When brand TOC, how to maintain unity, so that consumers are deeply impressed by the brand and product?
Entrepreneurs often ask me: My own understanding of the brand, when it is implemented, the operation, design, market, product development and other students can’t understand it properly, and it is also strange when it is implemented. Increase SKU, user activities, festival activities are a bit self-indulgent, not strongly associated with the brand, etc., how to break?
This phenomenon is very common, and the core reason is the lack of a brand core.
So what is the kernel?
The principle of necklace
Southwest Airlines in the United States is a low-cost airline that has maintained a long-term profit for more than 40 years when other American airlines generally lose money.
There are many reasons for its success, but the most important factor is "low cost, short flight routes". Everyone knows this sentence, and many airlines imitate it, but none of them are as successful as Southwest Airlines. Why?
Reducing costs is not a slogan, but a coordination of tens of thousands of employees, from executives to warehouse managers.
And Southwest Airlines, how to implement and coordinate this supreme standard?
Southwest Airlines’ longest-serving CEO, Kelleher, gave an example: A marketing colleague came into the office and told me that her survey showed that passengers on a Houston-to-Las Vegas flight wanted a list more. side dishes. We currently only serve peanuts. It would be more popular if you could offer chicken salad, what do you think?
The answer to that question: Will adding a chicken salad make us the cheapest flight in the nation on the Houston-Las Vegas route? If not, we won't be serving any chicken salad.
Kelleher's decision-making criterion was "we are the cheapest airline in the world". When making all decisions, it is necessary to determine whether the decision-making is well responsive to the kernel. If there is no response, then no decision needs to be made.
Successful marketing must have a brand core. Like the rope of a necklace, all elements are connected together, and the scattered pearls can be turned into a pearl necklace. When they match each other, marketing will play the biggest role.
All Southwest Airlines' marketing activities are integrated into one thing, and even the company's operational decisions are made around low prices, strengthening the brand's core keyword "low price".
Therefore, when the brand is implemented, there must be a clear brand core to lead.
2. One of the cores: specific positioning
Brand positioning is a one-sentence introduction that is different from competitors. It must be sufficiently recognizable and express the characteristics of the brand.
Some entrepreneurs position their brands as: xxx industry experts; xxx field leading brands.
This is the brand vision, not the brand telemarketing list positioning, because it neither recognizes nor expresses the characteristics of the brand. Just look great.
Positioning, the more specific the better. The more specific the positioning, the easier it is to guide the daily work and become the rope in the necklace.
What is specific positioning?
Now many brands have gradually learned to focus on subdivisions and find subdivisions that big brands ignore.
The mother-infant track, toys are subdivided under the mother-infant track, toddler crawling/toddler is subdivided under toys, and crawling mats are even more subdivided.
If a brand positions itself as a crawling mat brand, yes, but it lacks brand identity.