如何建立品牌？

Brand building is a long process. Be prepared that it will take not one, not two, or even 6 months — you must be ready to work on it all the time.

品牌建设是一个漫长的过程。 准备好要花费一个月，两个月甚至六个月的时间-您必须时刻准备着工作。

如何打造强势品牌？ (How to build a strong brand?)

1.找出谁是您的客户！ (1. Find out who really is your customer!)

You must clearly understand what your customer is. Create one (or several) user personas.

您必须清楚地了解您的客户是什么。 创建一个(或多个)用户角色。

• gender;

• 性别;

• age;

•年龄；

• marital status;

• 婚姻状况;

• place of residence;

•居住地；

• education, employment, position;

•教育，就业，职位；

• income;

•收入；

• hopes and fears;

• 希望与恐惧;

• hobbies.

•爱好。

For example: John, 43 years old, single, lives in Washington, fitness trainer, income of $ 3,500, afraid to gain weight, enjoys football.

例如：约翰，现年43岁，单身，住在华盛顿，健身教练，收入3500美元，不敢发胖，喜欢足球。

2.您的品牌的使命是什么？ (2. What is the mission of your brand?)

Why do people buy Apple products? Design? Sure. Most advanced technology? Partly, yes. Ecosystem? Yes, but with some limitations and inconveniences. So why? The answer is status! That is why, if your company has a strong brand, you can afford to increase the price of products/services.

人们为什么要购买苹果产品？ 设计？ 当然。 最先进的技术？ 是的，部分。 生态系统？ 是的，但是有一些限制和不便。 所以为什么？ 答案就是状态！ 这就是为什么，如果您的公司拥有强大的品牌，您可以负担得起提高产品/服务的价格。

3.您的主要优势是什么？ (3. What is your main advantage?)

Determine why your user personas should apply to you? How do you convey to your customers the idea that you are offering them exactly what they need? What do you offer that which others do not offer?

确定为什么您的用户角色应适用于您？ 您如何向客户传达您正为他们提供他们所需要的想法？ 您提供其他人不提供的东西？

For example:

例如：

• Your delivery service is faster than your competitors.
  您的送货服务比竞争对手快。
• The design and usability of your mobile application is much better than that of a competitor (with a similar functionality of the application).
  您的移动应用程序的设计和可用性比竞争对手(具有类似功能的应用程序)要好得多。
• The content you offer is unique (and necessary!).
  您提供的内容是唯一的(也是必要的！)。

4.徽标 (4. Logo)

What does your client see before launching your product/mobile application?

客户在启动产品/移动应用程序之前会看到什么？

The visual component of the brand is extremely important, it will help you intelligently broadcast your brand on all platforms.

品牌的视觉组成部分极为重要，它将帮助您在所有平台上智能地传播品牌。

5.制定公司的30秒演示文稿(音调) (5. Develop a 30-second presentation (pitch) of your company)

The ability to briefly convey to a potential client what you are offering and why someone should pay attention to you is critical.

向潜在客户简要传达您所提供的服务以及为什么有人应该关注您的能力至关重要。

6.个性化您的品牌 (6. Personalize your brand)

Your customers should have an emotional connection with your company. However, an emotional connection can only be with people. People buy from people, not from companies.

您的客户应该与您的公司建立情感联系。 但是，情感上的联系只能与人建立。 人们从人而不是从公司购买。

Remember that the face of your company can be not only the creator, owner, but also a famous person, actor, athlete, etc. who become brand ambassadors.

请记住，公司的面Kong不仅可以是成为品牌大使的创造者，所有者，还可以是名人，演员，运动员等。

7.成为您品牌的主要分销商 (7. Be the main distributor of your brand)

Nobody will tell about the brand than you. Do not be afraid to talk about your brand in all possible ways. Let your employees talk about life inside the company. Show the company from the inside, use social networks and let every employee become an ambassador of your brand.

没有人会比您说出这个品牌。 不要害怕以各种可能的方式谈论您的品牌。 让您的员工谈论公司内部的生活。 从内部展示公司，使用社交网络，让每个员工都成为您品牌的形象代言人。

翻译自: https://habr.com/en/post/451276/