Insight
A brand's self-examination: Dyson has been doing one thing for over two decades!
There are many household appliances in the world, but most of them are attached to large home appliance brands and do not attract much attention. However, the British brand Dyson is full of innovative and avant-garde whirlpool technology, and continues to adhere to the brand positioning of both craftsmanship and aesthetic design, excellent performance in function, the appearance of the fashionable taste of the people who love it, and become a home appliance brand of the popular fried chicken.
From Dyson's bagless vacuum cleaners, bladeless air purifiers and heaters, quick sanitary hand dryers, to the recent revolutionary compact hair dryer, it can be observed that Dyson has invested a lot of money and talent in research, design and development for more than two decades from its core technology of "digital motor", focusing on a single goal: to continue to build the ultimate performance of its products and create the best user experience. user experience. Even though the proposal was not accepted because the bagless design would have eroded the huge bag market, Dyson uncompromisingly created its own company and brand, and has since stayed true to the brand's central philosophy and values, which have not only gained the loyalty of high-spending customers, but have also become a dreamy escape for everyone who looks forward to a better life.
Dyson's case clearly reveals a lesson: by starting with human needs, sticking to the core values of the brand, focusing on the brand's strengths, and building a refined, consistent, and continuous brand image, the achievement of leading brand status is within reach.
In addition, business operators always hope to create maximum revenue and profit in the shortest possible time, so they are easily stimulated or tempted by external factors to abandon the original value of the brand. However, the ambition to be all-inclusive often leads to brand image confusion; when betting the same amount of budget, inconsistency in brand image will lead to confusion in customer's perception, not easy to remember, and fail to achieve the benefits that should be achieved when the brand image is consistent.
When Chinese brands enter the global cross-sector consumer market, they are often prone to inconsistencies in brand image and product appeal. How to become a strong brand with a clear identity that consumers love? The following three principles must be mastered:
1. Consider product development from human needs:
The basic needs of human nature are always the same everywhere, so when innovating and developing, brands need to pay more attention to the needs of contemporary consumers and review their strengths in order to hit the sweet spot and come up with the most favorable solutions.
2. Adhere to brand values:
Many Chinese companies that have been working quietly in many industries are in fact the invisible champions of the European and American markets. However, in the process of brand building, it is important to be aware of whether they have been constrained by the pragmatic thinking of the past, and whether they have suppressed their innovative spirit and ability by focusing on short-term costs and profitability, or even lost their original brand value.
3. communicate accurately, consistently and continuously:
Viewing all the Touch Points in the Customer Journey, if the communication image of each link is fragmented, no amount of marketing activities can create benefits, or even cause the opposite effect. In the past, all media adhered to the principles of communication, but nowadays, with the addition of digital platforms, it is even more important to adhere to the brand management standards of visual and textual elements of communication to ensure that the message is effectively conveyed to the target audience.
Insight
