What is brand planning? Brand planning is a process in which enterprises discover user value, spread value and consolidate user cognition, that is, plan, guide and stimulate consumers' psychological market, and clarify people's vague understanding of brands through scientific means. Nowadays, enterprise branding is a major trend in the future industry development, but many start-up or early enterprises do not understand the importance of brand and what brand planning is in the true sense. So what exactly is brand planning doing? 1 core competitiveness when we do market research in the early stage, you should have a deep understanding of the industry and the enterprise. That is, the characteristic of your product should be that others have nothing but me, and others have my superiority. Of course, this requires a lot of investigation and analysis and peer comparison in the early stage. With the rapid development of the Internet, competing products are all similar, so the core competitiveness of enterprises has also changed from the previous resources, channels, products and technologies to product culture, user experience and service. For example, Gree's slogan is "Gree, master the core technology", which shows that their core competitiveness is science and technology. Facing the contradictory relationship between users' minds and brand competition, enterprises need to consider how to stand out from the violence of choice and win customers. 2 brand positioning This is a problem that many enterprises or brands should seriously consider when they create brands, and it is also a concrete embodiment of brand thinking. Generally speaking, it is to find a suitable market position for the brand and shape the brand's cognition in the hearts of consumers. Coca-Cola, for example, has experienced a hundred years of ups and downs, from a commodity to an ideological category. It is definitely a "century-old brand". Its beautiful Spencer cursive logo, distinctive trademark pattern and special red bottle are popular all over the world and last forever. It occupies consumers' minds by positioning its own logo and positioning its own bottle body. 3 brand culture brand culture refers to the cultural accumulation gradually formed by the brand in its operation, which represents the brand's own values. That is, after the brand is personalized, its mainstream views represent the interests and emotional closeness of enterprises and consumers. Brand culture conveys the corporate brand concept to consumers well and is recognized by consumers. At this time, consumers are not buying simple products, but unique experiences and emotions. For example, the well-known brand culture: Wang Laoji "is afraid of getting angry and drinking Wang Laoji". Some consumers buy your product not only because of its functionality, but also because the cultural connotation and image label represented by your brand can meet their psychological needs. For example, Apple's mobile phone culture represents a brand culture that always maintains innovation and geek culture. 4 brand slogan brand slogan, also known as brand slogan, some enterprises also directly use brand slogan to make brand positioning, but brand positioning is fixed and brand slogan changes periodically. First of all, it should conform to the brand positioning, have impact and appeal, arouse consumers' emotions, and be easy to spread, read and remember. For example, Master Kong's slogan "Just eat this taste", you will know that it belongs to the food industry as soon as you read it. 5 brand story brand story is the supplement of brand culture, the embodiment of brand values, the sense of responsibility of corporate society and the basis of continuous communication between brands and consumers. A good brand story is the most effective channel to help consumers express themselves and gain their emotional identity, and it is also the most effective channel to enhance the adsorption and communication of brand products. For example, Mengniu's "Chunzhen Yogurt" takes Denmark's "quaint castles, poetic countryside and colorful wooden houses" as the main axis, conveying the concept of advocating simple natural life to consumers, and at the same time conveying the brand values of pure nutrition, nature and delicacy to consumers. 6 brand visual design brand visual image directly enters the human brain through specific symbols, visualizes the brand image, and makes the brand achieve the visual impact effect of "remember me" in marketing, so how to stand out from many brands is particularly important. Generally speaking, the unified visual image is mainly formed through the brand VI system, which refers to the basic image system and application system based on LOGO, so LOGO is in a very important position for a brand. Generally, when designing LOGO, we should consider the industry attributes of the enterprise, the consumer groups we face, and the design that integrates corporate culture and brand concept. A good brand planning can make an enterprise rise rapidly. As a decision-maker of an enterprise, we must have a forward-looking vision, seize the opportunity, see the essence of the problem and trace the root of the problem. Use the visual and auditory effects of consumers to achieve the purpose of brand promotion.