Why are all bags made in China Southern Airlines factory? How many times and dozens of times can it be sold after being labeled as a European brand? It is because of these two words-"brand"! Some bosses invest heavily in product research and development and build large-scale factories, but they are unwilling to invest a penny in brands. This is silly: because how big your factory is and how advanced your machinery and equipment are, consumers simply can't see it. Consumers identify products through brands and make purchase decisions. Today I will share with you how to build a brand from scratch.
Building a brand is to build a distinctive cognition and occupy the minds of consumers. How can we effectively occupy the minds of consumers? Tell everyone a trick: naming+visual hammer+nailing. Let me say it alone:
I. Naming
Building a brand begins with giving the brand a name. There is a saying: the core of marketing is brand, and the core of brand is naming. Sometimes, popularity comes from "naming"! Many bosses don't know how to name a new product, or even whether the name is good or bad. Today, I will tell you a formula for brand naming. You can check whether your brand name is excellent. This formula is:
Good brand name =80% adhesion +20% purchase desire.
I believe everyone understands the desire to buy, and I won't explain it. Explain here, what is "adhesion"? Bonding is the name, just like super glue. Once you listen to it, you will never get out of your mind and stick tightly.
Having "stickiness" is the key to the successful naming of a brand, because it will have the effect that saying it once equals saying it 10 thousand times! And the name without adhesion, even if someone tells you 100 times, you may not remember it. For example, some time ago, a restaurant in Shenzhen closed down and its name was gluttony. To be honest, it is named after consumers, and it thinks it is cool and meaningful. Imagine that consumers can't even read. How can we make them remember? Remember one thing about naming: it is not easy to spread, and even the best idea is equal to zero!
Let's teach you several naming methods:
Naming of advertising language:
As we all know, many people first give a brand a name, and then design advertising language around this name. This order has brought a huge problem: the advertising language will be limited by the brand name, which is equivalent to a shackle for the future advertising language communication. For example, a friend of mine is a cowboy factory, and his brand name is "English Yan Bin". He thought a slogan was particularly difficult.
Since brand names are used for communication and advertising language is used for communication, why not reverse this order? It is to design a concise and catchy advertising language first, and then extract a noun from it to make a brand name!
For example, Joey Yung advertised: I believe that health is happiness, and the "happiness" brand is a cold. Also, "I want fragrant milk tea", fragrant milk tea.
Naming advertising languages has two advantages:
(1). The brand name extracted from the advertising language is as natural as the advertising language, and there is no contradiction.
(2) Advertising language is easy to spread, and with the spread of advertising language, the brand name will become famous all over the world.
2.？ Borrowing terms:
Borrowing power to name is to associate products with these super symbols with familiar things, such as people's names, place names, historical allusions, cartoon characters and so on. With the help of people's memory of these super symbols, they can be directly transformed into a good impression of the brand.
Borrowing naming method is very simple to use, as long as you find something related to your product, of course, you must ensure that customers are very familiar with and recognized. Then through the methods of "quoting meaning", "adding words" and "homophonic", the power is directly used for itself.
For example, Kelpolo tiles, Da Vinci furniture, Huang Taiji pancakes and Ling Huchong seal are all unforgettable names.
3.？ Subconscious terms:
The human brain is divided into two levels: consciousness and subconscious. The conscious mind refers to the part of rational thinking, and the subconscious mind just doesn't think about this link. As long as there is a signal stimulus, it will act immediately. For example, if your finger touches a fire, you won't think, and when you are stimulated, you will immediately take your hand back.
What does subconscious naming mean? It means: directly from people's subconscious, looking for "command words" that can trigger buying behavior, and then directly related to the product name. The greatness of this naming method lies in that it not only solves the memory problem in one step, but also sends the purchase instruction directly to the customer through the brand name.
For example, there is a pure water in Taiwan Province Province, which is now the first in the market in Taiwan Province Province. The name of this mineral water is so good that anyone who sees the brand name can't refuse it, and will never forget it and will buy it immediately. Guess what its name is?
It's called "drink more water"
Two. Visual hammer
Visual hammer is simply the visual presentation of products, which refers to your brand LOGO or product packaging. It's as powerful as a hammer, and people will never forget it at first sight! Compared with words, people's brains are more impressed by vision: for example, the apple of Apple, the golden arch M of McDonald's, the hook of Nike, the mermaid of Starbucks and so on. These are all visual hammers, which can deepen consumers' memory of the brand.
It is concluded that the shapes with the strongest visual effects are "columns" related to male reproductive organs and "rings" related to female reproductive organs. Both of these shapes can arouse people's emotional reactions, and it will be particularly effective to use either shape as a visual hammer. For example, the curve bottle of Coca-Cola is cylindrical, and the logo of Mercedes-Benz is round.
It is best not to use squares. It has been studied that the square is the most boring shape and the hammer with the weakest vision. For example, the following company uses a green square, which makes people feel very boring:
Three. Nail:
Some companies also have great LOGO and visual displays, but why not? The answer is that it is not enough to have a visual hammer without advertising language.
Advertising language is the nail in communication, and the brand is to nail the nail deeply into the public's mind with a visual hammer.
For example, Wang Laoji's visual hammer is a red jar, and the nail is the sentence: "I am afraid of getting angry and drinking Wang Laoji." Melatonin is even worse. There are two visual hammers, one with its own blue package and the other with two dancing old men and women. Nail is that familiar sentence: if you don't accept gifts this year, you will receive melatonin!
Then the question comes: how do you design your visual hammer?
Now the most popular scheme is to use cartoon characters, which can not only save the endorsement fee of celebrity spokespersons, but also be very cute, especially for consumers born after 90. If you are mainly engaged in young people's business, it is very pleasing to use anime characters as visual hammers.
At present, there are two domestic enterprises that have used this trick to the extreme and achieved great success in brand building: the "Three Squirrels" of dried fruit and the "Jiang" of liquor. You can look at their visual hammer:
People will ask, where can we find designers to help us design these anime characters? The answer is: cheap and good quality, find Taobao! Search on Taobao: "Q logo design", and then you will find a lot, as shown below:
For a brand, when you have the system of "naming+visual hammer+nailing", you have the foundation to build a brand, but this does not mean that with this system, you are done. For brand building, the last point is also very important, that is: repetition. Building a brand is not a day's work. You need to stick to your brand all the time, repeat, repeat, repeat again, and then you can finally become a winner.
The above is the secret that Lanhai's new brand "from zero to one" shared with everyone. I hope these dry goods can make you take fewer detours on the road of starting a business and succeed as soon as possible!