Do sales or branding?

Frequently companies ask this way: My product is very good, that is, there is no brand, no visibility, what methods do the first brand? More direct: do a good brand first? Is it better to sell the product first?

In the face of this kind of problem, I was mixed and happy. It was everyone's understanding of the importance of branding. What worries is that there are too few people who truly understand the brand and do the right brand. What's more harmful is that there are some pessimistic concepts. "Doing sales or branding" is a very famous, widespread, and extremely harmful pseudo-proposition. Excuse me, if "doing sales" can sell products, what else do you do? !

The creation and development of a brand always goes hand in hand with the market sales of a product.

Brand <br> <br> formation and development constitute the first phase consists of two stages, which I call brand formation stage. Starting from scratch, brands start with products. At this time, the so-called “brand” relied on the good performance of the product in the market, forming a market reputation little by little and accumulating brand names. Of course, this reputation and the business owner's original position on the brand must complement each other and complement each other. In doing so, the image of the brand in the market and in the minds of consumers has been gradually enriched and erected. Many intangible assets such as brand positioning, distinctive personality and image have gradually emerged. For example, "Wang Lao Ji" is a representative of herbal tea and has formed a brand image of going for fire and enjoying pleasure.

This stage of the brand's differentiation of products to promote sales from scratch, from small to large, and only gradually become stronger later.

In the second stage, I call it the back-feeding market stage. At this time, the product brand has already buzzed in the market, and already has a high enough reputation for the established brand value. Therefore, this reputation can cover the next round of halo for the products of the same brand that the company subsequently launched to make new products look The child has the same good reputation and the product is quickly accepted by consumers. The brand at this time can obviously promote the sales of new products under the same brand, just like the phenomenon of back feeding in the biosphere. The purpose of branding is also here.

The formation of the brand's back-feeding force requires time and process. The more and more focused the brand is, the more valuable the brand value will be, and the stronger the back-selling promotion force for sales will be.

Afterwards, brands no longer point to a single product or a single category. They are gradually expanded to provide support for brand extension, and provide space for diversified and even diversified development of the company. The core value of the brand is to be adjusted, enriched, and promoted during this period. .

The two processes of brand formation and back-feeding are universal rules for the creation and growth of a brand. The creation of the brand by the enterprise and the role of the brand in the market must not be eager for success, separation of the two and the cart before the horse.

How to achieve the first phase of brand building from zero branding, starting from the brand like a shell, how to make the product valuable, a good reputation, and constantly recharge the brand it?

First, we must seize the mainstream market demand and cut into the market with moderately innovative products.

Creating a brand is a strategic move. The products that they build must have large sales volume, can carry corporate image and be consistent with the established brand development direction. Therefore, this product must seize the mainstream demand and give up the subdivided demand. After the brand was created and formed, it will be countered by the COFCO Yuehuo series. At the same time, there must be some innovation. For example, in the unified low-concentration juice market dominated by “fresh oranges”, how does Coca-Cola become a latecomer? It launched a moderately innovative "fruit orange" product line with the brand of Minute Maid as its brand. It is also an orange juice, and Minute Maid has fruit particles, which has successfully replaced the low-concentration juice market.

Second, make a solid value plan.

Good products and good brands are not born. They are all under great power. From the product brand name, to the product concept refinement, to the brand value positioning, to the brand value endorsement, to the communication appeal creativity, all need to plan and refine. Zhongjing Mushroom Sauce offers a very good concept in terms of nutrition and health: it is not a sauce, but a nutritious sauce, with "300 shiitake mushrooms and 21 kinds of nutrition." With the “three-to-one” marketing strategy of seeing, tasting and buying, it quickly opened up the market in just two years, and its brand has gone all the way in the market.

Third, the intrinsic value of products and brands must be perfectly integrated with the external image.

The product consists of three levels: core products, formal products, and add-on products. The brand-building start-up products must combine these three kinds of interests in a perfect combination and cannot be short-circuited. The product's core interests and form products must complement each other, and core values ​​must be highly integrated with external products such as product packaging and terminals and promises.

Fourth, focus on all resources and create high sales of single products.

Only the high sales volume of a single product can establish a dominant position in the market, and a dominant product can bring a reputation to a product brand. Therefore, do not start with a wide variety of brands. For reasons of authorization, JDB can only make a single product of the red can of Wang Lao Ji. As a result, the “benevolence” is blessed. The red can of Wang Laoji only used a short period of 5-6 years, jumping from a local brand to Coca-Cola. Become China's largest canned beverage brand, becoming the most likely national beverage brand to go abroad and go global.

Brand building is a process. No matter how urgent the desire is, it must be remembered. The pace can be accelerated and the stage cannot be exceeded. The kind of brand that started with an empty shell first and then filled in with the product and hoped to dress up for a quick success that would be successful. No matter how loud the "brand" is, it will eventually fail, from the fifth quarter of that year. "To the moment of the livelihood of COFCO, no exception.