the audience should be attracted in principle, when the profile of the audience becomes clear, a successful brand will develop for its own consumers. In addition to its own brand personality, it also has the content direction and valuable information that consumers want to see, in addition to enhancing consumers.The willingness to receive brand messages can also increase loyalty.
two、Brand marketing strategyFormulated: 6 steps and 4 analysis that must be learned absolutely
At the moment of actual brand marketing, if you only have the background knowledge of brand marketing mentioned earlier, it is not enough. You still need to further understand brand marketing techniques and procedures. The following Haptik uses 6 procedures and 4 commonly used analysis instructions to give you a clearer idea of how to formulate your brand marketing strategy.
(1) Follow 6 proceduresBrand marketing strategy planning
The planning focus of the brand marketing strategy can be divided into 6 general directions. Following this process, you can successfully promote your own brand.：
📌Step 1: Analyze internal and external data
The most important first step in brand marketing isData collection, In order to master a more complete picture for planning, the following four aspects can be used as the benchmark：
- The company's past story, current conditions, and future operating direction
- The understanding and identity of the brand by internal and external personnel
- The appearance of the market area and the overall industry trend
- The market positioning and main marketing strategies of similar competitors
Organize and analyze the above information in depth. These integrated information will become the key to tapping the advantages of one's own brand, positioning a market conducive to development, and distinguishing differences. This move not only helps to understand the brand itself and the environmental conditions it faces from different aspects, but may also find undetected blind spots in the process.
📌Step 2: Set the meaning of the brand
Let everyone know clearly againWhat the brand wants to express, Through the above analysis to find out the unique characteristics of the brand, use these highlights to attract a group of customers who like the brand and are willing to express loyalty, cultivate customer loyalty, and establish a brand image. Remember not to drastically change the core brand concept in order to cater to new customers, so as not to confuse the original brand impression of existing customers.
📌Step 3: Target the audience you want to communicate with
Discover customer expectations，In-depth discussion of the needs of the target customer base, has always been the core concept and main practice of brand marketing. To whom will the brand's advantages and ideas resonate? Here, the most important thing is toDistinguish the marketwithTarget specific markets, In this generation that emphasizes personalized marketing, the idea of being loved by everyone is no longer feasible.
📌Step 4: Visualize brand value
After establishing the core idea of the brand and the target audience, through the corporate identification system (CIS) we mentioned earlier, the brand concept is integrated into the brand concept.Visualize and visualize from the inside out, From "basic design" such as brand assets such as names, trademarks, and slogans to "peripheral products" such as business cards, envelopes, and packaging. Through these media, it helps companies convey the spirit, philosophy, uniqueness or competitive advantage of the brand; at the same time, it also regulates the brand through brand identity design guidelines to ensure that the brand is presented internally and externally with a consistent image.
📌Step 5: Integrate various marketing strategies
According to their own business model and the habits of potential customers, chooseSuitable marketing channels。 Through diverse communication channels such as SEM, SEO, social marketing, KOL, public relations, exhibitions, etc., we will enrich and at the same time have brand-consistent materials for comprehensive promotion, and collect effective lists from many parties.
📌Step 6: Optimize the details of the strategy
Successful brand marketing is not equivalent to flawless design, but should focus onThe target audience can more easily associate the brand, deepen the impression, and support it with practical actions.。 If there is a gap in the brand value experienced by internal employees, distributors, distributors, partners, and even customers, they need to continuously correct the way of output, re-adjust the brand strategy, and always ask themselves and their surroundings if there is a transmission error.
Nowadays, the market environment is constantly changing. Once some external factors change, the faster you adapt to the trend and adjust, the more you have the opportunity to gain a foothold, attract the attention of the audience, and capture the hearts of the audience.
(2) Use 4 analytical theories to makeBrand marketing strategyTake it to the next level!
To carry out excellent corporate brand marketing, in addition to the above-mentioned process of giving directions, various analysis tools are indispensable details. Effective analysis methods not only help you better understand yourself, but also can better understand the details of your competitors and the industrial environment. Here Haptik will share 4 common analysis tools with you, allowing you to make a better brand marketing plan.：
📌Analysis Tool 1: Porter's Five Forces
Used in the above "Analyze internal and external data"At this stage, Porter's Five forces analysis can effectively target"Industrial competition"Do a review, focus onCompetition or influencing factors in the industryConduct analysis and focus on the scope of data collected. These 5 forces include：
- Threat of existing competitors
- Threat of potential entrants
- Threat of alternative products
- Supplier bargaining power
- Consumer bargaining power
📌Analysis tool 2: SWOT analysis
Used in the above "Analyze internal and external data"Stage, SWOT analysis can target"The company itself"Do an in-depth analysis. The main purpose is to viewThe current internal conditions and the surrounding external influences, The meaning of the individual representatives of SWOT is as follows：
- Advantage (Strength)
- Disadvantage (Weakness)
- Opportunity (Opportunity)
- Threat (Threat)
📌Analysis tool 3: STP analysis
Used in the above "Target the audience you want to communicate with"In the stage, the STP analysis focuses on "Analysis of the current market situation"and"Product positioning strategy"To assist companies inFind a favorable position in a more accurate market, STP can be mainly divided into 3 stages：
- Market segmentation (Segmentation)
- Target market (Targeting)
- Market positioning (Positioning)
📌Analysis tool 4: Marketing Combination 4P analysis
Used in the above "Integrate various marketing strategies"In the stage, with the product as the main body, 4P analysis is important for formulation"Product marketing"The strategy is of considerable help. It is mainly to measure 4 different P's and further plan marketing strategies that generally target transaction conversion to form a diversified marketing portfolio, which can also be extended to evaluateWhat can I do to better assist brand marketing：
- Product (Product)
- Price (Price)
- Access (Place)
- Promotion (Promotion)
With "Target customer base-based"The concept of "gradually flourished, and the marketing combination 4P has spawned many changes such as：
- The new people-centered 4P （People＋Performance＋Process＋Prediction）
- 7P that takes consumer experience into account(Old 4P+People/Participants+Process+Physical Evidence)
- 4C from the consumer's point of view（Customer＋Cost＋Convenience＋Communication）
The various product strategy analysis options are dazzling. If you don't know which type to use, it is recommended to start from the original 4P and use the advanced derivative version to get more information that was not proposed in the old 4P. Information.
