The brand is the intangible asset of the company and can also be the most important symbol of the company. Many companies are ardently hoping to create their own gold medals, but without the hard work and meticulous work, the brand dream is still difficult to achieve.
Make a brand as a child
In the actual business world, most enterprise managers often have a kind of "quick success and instant benefit" thought. With this kind of thinking, they will inevitably cause many brands to "get out of the blue before they die." It is understandable that business operators can't wait to make the brand the world’s top 500 overnight. It’s a bit of a feeling of “pulling and stimulating†or “willingness to speed upâ€. This is different from childbirth. It is easy to have a child, but it takes a lot of effort to develop this born child as a pillar of the country.
Whether it is nurturing children or branding, it all makes sense. Business operators must be mentally prepared. This preparation is a long-term solution. What is more important is to maintain a lasting solution to this long-term solution. Let's look at raising children. When a young couple has a baby, you may first look at the gender, then give the child a good name, and then think of what kind of person you will cultivate. Have you ever had this experience when you have your parents? The key to the question is how to develop children into what kind of person. For example, if you want to develop your child into a scientist, you should cultivate your child's interest in popular science from a young age, buy a lot of popular science books for your child to see, and if you meet a child, you will become popular. Not interested in it, its interest in painting, whether parents can let go? More importantly, is it not a good preparation to stick to the end? Perhaps this is the beginning of parenting of children.
Enduring to the end is victory
In fact, the hardware company operators don't have to be so nervous. We all experience going to be children and parents. We have grown up to the present. So, return to the business operators to build brands. Like nurturing children, there is no one firm decision to insist on what the company’s managers want to do with their brands and how much time and resources they will spend on preparation.
Indeed, with the impact of the financial crisis and the deepening of internationalization, when the competition challenges faced by corporate managers are getting more and more intense, stress and anxiety can be seen. The key moment for testing enterprise managers lies in whether or not Stable to deal with the impact of this crisis and change development. If it is possible to obtain the conditions that exist in the crisis and development of the crisis, then persist in the economic recovery. With enough reserves of energy in the enterprise, the business operators only need to redouble their efforts and believe that the brand will rise to On another level, you will see even more beautiful scenery when you go upstairs.
Business operators must understand how to adhere to this principle. During the Spring and Autumn and the Warring States period, the kings of Wei, Zhao, Han, Qi, Chu and Yan all participated in or launched wars to fight for hegemony. However, the Thai monarch Qin Xiaogong adopted the Shangluo’s reform method and insisted that “there is no action†to secretly develop the economy. Strong soldiers, regain their strength and recharge for ten years, have laid a solid foundation for the unification of six countries in Thailand.
From the actual business
In addition, business operators must proceed from the reality of the company. This is an important principle. Chinese companies lack time and experience in brand building. Compared with European and American countries, the time and experience of brand building are very different. In particular, the theory and actual operating experience of the system to create a brand is incomparable.
We Chinese business operators must see this weak link. This is not to encourage the ambition of foreign companies, but to let our business operators recognize the facts. In addition, according to the development history and strength of Chinese enterprises, the company's resource allocation still falls short of the conditions for building the world's top 500 brands. This is also a relatively realistic situation.
Therefore, the company's managers must be at ease and do a solid job of brand building. For example, there are not enough resources for a wide range of advertising, or national marketing campaigns. You can target a place or area first to do a thorough job, especially before building a brand for a strong attack. Be sure to include the basic elements of the brand. The implementation of this is also an emphasis on the process of building a brand. For example, in the brand positioning, there is a clear characteristic first, around this feature, the brand logo design, the brand standard color unity, the brand packaging and other basic brand element design, in the insistence of the basic work of these brands Do a good job, so that the brand has a basic foundation. When you insist on these to a certain extent, once the company's resource conditions and external market environment are mature, then the company's business operators can beat the drums, and the dream of achieving the world's top 500 strong brands is also close.
Creating a brand is not a matter of overnight. The growth of a brand also requires a certain period of time. Without the determination and long-term plan, the brand strategy is empty.