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How to Cut into Brand Building——A Case Study of Hank, the Emperor of Chengdu

2015年11月19日 00:00
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An advertising investment, the boss hopes to see the results immediately, otherwise, immediately cut off the investment.

An article spread, the forwarding rate is low, the boss will think that this is not enough writers, and shakes the brand building.

A creative, aesthetically pleasing advertisement that customers have to say but makes no sense. The phenomenon of many brands has made the farming and animal husbandry plan people frequent.

The future market competition belongs to the era of brand competition. It is the responsibility and responsibility of farmers and animal husbandry planners to find breakthrough points and build a good brand. More importantly, this ability will be the treasure of your future value.

How to balance the game contradiction in brand building? How to skillfully cut into the construction of farming and animal husbandry brands? This article combines some of the experiences of the Hanke brand building from the dimensions of thinking, cutting, direction, feelings and persistence.

The agriculture and animal husbandry mentioned here refers to feed additives, feed, feed machinery enterprises and breeding plants, not to extensive farming and animal husbandry.

First, China's agricultural and animal husbandry brand road to the present day, can still be said to be in the initial stage.

The main performance of this initial stage:

1. In the true sense, there are very few agricultural and livestock companies operating through brands. Some big companies are either the product of the development of the historical era - more is the precipitation of fame, or the growth of the short and fast sales model, thinking that sales are the first, the company name is loud and the brand.

2. The fragmentation of the entire agricultural and livestock industry is very common. Why do you have a systematic operation thinking such as branding, branding, brand execution, etc. Instead, you can do it right away. The "Brand Building Blocks" game is very common.

3. There has been a serious two-level differentiation in the development of agricultural and animal husbandry brands. Most of the large-scale farming and animal husbandry enterprises that value the brand, and most small and medium-sized enterprises hold a "cold thinking" attitude towards the brand. The brand requires the company to practice the operating rules of standardization, standardization, and unification, but the SMEs believe that they will pay a high cost for this, so they will abandon their turn to the customer.

4. Even in large-scale farming and animal husbandry, the overall brand expression – concept recognition, visual expression, media strategy, etc. – is still difficult to compete with other industries. This is not an conscious “unofficial “industry appraisal”, but it shows that the overall brand tonality of the industry is in a starting stage: the research and analysis of the brand and the accurate positioning, relying more on the capture of Internet segment data, small-scale market The simulation survey lacks professional system strategies such as market adjustment and positioning.

5. Brand tracing is particularly serious. The agriculture and animal husbandry industry and other industries, whether it is the historical background of the brand or the audience of the brand appeal, are different from the expressive appeals of FMCG, finance, real estate and automobile brands that we often contact, but in many cases, the expression of agricultural and animal husbandry brands Appeal to the basics of the hard-working set of these industries. To give a small and simple example, only the imitation of slogans: industry leaders, global sales are far ahead, and it is not uncommon.

Second, the main causes of these phenomena:

1. Agriculture and animal husbandry planning surrounded by “desktop rhetoric”: including some business managers, it often praises the construction of other brands: See how well others' brands do, and we should do the same. But the lesser it is, the key reason is cost. A single cost calculation is by no means the long-term path for enterprise development. In the future, competition between agriculture and animal husbandry is brand-based competition. With the trend of intensification, industrialization, and scale-up, with the future agricultural audiences, the post-90s and other new generations, brand awareness will become more prominent, and the era of operating enterprises solely on the basis of customer relationships will be weakened.

2. Lack of professional brand talent or third-party brand think tanks. Most farming and animal husbandry companies only have the brand's “fragmentation prototype”, that is, recruiting a designer to do packaging, simple posters, issuing public WeChat, editing corporate magazines, etc., only from the “cat eye angle” expressed by the brand, forming a brand. “Initial understanding” rather than strategic thinking to judge your brand. This has led to the failure to grasp the core of self-brand appeal and the essence of expression and communication during brand building.

Third, multi-dimensional brand cuts

Most agricultural and livestock enterprises want to strive for a “cost-effective” brand road, and spend 1 cent to do 100 cents. In fact, in the context of small and medium-sized farming and animal husbandry enterprises, especially feed enterprises, this kind of thinking is a kind of thinking. Method.

However, the construction of agricultural and animal husbandry brands should first divest the “brand cold thinking” – the brand is a complex system engineering that is built at high cost. In fact, it is not the case that a correct understanding of the brand and the courage to build a brand is the first step in the innovation of the agricultural and animal husbandry brand. The philosophy of agriculture and animal husbandry should be more alert, precise, and controllable, less emotional, and obsessive.

Vigilance of thinking is to remind the builders of agricultural and animal husbandry brands, they must not be in a warm water state, the Internet will accelerate the development of branding and promotion of various industries, not waiting for me, even if the brand trend can not be called excellent helmsman, but at least Be a sailor who won't be drowned.

For example, in terms of brand channels, including New Hope, Dabei Nong, and Shepherd, all of them have explored the Internet – perhaps it is difficult to become “Alibaba” in the industry in a short time, but they are preemptive and keep the brand shouting. Be alert and always ready.

In the Internet age, this alertness should also include the following:

(1) Don't be intoxicated, you need to really understand your customers (how many of your customers are in your circle of friends?).

(2) Pursuit of hot spots Do not go beyond the moral bottom line (the end of the eyeball, only the frivolity left to the customer).

(3) Do not tear with competitors (there are precedents in the farming and animal husbandry industry).

