Most brands may have encountered these two problems more or less. What the user feels and what the brand wants to convey are not equated, and the two sides do not understand each other. Internal partners cannot judge whether the work they have completed is suitable for the brand, and they are prone to mistakes. It is difficult for the founder or director to give clear and unified guidance, and the two parties do not understand each other. This mutual incomprehension, one reaction is external, the other is internal, and the two are interrelated. But the user is innocent, so what went wrong? In the situations I have come into contact with, problems often appear in two dimensions.
How to carry out brand setting?
Improper expression: Brands have their own ideas to express, but they are not uniform and clear. A low-alcohol fruit wine brand wants to convey the drinking culture of women, but neither the internal team nor the users can give people a clear understanding of how to Belarus Email List define this culture and how to express it, resulting in brand tonality and visual confusion. After a while, it became the national style again, and the spokesperson of the national style was invited, and the brand assets had not accumulated for a long time in chaos. It is also difficult for small partners to make decisions on some specific issues. A cutting-edge skin care brand communicated with us last year, and felt that its brand system was not unified, and the spokesmen did not seem to be quite right, and did not meet the core group.
Philosophy and cultural setting
At that time I asked them, what is the brand trying to convey? His answer was happiness. This concept is obviously okay, the problem is that there is no setting for “happiness”. How is your happiness different from the happiness of McDonald’s and Coca-Cola? What kind of happiness in what scene? Is it a heartfelt and subtle smile, or a more refreshing laugh with BWB Directory sports and sunshine attributes? The more concepts that need to be . The more clear settings are otherwise the team will not be able. To understand it and users will naturally not feel it. Another problem is that it is difficult to unify the opinions of the product, brand, and sales parties, and each has a position and idea. Today he wants to make this product, and tomorrow she feels that he must develop that.