How to promote brand marketing from 0 to 1

The process of brand building can be divided into six stages: discovery, understanding, remembering, liking, unforgettable and sharing. Through this article, you will not only understand the basic routine of "brand from 0- 1", but also include "three directions of new brand innovation", "how to refine product selling points" and "copywriting structure of selling goods". During the period, I had communication with the heads of some brands and found a problem. In recent years 1 year, it has become increasingly difficult to make sales through channels. Before the WeChat business was done well, it was gradually found that it could not be sold. Merchants are increasingly aware that there is no brand, no competitive barriers, and they can only fight price wars all the time. Finally, the profit rate is getting lower and lower. It seems that the sales volume is tens of millions or even higher, which is good, but when it comes to actual profits, their eyes are full of tears. In fact, many bosses are good at doing business, but they can't make brands. What is the brand? To be a brand is to be the mind of users. When users want to buy, they are given priority by consumers, which improves the purchase decision and efficiency of users. Speaking of this problem, we must first figure out why we should be a brand. I think the core function is two points: 1. Increase trust. For unused products, especially new brands, there will be trust obstacles. "Is this product of good quality?" "Is this product safe?" . This distrust affects the purchase decision of users. This is also the reason why people like to watch the "comment area" when shopping online. If the brand is influential, they will skip this step and go directly to the stage of whether I need this product, especially in cosmetics, maternal and child, home improvement, electrical appliances and other industries. Trust barriers will be higher, and solving the trust problem will be half the battle; 2. Improve product premium Brand premium is the added value of the brand. A brand can sell the same product at a higher price than a competitive brand, which is called brand premium ability. The same mask, when you put SKII's logo on it and AKII's logo on it, the price is completely different. If you sell a piece of AKII for 5 yuan, it is estimated that someone will bargain with you. Brand is very important, so how do emerging brands change from 0- 1? The process of brand creation is mainly divided into six stages: discovery, understanding, remembering, liking, unforgettable and sharing. From the user's point of view, from discovery, recognition to memory, this is the initial stage of a brand, that is, the 0- 1 stage; From liking, forgetting to sharing, it is a mature stage of the brand. This time, we will take a cutting-edge domestic care brand "PWU Upu Damei" as an example to reveal the road of brand 0- 1. First, the brand story PWU Upton Damei was established in July 20 18, and is committed to building a new lifestyle brand belonging to young people. In September of the same year, Tmall flagship store opened. Vincent, the founder, once served as a director of Procter & Gamble and received tens of millions of investments from Jiacheng Capital. The product has been on the line for half a year, and the monthly growth rate has reached more than 50%. Second, product analysis products include skin care products (/kloc-launched in June/September) and personal care products. Skin care products include essence, mask, cleanser and cream. Personal care products include shampoo, conditioner and shower gel. Core products: freesia long-lasting fragrance hyaluronic acid shampoo and nicotinamide shower gel. At present, the monthly sales of mass-produced products on Tmall are 2w+ and 1.5w+ respectively. Product packaging: American ins style, and the name park is very good. 1, product positioning of emerging brands. There are many brands and products in this category. Take Procter & Gamble as an example: Head & Shoulders focuses on dandruff removal, softness and softness, Sassoon focuses on professional hair care, Pan Ting focuses on nutrition and hair quality, and clairol highlights herbal essence. In this category of Red Sea, if there is no innovation, there is basically no need to make products. With the changes of mainstream consumer groups, consumer psychology and sources of consumer decision-making, brands in those market segments have the opportunity to rise. For emerging brands, it is the mainstream strategy of niche emerging brands to cultivate deeply, concentrate superior funds and resources and attract the attention of the mass market through explosions. 2. Three major innovation breakthroughs of new brands As a niche emerging brand, if you want to break through in the big-name encirclement and suppression category, you must innovate. Generally speaking, there are three directions: (1) technological innovation: innovating products technically and producing new products in large categories. When Wang Ba entered the shampoo industry, he focused on plant herbs to prevent hair loss, and the products obtained national patents; When Yunnan Baiyao toothpaste entered the market, its main product was "Chinese medicine for gingival protection", which was developed by a pharmaceutical company containing only the effective ingredients of Yunnan Baiyao, and it has a number of products and technical patents. (2) Channel innovation: When Winona, a domestic skin care brand, entered the market, la roche-posay