"Grass" also to be a brand? The hongdao team's answer is that the grass is made into a good brand in order to make you drink better milk.
In the summer of 2020, when the land of Shulechuan is "the sky is clear, the wild is vast, and the wind blows grass is low to see cattle and sheep", as a grass planting enterprise of "Tumut Left Banner" and also as one of the grass suppliers of the largest dairy brand "Yili" in China, Aletan Agriculture and Animal Husbandry Investment and Development Co., Ltd., invited the Hongdao team to brand the core business it is engaged in- - forage, and at the same time to plan and design its corporate strategy.
As a typical 2B type agricultural and animal husbandry enterprise, there is a vision to do the brand, which is still somewhat uncommon in the agricultural industry, and it is about the "grass industry" of the domestic dairy industry ecology, which is related to the quality of the milk we drink, so it aroused the great interest of the Hongdao team and carried out the brand journey of this project with the expectation of "going to the grass and rolling in the wild".
I. Background:
Shoulder the regional industrial mission to protect the quality of the dairy industry
As the location of the "Shule River, Under the Yin Mountain" described by the Song of Shule, Tumut Zuoqi is the largest county in China's dairy farming scale, with a high inventory of dairy cattle, as of 2019, it is 121,500 heads, and it is also the location of the headquarters of Yili, the largest dairy enterprise in China.
(Forage display in the Yili Enterprise Pavilion)
At the end of 2019, when the Hongdao team carried out the agricultural regional brand strategic planning for Tumut Left Banner, the leadership team of QiXian County determined the regional industrial development strategy of "planting good grass, raising good cattle, and selling good milk", and created Tumut Left Banner to become "China's high-quality milk source".
The regional industrial mission of "planting good grass" falls on the shoulders of the Aletan Agriculture and Animal Husbandry Company.
As an important part of the "domestic high-quality milk source" industrial ecology, shouldering the mission responsibility of guarding the quality of the dairy industry, the Hongdao team believes that the social value, responsibility mission and industrial standards behind the enterprise should be condensed into a carrier, a symbol, and this symbol and carrier is the brand.
Externally——
Through the brand, we focus on the cognition of Altan in the whole society, and under the attention of the society, the social value drive and its social supervision, through the "building brand" to drive the self-continuous upgrading of the industry, adhere to the standard of ingenuity, and continuously improve the competitiveness and comprehensive strength of the industry;
Inwardly --
Then through the brand to complete the team's focus on business, the understanding of corporate value, the adherence to corporate social responsibility, with the brand spirit to protect their original intention, with the brand value to improve their own actions.
Through the brand strategy to complete the unification of internalization and externalization, internalization of the Sacred Heart, externalization of Wang Yu, is the hongdao team to build the brand map.
II. Opportunities:
China should have its own forage brand,
Build China's power in the field of forage.
From a regional industry to a national perspective, the Hongdao team found that many dairy farming enterprises in China relied too much on imported forage in previous years, and there was a lack of excellent forage brands in China.
As a forage supplier of Yili Dairy, the lack of domestic brand forage is a driving force behind the determination of Aletan Enterprise. China should have its own forage brand, and it is one of the goals of the Aletan brand strategy to continuously enhance industrial standards and market competitiveness through brand strategy and build Chinese power in the field of forage.
3. Mental Design:
Mental focus focuses on the whole society's cognition of Aletan on a "grass".
As soon as the brand strategy was launched, the Hongdao team believed that the first thing to be solved was the cognitive design problem of Alletan, that is, mental creation. What is Aletan, what is Aletan Company, his cognitive symbols in the minds of the market, customers and society, where is the biggest brand personality in Inner Mongolia and even all the agricultural and animal husbandry enterprises in the country?
In our research, we found that the core business of Altan is in forage, but there are other businesses to do, such as the operation of agricultural industrial parks, saline-alkali land improvement, agricultural socialization services, etc., there are many businesses, but the mind of the brand has and can only have one, the complexity and conditioning of the business can be handed over to the enterprise strategy to solve, but the brand strategy we must focus, focus on the external cognition of Altan, focus on the direction of internal resource investment,
We focus the brand's mind on one word: grass.
Focusing on "grass", designing the fastest and simplest cognition of Aletan by the society, the market and customers, it is also the deepest brand of Aletan Company, and it is also the condensation and echo of Aletan Company's strategic goal of "building a large-scale, standardized and integrated professional forage planting industry brand".
