How To Build A Brand Identity?

Right now, global

Competition is becoming more and more intense. This competition is concentrated in the Chinese market, so many Chinese brands have begun to compete with international brands in the international market.

What is the most important factor in building a global brand? What is the DNA of the brand? In the final analysis, it is about the brand's "identity". Where does this "identity" come from? Where does the brand's identity come from?

If you are familiar with world famous brand, you will know that the establishment of international brand often starts from the designer's personal design.

These designers are passionate, creative individuals who, by virtue of these driving forces behind, have laid down their ideas on design and brand from the very beginning, and then gradually developed enterprises.

The process of enterprise development is actually the process of brand building.

Cultural identity of brand building

Brand is constantly developing. In the process of brand development, designers have to express something to the outside world. These expressions often involve some social conditions or need to be pmitted in a style.

Some very famous international brands, such as Chanel, have a large number of development related to the development of women. For example, LV, designers integrate their passion into products, and build a brand with rich personal style and social traces on this basis. For example, Dior, based on the great changes in the US economy in a certain period, some classic European brands such as Dior have gradually entered the US market.

It is not difficult to find that all of these brands have one thing in common, that is, cultural identity. The recognition of this culture is a kind of identification gained by the brand in the process of social history, and gradually developed in the later days.

It can be seen that successful international brands will continue to tap and cater to the new needs of consumers over time.

Another aspect of cultural identity is how to link products to markets around the world.

For example, if China's brand develops in the international market, it must synchronize with one aspect of global cultural identity. Only in this way can Chinese brand products attract consumers all over the world.

Nowadays, many Western brands have a very good sales volume in Asia, because they all realize that brands need to have the cultural value of Asian consumers' recognition, lack of recognition of brand identity, and sales volume is impossible.

Look at some retailers, for example, some Japanese brand products. Its design is very simple, but its color is very rich. For example, ZARA in Spain is full of vitality and enthusiasm, and there is also an outdoor brand from the east coast of the United States, which is both leisure and sport.

The author recently bought the above brand products, and bought the concept and style of these brands.

Of course, these style concepts may not be related to our real life, but consumers will dream or dream about the lifestyle or life style advocated by the brand.

While building identity, the brand also needs to find a global character, because if the product is too common, the brand will lose its due value. On the contrary, if the brand is too localized, it will be difficult to promote the whole world.

Pay attention to designer training and education

In terms of brand integration, if a brand wants to achieve long-term development, it needs to dig out the characteristics of sustainable development on a global scale.

What do consumers really need? In fact, their needs are often based on the market. They need brand names to tell them what their brands can offer them.

This leads to the issue of brand integrity. The brand must be integrated into the market as time goes by. It is difficult to establish a customer base, but it is very easy to lose the customer base. The key is brand integrity, which also determines the loyalty of consumers to the brand.

In addition to integrity, another element of integration is the concept, which is what the brand wants to express.

So who can promote brand creativity? Technology people, buyers or manufacturers? As long as passion can promote brand creativity.

As for identity, I think designers are the core of identity recognition.

40 years ago, the clothing manufacturers in Italy were well versed in this principle, so they focused on training many excellent designers.

At that time, the British did not realize this, so they also lost the brand's right to speak.

For retailers, to increase the value of products, on the one hand, we should improve the design, and on the other hand, we must improve the quality of products.

First-class

It plays a very important role at this time, because they understand the needs of consumers, and can interpret these needs, and reflect these needs in products.

Therefore, designers should be a very important part of the team and a catalyst for business development.

Now, we are delighted to find that the fashion apparel industry in the world sees the importance of designers' creativity, and realizes that this creativity can greatly promote the development of enterprises.

China is one of the most important economies in the world. It will have an important impact on global culture in the next 20 years and will export a large number of brands to the world.

This determines that Chinese brands must educate designers so that they can find ways to promote brand culture and brand DNA, so as to attract Western consumers and open up western markets.

In the past 10 years, China has trained a large number of designers, but the author believes that the current designers are not strong enough. Even though Chinese designers are quite matched, their knowledge of the western market is not deep enough, and creativity is slightly less.

Fashion designers should integrate with other jobs, such as technicians, researchers, or entrepreneurs. The more the integration, the more the designers can broaden their horizons and better understand the development of other fields.

For example, designers must understand.

In order to understand the fabric, we must understand the consumer's aesthetic ability to understand the lifestyle that consumers pursue. Designers need to see the world through others' eyes.

There are international students from China all over the world. Garment enterprises should make better use of those who have overseas learning experience, so that students can find the space for learning after their homecoming.

On this basis, the knowledge and technology they acquired overseas can be developed and extended, and Chinese enterprises can better develop the global market.