How SMEs Manage Operating Brands

The importance of the brand is well-known to all people on the earth. The managers clearly understand that marketers strongly recommend it. But managers often only want brands, but do not want to maintain the brand. Marketing people only want to run the brand, but do not know what brand managers want. It is one thing to take the wrong door between the two. Communication barriers between them are an important reason for the lack of brands in the Chinese hardware industry. This is why China is known as a manufacturing powerhouse. Most of the hardware industry is still small and medium-sized enterprises. There are few hardware companies in the brand.

Some people say that brands are not readily available and brand building is not an overnight event. Branding requires a lot of human, material and financial input, but from another perspective, the brand is not so complicated. It depends on how you go to work. If you haven’t started yet, you’re already afraid of three points and the brand road will not be in sight.

Can't wait to be submerged

When the “brand expert” placed the well-planned “brand plan” in front of the CEOs of the small and medium-sized hardware companies, the bosses only shook their heads and waved and reluctantly cut their love.

Is it true that the brand is not with our small and medium-sized hardware companies? Is it that the majority of small and medium-sized small and medium-sized hardware companies can only wait for the brand flood to flood themselves?

All this should be discussed from the brand itself: the brand is not so complicated.

When referring to brands, we may think of words like “culture”, “grade”, “positioning”. In fact, this is just a masterpiece of our marketing theory workers. They found that "brand value", such as being a treasure, researching, researching, and making a brand like a foggy sky, is unfathomable. It seems that the brand is the God of the small and medium-sized hardware companies. If you want to climb up with his relatives, you have to make a big meat festival.

In fact, the brand is not so complicated at all. Basically, the brand is only the product's identity in the memory of consumers. In the past or present, the basic function of the brand is to provide convenience for consumers to distinguish different products. Nowadays, the “brand personality”, “brand positioning”, and “brand differentiation” that are very popular in the marketing industry are actually the specific applications of the logo role. We carry out brand building, as long as the "identification" issue is carried out on the line, there is no need to beat around the corner to make it a god.

Brands can be layered

Before and after the development of the market, although the brand has been injected with new meanings, it is all for the "marking role" service. If you really want to get closer to it, I think we can layer it:

Brand first layer: identification layer. This is the brand's most primitive and basic level. It is generally represented by such elements as trademarks, brand names, and brand logos. Mainly play an intuitive role in distinguishing products. If the name "Haifei Silk" appears on a product, you will not mistake it for "ShunShuang". You will think of the Honda car when you see the small "H".

Brand second layer: information layer. This is the level of information conveyed by the brand or small and medium-sized hardware companies. It can be directly reflected by the brand identity, and can also be conveyed through product packaging, manuals or specific behavior of small and medium-sized hardware companies. Such as: Golden Throat Throat Po, people see that it is known to treat sore throat; if the brand often named the school activities, the brand has ** is aimed at the student market.

The third layer of the brand: the concept layer. Under the fierce brand competition, small and medium-sized hardware companies can hardly find their own differences. Create a concept for humans and identify brand services for consumers. Because it is the concept of small and medium-sized hardware companies imposed on consumers, so small and medium-sized hardware companies must repeatedly emphasize the concept. At this point, small and medium-sized hardware companies need a lot of advertising investment. Such as: Li Ning - "everything is possible", good Di - "Hello everyone is really good."

The fourth layer of the brand: the cultural layer. In the era of civilization, more emphasis was placed on the role of culture. The cultural level of the brand is the highest level of brand development. It is the historicalization of the concept or the conceptualization of history. It represents a kind of collective atmosphere that is generally recognized by the society. Therefore, it requires high levels of management and staff quality for small and medium-sized hardware companies, and it also requires large capital investment. Chinese small and medium-sized hardware companies do not do enough on this. Typical examples are: "Ikea" creates the feeling of "home"; "Jinliufu" advocates the "future culture."

How to build a brand

We can see that the brand's hierarchical processing, the brand is not a patent of large, medium and small hardware companies, small and medium-sized small and medium-sized hardware companies can be based on their actual situation, determine their own brand level, brand building.

The main attack identification layer: The logo is the basis of the brand. The launch of any brand activity is only for consumers to purchase this brand of products to provide convenience. At the same time, the implementation of the identification layer is relatively simple and does not require excessive capital and personnel input. Small and medium-sized small and medium-sized hardware companies in the brand building, can focus on the design of the logo, and strive to identify novel, unique and attractive. Improve the efficiency of brand communication and enhance consumers' memory of the brand.

Pay attention to the application of the information layer: For medium and small-sized small and medium-sized hardware enterprises that are unable to carry out a large amount of advertising investment and carry out a large number of public relations activities, the channels for disseminating information are extremely limited. Therefore, the brand information layer bears the heavy responsibility of the information dissemination of small and medium-sized hardware companies. Therefore, giving the product a brand name that can convey product information, designing a product package that can carry small and medium-sized hardware companies and product information, and paying attention to news effects of small and medium-sized hardware company information are very important to the brand's construction.

To suspend the construction of conceptual and cultural layers: Due to the construction of both conceptual and cultural layers, the strength of small and medium-sized hardware companies is very high. Small and medium-sized hardware companies do not have the ability to implement such brands. In this case, small and medium-sized small and medium-sized hardware companies should not be involved for the time being. One to avoid the "brand flying in the sky, small and medium-sized hardware companies crawl underground." If the brand is not implemented, it means no brand.

There are only levels of brand building, and there is no difference between them. Small scale can not be an excuse for small and medium-sized hardware companies to ignore brand building. Small and medium-sized small and medium-sized hardware companies can determine their level of brand building based on their own strength. Focus on the big things, start small, step up the accumulation of brand assets, and accumulate capital to cope with the arrival of the brand era.