Brand contact point refers to the situation that customers have the opportunity to face a brand information, and it is the source for customers to accept brand information. In our life, every consumption experience contains one or a series of brand contact points, and each brand contact point is spreading brand information, which will affect consumers' purchasing decisions more or less.
Successful brands are good at influencing customers through brand contact points, rather than simply advertising or communication. This is more important for central enterprises. Because most central enterprises are group enterprises, their business is diversified. Brands can be divided into group brands, commercial brands and product brands. A single advertisement is not enough to fully express the core value of the brand. Through the brand contact point, at least the behavior of the organization can be branded, and the target customers can be influenced through a series of experience links, so that the brand image can take root effectively.
So, how do central enterprises manage brand contact points? Combined with years of consulting practice, the author summarizes? Four four one? Which is the model. Master four steps and four keys to form a brand contact card? .
Four steps of brand contact point management
Enterprises can refer to the following four steps to carry out related work when designing brand contact points.
1, comprehensively sort out brand contact points
Enterprises should comprehensively sort out the contact points of brands, such as pre-sale, sale and after-sale. There are usually advertisements, telemarketing, sales calls and promotions before sales. There are also service support, communication with customers, product or service experience, etc. In sales; After-sales interpersonal communication, follow-up visit, etc. Enterprises should fully mobilize the strength of employees and sort out and take stock of these contact points.
2. Identify key brand touch points
With these brand contact points, enterprises can sort and screen according to influence and value weight, and determine the brand contact points that need to be focused on. For example, a scientific and technological central enterprise has a series of expert resources and scientific and technological leaders, and its most important brand contact point is training lectures, columns, interviews and forum speeches. Therefore, in order to highlight the core value of their own technology, they advocate celebrity strategy, and promote the brand image of central enterprises with leading technology through the image of experts within enterprises.
3. Formulate the operation and code of conduct for key contact points.
By formulating the operation and behavior norms of key contact points, all key contact points will be branded and standardized. Before, when we provided brand consultation for enterprises, we put forward the concept of brand management for all employees. By making a brand contact point management card for the enterprise, every business link and every internal member of the enterprise will have their own brand responsibilities and requirements, and the code of conduct related to the brand will be clarified, so that every department, every behavior and every voice of the enterprise will add points to brand building.
4. Promote and promote brand communication with assessment mechanism.
Implement brand-related work management assessment, and constantly optimize norms and mechanisms. Firstly, the responsibilities of employees are formulated, and then the corresponding assessment indicators are formulated to promote and promote the spread of brands. For example, the top management of central enterprises has three responsibilities in terms of brand:
1) unify the thinking of employees in the whole enterprise, clarify the meaning of all employees' brands, so that employees at all levels can form a correct brand concept, and clarify the brand is not only the responsibility of the management department, but also the responsibility of all employees;
2) Determine the responsibilities of personnel at all levels in the all-staff brand system and conduct corresponding training, such as brand connotation, brand management methods and marketing methods.
3) As a member of the marketing system, the senior management of the enterprise should directly or indirectly publicize the enterprise brand by communicating with customers, attending relevant meetings and accepting media interviews. According to the responsibilities of the top management of the enterprise, formulate clear KPI assessment indicators.
So are other employees. It is necessary to form a clear responsibility and design specific assessment indicators. Through performance appraisal, employees at different levels are finally urged to transmit brand information through different contact points.
In the process of promoting brand contact point management, in addition to understanding the work steps, there is also a key point to control the four keys.
Four Keys of Brand Contact Point Management
These four keys include key objects, key personnel, key links and key events respectively.
1) opinion leaders, value customers, authoritative figures and other key targets need to sort out their messages and comments on the enterprise and consciously witness and communicate.
Take the State Grid as an example. They divide the key targets into four categories: government departments, media and opinion leaders, power industry partners and important power users, and focus on these people as strategic groups.
They are deeply aware that for this part of the group, it is not possible to spread it as widely as facing the public, but to spread it in a targeted and focused way.
For example, Putian Electric Power Bureau, a subsidiary of Putian Electric Power Bureau, has donated Special Concern magazine to high-end customers such as government departments, enterprises and institutions, and achieved good results. Then, six well-known local middle schools were selected for junior and senior high school teachers and students, and magazines inside and outside the classroom were used as the carrier to print exquisite color pages in a way that students liked, so as to popularize the knowledge of safe electricity use and power science, publicize the content of power supply services, spread the slogan of the national grid brand, corporate culture, values and the development prospect of smart grid, advocate low-carbon life among teachers and students, and create an energy-saving environment, thus establishing a friendly public welfare brand image of the national grid. These activities aimed at key targets further attracted the attention of the media and produced secondary communication.
2) Business personnel, customer service personnel, project managers and other key personnel have the most direct and frequent contact with customers, which is an important source of customer experience. What is the focus of their management? Standardize words and deeds, implement rewards and punishments, and always make unremitting efforts? .
To standardize words and deeds, it is necessary to strengthen the training and assessment of key personnel's brand concept, and formulate key personnel's code of conduct for the purpose of achieving customer satisfaction and following the brand concept, such as the code of conduct for marketing personnel, the code of conduct for business personnel, the code of conduct for customer service personnel, and the code of conduct for other relevant personnel's customer contact. And through the code of conduct to form a system to cultivate the behavior habits and self-awareness of key personnel.
The implementation of rewards and punishments is to incorporate the code of conduct into the performance appraisal of key personnel, formulate relevant reward and punishment regulations, clarify the responsible person, process and method of supervision and appraisal of the code of conduct, and finally constrain the brand behavior of employees.
Persistence means that new employees in key positions must undergo relevant training and assessment before they can take up their posts. The performance of key personnel's code of conduct must be linked to the performance of relevant departments and supervisors at all levels, and at the same time, individuals and departments with excellent or poor performance are regularly praised and criticized internally.
3) Key links are also an important source of customer experience, and customers often judge and perceive brands from them. So these links must be? Branding? .
State Grid takes into account many aspects of users' access to information, and at the same time develops various communication channels to create user experience in different links. For example, they use advertising carriers such as radio and community bulletin boards to spread; Develop mobile phone short messages in the form of animation, spread common sense and scientific knowledge of electricity safety, and send blessing short messages to the public on holidays to improve the coverage of brand promotion; Development? Culture going to the countryside? Communication, so that the power culture can be effectively spread; All these are aimed at creating diversified communication links, transmitting brand value in different links, and enhancing the value recognition of strategic groups, media and customers on the work of State Grid.
4) Most key events are important moments that directly affect the customer experience. According to brand requirements, we should carefully plan and form basic processes and standard procedures to ensure that we can leave a deep and unique brand impression and memory to our customers every time.
For example, Putian Electric Power Bureau has been carried out in different places according to the actual situation in this area? Tourist attractions spread? Activities; Carry out front-line staff? Brand me? 、? Do you know the power supply service? Other activities; Arrange professional and technical personnel to hold lectures on power knowledge science on campus, and invite teachers and students to enter the State Grid to experience the daily production work of power grid enterprises.
These are key events. Through these key activities, we will spread a unified brand image in foreign exchanges, further enhance brand support, enhance brand value output and strengthen brand impression.
Brand contact card
With these four keys, the next work is to complete the internalization of the brand, that is, to make more employees become the key link of the brand contact point and influence customers through their own brand behavior.
Therefore, it is necessary for enterprises to make a brand contact card for different positions. According to different sales stages, people involved in different stages and communication channels, a brand contact point guide suitable for one's post is formed, so as to implement more targeted communication and exchange.
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