How should the brand department of a startup recruit people? What kind of talents are suitable?

Party B always complains that the agent pool of Party A's father is like a pot, and the competition is fierce, which makes the competition miserable.

On the other hand, Party A has been complaining that it is too difficult to recruit people-Party A doesn't know how to implement it, and Party B's major is too single. Where can that person find the right one?

In the past 1 year, I happened to experience a career change from Party B to Party A, and together with my leaders and team, I built a self-marketing brand of Internet creative sharing from 0 to 1.

Ending my experience here is also a simple reference for small partners who plan to transform or bosses who want to recruit people.

Who does the brand department of a startup need?

Different companies have different configurations. To be a qualified marketer, brand personnel should have the following skills and thinking.

First, the visual ability in a slightly larger advertising company, the division of labor is more detailed. Planning and writing planning, copying and writing copywriting, Akang making overall planning, putting the visual related parts in the creative department, and the creative team leader or creative director controlling the visual output. But in startups, there is no creative director as an interpreter in most cases.

1. Strengthen professional learning

Brand personnel should know how to communicate with designers professionally, and sometimes help designers. For example, understand the difference between RGB and CMYK, coated paper and matt paper, understand the distribution of information levels (what is the first/second/third level information, and how many levels of information can be contained in different plane pieces), understand the basic color attributes (hue, lightness, purity, saturation ...), understand different picture structure types, and understand what different styles different fonts will embody. ...

And you can cooperate with designers in visual creative planning.

Observe beautiful things

"Hiring a copywriter is actually buying his experience and life"-the same is true for brand personnel. Read more design-related materials, experience more beautiful things, and improve your own aesthetics in order to be worthy of the boss's salary.

Similarly, if BOSS wants to make a good brand, he must lead the brand team to live a good life and experience new things together. As far as I know, some teams' TB is not eating and drinking, but going abroad to watch exhibitions; And some teams are still eating and drinking TB, but they have found the best one, eating 10 thousand yuan a table for each meal.

Similarly, playing games is not just eating chickens.

Take a walk, take a shot and practice your composition.

Second, copywriting ability 1. WeChat official accounts, most brands that want to open on behalf of brand tonality, basically have a strong online style-calling themselves XX Jun and YY sauce, calling consumers fairies and little brothers, full of online hot words and full-screen online pictures. ...

Every brand should have its own brand personality, just like a person, the way of speaking, dressing and liking are basically stable, and it is impossible to change your mind all the time.

Every copy related to the brand is conveying the tonality of the brand, which will form the mind of consumers after long-term accumulation. Brand personnel should know how to control tonality, exercise restraint and know what to write and what not to write.

For example, Zhang Xiaolong mentioned in the 20 18 WeChat open class:

"We will see the word' you' on many products, but on WeChat, we said that we can't call the user' you', only' you'. We don't need to address users with great respect, but we should address them as friends. So it should be a very equal relationship. This is written into our product treaty. Later, no one dared to respect users too much on products. "

According to my observation, compared with consumer goods, Internet products do better in this respect, such as: SAME, Curiosity Daily, Bili Bili ......................................................................................................................................

2. Bring your own sales team

Growth is the top priority of startups. Most operational activities require copywriting to pay attention to tangible indicators, such as the opening rate of articles, the scanning rate of posters and the conversion rate of landing pages.

Put aside flowery words, put aside hot words, study neuroscience, study consumer psychology, and consider the scenes where copywriting appears, and a marketable copywriting will be readily available.

The following are some key points of salespeople's copywriting:

Title/Information Flow/Outdoor: The key purpose is to attract attention in the noisy information environment, and many methods can be summed up in two points-"creating conflict" and "related to me";

Landing page: If consumers are willing to take the time to read after being attracted, I call it landing page. The key purpose of the landing page is to further stimulate the demand of TA+establish TA's trust in the brand+urge TA to place an order.

Third, marketing thinking 1. How to do free marketing?

