Marketing is communication. Therefore, brand advertising language is the slogan, proposition, theme and concept of brand in marketing communication, including brand positioning. All the ideas or ideas of the brand are carried and expressed through the brand advertising language.
Like people, brands, products, enterprises and services are alive and have their own personalities. They were introduced into the market at different times, so they have different goals and tasks at different stages of their lives, and also have different demands and directions, so the advertising language is different.
1, the creation of brand advertising language. Brand advertising language can be divided into five categories according to its appeal nature: concept, technology, service, quality and function. Haier's "sincerity forever" and Hisense's "innovation is life" belong to the concept category; Nokia's "people-oriented technology" and BusinessCom's "technology makes you easier" are both demands for technology; Mars "is only in your hand, not in your mouth." Appeal to quality; Nongfu Spring's "Nongfu Spring is a little sweet", Coca-Cola's "cool moment" and Guangzhou Opik Garden's "exercise at home" appeal function; Little Swan "wholeheartedly Little Swan", Country Garden "give you a five-star home" service commitment and so on. Common well-known brand advertisements all contain other types of meanings to some extent and tend to be colloquial. For example, Nike's "Just Do It", Pepsi's "New Generation Choice", Philips' "Let's Do It Better" and so on.
Then, the creative direction of brand advertising language is nothing more than five categories: value concept, technology, service, quality and function.
Most brand advertising language is a kind of value idea appeal, because the value idea appeal is highly generalized, and its connotation is profound, meaningful and profound; The expansion is very extensive and inclusive. The expression form is short and capable, the pronunciation is loud, easy to spread, easy to identify, catchy, and especially convenient for application. If customers don't chop and change, and spread unswervingly, they will certainly form an ideal idea accumulation effect over time. I know a well-known media in the south, even its own promotion is like news, pursuing changing advertising language once a year. Such frequent changes seem to have changed its face, so how can it accumulate? Short-sighted.
The appeal of value concept brand advertising language must be related to the boss of the enterprise, to the boss's vision and to social emotions. Only by doing your homework well in advance, communicating more and understanding more, will you take fewer detours when you create. When I create brand advertising language, I will create a large number of advertisements in five appeal directions on the basis of previous communication. The most exaggerated one is to make 200 advertisements for a cosmetics brand. In the end, I felt sick at the sight of words, but I only offered three to my clients. Because anyone can create something good, but not everyone can recognize it. Personally, I think brand advertising language should be six or seven words in the form of expression. There must be a verb and a noun in these six words, and the pronunciation should be rising tone. What the whole advertising language advocates, promises and advocates must be affirmative and positive, including brand value.
2. Creation of category advertising language. The creation of category advertising language is basically to appeal to the advantages (selling points) of brands in this category or other related things that have advantages in this category. The slogan of Little Swan brand I have served is "Little Swan wholeheartedly", and the slogan of Little Swan washing machine is "Carefully built, born for you". For example, the "professional innovation of Duckling washing machine, you can prove" the "inspiration to light up life" of Siemens mobile phone. Category advertising language forms are mostly eight words, concise and neat, with at least one verb. The first four words appeal to the function points of the product, and the last four words appeal to the benefit points brought by the product to consumers, and the pronunciation is best improved. Pay attention to antithesis and rhyme on syllables, which is convenient for reading and spreading. Of course, most products are promoted without category advertisements, and only brands can stimulate consumers' demand.
3. Creation of product advertising language. The creation of product advertising language focuses on the appeal of product selling point, which was originally refined on the basis of differentiation, and this selling point may be the promotion theme of the product. The so-called "differentiation" refers to the benefits neglected by products, the benefits benefited by consumers and the benefits provided by our products themselves. The form of expression is uncertain, or six or eight words, including at least one verb, and the pronunciation can be raised or lowered. The appeal point must be a function point, a benefit point, or a combination of the two. The product slogan mentioned here is not the title of a specific graphic work, but may be the theme, which is the text logo that distinguishes the product from other products and is as important as the product name. )
4. Creation of service advertising language. The creation of service advertising language is mainly to provide additional value for consumers, which is a kind of super-value thing, and its appeal must be the promise of interests. Expressions can be long or short, and the number of words can be even and odd, but at least one verb is a falling tone. Taking our newly launched "Skyworth Gold Service Project 123668" as an example, we believe that the service image of Skyworth brand has always been pragmatic, sincere, professional and thoughtful. Skyworth's service concept is "the customer, you are the president" and Skyworth's service standard is "everything is for your satisfaction". Therefore, when Skyworth Group's customer service center re-integrated and launched the service project, it put forward "Skyworth Gold Service Project 123668", and the slogan of Skyworth Gold Service is "Skyworth Gold Service, Do Every Step Well".
5. Creation of enterprise advertising language. At present, the brand advertising language of most enterprises is the same as that of enterprise advertising language, but the appeal focus of enterprise advertising language will be different because of the different strategic development goals of enterprises at different stages. The form of expression is not very strict, which is similar to the previous advertising language creation method and can be used flexibly.
A brand advertising language with penetration, depth and connotation has unlimited communication power. And it will often become a life creed and principle of the target consumers until it becomes a way of life and life goal. A brand slogan with a high starting point is the spirit and thought of the brand, which is quite profound and not contradictory to popularization.
A creative and energetic product advertising language is simply a "golden key", and the value created is beyond the reach of tens of millions of advertising fees. A creative and energetic product advertising language is full of endless financial resources with a shout. For example, "Nongfu Spring is a little sweet", such as "Pagers, mobile phones, business communications, none of them can be less", so far no one can beat it.
The promise of a service advertisement is visible and invisible. Who can calculate its value?