In this era of information flooding, consumers' attention is gradually weakening, which makes brand communication face unprecedented challenges.

Now, we ask questions in turn from the bottom logic, clarify the matter of "brand communication", make clear where the "first step" of brand communication is, keep ourselves awake, and promote brand breakthrough in the confusion of information.

1 What is communication?

Communication is the continuous extension of function in time or space. Function refers to the function of body organs. For example, hearing is the function of ears, vision is the function of eyes, and thinking is the function of brain.

In the process of communication, words are an extension of ideas, broadcasting is an extension of sound, pictures are an extension of vision, and video is a comprehensive extension of sound and vision.

2 What is brand communication

The ultimate goal of brand communication is to let brand information reach the target consumers. If this arrival has a strong sense of substitution and a strong appeal, it will resonate with consumers and put them into action.

Words and pictures are easy for consumers to feel substituted. Sound and video are more infectious.

3 What is brand recognition?

The essence of brand communication is to make consumers feel that they need this brand.

How to make consumers feel that "this brand" is what they need in the sea of brand Wang Yang? This is what brand recognition should do.

(1) spiritual identity.

Brand mental identity takes the concept of words as the carrier, including brand concept, brand values, brand mission, brand vision and other ideologies.

② Behavior recognition

What kind of thoughts and ideas will produce what kind of behavior, and consumers will further identify the brand through brand behavior. Brand behavior identification has two aspects: one is internal identification (organization and management, education and training, code of conduct, working environment); The second is external recognition (marketing behavior, content output, public relations, service level).

③ Visual recognition

Brand visual recognition has two elements: basic elements (Logo logo, standard and special colors, standard and special words, mascots, etc. ) and application elements (office supplies, external building environment, transportation, clothing, product packaging, advertising media, display, etc.). )

④ Other signs

Smell is an extension of smell. In foreign countries, some shopping malls release fixed incense in the maternal and child consumption area to spread the brand. China cuisine is actually a brand that can be spread by smell.

The first step of brand communication should be brand recognition. The unique, distinctive and unified logo allows consumers to find the special "you" and the "you" they need at a glance in the colorful brand world.