How can a product stand out?
How can a company thrive for a hundred years?
Many people think of a keyword "brand".
What is a brand? How to create a good brand? Is it giving a loud name to a company/product and creating a catchy advertising slogan? Or launch a few short video content and hold a few events? The understanding of "brand" varies from person to person.
Zhonglixun believes that brands can help consumers break free from the dilemma of "excessive spending gradually becoming attractive" and achieve the goal of "blowing out the wild sand before reaching gold"; Brands can help product owners break free from the unrequited love of "seeing the green mountains is more charming" and achieve a two-way journey with consumers to "see the green mountains as I should be"; A brand is a bond of trust, an emotional connection, and a recognition of values.
So how to build a true brand and maximize brand value? Establish a methodology system with "brand potential" as the core and nine key elements as the focus, comprehensively analyzing the underlying logic of the brand.
What is brand potential?
Part 01
In physics, it is believed that potential energy is energy stored in a system and can also be released or converted into other forms of energy. Potential energy does not belong to individual objects, but is shared by interacting objects. There are three factors that determine the gravitational potential energy: mass m, gravitational acceleration g, and the height h at which the object is located.
The concept of "brand potential energy" we are talking about is similar to that of gravitational potential energy. Brand potential energy refers to the brand energy perceived by consumers, which does not belong to individual products but depends on their perception. This kind of energy will resonate with consumers emotionally and have an unparalleled impact on them. Potential energy is a state variable, and brand potential energy is essentially a description of the brand's state. It is not constant, but generated by the superposition of various factors. Because brand potential is always in a dynamic state of change, we need to engage in a series of value movements aimed at users, stimulate brand communication and influence, quickly enhance brand cognitive value, and rapidly stretch brand potential.
How to leverage brand potential?
Part 02
The initial value of a brand is predetermined, and to gain brand momentum, it is necessary to improve one's own products and technology to enhance one's own quality; Enhance one's "gravity acceleration g" through planned activities, services, channels, etc; By continuously building reputation, team, and image, one can enhance their own "height" and ultimately achieve a doubling of potential energy in the minds of users.
Zhonglixun believes that the nine key factors that influence brand momentum are "product, technology, users, channels, team, reputation, image, service, and sports". In the era of the information explosion, only by continuously strengthening the nine elements of a brand and increasing user recognition of its value can we better establish a brand moat and form a "potential effect" that can induce high-speed brand growth.
The surging waves of the market have caused countless brands to be lost in the long river of history, and have also made latecomers stand out. In recent years, popular brands in the market can more or less see the shadow of these nine elements. Babycare focuses on "products" and advocates creating products that are ten times better, so that users are willing to repurchase them. Jiaoxia has locked in "users", claiming to "use user needs as a benchmark to make products better and more attractive.". Huaxizi focuses on "channels" and uses "girl harvester" Li Jiaqi to livestream sales, spreading a Chinese aesthetic while selling products. Hongxing Erke focuses on "goodwill", exchanging 50 million yuan of national righteousness for wild consumption that has been sold out by fans. Li Ning updated its "image" and launched "China Li Ning" with the help of New York Fashion Week, laying a leading role in "China-Chic". Bosideng creates a series of "sports", on the one hand, to climb Mount Everest and conquer Antarctica, expressing their determination to develop cold resistance, and on the other hand, to travel to major fashion shows around the world, showcasing the brand's fashion sense.
This is the digital age, as well as the era of information explosion. The key to winning is to enable users to truly and concretely perceive the core value of a brand at every point of contact with information.
Zhongli Xuntao advocates creating a panoramic immersive experience for users from the nine dimensions of "product, technology, users, channels, team, reputation, image, service, and sports", allowing users to perceive the brand comprehensively and concretely.
Brand energy comes from user emotions, and a high potential brand is a high emotional brand and a high identity brand. In the future, we will continuously examine the underlying logic of commercial operations and brands, create value, carry value, and output value, and lead the development of the market with high potential brands.