Why Is the Brand Landing So Important?

Brand is not a concept, it is fundamental to be able to land.

Nowadays, more and more business owners recognize the value of the brand and start to try to operate the brand. However, in the process of operating a brand, companies often fall into a strange circle: the image is also there, and the advertisement is also cast. Why does my brand become more and more imaginary?

When a brand becomes a concept, it must be suspended and empty.

Looking at the domestic market, too many companies make brands for the sake of branding, neglecting their own strengths and weaknesses, and leaving the problem to the market. A typical example, a real estate company launched a drinking water brand, and billions of ads were put on, but the brand failed to land successfully.

If a company can solve the pain points of users, it will naturally form brand value. As an Internet product, Didi quickly solved the problem of travel difficulties and troubles through the form of online car-hailing, and even caused social repercussions. The Didi brand has been rooted in the hearts of users in the process of using it, and it has quickly taken root. Become synonymous with online car-hailing, and the value of the brand is naturally formed.

Brand is not a tree without roots. The value itself is the historical precipitation of products, services and enterprises. When studying brand strategy, many companies analyze a large number of markets and competitors, and often lack precise insight and diagnosis of the company itself. Brands should be connected to the local atmosphere of the company, and they should pay more attention to the company’s resource genes and development plans.

Trout, the father of positioning, has always emphasized in "Commercial War": Strategy is the right balance of resources. Many brands in the domestic market often make strategic plans in the direction of leaders, experts, etc. Not to mention whether the brand system can justify itself. From the perspective of the market, whether there are enough resources to match your brand strategy is the key. No, that's a concept, it can't be implemented.

Branding can be a concept, but the concept is to match the company's own strength and resources, and then return to the original goal of the brand to implement it. In this range, except for the goal and the grasp, everything else is redundant.