Bottom logic of B2B enterprise brand driven growth

Under the interaction of economic globalization and new scientific and technological revolution , The global industrial value chain has formed three value centers ：

One is Industrial front-end R & D , Achieve major technological breakthroughs , Master intellectual property , Occupy the commanding heights of technological competition ;

Two is Mid industry operation , Business model change and innovation , Form a competitive commanding height of mode substitution or filling ;

The third is Industrial back-end brands , Through precise brand strategy , brand building , Brand marketing occupies the commanding height of competition .

It is difficult to break through technical barriers quickly , There is a chance of change in the business model ,B2B Enterprises cultivate and establish their own brand equity , Carry out comprehensive branding to become “ Do the right thing ” A certainty of . In this sense , Today's highly competitive global economy is a competitive brand economy in most industries and fields .B2B The comprehensive branding of enterprises is not only in line with the development track of the global economy , And it will boost B2B Enterprises “ It needs to be reshaped from the height of economic system progress ” Correct brand values .

B2B The comprehensive branding of the enterprise is reflected in every business of the enterprise , Enterprises need to make overall planning from a strategic perspective , Especially in marketing matters , The marketing strategy 、 All marketing actions should implement the focus and consistency required by branding . Brand equity should be regarded as the strategic assets of the enterprise , And technical assets 、 Production assets are the basis of competitive advantage and long-term profitability .

B2B The understanding and operation of the enterprise's comprehensive branding need “ Once the headrope of a fishing net is pulled out, all its meshes open , Follow the rules ”“ Sub chapter , In perfect order ”.

Once the headrope of a fishing net is pulled out, all its meshes open Follow the rules

B2B The overall construction of the brand is B2B Important strategic measures in the process of enterprise development .B2B The business is doing “B2B Comprehensive brand building ” We should also follow the current situation and development stage of the enterprise , We should analyze the main contradictions and the main aspects of the main contradictions .B2B The overall branding of an enterprise is a complicated process of system construction , The external environment 、 Internal factors are complex , In this process, there must be and only one kind of contradiction in the dominant position , Play the role of prescribing or influencing other contradictions , This contradiction is the main contradiction . Must be good at B2B Different stages of brand comprehensive construction , Find out and grasp the main contradiction from various contradictions with the main energy , Put forward the main tasks , So as to master the central link of the work ; When the stage of brand comprehensive construction changes , The primary and secondary status of contradictions will also change , We should be good at finding out new major contradictions , Shift the focus of work in time ; We should also take the main contradiction and non main contradiction in the process of brand comprehensive construction as an organic system to give overall consideration , Let them promote each other 、 The role of mutual restraint , In order to promote the accurate and stable implementation of comprehensive brand construction .

Sub chapter   In perfect order

B2B The process of brand building is based on the internal and external environmental factors of the enterprise , And understand “ Brand system logic ”, There are different priorities in the process of brand building 、 Sequential order , It is divided into 8 A big stage ：

1、 Enterprise strategy 、 Competitive strategy 、 Interpretation of development strategy OGSM Take apart , Research and diagnosis on the feasibility of enterprise branding ;

2、 Construction of brand strategy system ： Brand layout - Brand structure - Brand concept - Brand positioning - Brand and brand equity management system ;

3、 Brand building system ： Visual imprinting genes - Visual identity system VIS- Brand concept visualization - Brand position - Introducing the brand inside and outside ;

4、 Brand integrated marketing strategy ： Marketing purpose - Marketing objectives - Return judgment -3 Annual plan - Marketing theme brand, etc ;

5、 Annual brand marketing deployment ： Content - channel - form - Audience - Digital analysis - Marketing cooperation mechanism, etc ;

6、 Annual brand marketing execution ： Decomposition of marketing objectives - Split the four images and limit the monthly execution - Correction of marketing data analysis stage ;

7、 Brand stage audit ： Conduct brand inventory and brand evaluation from the perspective of the source of brand assets , Correct and improve brand behavior ;

8、 Brand strategy adjustment ： Adapt to the development stage of the enterprise , The brand strategy will also be adjusted and optimized based on the enterprise strategy .

Every stage of brand building has a logical connection , Layer upon layer derivation . Therefore, in the process of brand building, enterprises need to have a clear and definite judgment on the current situation of the brand .

【B2B On the circular growth of enterprise brand 】 It is the basic logic of all methods and operations of Devon consulting .

【B2B On the circular growth of enterprise brand 】 The establishment of is derived from the core expert team of Gerwin consulting B2B The enterprise brand is lofty and profound “ epistemology ”, Based on the professional system of Western brand science and Oriental strategy, a systematic “ methodology ”, Ge Wen Consulting Co., Ltd 2013 It has helped many in the past ten years B2B Enterprise brand development , Landing formation “ On practice ”.