Making products/services for start-ups is like building a big fish pond. Promoting drainage is like buying small fry and putting them in a fish pond. Operation is the process of fry growing into big fish, including when and what feed to feed. How much should I feed? When should I take oxygen? What protective measures should be taken in rainy days affected by typhoons. However, the budget that startups can use to promote drainage is very limited. There is still hope for what we can do-come up with a good idea and spread the virus through popular social platforms. ?

The common creative forms of screen display are advertising video and creative H5. Video production is another burden for startups, and I recommend H5 here.

At present, there are more and more online H5 editors on the market. There is no need to find outsourcing to customize the explosion of H5. You can use tools like i-TOP to customize the H5 editor. Although its operating interface is similar to PS, what is powerful is that you can make a cool H5 online comparable to customized outsourcing without code development! Even without a designer, it only takes a few hours to make an explosion H5 with PS. Money saves you time and manpower. As long as you are creative enough, you can spread H5 virus in a few minutes.

2. Always pay attention to the changing trend of the media.

16 voted for a circle of friends, 17 voted for Tik Tok, 18 voted for Little Red Book ... It is too big to use "year" to describe the traffic trend. Often in a few months, the traffic environment changes. KOL can be very awesome after a year of fire, but there is no one who has not actively cultivated trumpet for tuba for several years.

For startups, traffic costs account for a large part of the cost of acquiring customers. The small partners responsible for launching must actively pay attention to the changing trends of different platforms. Even if it is only on WeChat, its advertising products will be updated within a few weeks, and each update will usher in a large and small bonus period. At the same time, according to the characteristics of your own products, you can pay attention to some related niche media, not just staring at the popular fried chicken that everyone will vote for.

Run quickly, do more tests, evaluate the effect and optimize. Putting it in is actually similar to buying stocks.

Fourth, brand thinking Many enterprises have business and no brand. Some are stage problems, some are consciousness problems.

A few days ago, Teacher Liang Ning mentioned this passage in the live broadcast she got:

"You can't follow VC. VC says artificial intelligence is artificial intelligence all year round. This year, it said that the blockchain is a blockchain. Tomorrow VC will package new concept financing, and you will migrate the code?

No, we have our own certainty in life. "

This sentence reminds me of many excellent indie games, such as "Travelers in the Wind" by game producer Chen Xinghan, which is different from those fighting games that are busy fighting monsters and upgrading treasures. He hopes to create a world where people can help each other.

In Travelers in the Wind, when players want to push each other, they don't get any feedback. On the contrary, when the roles of the two sides are very close, they will automatically get the treasure and fly with it. At the end of the game, everyone especially likes to snuggle up to each other, help each other and move forward together. This is Chen Xinghan's "certainty".

For start-ups, "brand" embodies the founder's ideals and attempts-what kind of things he wants to achieve and what kind of products he wants to create. This product not only provides value for consumers/users, but also conveys their own values and temperament-this is the certainty of entrepreneurs themselves.

Answering these questions, the whole brand system, including brand core value, brand naming, brand personality, VI/SI ... comes naturally.

As brand personnel, they should consciously collide with the founding team in their work, gradually sort out the tonality of the brand, improve the brand system, and implement brand standards in all their work.

Fifth, the growth of goal thinking is the top priority of startup companies. At Party B, customers generally assess brand exposure, brand goodwill and other indicators, while the assessment indicators of start-up companies are all real-if they are not user-related indicators (CAC, ARPU, LTV…… ............), if they are not sales-related indicators (traffic, conversion rate, customer unit price, sales ...).

Moreover, brushing water does not exist, it is all our own. Who else do you want to lie to?

Taking the initiative to understand the company's business model and clearly understanding the business objectives of each marketing activity can not only conceive ideas more rationally and avoid complacency, but also work closely with the operation department. More importantly, you should take the opportunity to establish your own operational and marketing knowledge framework. If one day, you find yourself more sensitive to data than creativity, this knowledge can help you take a step towards operational transformation.