and Vichy abroad had been working in hospitals and pharmacies in first-and second-tier cities for many years. Winona keeps competing products channels in, and at the same time, she lays channels in third-and fourth-grade hospitals and even township hospitals, and makes innovations in channels. (3) Marketing innovation: When it comes to marketing innovation, I have to mention the HFP and perfect diary I wrote before, deeply cultivate WeChat and Xiaohongshu, with the help of social media, deeply cultivate the content, precipitate my methodology through putting in iterations, and make products among the best in domestic beauty cosmetics through marketing innovation. Strictly speaking, there is no major innovation in the technology of shampoo and shower gel that PWU Upton Damei mainly sells (major innovation, I understand that patents are needed). Other brands of shampoo with the same fragrance have existed for a long time, but as a brand growing up on the Internet, there is no channel innovation, and the innovation that can be broken through is only marketing innovation. So today we will analyze PWU's marketing strategy. Third, marketing strategy analysis and selling point refining: As a new product, it is necessary to extract enough selling points of the product and pass them on to consumers, so as to concentrate consumers' purchasing needs and give consumers reasons to buy the product. There is a saying in the marketing field: "A good product selling point can achieve 90% brand marketing", which shows the importance of selling points. There are three tips in selling point refining: 1. The advantage of the product is not equal to the selling point of the product; The advantage of products is that products are the core, and the selling point of products is that consumers are the core. This role difference determines whether the selling point of a product is refined successfully. Many brands will describe the function points of products in marketing, but many times these function points are obscure and have not been refined into a language that consumers understand. Consumers only care: I bought this product, what can I do? For example: Apple X mobile phone screen is resistant to falling. Advantages: Corning's sixth generation gorilla glass is Corning's most durable cover glass so far, and its surface compressive stress is stronger than that of the fifth generation. Selling point: It can withstand an average of 1 5 drops from the height of1m to the rough surface. Under the same test conditions, other competing glasses will be damaged when they fall for the first time. 2. The more detailed the selling points, the better: There may be many selling points of a product, but for consumers, they are exposed to a lot of information every day, and the time they are willing to stay for product advertisements is getting shorter and shorter. If you can't dig deep into one or two points in a short time and deepen the impression of users, users won't remember you. Many skin care products, such as whitening/moisturizing/water locking/repairing, can't wait to concentrate on one product. The direct result is that consumers can't remember your products. What are the core selling points? 3. According to the target users, different content channels should be refined, and the refinement of selling points is different according to the different attributes of fans. Take skin care products as an example. If the fans are mainly post-95 s, the selling point can mention big-name parity. If the fans are pregnant mothers, it can be said that it is safe and not exciting. If fans are a group that loves to travel, it can be said that it is whitening and preventing melanin precipitation. What users buy is the value of the product. If you can't give the value of the product to the target user, you can't stimulate her desire to buy. PWU is simple and beautiful. How do they refine the selling points of their products? Take the single product "Freesia Fragrant Shower" as an example: Freesia Fragrant Shower/Shampoo, Upton Damei is not the first one, but it is one of the businesses that continue to promote this fragrance as the main product. For shampoo and shower gel, with the change of consumer psychology, consumers have already passed the stage of judging whether shampoo is clean or not. In their subconscious, basic functions are necessary, so additional functions have opportunities. Looking at the details page of PWU, Tmall's flagship store, we can see that in the communication, Upton Damei has strongly bound the smell and perfume of the product, further highlighting the selling point of the product-lasting fragrance. Product features are directly represented by the number "48 hours". For consumers, this fragrance retention time can be quantified as "permanence". Judging from the media channels of foreign investment, Upton Damei also constantly emphasizes its own "fragrance", and even compares it with "Zuma Dragon" in order to deepen the impression of consumers, so that consumers can have a contrast and perception of the fragrance instantly, even if they can't imagine what it is, they can form a very advanced feeling about this fragrance. In terms of fragrance type, the beauty of simple things is described by the classic front tone, middle tone and back tone of perfume, which consolidates the impression of consumers on the functional points of products comparable to perfume. Another brand, Lux freesia tea tree essential oil fragrance bath lotion, is not satisfactory in the refining of product