Yihao Classroom
alert! 7 minefields of corporate branding
Below are the most common brand mistakes and some suggestions on how to avoid them.
1. Compliment one's own brand
Imagine you are at a party. A man introduces himself like this: "As a man, I am super smart, dressed first-class, and outstanding." You would think he is a stupid person, right? This is the same as the company's proclaimed "first-class, innovative, industry-leading" It makes no difference. People will wonder why you feel the need to show yourself.
Alternative: Give your customers a megaphone so they can praise.
2. Excessive promises, which cannot be fulfilled afterwards
There is nothing more frustrating for customers than getting promised something in advance and not getting it later. For example, if you guarantee 24/7 service, it is best for your customers not to hear busy calls. Similarly, if you declare that a product has the properties that customers want, it is best that the product has those properties.
Alternative approach: Make a low-key commitment, and then overfulfill it.
3. Save on customer support
Do you know what customers hate? The company hides their customer after-sales support phone numbers. Then, when you finally find the number to call, all you get is wait.
When holding the phone, they play annoying music, sometimes lively suggest that you visit the self-service after-sales support website, and insist that "your call is very important to us", although all the evidence points to the opposite.
Alternative approach: Hire and train the best people you can find to do customer after-sales support. The more the number, the better, so that customers can get through the phone quickly. Does it sound expensive? Well, yes, but there is an idea here: try to release high-quality products that require less support. Remember: customers call for support because there is a problem with the product. Otherwise, they will not pick up the phone.
4. Start too many brands
If there is a good brand, it must be 50 times better to have 50 brands, right? wrong. The more brands, the harder it is to make them stand out. It took GM 30 years to figure this out and get rid of those redundant brands.
Alternative approach: own a corporate brand. If you are big enough, then have one or two sub-brands. Only launch multiple brands if you want to enter completely different markets.
5. Attack another brand
When I went to watch the new "Captain America" a few months ago, the movie theater played the Burger King commercial before the movie. Even so, there is no plan to commercialize Burger King. I was going to point out other better fast food restaurant options instead of Burger King. The truth is: when you attack someone else’s brand, you just spend your own money to make that brand stronger.
Alternative: Don’t mention competitors’ names in your ads.
6. Use CEO as brand image
This is a scene without a winner. Think about it: If your CEO is boring, ugly, or annoying in the camera, using him or her as a spokesperson will make your brand look dull, ugly, and annoying. But even if your CEO is charming and photogenic (think Steve Jobs), when the CEO leaves, your brand will be hit hard (just like Apple's experience after the death of Jobs).
In small companies, this kind of constantly changing performance is always in theaters. If a startup company is tightly tied to the personality and image of the founder, the company’s brand is often severely hit when the founder leaves or is replaced.
Alternative approach: Build your brand based on customer experience rather than the personality of the CEO.
7. Rebranding to solve product problems
I am not fanatical about rebranding. This is very costly, and the difference between the old and new brand image is usually a big gap. Sometimes a company rebrands because customers have a negative perception of the brand. This is definitely due to poor product quality or poor customer service.
You can't cover up either of these two problems by posting a new brand. The rebranding simply brought more attention to those issues.
Alternative approach: Use the money spent on rebranding to make better products and provide better services. When your customers notice these, your brand will regain its brilliance.
Let's try to talk about good brands from the standards of good men. Feng Tang made a generalization of the five-character standards for Wang Po and Good Man: Pan, Donkey, Deng, Xiao, and Xian. That is, Pan An’s appearance, as strong as a donkey, Deng Tong is rich, low and low, small, and leisure to accompany you. A good brand also has 5 basic elements: Pan-image first. Really, don't think about making a brand if you don't have a good face; donkey-the product is the root. No matter how good the image is without roots, are you embarrassed to come out and show off; Deng-learn to make money first The foundation of the brand is survival. If you survive well, talk about the brand, if you don’t survive, talk about it for nothing; small (about equal to a gentleman)-unity from the inside to the outside. Brands and products are basically the same as big models and gentlemen, the difference lies in the degree of internal and external uniformity; leisure-let the brand try to make appointments with consumers. Brands and consumers are lovers, not worship. The closer the relationship is, the easier it is to wipe the gun and misfire. If you don't misfire, you will always watch the fire from the shore.
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