B2B Corporate brand driven growth 【 epistemology 】-【 methodology 】-【 On practice 】

from 【 epistemology 】 Come on , We need to understand B2B The first principle and correct logical system of overall brand building . Building a corporate brand is a closed-loop system , First, the enterprise strategy defines the business direction , The first decision maker of the enterprise needs to judge “ Do the right thing ”, Then carry the business process through brand strategy . The brand strategy further accurately defines the customer positioning , Business positioning , Rational interests （ Strategic advantages · Key competitiveness ）, Perceptual image personality , Brand core values （ Brand equity subject ） Equal value structure system . With the system of brand strategy , Build the overall image of the brand based on the brand strategy system , Including language image and visual image , And establish an external output position . The overall image of the brand should conform to the requirements and standards of the brand strategy system 、 You can't offset , Only in this way can the image be meaningful , To focus on high-quality resources , Continue to spread the good news .

Some enterprises simply regard the overall brand planning as the shaping of visual image, that is LOGO and VIS The design of the , This is not comprehensive , There is no standard for brand strategy , The shaping of brand visual image can only be determined by visual beauty and personal preference , There is no standard measure of good and bad 、 Right and wrong , Often there will be visual and can not 100% Making contributions to brand development sometimes even makes the audience more vague about the brand .

in addition , The norms of brand language and vision should be consistent with the brand strategy , The so-called unity of knowledge and practice , To make the definition of the brand consistent with the performance of the action , At the same time, the position of brand output （ Website 、 picture album 、 Trailer 、 Self media, etc ） Two construction prerequisites are more needed , First, it should meet the requirements of brand strategy for output application , Second, it conforms to the brand VIS A unified standard for the specification of visual identity systems . In this way, the points of each category are connected to form an integral line , And then export all the resources through integrated marketing strategy , Inward import , Form the fundamentals of brand building . The last is perseverance , Meticulous and uninterrupted marketing output , Make the whole brand fundamentals more solid and more obvious .

Devon Consulting B2B On the circular growth of enterprise brand

from 【 methodology 】 Come on 【B2B On the circular growth of enterprise brand 】 Is to create a strong B2B The central method of overall brand planning . There are seven important points in the whole methodology model ：

First of all ： The assets of an enterprise can grow continuously through the overall operation of the brand ;

second ： The whole closed loop is linked 、 The promotion is based on OGSM Model for planning and implementation ;

Third ： The flow of the audience begins with the brand strategy , Finally, it will return to brand strategy ;

Fourth ： Integrated marketing needs to be clear 3-5 Strategic planning for , It is realized year by year through annual deployment ;

The fifth ： The four image rule of integrated marketing deployment “ Content - channel - form - Audience ” It includes all marketing activities ;

The sixth ： Digitalization can better audit marketing results , Feedback and correction of brand behavior , Quantify precision benefits ;

The seventh ： Brand assets and transaction assets （ Real income assets ） Transform each other , Empower each other .

In the process of practice, revolutionary culture consulting has continuously opened up its understanding , Compaction method . about B2B The overall planning of the enterprise brand 【 On practice 】 In the process , We also summarized some key elements ：

First of all ： The brand belongs to the audience, not to the enterprise , Enterprises can carry industries and products , But whether to form a strong brand must be determined by the audience's cognition .

second ： The brand must serve some customers , We call them core target customers , Strategic target customers , Instead of serving all customers , The basic decision of brand strategy is customer positioning , Whether you are the first or the only , The brand's exclusive guidance to the target customers is the key to victory .

Third ： Marketing without brand strategy guidance is loose , Marketing ROI Very low , There must be a lot of wear and tear . Marketing without proper brand strategy , It's almost the same as drifting , Waste marketing expenses and marketing opportunities .

Fourth ： The process of overall brand planning is a restricted process , Let's choose from our customers 、 Product business 、 The core value of 、 Brand language 、 Brand vision 、 Marketing moves 、 All actions such as sales behavior will eventually accumulate for one goal , And don't do anything that has nothing to do with brand strategy , In this way, the brand pressure can be exerted .

The fifth ： Brand strategy research judgment and brand strategy decomposition is a technical work , There are a lot of research and data analysis 、 Dissect the work behind insight , Only professional systems and model tools 、 Judgment and insight can do “ correct ”.

The sixth ：B2B The business decision cycle of an enterprise is long 、 The decision-making process is complex 、 The number of decision makers is large , How to plan the output more efficiently ？ Brand strategy is the best solution , The brand can dispatch all resources to focus , Can better play the role of all resources .

The seventh ： B2B The great function of brand building for customers is to reduce risks and collect information , The enterprise has excellent B2B Overall brand planning , In the highly competitive industry market, it is easier to show the competitive advantage of enterprises .

The eighth ：B2B The detailed advantages of brand marketing are more and more obvious , The marketing action is detailed to the year - quarter - monthly - Zhou - And implement the content - channel - form - Audience , Precise marketing has a great impetus to the value-added of sales transaction assets .

summary

B2B The overall building of enterprise brand is a systematic process , You need to be careful step by step to maximize energy efficiency , The future of China's commercial market is the refinement of super competition 、 Digital age , The explosion of extensive growth in many industries in the early stage of development will be gone forever . Professional system 、 Precise development 、 Scientific growth , Practical value 、 Elements such as standardization and innovation will become the new brand of the times .