Insight
On the road of branding, we are determined to move forward and walk side by side with professionalism.
At the "2019 Branding Taiwan "Brand Innovation Bureau" Enterprise Exchange and Achievement Sharing Meeting" organized by the Industrial Development Bureau of the Ministry of Economic Affairs and planned and executed by the Taiwan Institute of Economic Research (TIER), TIER President Chang Chien-yi and Director Chou Hsia-li shared the results of the seven-year program and summarized the analysis of the various counseling cases. Four representative companies of counseling brands were also selected, namely the "leading" Giant Group, which is already a market leader; the "niche" Zhongding Group, which has core technologies; the "innovative" Men's Research Institute; and the "mature" CSD Zhongwei, which has been established for 70 years; as well as the management consulting firms that have cooperated with them in the creation of their brands, to share their branding experiences. The clever agenda design also allowed us to summarize the key to the success of the counseling process, which lies in the determination of the enterprises to build their brands and the management consulting firms that accompanied them with professionalism, walking side by side along the way.
The Four Cornerstones to Crossing the River to the Other Side of the Brand
In the introduction by Ms. Chou Hsia-Li, Director of Taiwan's Academy of Economics, the branding path of Men's College was mentioned several times, and it was regarded as a benchmark for newly created brands. Mr. Lee Kwok Wing, General Manager of Pro Branding, a consulting firm, was also invited to share his experience in counseling and proposed four cornerstones to help companies successfully cross the river to the other side of the brand: "The purpose of creating a brand," "For whom the brand exists," "The necessity of a brand strategy," and "Dispelling the myths of brand building. During the pre-, mid-, and post-branding phases, it is necessary to keep asking and answering questions back and forth. During the process, the consulting company plays a key role, taking an objective third-party position, sometimes acting as a coach to give advice, sometimes as a friend to listen to the needs, and sometimes as an aesthetics consultant to visually simplify the complicated information, and switching flexibly according to the different contexts at different phases, and in the course of branding process, on the basis of mutual trust and mutual stimulation to the core brand values. In the process of brand building, based on mutual trust, the core values of the brand are exchanged, and under the four cornerstones of inquiry, we will gradually cross the rapid undercurrents and reach the other side of the shore of success.
Finally, Pro also reminds with five key points, namely:
1. Timing, speed and priority
2. Innovate, identify niches, and highlight differentiated positioning
3. Don't forget the relevance of the brand to the customer.
4. To utilize the power of partnership to realize the comprehensive effect The right expert appears at the right time, moving towards the road of brand co-creation.
Men's Studies: "Finding the right resources is the key".
Shu Xuan Zhu, the founder of Men's Research, is a representative of a new start-up brand and the youngest of the sharers. In the early stage of the business, with a passion for entrepreneurship combined with professional and personal needs, he invested in the highly competitive beauty care market. From the beginning, he felt anxious about burning through millions of dollars, and once again, he sought the answer to success, before targeting the male market, and focusing on the facial cleansing needs of male consumers, and asking for a "facial cleanser that is suitable for men's skin texture in subtropical regions," which was the first step to the success of the brand - to create a relationship with consumers. To create a relationship with consumers. The first male amino acid cleanser was developed and became well known. However, how to grow steadily and open up a larger market is a deeper issue that lies beneath the surface of the revenue.
At the suggestion of a friend, I applied for the Brand Taiwan program and began a year-long branding journey with Pro Brand. After interviews, analysis, and consensus workshops, we gradually found the brand's value and positioning, and established a complete and consistent visual system. Founder Chu Shu-hsuan reminded all new entrepreneurs that "finding the right resources is the key" during the sharing process. He also provided a philosophical conclusion to encourage branding beginners: "When someone tells you it's not feasible, it means you're probably doing it right!
Determination" will lead enterprises to persist on the road of branding.
Despite the differences in industry, scale, and time of establishment, the four companies and consultants can grasp a few successful links in the process of brand building, as follows:
1. Commitment: whether the commitment is consistent internally (employees) and externally (consumers).
2. Strategy: Establish brand strategy and create differentiation in order to break through the competition in the market.
3. Determination: How strong the determination is from top to bottom will determine how far the brand can go.
Giant Group's Chief Marketing Officer, Ms. Sue Lau, concluded the presentation:"Change doesn't happen all the time. Long-term programs lead to change."It also provides a pragmatic and wise advice for those who are still waiting and hesitating to build a brand, so that when they are worried, they can take it out to remind themselves to persevere in order to reap the sweet fruits of branding.
For more summaries of the speeches delivered at the event, please see Industrial Development Bureau, Ministry of Economic Affairs, Taiwan
