To tell the truth, most enterprises began to consider branding after the lack of marketing growth. There's nothing wrong with that. After all, the great peter drucker said that the purpose of enterprises is to guide consumption and create customers. If no consumer is willing to pay the bill, then all products, technologies, equipment and personnel are meaningless because they cannot create value. Therefore, customers are the cornerstone of enterprise survival and the lifeline of brand. In order to create customers, Mr. Drucker said that there are only two basic functions of enterprises: marketing and innovation, and other work is cost. The purpose of marketing is to fully understand customers and turn their potential psychological needs into actual buying behaviors. So marketing is basically two things: understanding demand and managing demand. So how should innovation be understood? Innovation is to create value by transcending the past, so as to meet customer needs. Therefore, the whole business activities of an enterprise must start from the customer and stop at the customer; It starts with understanding the needs of customers, and finally creates value for customers and reaches an exchange. This is an accurate interpretation of the basic functions of enterprises. The above is also the basic theoretical basis for our annual brand operation for our partners. Since the main purpose of branding for most enterprises is marketing, how should our annual brand operation plan be planned and sorted out? It is basically divided into three parts, yes, just like a sandwich, any part can't be separated. 1. concept part-information flow to start an annual brand operation plan, we must first put the concept in the first place. You know, customers' perception of value is a psychological phenomenon. Therefore, any brand-making enterprise must have a set of brand concepts, including brand story, brand initial intention, brand mission, brand positioning and brand value proposition. Generally speaking, these ideas will not change often, but we should always innovate. Every year, according to different annual goals and plans, these ideas should be given new ideas, and at the same time, combined with annual products, information should flow first. Many enterprises will feel that making products is real, while making brands gives people a sense of vanity and unreality. However, in marketing, it should be false and true. I don't know that there is a cloud in the art of war: what is empty is real, and what is real is empty. This is the core that many companies do badly. It can be made clear in two sentences-only making products, not making brands, is true, then it is embarrassing. At this time, the enterprise will be confused. "My product is so good, why doesn't anyone buy it?" (And the consumer's response is "Who are you?" The smell of wine is also afraid of the deep alley, and the product is disconsolate no matter how good it is. It's dangerous to only be a brand, not a product, which is empty but not real. Why do people think that many enterprises always shout slogans and make superficial articles? This is also a misunderstanding of brand marketing by enterprises. Good products are the foundation of a brand. Without really good product support, it is very dangerous to play blindly. In short: brand is based on a series of psychological phenomena and activities, such as memory, learning, attitude, feeling, emotion, motivation and so on. Therefore, psychology is the essence of brand. 2. Demand part-the basic motivation of market exchange activities during product circulation is to meet people's needs and desires. "Demand" refers to a sense of satisfaction that people have no clear direction in physical, psychological or social activities, just as we want to find food when we are hungry, as long as we can eat when we have no choice; But as long as we have a choice, we begin to dream, whether to eat noodles or rice, hot pot or western food; When demand begins to face choices, it begins to mobilize cognition. Because of some cognition, we choose to eat hot pot and will eat it soon. Then this demand becomes a desire. For enterprise products, the desire to have purchasing power is meaningful, which really constitutes the "demand" for enterprise products. This fully restores the basic psychological process of the birth of a brand: seeking simple satisfaction when supply is less than demand, increasing initiative when supply exceeds demand, starting to make choices, and finally voting with purchase action. Therefore, the goods purchased by customers bear the customer's value, thus meeting the customer's needs. Therefore, commodities are only the carrier of value transaction, and enterprises must do well in product strategy and marketing strategy if they want customers to buy their own products. Most animal insurance companies have a lot of product batch numbers, but not every product can successfully reach customers' minds, because under the premise of information flow, enterprises should pay close attention to combing product structure, planning key products, and making different value matching and solution construction around different breeding animal groups. We say that there is no shortage of products in the current animal protection market, but a better solution. Therefore, how to determine the value of products and solutions according to different markets and different customers and make products circulate faster is the core problem to be solved in brand marketing. 3. Transformation part-a set of internal and external collaborative and efficient concept system, which basically solves the information flow problem in brand marketing; A demand system basically solves the problem of product circulation in brand marketing. The rest is the transformation system. The high efficiency of the transformation system determines whether the ultimate return of enterprise and customer value transfer is rich or not. Why do you ask the question of efficiency? Because in this era of accelerated aquaculture, great changes in the industry and great differentiation, no one is irreplaceable. The more you contact with large groups and farms, the more you emphasize efficiency, and the more you test the professionalism and collaboration of an organization. How to make marketers work efficiently in the market? This requires you to make a decision before you move, and don't fight unprepared-now is not the era of sales heroes, but now is the era of specialization and professionalism. What is more tested is the ability of marketers to execute, integrate resources and keep learning. This requires enterprises to have a complete brand system and a clear market style, and then constantly arm their minds through systematic training, constantly guide their actions through sales data analysis, and constantly integrate relevant resources to empower them and make them efficient. Here, I especially want to emphasize internal and external coordination. The brand marketing of many enterprises has been done to some extent. Why? Because all departments except the marketing center simply don't know marketing, brand and what is enterprise competitiveness. They do things in a down-to-earth way, studying a product and a process in depth, but not based on marketing needs. This is the saddest and most helpless moment for enterprises in the process of brand operation-brand marketing has never been the work of a certain department. Written at the end: Brand is the symbol of modern marketing, and it is also the mass communication solution with the lowest cognitive cost. If you don't understand this sentence, you can calculate the economic account. How many people, how much energy and how much investment do you need to invest in order to arouse customers' understanding, cognition and recognition in a large area. The above is the overall logic of the company's annual brand operation plan. Take this brand marketing sandwich away!