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Insight

ProcessPro Brand Tree

Tree Roots = Market analysis, a specific factual basis for building a brand strategy.

You need to know the characteristics of the tree species itself, for example, is it shade or drought tolerant? In addition, trees need strong roots to grow well, and strong roots depend on the suitability of the soil. Whether the soil is dry or wet, whether it is suitable for the seeds on hand, and whether there is still room for the trees to take root and grow, all must be understood first. Therefore, in order to enter a market, a brand must first understand the environment in which it will take root and conduct market research to understand itself, its competitors in the market, and the needs and preferences of this targeted group of customers, and then develop its brand strategy and positioning based on these objective first-hand analytical data and research results, and then design its brand logo and identification system.

HODRMENFounded in 2015, the founders Zhu Shuxuan and Hong Shenbo had created their first brand before this, initially wanting to take in all sizes and launch 18 products in one go, but because of the lack of market research, strategic management and marketing products, invested 1 million dollars in capital almost all lost. After learning from this experience, the two founders once again clarified their own strengths and proactively understood the needs of the customer base. Seeing the shortage of male skincare products in Taiwan, they decided to focus on the male clientele and started with the need to wash their faces even though they disliked skincare, launching the first Made in Taiwan Amino Acid Facial Wash, which was designed specifically for males. In just a few years since its establishment, the brand has attracted this group of young consumers with its lively brand communication strategy and image, successfully locking down the niche market and generating sales of more than $10 million per year. In addition to capturing the Taiwan market, the company has also expanded into Southeast Asia, aiming to become the No. 1 men's care brand in Asia.

Trunking = content marketing, an ongoing act to build customer trust.

Many companies think that once the logo is designed, the branding process is complete, but this is only the beginning. Without the continuous development of content, the company will not be able to provide a brand experience to its customers. Content is the trunk of the brand tree, which must be strong and sturdy in order to support the large canopy above it. Content includes defining content, producing content, and communicating content.A communication method in which a brand delivers valuable content that resonates and interacts with potential customers, continues to strengthen brand trust in the minds of consumers, and ultimately drives them to take action.The content of the brand is of great importance, especially now that the customer is in charge. Especially in today's customer-driven world, the content of your brand has become very important. Businesses need to showcase their brands all year round for customers to remember them.

Through online and offline activities, ProcessPro provides branding-related knowledge and methods, shares domestic and international success stories and trends, and collects interviews with entrepreneurs about their branding journey, hoping that by providing such market information and professional sharing, Taiwanese entrepreneurs will see the value and importance of branding and expect to realize the potential and influence of their own Taiwanese brands.

Tree crown = customer experience, realizing the perfect landing point of the brand strategy.

With a strong tree trunk, the upper canopy can be successfully supported and grow fruitful, each fruit represents the brand's various contact points, including products, services, websites, manuals, stores and other online and offline branding and communication activities, each fruit received by the customer, little by little, in the accumulation of the customer's impression of the brand, and the brand is the customer can perceive the sum of these impressions. The brand is the sum of these impressions perceived by the customer base. Therefore, every detail presented in front of the customer base must be based on the brand strategy and identification system developed earlier, and adhere to the 3C principles of branding advocated by Process - "Conciseness", "Consistency", and "Continuity" - in order to continue to strengthen the brand's recognition and trust. Without such perseverance, an apple tree with mango or guava fruits growing on it will not be able to accurately perceive the desired impression by the customer base, and will not be able to successfully stack the brand equity.

Extended ReadingMore Success Stories

We have to realize that today's brands are not just selling products, they are helping customers experience a better life. It is recommended that enterprises use the brand tree thinking method to conduct market research and analysis to find out the high relevance of the brand to the customer base, then develop the brand strategy, confirm the market positioning, fill in the content, and finally present in front of the consumer is not only a trademark, but a brand tree with content, value, and life.