The analysis tools are far more than the above 4 items. If you want to understand the impact of the "external environment", you can use the analysis tools that focus on the external macro environment. PEST analysis; If you want to further explore how to "set the meaning of the brand"，Corporate brand recognition matrix(Corporate Brand Identity Matrix) is your ideal solution. In summary, analysis tools should still be used in a corresponding way depending on the needs of the enterprise!
three、Brand marketing caseShare, know more about successWhat is brand marketing?appearance!
The best way to summarize brand marketing concepts and procedures is of course to refer to brand marketing success stories. The following two internationally renowned brands all have very distinctive characteristics. When you mention their names, you will definitely think of some unique styles and positioning that will make you more aware of what good brand marketing might look like.
(1) Simple daily life－IKEA
Swedish home furnishing brand IKEASimple styleIt is well-known for breaking through warm home decoration photos and simple prices, but it can become a successful case of brand marketing in the home furnishing industry. It is not just as simple as taking beautiful photos.
- Product design
The product design with simple appearance, practicality and light tones is in line with modern people's pursuit of a simple and relaxed attitude to life. This simple design style makes it easy for consumers to identify IKEA products and simultaneously increase brand awareness.
- Marketing strategy
The marketing strategy also provides a lot of help to IKEA's brand shaping, not only for household products to convey "Cohesion and value of home", It is more emphasized that the packaging of the goods is completely based on "Environmental protection","Planarization"As a starting point, greatly strengthen the brand image.
- Social media
IKEA regularly launches interesting content related to home life on social media and organizes a number of online activities to attract the attention of the younger generation, while facilitating interaction with consumers and enhancing the connection between the brand and the audience.
The above-mentioned operations with the brand concept as the main axis make us interested in "Nordic simple daily life"With a specific imagination, it is also IKEA's number one LENOVO in the minds of consumers.
(2) Self-growth－Lululemon
Founder Wilson observed that modern people want to be on social media"Create a positive image"The psychology, and willing to spend money where you can"Effectively improve life"Places, such as gyms, travel, food, etc., focus on self-improvement experience services, rather than pure luxury purchases. Based on this, Lululemon's corporate culture has set the toneSelf-growth, I hope that both consumers and employees, as long as they use Lululemon's products, they symbolize that they will work hard to create a better life.
- Product positioning
In addition to the core brand concept of self-growth, in the product part, Lululemon started with "High-end yoga sports brand"For positioning, we pay great attention to product quality and design. Exclusive patented materials make yoga clothing soft and comfortable to wear. Despite the high price, many consumers are still in droves. The tone of the product is also in line with the brand positioning. Helping consumers achieve a healthy, energetic, and balanced life through their own excellent products can be paralleled by Lululemon's self-growing corporate core values.
- Professional consultant
Abandoning the option of celebrities or KOL as spokespersons, Lululemon employs manyYoga expertAs sales consultants, these consultants have also become one of the powerful drivers of the brand. By establishing a close relationship with customers in the sales process, they can help them choose the most suitable products for them, so that consumers can feel the professionalism and value of the brand.
- Offline experience
Lululemon is also committed to hosting offline activities such as free yoga classes, seminars, and community sharing sessions. Through face-to-face contact, it will bring customersWarm experience, Truly practice the promise of self-growth with consumers.
The niche market has established Lululemon's positioning as a boutique in the yoga industry. In the future, just mention it."Self-growth through yoga", Lululemon is definitely the first brand that appears in your mind.
four、Brand marketing companyWho are you looking for? CustomizedBrand marketing strategyJust look for Haptik！
I believe that now you have a certain understanding of how to do brand marketing and how to do it, but in terms of implementation, it is definitely more effective to leave brand marketing to professionals to plan, and there is no need to look for a list of recommended brand marketing companies!
All-round brand building is Haptik's professional field. Through diversified exploration, you can build your own unique brand story. Want to create your own brand in the North American market? From market research, brand strategy formulation, to touch point design can be handled by Haptik. Welcome to click below to chat with us and take the first step in building your overseas brand!
