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How to implement brand positioning requires three dimensions:
- Product-side
- Marketing side
- Consumer communication portal (visual tonality, content selling point)
However, for many start-up brands, they have the problem that they can't fall in both the product port and the advertising channel port.
Here's why:
On the product side, they either take the market goods, which is the logic of group goods, and they can't change the product structure, and their own product research and development capabilities are insufficient, and on the marketing side, they don't have enough budget to advertise.
That's when the advantages of design come into play
Brand design is more strategic for brand mental communication, especially those from 0 to 1.
Because you put your positioning on the port of design and content presentation, you can at least let consumers perceive what kind of brand you are. To put it bluntly, it is to use the visual to let the brand be seen first!
After all, not all brands have the budget, resources, and channels to advertise.
Through visual design, consumers can imperceptibly feel the product quality, brand style, and brand value, and solve the problem of making consumers feel that they are a three-no brand with no image, no value, and no name.
To put it another way, the logic of most start-up brands entering the market is:
- The product is made
- Think about how to sell it
- Think about how to operate
- Design when operating on different channels
But on the other hand, many successful brands are building visual merchandising as the top-level design of the brand. They start with the design and then move on to the product, positioning, marketing, and branding.
For example, MUJI puts design first from the beginning, and intuitively expresses the brand connotation and values of MUJI through design.
"I only make what I can see and what I need"
So its product design and packaging are not made of bells and whistles, it is very simple. Even if you erase the MUJI logo, you will think that the product is very Muji.
This is all because the design aesthetics of the brand have subtly formed a brand image and brand equity
Here's another example:
In the process of product research and development, we have always adhered to the expression of spiritual culture first, and integrated the humanistic spirit in oriental culture into product design in combination with modern life, and then landed in products.
You'll see that the reason design is a powerful grip is that it can bring a brand impression and emotional impact through the visuals. And this is difficult to intuitively experience only by words and positioning, or it is difficult to make the brand perceived in a short period of time.
Therefore, design should not be understood as having only a single function, its function is multidimensional.
Brands need a strategic boost of visual identity to get into the minds of consumers faster and more powerfully.
Here is Yimai brand planning and design, to help you position and sort out the brand, so that your brand can easily explode!
We focus on brand planning and design Brand strategic positioning | Marketing promotion
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