How to Build a Powerful Brand?

If you want to become a brand that consumers are willing to pursue and contribute, you must learn to lead the value orientation of consumers, so that consumers can become brand believers and become a brand with appeal. Today, I will introduce to you a few tips on how to build an appealing brand.

Create a "brand of appeal": from occupying media resources to occupying the right to speak in public opinion.The traditional method of marketing is to block the attention of consumers by occupying media resources. And appeal marketing is to gain the right to speak in public opinion by creating issues, and then arouse the active attention of the society.

The difference between the two lies in the brand awareness achieved by occupying media resources as a passive memory for consumers. Consumers are actively understanding the brand recognition achieved by mastering the power of public opinion, and they piece together a brand portrait in the process of actively searching.

If the consumer's mind is likened to a pond, the practice of occupying media resources is equivalent to constantly building walls around this pond. The higher and stronger the barrier, the purer the consumer's belief. The practice of creating issues and controlling the voice of public opinion is to continuously heat up this pond, and finally make the water in the pond boil, generating huge energy.

A charismatic brand like Tesla is essentially an "issue supplier" rather than an advertising manufacturer. Every statement made by Musk, the founder of Tesla, has almost dominated the headlines of financial news or social news. When we see his news, we will actively click and, driven by curiosity, actively search for relevant information. Musk's remarks and the information we actively searched around his remarks together constitute our perception of Tesla and Musk.

If you have to establish a formula for building a brand of appeal, this formula is a brand of appeal = topic supplier × social media amplifier. "Social media amplifier" means that brands should learn how to use social media to amplify the potential energy of issues. For example, Musk uses Twitter for marketing, and Li Xiang was dubbed the "King of Weibo" by his opponents. The method of becoming an "issue provider" can be subdivided into three sections, namely, issue setting, issue participation, and issue grafting.

If you want to become a brand that consumers are willing to pursue and contribute, you must learn to lead the value orientation of consumers, so that consumers can become brand believers and become a brand with appeal. Today, I will introduce to you a few tips on how to build an appealing brand.

Create a "brand of appeal": from occupying media resources to occupying the right to speak in public opinion.

The traditional method of marketing is to block the attention of consumers by occupying media resources. And appeal marketing is to gain the right to speak in public opinion by creating issues, and then arouse the active attention of the society.

The difference between the two lies in the brand awareness achieved by occupying media resources as a passive memory for consumers. Consumers are actively understanding the brand recognition achieved by mastering the power of public opinion, and they piece together a brand portrait in the process of actively searching.

If the consumer's mind is likened to a pond, the practice of occupying media resources is equivalent to constantly building walls around this pond. The higher and stronger the barrier, the purer the consumer's belief. The practice of creating issues and controlling the voice of public opinion is to continuously heat up this pond, and finally make the water in the pond boil, generating huge energy.

A charismatic brand like Tesla is essentially an "issue supplier" rather than an advertising manufacturer. Every statement made by Musk, the founder of Tesla, has almost dominated the headlines of financial news or social news. When we see his news, we will actively click and, driven by curiosity, actively search for relevant information. Musk's remarks and the information we actively searched around his remarks together constitute our perception of Tesla and Musk.

If you have to establish a formula for building a brand of appeal, this formula is a brand of appeal = topic supplier × social media amplifier. "Social media amplifier" means that brands should learn how to use social media to amplify the potential energy of issues. For example, Musk uses Twitter for marketing, and Li Xiang was dubbed the "King of Weibo" by his opponents. The method of becoming an "issue provider" can be subdivided into three sections, namely, issue setting, issue participation, and issue grafting.

1. Topic setting: set the brand motif and turn "self-narration" into "public narrative"

Brands need to transition from "self-narrative" to "public narrative". To complete this transition, the brand must first be given a motif that is relevant to the public. In the past three years, Lei Jun has delivered three speeches:

• "Move Forward": "Success is often not planned, and crisis is an opportunity you never thought of."

• "My Dream, My Choice": "The best investment is to invest in yourself."

• "Always believe that good things are about to happen": "Life is long, no matter what, let us keep the faith: always believe that good things are about to happen."

  

  
  

  
  

The theme of each speech seems to be different, but the content is all about struggle and self-improvement. Because of the general environment, people's mentality has been turbulent and restless in the past few years. And Lei Jun used the motif of "struggle" to link up the Xiaomi brand narrative while conveying the belief of "going forward" for the public, and successfully transformed a story related only to the brand into a social issue related to everyone.

Lei Jun's speech, to put it bluntly, was for the release of Xiaomi's new products, but they said it was an "annual speech" rather than a "press conference."

Because the press conference is only the brand's own business, calling it the "annual speech" will make everyone feel that it has something to do with them. Therefore, Xiaomi's annual speech can be on Weibo's hot search every time.

For emerging brands and new products, if you want to quickly gain market influence, you can't talk about yourself, but integrate information into things that everyone cares about, so that users care about you because they care about this matter.

Tesla talked about the relationship between new energy and "the destiny of mankind", which made many people realize the significance of the existence of electric vehicles; OATLY oat milk did not compete with milk for protein content, but dressed itself as an environmental protection fighter. This is all about setting up brand motifs and turning "self-narration" into "public narrative". Let the brand issue be equal to the public issue, and affect the public's collective nerves by talking about the public's affairs. Create greater impact with a lower budget.

2. Participation in issues: In the voice of social issues, express your position and gather like-minded people.

On the same day that Shanghai announced that "Shanghai is back", Deepure launched the Weibo topic of #帝波儿敬上海#, created 200,000 "Shanghai is back" commemorative cups, and gave them to every Shanghai citizen for free.

Deepure seems to be just doing a promotion, but in fact, it is "standing" for social issues, using a ritualized behavior to release everyone's inner depression.

Output your own thinking in the business field, and even reflect on the value of life. What they want to popularize is not only goods and services but also ideas and values.

Now business has become a public issue in society, rather than a businessman's own business. Entrepreneurs and entrepreneurs have never been treated like stars like today.

It is not wise to hide in the shadows and pursue safety when all businesses are thrust into the spotlight. Because the public not only wants companies to enter the top 500 but also wants companies and entrepreneurs to take on more social responsibilities.

Therefore, future brands should no longer be spectators of the times but must learn to resonate with the times. Because the brand can express its position by speaking out on social issues, and gathering people with similar views. The more people see that you are taking the initiative to take social responsibility, the more people will choose to stand with you, and you will have a greater appeal. To be a charismatic brand, you can't just gain users by planting grass. Instead, dare to speak out for social issues and become a "lighthouse" to attract similar people to you.

Partner with us to harness the marketing convenience offered by Chinese Marketing. Together, we can elevate your brand's visibility, engage your target audience, and drive sustainable growth in the dynamic and ever-evolving Chinese market.