What kind of enterprises need to do brand planning, and what does brand planning include?

What is the brand? Brand is an intangible asset with economic value, and it is consumers' cognition of products and corporate culture. With the development of social economy, when consumers understand products, what is the brand of the products first? We can clearly feel that it is becoming more and more branded, but now brand building is no longer the patent of large enterprises. What should the brand planning of small and medium-sized enterprises do? What aspects does brand planning include?

First, investigation and analysis, before building a brand, enterprises must first understand which industry their brand belongs to. In which field, what are the advantages and disadvantages, that is to say, you must have a basic understanding of yourself before making a brand, and only in this way can you provide a correct direction for your brand; It is also necessary to analyze the target customer group and what attributes consumers have, including gender, income, consumer psychology, region, age and other information, which requires comprehensive investigation and analysis; It is also necessary to investigate the operating conditions of enterprise competitors, what are their advantages and disadvantages, and what advantages others do not have. Finally, to conduct in-depth investigation and analysis of the industry market, we should not only evaluate and judge from the software and hardware resources of the enterprise, but also from all aspects. To understand from that angle, we can better meet the needs of consumers and the market.

Second, shaping the brand image, only by successfully shaping the brand image can we better build the brand. Actually, building a brand is to build a brand image by means of marketing. There are three ways to build a brand image, namely, integrating brand marketing, brand image recognition system, brand management control system and brand promotion operation system. This is a relatively professional and systematic project, provided that there is a professional brand building team.

Thirdly, the design of brand visual identity system is a form of visual communication for enterprises. Through the visual communication system, abstract contents such as corporate philosophy, corporate culture and service content can be transformed into concrete symbols to create a unique corporate image. Therefore, designers should deeply consider the cultural connotation of the enterprise before designing the brand visual identity system, so as to convey a unique and distinctive corporate image and achieve the strategic goal of differentiation.

Fourth, brand communication, brand building is the use of marketing tools, what is the brand positioning of enterprises? How can your brand be accepted by consumers and how can it spread effectively? Where are the target consumer groups of the brand mainly concentrated? Only by clarifying these problems can enterprises bring the core value of the brand to customers.

Brand planning of small and medium-sized enterprises generally includes the above aspects, but if it is to be implemented, it must be combined with the specific projects of enterprises to give full play to their advantages.