How to have a brand of your own?

Brands need to build connections between consumers that go beyond products.The purpose of a brand is to create customers, and to create customers, you need to create customer value. Customer value includes functional value + psychological value + asset value, which is subdivided into physical value, experience value, emotional value, representational value and financial value.

To be a high-end brand, you need to amplify the psychological value; to be a luxury brand, you need to infinitely amplify the psychological value.To infinitely amplify the psychological value, a brand needs to have a meaningful label. For example, Nike will always pay tribute to the great sports spirit. Wherever there is sports spirit, there will be Nike; Deluxe will always pay tribute to a successful life, and successful people are drinking Deluxe. ; Lululemon will always endorse the #Sweat Life lifestyle, and Super Girl is sweating like rain.

For a brand to represent something, it needs to lead customers in this aspect, allowing consumers to consume the brand and become the person they want to be.Only with a meaningful label can a brand have psychological value, and can a brand establish a link to consumer demand in addition to functional value. Functional value is limited, but psychological value is unlimited. Once a brand activates psychological value, it enters a new success structure. That is to say, the brand has a higher premium, can pay more discount space to channels, can pay higher marketing expenses, can invest in more advertising, and can give consumers a greater sense of satisfaction, thus forming a new profit flywheel.

Therefore, in essence, the monetization ability of psychological value is stronger. Once a high-end brand succeeds, its differentiation will be stronger, its ability to resist risks will be stronger, and its probability of failure will be lower.

1. What is a brand? A brand is a thought. Behind a great brand there must be a great thought.A brand is a name, and investing in a brand is first of all investing in a name.Brand is the core memory point and needs its own super symbol, language nail and visual hammer.Brand is a language system, and language is power.Brand is emotional value, and brand value is the sum of consumers' emotional value.Brands originate from culture and can themselves become part of culture.Brands have five major functions: reducing cognitive costs, achieving brand premiums, reducing communication costs, reducing social supervision costs, and building a brand moat.

2. How to build a brand We divide the key steps of building a brand into five steps.

Step 1: A great product idea 

Step 2: A meaningful core value

 Step 3: Find the right strategy to express the core value 

Step 4: Repeat it over and over 

Step 5: Create a one-on-one in the consumer’s mind brand association·

3. What is positioning? The purpose of positioning is to occupy the minds of consumers.Positioning is either to create a new category or to occupy a point with an overwhelming advantage.

4. Why positioning technology advantages and the differentiated advantages of business models are not real barriers. These can often only create a time window for you.If you use the advantage of differentiation in that time window, use the hammer of saturation attack to firmly penetrate into the minds of users, and make your brand equivalent to a keyword, or become the spokesperson of a new category or new feature, you will have a chance. Establish a deep moat, and this river exists in the minds of consumers, because consumers’ minds are difficult to change and have limited capacity. They like to be number one, so number one can often get 70% of the market profits.

5. The core content of brand positioning The core of brand positioning is to establish the core value of the brand. Without core value, it is not enough to achieve a brand.The development direction of brand core values:

First, by defining the stages, vacancies and opportunities of industry development, then by deeply gaining insight into consumer purchasing drivers, and then by studying the industry, competitive product strategies, and development opportunities.Then, by gaining insight into the brand's own resource endowment and development possibilities, we finally examine the possible development direction of the core value, and finally confirm the core value of our brand.Principle 1: Whether it can effectively infect the target consumer group. Principle 2: Whether it matches the corporate resources. Principle 3: Whether it is inclusive and expansionary. Principle 4: Whether it can support the bargaining results: unoccupied positioning segments and gaps. Brand core value .

6. OSCE’s 10 core positioning elements · Consumer portrait · Consumer pain points · Consumption scenarios · Core competitiveness · Brand tone · Brand appeal: rational appeal, emotional appeal · Brand portrait: core truth, brand spirit, brand culture

7. Osasis Brand Value House Based on market positioning, we determine the core value of the brand through market insights, target consumer insights and resource endowments, and then complete the differentiation of the entire brand by building core reasons for trust.

8. Osas 360° brand leadership model

Build brand leadership through eight dimensions 1) Target consumer segmentation: including crowd segmentation, target consumer portraits and pain points.2) Brand differentiation elements: covering product differences, service differences and image differences.3) Brand appeal: including brand rational appeal and brand emotional appeal.4) Brand tone: Brand tone needs to be defined for the brand.5) Core reasons for purchasing: including super slogans and brand trust.6) Brand portrait: including brand gene, brand spirit and brand culture.7) Brand thought leadership: including brand vision, brand mission, brand goals, brand values, and brand language system.8) Target market positioning: The market needs to be targeted and explained.

9. Thought Leadership Behind a great brand are great ideas.Thought represents a kind of cognition, and cognition is almost the only essential difference between people, and it is also the fundamental difference between enterprises. This is why leading enterprises always have thought leadership enterprises.Thought is a right, but rights require a whole set of super languages to express.The characteristics of super language are profound and simple, direct to people's hearts, humane and highly memorable. The wide dissemination of super language establishes thought leadership.