Different from large enterprises, small and medium-sized enterprises have a weak foundation and are usually at a disadvantage in commercial competition. At present, consumers generally have high brand awareness, and they are more inclined to choose brands with high visibility and good reputation among the same type of products. Therefore, if small and medium-sized enterprises want to stand out from big brands in the fierce competition, brand planning is essential. So, what should SMEs do, how to do it, and what is the focus? Next, Dahua Shangzhi will provide some suggestions for SMEs from a professional perspective. 1. Brand positioning and brand planning of small and medium-sized enterprises are usually inferior to large enterprises in terms of capital, production technology, R&D strength and enterprise management. If they want to gain a place in the fierce competition, they can only give full play to their unique advantages in one aspect. Therefore, small and medium-sized enterprises should be very cautious when making brand positioning. So, what should the brand positioning of SMEs do? First of all, adequate market research is the basis of all decisions. Many owners of small and medium-sized enterprises always rely on their vague understanding of the market to decide what the market or consumers need and like. But in fact, due to incomplete information sources, in many cases, this cognition is far from the real situation. Therefore, finding out the potential real needs of the target population through investigation is the basis of correct brand positioning. Secondly, what are the advantages and disadvantages of the enterprise itself compared with its competitors? There is a lot of market demand. Which demand of enterprises has the most competitive advantage? When the answers to these questions are found, the target market of the brand will be found, and the brand positioning will naturally follow. Finally, in order to facilitate external publicity, enterprises need to refine and summarize the brand positioning and express it in concise and clear language, such as "brand without adding low-temperature yogurt" and "beauty brand focusing on herbal skin care". Second, the brand design of SME brand planning SMEs usually do not have enough marketing budget to support the brand to build consumer awareness. But don't worry, as the saying goes, "Clothes make the man, and gold makes the Buddha." If you want people to think that your product is good and your brand is trustworthy, you are willing to try it before you have heard of it. Brand must give people a good image, so brand design is particularly important. Comprehensive and systematic brand design can create a distinctive brand image, thus conveying brand value and letting brands and products speak for themselves. Brand design includes brand logo, enterprise VI, brand image IP, product packaging, publicity materials, brand website, office decoration, the design of dealers or franchisees in specialty stores and so on. Among them, Dahua Shangzhi thinks that logo and product packaging are the most important and should be worked hard. Logo bears the role of brand recognition, which should fully reflect the differentiated positioning of the brand and convey the brand concept; As the best advertising space, packaging should be eye-catching, novel and eye-catching, and at the same time, it should clearly show the characteristics and advantages of products and give consumers enough reasons to buy. In addition, if the brand takes the distribution route, then the design and layout of specialty stores and franchisees should also be attached great importance. Third, brand marketing of SME brand planning Brand marketing is a costly university. This is especially true for small and medium-sized enterprises with relatively tight funds. How can we get value for money, instead of spending it indiscriminately? Small and medium-sized enterprises need to find marketing methods suitable for their own industries and strengths. At present, there are many ways of enterprise marketing, but relatively speaking, the ways with less investment and higher cost performance mainly include: first, online soft text marketing, search engine optimization, bidding promotion, question and answer promotion and new media marketing; Second, offline outdoor media advertisements, elevator advertisements, bus and subway advertisements, etc. Enterprises can choose the most suitable combination according to their own strength and marketing personnel. In marketing content, first, we should focus on shaping brand strength and increasing consumers' trust in the brand; The second is to seize the topics or social hotspots that consumers really care about, enrich the content and form, and increase consumers' goodwill and recognition of the brand; Third, we should make trade-offs, launch marketing around a certain point, and establish brand mental cognition. The above is about "how to do brand planning for small and medium-sized enterprises". Dahua Shangzhi gives his own views and suggestions based on practical experience, hoping to help your enterprise. About Dahua Shangzhi Shenzhen Dahua Shangzhi is a brand marketing consulting company focusing on brand competitiveness. Mainly to enhance brand competitiveness as the goal, to provide customers with a set of brand marketing solutions, mainly providing six service sectors: case planning, brand upgrading, image design, space display, investment promotion and marketing promotion. Dahua Shangzhi team is composed of professional brand elites with more than 10 years, and has served more than 100 famous brands in beauty, food, intelligent technology, fresh food, daily chemical, catering and group companies. Service areas: Shenzhen, Guangzhou, Shanghai, Beijing, Suzhou, Foshan, Dongguan, Zhongshan, etc. Keywords: brand planning | brand design | SME brand planning | Shenzhen brand planning | Zhongshan brand planning