Three steps to build a brand: adhere to the concept, shape the style and cultivate fans
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When you think of a brand, what immediately comes to mind? And why do many companies or professionals want to build their own brands?
According to Wikipedia, the brand covers a wide range of areas and must include goodwill, products, corporate culture and overall operational management. Therefore, brand is not a thin symbol, but the overall competition of an enterprise, or the sum of its competitiveness. The brand not only includes the “name” and “logo” but also extends to the two-dimensional visual system of the series, and even the three-dimensional visual system. However, it is often narrowed to a series of awareness and expectations surrounding a product or service in people’s consciousness, and becomes an abstract image symbol. Some people even equate brands with specific trademarks.
In other words, people can easily identify the psychological factors of a brand from its experiential factors. The experiential factor usually consists of the experience of using the brand, while the psychological factor consists of the brand’s image, that is, the symbolic identity created by all the information and expectations associated with the product or service.
To put it simply, the origin of the word brand actually comes from the imprint that distinguishes one’s own livestock from other people’s livestock. In order to leave the impression that “this is my item”, we must make a clear market segmentation, and this is the most original concept of the brand.
As for the definition of brand, it is also very simple, that is, something with its own style. The so-called self-style means that the people you see also have the same impression. For example, when you see Hermès, you will feel its long history and high-end value; and if you see UNIQLO, you will feel that this brand’s products have high CP value and are easy to buy.
The process of creating a brand is to convey your self-style in a correct and understandable way.
As for how companies can create popular brands? Japanese writer [Matsudo Akemi](https://woolwoolfelt.com/2018/09/01/%E3%80%90%E6%96%B0%E6%9B%B8%E6%8E%A8%E8%96%A6%E3%80%91%E6%97%A5%E6%9C%AC%E6%89%8B% E4%BD%9C%E5%93%81%E7%89%8C%E7%B6%93%E7%87%9F%E5%B0%88%E5%AE%B6-% E6%9D%BE%E6%88%B6%E6%98%8E%E7%BE%8E%E8%80%81%E5%B8%AB/) in “No matter how expensive it is, someone will buy it!” My first hand-made brand management textbook” This book talks about many methods.
She believes that if you want to build a successful brand, you must first have the following three elements:
- Have ideas that are taken very seriously.
- Have a consistent self-style. *Have fans who can identify with it.
In fact, I also agree with these three points. In the article “Five things that must be done behind the success of a new brand, which ones have you done?”, I helped you sort out the five things that must be done, including: taking stock of team resources, setting target audiences, creating value propositions, planning content strategies, and managing social media.
In addition to the above five tasks, I also agree that brand operators must have ideas or values that they attach great importance to in order to implement them into the brand spirit. In addition, a successful brand must be able to create a unique style and have a group of fans willing to follow it.
Just like the famous MOS BURGER(モスバーガー, MOS BURGER), although it has been established less than fifty years ago, it now has a large number of fans in Japan and Taiwan. Looking back on the development history of the company, it was actually Sakurada Kei, a securities company employee who was born in Iwate Prefecture in 1937, who founded the first Mos Burger store “Narizo” in Itabashi Ward, Tokyo in 1972.
In the early days of Mos Burger, in order to differentiate itself from McDonald’s, which competed with low prices, Kei Sakurada deliberately chose the high-price, high-quality route, and gradually developed his own philosophy. Mos Burger, a latecomer in the market, successfully created a healthy and delicious new choice in the minds of consumers.
Mos Burger founder Kei Sakurada’s persistence for burgers far exceeds the expectations of the public. He once said: “When trying new products, you must try them when you are full.” This is because if everyone is full but still willing to taste it, it means that it must be a truly delicious food.
Take Japan Moss Burger for example. Over the years, they have not only developed fast food, but also have a strong sense of style everywhere from their brand name, logo, DM, corporate publications, catalogs to official website and blog…
An expert in Japanese handicraft brand management, and also the author of “[No matter how expensive it is, people will buy it!” My first handmade brand management textbook](https://www.books.com.tw/products/0010796508?utm_source=vista&utm_medium=ap-books&utm_cont ent=recommend&utm_campaign=ap-201905)》Author [Matsudo Akemi](https://woolwoolfelt.com/2018/09/01/%E3%80%90%E6%96%B0%E6%9 B%B8%E6%8E%A8%E8%96%A6%E3%80%91%E6%97%A5%E6%9C%AC%E6%89%8B%E4%BD%9C%E5%93%81%E7%89%8C%E7%B6%93%E7%87%9F%E5 %B0%88%E5%AE%B6-%E6%9D%BE%E6%88%B6%E6%98%8E%E7%BE%8E%E8%80%81%E5%B8%AB/) mentioned that only by maintaining consistency in all aspects can it be possible to produce a self-style, that is, a worldview. Only those who can resonate with your self-style will become your fans and even repeat customers. ——Of course, it also includes those die-hard customers who strongly advocate “I still want to buy it even if it is expensive.”
Take Japanese Mos Burger as an example. In order to promote “making Japanese burgers more delicious,” they also put a lot of effort into creating a web page called “Secrets of Mos Burger” where they disclose the unknown background story and how to make burgers. Regardless of the ingredients, production methods or the burgers made, they all present consistent concepts and values. And all of this will become the basis of Mos Burger’s style.
After all, modern discerning consumers also have to spend money to buy goods or food. Naturally, they want to buy from companies that have attitudes, goals and can resonate with them. To put it simply, from making burgers to designing handmade products, although the fields are different, the concept or attitude of the creator is crucial, and every bit can be converted into your value.
If you also want to create a new brand image, start by adhering to your philosophy, shaping your style, and cultivating fans. Well, let’s do it together. Oh, right! If you want someone to accompany you to discuss and study the details of building a brand, or if you want a teacher to give guidance on how to write a Brand Story? Welcome to sign up for [the third issue of “Vista Writing Companion Program”] (https://lihi.vip/G9M20).
💡 Do you want to write copy that will get more people to like it? Take “Read slowly and understand in seconds” quickly.
💡 Want to learn content production and management? Come and sign up for the online course “[Content Power: The Super Power of Building Brands] (https://hahow.in/cr/content-power)”.
💡 Photo Credit: Kirk Morales