Accurate cut-in, accurate analysis, positioning and expression, do not want to be clouded, to form their own characteristics. There are two aspects to this feature: one is that the content of the brand's appeal is unique; the other is that it has its own distinctive brand appeals, and the two combine to complement each other.

Emperor Hank clearly knows that as a small enterprise in the agriculture and animal husbandry industry, the future must belong to the era of brand competition. How to break through the brand capital and talent shortage?

Emperor Hank has just begun to collect brand expression appeals from other industries as well as large enterprises in the agriculture and animal husbandry industry. Found that most companies are talking about: my company is a leading company in the industry, the product features are perfect, won the supreme honor, massive quality certification - these emperors Hank also speak, but only as a brand appeal If you follow these methods, you will definitely feel the same for customers, and it is difficult to attract people's attention, let alone gain their trust. Instead, the focus is on the people in the company and the wisdom, sweat, and dedication they put into the company and its products. The tension and vividness of people make the brand appeal have a vivid feature. In summary, storytelling is an entry point for brand initialization. It has grown to the present day and has formed a unique brand culture. These stories, Emperor Hank will not spend a lot of money to buy the layout for publicity, more through interpersonal communication (self → customer → customer) and the self-media communication attached today.

In fact, under the situation that most small and medium-sized farming and animal husbandry enterprises are not willing to build high-cost brands, the entry point for planners to identify the brand building is the key.

What is the entry point - each company has a different cultural background, different brand talents (specialties, etc.) and other factors, so the entry point is different.

Control the direction, the direction is very important, the best brand cuts, not to show personalized vision and ineffective creativity. In other words, all your brands should be oriented to achieve communication and communication between the company, products and customers.

Telling the story in front of the story - the story is lively, what is the relationship with the customer? Have no relationship with the customer, can't communicate with the customer, how to achieve marketing? This is the other side of the Emperor Hank brand: not doing the brand work of “closed doors”. Formulating the assessment plan and content requires the planners to take half of the working time each year to follow the marketing personnel to visit the market, communicate with the target customer groups, and master the first-hand market information. Therefore, Emperor Hank will not describe the slogan of other industries. He will refresh the definition of self-brand appeal based on the customer's actual situation - the brand actively adapts to the market - think of what you think, the story is simply completed by yourself. Unity with oneself and the target audience. Instead of the market, when the brand needs support, self-fantasy.

It is important to note that after mastering the direction, the longitudinal expansion should be carried out. For example, our target audience is not a single boss, technical director, the emperor Hank will organize story-themed activities every year into the agriculture and animal husbandry colleges - there are students who are about to enter or are about to enter the farming and animal husbandry industry. Emperor Hank also actively provides internship opportunities for students, large-scale enterprises to visit and study, scholarships, and provide as much graduation experiment as possible.

Why should you focus on this group of students who have no product action, and also provide experimental help? We have calculated an account, from freshman to doctoral degree - more than 12 years, is a good time to cultivate habits and dependence (brand loyalty), this brand communication, invisibly cultivate their future use of the Emperor Hank products Consciousness, or in their minds rooted in the brand concept of Emperor Hank.

Less talk about feelings. Perhaps it is influenced by “one type of enterprise selling culture”. In the process of brand building of some agricultural and animal husbandry enterprises, the culture is over-strengthened, and even the meaning of culture is misinterpreted, and the brand is used to cultivate the loyalty of the brand in the hearts of customers.

Many domestic and foreign brand behavior studies have found that quality is the core and irreplaceable factor in the whole brand building, not a fragmented culture. Customers often use quality as a criterion for judging the quality of a brand, and this element extends to other elements of the brand – in other words, if the customer believes that the quality of the brand is not good, then other aspects of the brand will be affected. This gave birth to the "sweeping star effect."

Emperor Hank is well aware that the realization of profits by enterprises is their main purpose, and the realization of the promotion of interests is product quality and not culture. The core of customer buying behavior is quality. The 300-acre animal application test site is a powerful proof of the product quality of the Emperor Hanke – through its own and colleges, third-party scientific research institutions, and customer research personnel, objectively and truly reproduce and prove on this product application platform. : The product quality of Emperor Hank is reliable! Compared with other companies, “Expressing their own position as an industry leader”, the brand content is more pragmatic and pragmatic, and effective – in other words, when most of the advertising screens persuade customers to trust the quality of the products, Emperor Hank has already let customers Have a real experience of product quality.

But no matter what kind of quality expression, we should know that quality should have a core position in the entire brand interest chain - with this kind of thinking, carry the brand to the end.

Perseverance persists. The brand here insists that I actually want to emphasize its continuity. The customer's brain is a brand with selective memory or forgetfulness, and the recognition is even higher – even the brand that the customer loves, disappeared for a while, and once again, it will have a strange feeling. Therefore, this requires us to strengthen the contact and communication between the brand and the customer regardless of the state, so that the customer can be remembered when making the purchase decision.

However, the agriculture and animal husbandry industry currently has the characteristics of brand staff and brand department's liquidity and volatility. There are also uncertainties in the brand thinking of decision makers, which makes the brand change like magical days. Sometimes it is not good, sometimes it is good or bad. The brand causes negative emotions such as instability, unreliability, insecurity, and easy loss in the customer's mind.

Since 1992, Emperor Hank has always adhered to the consistency of the brand. For example, the small brand carrier of "The Voice of the Earth" has never been published due to major changes since its inception. It will always be sent to the customer's hands - the purpose is to evoke the memory of the brand Hanke's brand in the customer's mind: you can't forget me, even if the recognition is higher. This is also why many of the industry's peers praised the great Hank "why some of the things that seem small, the Emperor Hank always insists on doing it."