Brand Identification Needs Careful Construction.

How does visual recognition realize such a desire?

LOGO: inspired by the wings of the Greek goddess of victory, it shows "winning, outstanding" brand personality. The design itself is concise and dynamic, and is full of innovative thinking and full of movement.

Brand color: Nike chooses red as the standard color, highlighting its enthusiasm, vitality and bouncing motion characteristics.

Advertising style: the scene of movement, the demeanor of kings, self expression and manifestation have always been the theme.

Through Nike's advertising and Nike's marketing promotion, target consumers will be able to target Nike.

It is highly consistent with the final desire of the enterprise.

Building a domestic brand recognition system is to achieve the goal of leaving a good brand impression for customers by identifying the reasonable combination of elements.

However, we often find that the brand image we want to build is always different from the customers' minds.

For foreign trade enterprises, brand recognition is an initiative behavior of the domestic sales department, and it should be actively excavated, combed and packaged.

And brand image is a passive behavior, which is formed in the minds of customers.

Why is there a difference between the brand image expected by the enterprise and the consumer's mind? The fundamental reason is that the identification of the domestic brand is not accurate enough.

Brand recognition is because brand image is the fruit.

Therefore, we should find the correct way to build the domestic brand recognition system to ensure that the recognition of domestic brands can really achieve our desired purpose.

How to build the identification system of domestic brand? Generally speaking, there are 4 definite steps.

First, define the brand concept that domestic brands expect to convey to customers.

What is the brand concept that we expect to convey to our customers is the origin of the identification of domestic brands, which should be very accurately defined.

If this is not clearly defined, we must not rush to carry out the work. For example, please design the company to design CI, advertising and so on.

The so-called brand concept mainly includes the following elements of the domestic brand: brand positioning, brand core value, brand personality, brand proposition and so on.

Two, evaluate whether the concept of domestic brands can resonate with customers.

The concept of domestic brand should have a strong resonance with the target customers in order to build a clear and beautiful image in the minds of customers.

To this end, we should make a careful and comprehensive assessment of the concept of domestic brand, and ensure its accuracy.

Lack of evaluation of the concept of domestic brands, the direction is prone to deviation, we often ignore the role of evaluation.

The best way to evaluate the target population is to test the target population, but there should be a certain sample size.

Three, identify the contents of supporting the concept of domestic brand.

It is crucial to find the identification content of the concept of domestic brand.

For example, quality is the core value of a brand, so why is good quality? The identification of good products, the identification of third party monitoring organizations and so on constitute the contents and elements of recognition.

Four, packaging and sorting out the contents of identification, forming the brand of domestic brands.

With the identification content, it is not necessary to directly take out the meeting with the consumers.

This is the most indispensable link, many domestic managers will ignore it.

Whether our identification elements meet the requirements of various concepts of domestic brands will be ignored.

For example, we are positioning the fashion crowd. If the boss of foreign trade is more rigid, he can not become the content of our domestic brand recognition. It is hard for consumers to understand how such a dull person can make such a personalized product.