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汗纳迪姆
Aug 03, 2022
In Design Forum
1. Brands must know two things 1.1 The concept of brand The initial concept of the brand comes from the ancient Norse word brand, which means "brand". Different branding is placed on the horse's back to distinguish its own property. This is the original product naming method, and it is also the source of the modern brand concept. Today, brands are not only used to distinguish property but are upgraded to "brands represent commodities and become consumers' perceptions". Let me give an example in everyone's life, drinking water? I want to drink Nongfu Spring; cosmetics? I'm going to use fairy water; buy a car? I want to drive a Tesla...why is this, that is because these brands have formed a perception in the minds of consumers that the water quality of Nongfu Spring is good, the quality of fairy water is good, and the Tesla experience is good. It can be seen that "cognition" is the first step in building a brand. In today's society, the concept of multi-brand has a normative definition: a brand is a product that produces a stable, consistent and positive association in the minds of users. 1.2 Four steps to build a brand perception system 1.2.1 Brand Perception System The perceptual system is established by the emotional resonance transmitted layer by layer. I will give an example, when someone pulls your hand from behind, the outermost skin touch will tell you that it is a pair of hands, and then the surface layer of the brain will transmit a message. Someone pulls me; then you will find that the hands are very delicate like a girl's hand, and then the message is passed inward; the person behind is getting closer, you can already smell the perfume on her body; Even if you don't have to look back, the brain sends another layer of information. This may be a girl; you look back and find that this is your first love girlfriend, and all kinds of thoughts grow in your heart. At this time, at least another four layers of resonance are activated, and even the touch and temperature from the hand are different; in the end, the girl's smile is still the same as before, and you are deeply aroused by the emotional heartbeat. This kind of emotional resonance, from the outside to the inside, is like a good brand will resonate with the user's product through the brand's content after contacting the user, and the imprint cannot be erased. In fact, the resonance in the above example is transmitted to the user in layers, and the process of resonating between the brand and the user can become the perception system of the brand. This perception system can be roughly divided into five layers, namely perception layer, role framework layer, resource structure layer, capability telemarketing list scope layer, and strategic presence layer. For example, "Bei Qin" will meet the needs of users at all levels in order to achieve the purpose of resonance in the stage of building brand impressions. 1.2.2 Four steps to build Many people are ignorant when they receive the needs of a brand. They don’t know where to start. In fact, building a brand perception system can be roughly divided into four steps. The early stage is the preparation stage. Designers can do some industry analysis according to the needs to see what good competing products in the industry look like, and first have a general understanding of the industry; Next, we mainly do targeted thinking for the enterprises that need services, such as what is its product, what is its brand value, what is the brand impression of previous users, etc.; Then conceive the framework of the entire brand system, which includes the design of all touch points within the product and the precise positioning of the brand feeling; The last step belongs to the stage of dissemination and maintenance, such as how the brand's feelings are disseminated through materials and post-operational work.
Brand Design|People's Macro Cognition of Brands
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汗纳迪姆

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