Chapter 60 Section 3 An admirable brand personality

Song Jiang said that the evaluation of the value of a brand lies not only in the artistic beauty of the brand logo, but also in the consistency between the brand logo and brand personality, product efficacy and target customers.He used the bull as an example again: ①Through this bull, people will think of a man with a strong physique; The product is full of expectations; ③If the efficacy of your product can just meet the expectations of men, then it will immediately have a vast market. Now, Huarong's question is: How can this consistency be achieved?Song Jiang's answer is that you must set a core value between the brand logo and brand personality, product efficacy, and target customers.

Hua Rong continued to ask: "What are the core values?" Song Jiang scratched his head, this question is more troublesome.He had no choice but to use a series of questions to help Hua Rong approach the answer step by step. "The so-called core value is, what do you want to achieve through this brand?" "What purpose? Just to make money!" "What is the purpose of making money?" "To live a good life!" "What is the purpose of living a good life?" Hua Rong understands: it is a mission in life, although he does not know what his mission in life is, nor does he know the relationship between his personal mission and the corporate mission.But he knew that Song Jiang had mentioned the most secret and crucial point in the depths of the problem.

"Please tell me, what should I do?" Song Jiang thought while giving the following opinions and suggestions: 1. Design the brand pattern as Li Guang shooting with a bow on the Great Wall. Behind Li Guang, there is a round moon.This pattern is reminiscent of a Tang poem: "In the Qin Dynasty, the moon was bright and the Han Dynasty was closed. The people who marched thousands of miles have not yet returned. But let the dragon city flying generals stay, and don't teach Huma to go to the Yinshan Mountains." 2. Change the brand name to Li Guang Shen Gong, and change the company name to Li Guang Shen She Co., Ltd. to keep the company name consistent with the brand name.In this way, the brand pattern, together with the brand name and enterprise name, constitute the brand's logo system.

3. This brand logo system can reflect two aspects of information, namely: ① the efficacy of the product that is invincible; ② the loyalty of defending the country. 4. Based on such brand personality and product efficacy, its target market should be the military.In fact, military procurement is a large market with considerable scale, which is worth developing. 5. Give play to the demonstration effect of military procurement and drive other shooting enthusiasts and field hunting enthusiasts to purchase. 6. Set your advertising slogan: ①Li Guang's shooting is accurate; ②Li Guang's shooting is accurate;

7. Set your core values: provide technical support for national defense with accurate and unmistakable shooting skills. Hua Rong beamed when he heard that, and even said yes: "Okay, okay, as long as there is money to make, I am willing to dedicate my utter loyalty to defend my family and the country." Song Jiang corrected him and said: "You must first have the loyalty to defend your home and country, and then you can get the opportunity to make money." Huarong said: "I have retired from the army now. I am a businessman who started a business. Making money is my duty. As for protecting the family and the country, that is Liu Zhizhai and Liu Gao's responsibility."

"Why are you so stupid?" Song Jiang scolded him and said, "Liu Gao makes money by defending his family and country, and you make money to protect his family and country. The more money you make, it proves your support for national defense. There will be more. Really, I'll help you design a good one, won't you be able to 'pretend'?" Huarong suddenly realized: It turns out that in life, one can either be a free Zhuang Sheng, or a pretentious "pretend student". After many days, Song Jiang mentioned his "culture of pretending to be alive" again, saying: "Zhuang Shengxiao dreamed of butterflies. What are you obsessed with? Are you stupid? Just pretend to be a butterfly!" He told Huarong earnestly , Regarding "pretending", there are several situations, either you can't pretend, or you don't have the ability to pretend, or you don't pretend, or you pretend to be useless.Pretending to be a cultured expression.If you don't even want to pretend, then don't.Only a fool can't pretend or doesn't want to pretend.A smart person pretends to be a grandpa when he should, and a grandson when he should pretend to be a grandson, and he has to pretend to be like it.

Inspired by Song Jiang's "pretendence culture", Huarong started his pretending.He doesn't understand the relationship between pretense and culture, but he knows that pretense is a money-making strategy.He changed the name of the company to Liguang Shenshe Co., Ltd. and installed it with a brand new VIS system.He pretended to be seen by employees, customers, and the whole society. In the end, he really pretended to be an admirable brand personality.Experts believe that Hua Rong has inherited and carried forward the great spirit of the parachutist Li Guang in a way of serving the country through industry.The world gave him a playful nickname, "Little Li Guang".

With Song Jiang's guidance, "Little Li Guang" Huarong's career flourished like the rising sun.He became the designated supplier of the Qingzhou Military Region in the Song Dynasty, and the green forest heroes on all hilltops also took his products as fashion, just like today's athletes are fashionable to wear Li-Ning brand.When his company grew to a large enough size, the famous "Sanshan Town" Huang Xin and "Thunderbolt" Qin Ming also retired from the army and joined his business.Introduced by Song Jiang, Yan Shun, the "Golden-haired Tiger", Wang Ying, the "Dwarf-legged Tiger", and Zheng Tianshou, the "White-faced Lord", also came down to the mountain and became new employees of Li Guang Shenshe Co., Ltd. "Xiao Wenhou" Lu Fang was originally in the medicine business, and "Sai Rengui" Guo Sheng was originally in the mercury business, but he also changed his business direction and became a distributor of Li Guang's Shenshe series of products.