selling points. To tell the truth, I didn't understand the word "Sharon Xiang" for the first time. As a consumer, I have to think in my mind: What kind of fragrance is Sharon Xiang? Consumers are actually lazy. If he can't make a judgment at the first time, he will lose his understanding of the product. In order to understand such a term, I also specially read Baidu: Salon fragrance refers to the perfume produced by some perfume houses (perfume salons) that specialize in producing perfume. Its characteristics are: facing the minority, natural fragrant materials are generally used, but the disadvantage is that the fragrance retention time is much shorter than that in the market (but not absolute). Because the modulation of salon fragrance allows perfumers to play freely, it is easy to give personality regardless of the market, but it is also easy to cause low acceptance. Lux's description of the fragrance is just a paragraph: this paragraph is beautifully written, but after reading it, I found that I was playing a word game and wrote myself very well. This is the most terrible place of the brand, and it doesn't tell consumers the selling point of the product in the language of consumers. Other key points of Lux's copy are: 1, precious tea tree essential oil, washing out the first love muscle; 2, naturally no addition; 3, cleansing and skin care bath; 4. When art meets nature; 5. Using 100% recyclable bottle and 25% recyclable plastic, you can actually feel that Lux is trying to emphasize its own "fragrance" from the copy, but fragrance is a very abstract thing. If you can't visualize the selling point, it is meaningless to consumers. Just as the selling points of many food brands when describing products are mostly "delicious" and "nutritious and healthy", such selling points are just nonsense that can't go wrong. As an emerging domestic brand, the budget is limited, and the high-profile play of traditional media is not suitable for them. Promoting products and brands through content marketing on social platforms is the only way for brands. Plant grass for users through different channels and harvest it on e-commerce platforms (Tmall, applets, and praise shops). In terms of channels, PWU is mainly divided into three parts: Little Red Book: At present, there are more than 22,000 brand notes searching for "simple things, great beauty" in Little Red Book, and the content angle is very unique. Details are as follows. Wechat: In the past 30 days, Wechat has 122 "pwu words", and the reading volume is particularly low. The brand has put about 50 articles on its own. Tik Tok: At present, the number of Tik Tok fans is less than 100, and xx videos have been released. The most acclaimed single video is the launch of xxx WeChat WeChat official account: in terms of launch rhythm, PWU is only in September of 18. From then until February of 19, the number of articles on wechat was about 5- 10 per month. After March, the number of articles on WeChat began to be intensive, reaching about 30 (it is estimated that the marketing department has money). It seems that the effect of WeChat official account's launch is still good. After the early precipitation, it ushered in the large-scale launch of the channel. In terms of channel delivery, Upp chose emotional, fashion, abstract and other fields that are more suitable for his products. When it was first introduced, there were several points to refine the content elements of the product: product scene: the attraction of fragrance to boyfriend; Parity substitution: fragrance is the parity substitution of Zumarong; Lasting fragrance: the fragrance lasts for 2-3 days; Ingredients Party: 0 silicone oil, 90% natural ingredients A good title is half the battle. Especially in the current situation that the opening rate of WeChat WeChat official account is generally declining, even the best content will be easily overwhelmed if you can't attract users to open it through the title, unless your content is strong enough. There are mainly these types of public numbers: 1. Feminine emotional type: Women with this taste are the most advanced sexy. Liu Yifei's new hairstyle is so beautiful, this step is essential! Mother and son SOLO finally took off the bill! ! It's all because of the fragrance? ! 2. Product selling point: You need to bring your own body fragrance without perfume. I was accosted three times when I went out! Who wears perfume? Wash your hair with it every day, and it becomes fragrant in a second, little fairy! Smelly warning: don't use this shampoo, I'm afraid straight men will fall in love with you! Wash your hair with Zumarong? Fragrant shampoo popular in Little Red Book is so cheap! I abandoned 600 Zuma! This ultra-cheap fragrance care is so delicious that Zumalong spent 30 yuan on it! ! ! It's easy to explode! ! ! Don't wash your hair for two days and bring your own fragrance? This bottle of Zuma's long-lasting shampoo is stored in 1000 bottles. Did you buy Zuma Changping for it in 30 yuan? ! Are you going to heaven so cheap? The fragrance is actually difficult to describe, but PWU is compared with the famous brand "Zumalong" in the title. For consumers, there is a sense of cognition and even a sense of fragrance in an instant. At the same time, using the very different word "20 pieces" aroused everyone's curiosity. A good title is the trigger of curiosity. 