Fourth, with grass as the root, the mind symbolizes, and the LOGO is cognition
In order to strengthen this mind and create a brand recognition of "focusing on the forage industry", we will directly visualize and symbolize the mind of "grass", the LOGO directly interprets the strategy, the LOGO directly declares the core business, the LOGO directly shows the professionalism of Aletan in forage planting, the strategy and vision are unified, and the eyes of the mind are lit up and strengthened by the symbol "grass".
In September 2020, the Hongdao team's brand visual image with "grass" as the core mind was released, focusing the cognitive eyes of society on a "grass", and also solving the defect that the name "Aletan" is inherently difficult to remember for customers outside Inner Mongolia.
To the customer——
Customers see this "grass" and know what this company is basically doing.
The customer can't remember the company for a while, but will definitely remember the "grass" symbol;
To the team -
The team looks at this "grass" every day, and knows where they want to work hard, to make the "grass" to the extreme;
Looking at this "grass" every day, I know that I must maintain the golden signboard of this "grass";
And even new employees know how to recommend their company to customers faster: we are professional farmers!
To the leadership —
Every time the corporate leadership looks at the "grass", it is a reinforcement of the core business that guards itself;
Every time you look at the "grass", you can better strengthen how the corporate leadership can focus on resources and invest efforts in that place;
Every time you look at the "grass", it is a re-reading of the strategic goals of the enterprise brand, and an encouragement to the industry to the extreme;
Every time you look at the "grass", you can better avoid the "ADHD" of the enterprise and reduce unnecessary corporate actions and waste;
In micro design,
The Hongdao team combines the "sheep horn", "horn", "grassland", "grass stack" and other elements of the grassland, excavates regional cultural symbols, empowers the brand vision, enhances the regional attributes and local culture of the brand, and makes the brand vision and brand strategy not lose their "roots".
Fifth, slogans are professionalized and the mind is strengthened again.
In response to the slogan, the Hongdao team once again focused on the strategy around the brand, strengthened the strategic mentality and brand awareness, and strengthened Aletan into a "professional brand" in the field of planting grass, which is the original goal of the brand strategy - "professional planting of good grass".
At the same time, we design the user's evaluation system for the brand from the most powerful user - the dairy cow, extract the brand slogan of "the cows are exaggerated", the grass is good or not, and finally see if the cows are happy to eat. Cows eat well and eat happily, which is the inner expectation of the big farmers.
Therefore, the humorous slogan of "professional planting of good grass, cows are praised" was formed, and the purpose was to strengthen the mind and strengthen cognition.
At the same time, in order to better strengthen the vividness of this slogan and strengthen the visual memory of the brand, we have developed a brand endorsement IP based on dairy cows for Allertan, and cooperated with the brand to complete the brand memory of "good grass for good cows, good cows eat good grass".
Sixth, the formulation of corporate strategy:
Share non-interface allocation resources to create a group business matrix
On the basis of completing the Brand Building of Aletan, considering the complexity of the business under the Aletan Company, from the perspective of the future group enterprise, relying on the resource advantages of the background of the Artan state-owned enterprises and the advantages of its grassland business, we share non-interface matching resources, and focus on the corporate positioning of tuzuo banner "industrialization group for the enhancement of global agricultural value", combing and planning "forage planting", "modern agricultural demonstration", "urban boutique agriculture", "socialized services", "agricultural ecological engineering" and "regional brand operation" and other 6 major business modules to create a group business matrix, which will not be explained in detail here.
Seventh, 2B to do the brand, is to use professional brands to optimize the industrial ecology
What is the significance of 2B enterprises to do branding?
Some people say that 2B does not need to be a brand, but at present, there are more and more brands of 2B in the agricultural field, including the Xinjiang Sanxin pumpkin seed that our Hongdao team served before is also a typical 2B brand.
In our view of Hongdao, 2B is to optimize the industrial ecology with a professional brand, optimize the self through the drive of the brand, internalize the Sacred Heart, externalize Wang Yu, and then optimize and enhance the entire industrial ecology. Therefore, 2B brands are often full of industry mission and social responsibility.
Aletan is such a type 2B brand, through the core business of "professionally planting good grass for dairy cows",
Optimize and protect the quality and safety of China's dairy industry from the source, through planting good grass, so that the people can drink better milk, such a cause, such a brand, worthy of our support.
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