3. Planting grass type: What shampoo can I use without washing my hair for three days? Good things | Wash your hair like this, your hair is smooth and beautiful, and the male god will be moved when you see it! Can this bottle of domestic shampoo not be washed for 3 days? Today, I recommend a star care suit that plays little red books! Only you don't know yet! Excellent shampoo recommended! Dandruff removal, oil control and scalp nourishment are all in one step! Crazy heart! This shampoo saved my weed nest after washing! I can't hold it! ! However, I have bought back the good things of 100 three times! ! 4. Knowledge point Science type: poor hair quality? Oil head? Flat collapse? This kind of hair care is smooth and beautiful in an instant! The injury after dyeing scared me. I thought it was just bad hair! What if the hair is rough and knotted? If you don't wash it for three days, it will still be fragrant and smooth. Since March, two more items have been added, one is cleansing cream and the other is nicotinamide shower gel. It can be seen that Upp should achieve initial results in the creation of single products and begin to try more product promotion. Cleansing cream: I want to buy more after using 3 bottles! Wash out the milk muscles, even the blackheads are less! Nicotinamide shower gel: 384,000 people in Xiaohongshu planted grass at a low price. I'm white after washing! It's very hot! I just want to say white, white, white, white! Little Red Book: PWU has more than 23,000 comments about Little Red Book, but many search results are inaccurate, so there are actually not so many. I looked through the latest recruitment positions in PWU Park and found that Little Red Book is definitely its key position. Looking at the composition of PWU, we follow the classic pyramid delivery mode, that is, the composition of head blogger+middle waist blogger+amateur. Among them, there are very few bloggers with more than 654.38+ million fans, mainly between several thousand and thirty thousand. The content of the little red book can be roughly divided into two categories: an essential artifact for dating/couples to warm up their feelings; Good smell of cheap and fragrant shampoo grows grass; In fact, strictly speaking, the content of the little red book is also to strictly implement PWU's overall content strategy. The essential artifact of dating/couples' emotional warming is nothing more than creating a scene for consumers. Especially at present, most of the Z-generation users of Internet aborigines are still unmarried, dating in love, and the hope of being single is normal. Therefore, it is very worthwhile for the brand to understand this and design a scene that is very suitable for the target users. Tik Tok: PWU released 26 videos with 83,000 likes on Tik Tok last week, with an average of 3,200 likes per video, but only 1700+ fans. In the brand window, the main recommended shampoo and conditioner sets have been seen by 38,000 people, and the freesia shampoo has been seen by 1.5 million people. Looking at the number of fans alone, PWU's performance in Tik Tok can only be said to be average. Simple and beautiful short vibrato videos are all stories, which highlight the fragrance of hair through scenes such as occasional meeting/dating/office fighting. However, the praise of a few videos is very high, but I have reservations about whether the content was brought up, and I don't rule out that Tik Tok pushed it up. Tik Tok recommendation: I have seen more than 30 videos jointly recommended by single-brand and multi-brand shampoos, mainly focusing on shampoo brands such as Zhiguan, Sangu, Adolf and Yuji, but I have never seen PWU products. In fact, in the promotion of Tik Tok, you don't have to make your own account, but it is also a good way to cooperate with the vertical number. Fourthly, the structural analysis of overseas articles. Park Wu-mei has worked with many bloggers, but the content of each blogger is similar when planting PWU. Obviously, after repeated tests, the brand has refined a better content structure for bloggers. Let's go back to the specific single copy of Simple Things and Big Beauty, and analyze the basic typical five-step structure of selling goods and tweeting. Let's take a look! 1. No matter how good the title is, leaving a good title is like the smell of wine is afraid of the depth of the alley. Attract clicks through the title. The topic has just been analyzed, so I won't repeat it here. 2. Topic Introduction Bloggers introduce stories according to their own styles, which leads to PWU products. In the introduction, they attract users' attention through words such as "black technology", "48 hours" and "bring your own body fragrance". To this end, today I recommend a "black technology with fragrance". You can stay fragrant for 48 hours after washing your hair. After using it, it seems to bring its own body fragrance, which is super delicious. One article after another 3. Pain point analysis arouses people's sense of * * * through scene setting, and proposes solutions. Work scene: Once the elevator was crowded in the morning rush hour, all kinds of smoke, sweat and breakfast smells in the elevator were mixed together, and an inexplicable nausea came to my face, making people unable to eat breakfast. Life scene: After all, I have bought other brands of fragrance care before, but many fragrances are very cheap and have poor durability, not to mention lying in bed the next day without fragrance. Long-term dyeing damage is very serious, the hair will be dry and short-tempered, and the hair tips will be dark and yellow. You can't even comb your hair thoroughly, especially in winter. Your hair is prone to static electricity and often