How does a brand, starting from its brand name and LOGO, become a well-known brand that is well-known to everyone and has thousands of "loyal fans"? Many internationally renowned brands, such as Starbucks and Coca-Cola, as well as Internet celebrity stores that have become popular in recent years, such as Heytea and luckyincoffee, are also popular on Luoji Thinking and Zhihu.com. Have you ever visited them? Have you conducted in-depth research on the growth process of these brands? An interesting "medical consultation" event has just concluded in Chengdu. This "I don't know the clinic" is equipped with six popular departments such as "internal medicine", "surgery" and "stomatology". There are also other departments in Chengdu station. A new "Lifestyle Physiotherapy Room for Patients Living Alone" specializing in treating "anxiety disorder among young people living alone" has been added. Just hearing the name will make you feel full of creativity. From an online knowledge content platform to an offline "clinic" appearing in urban centers such as Beijing, Shanghai, Tianjin, and Chengdu, it adds to the ability to answer questions and resolve doubts of "newly educated youth" In order to be interactive and interesting, this brand is called Zhihu. In 2018, because of Liu Haoran’s endorsement, more people knew that “if you have any questions, go to Zhihu”! 1. What has Zhihu done to build its own brand? 1. Brand image: Liu Kanshan In recent years, more and more companies have launched anthropomorphic images, animal images, nicknames, etc. Zhihu’s official cute pet "Liu Kanshan" is a typical example, and it has become a big influencer for many "newly educated youth". Love is a representative image for communication between users and brands. Liu Kanshan has his own encyclopedia, has his own friends, and follows dramas. He also interviewed Empress Fucha in "Story of Yanxi Palace", guest-starred in the American drama "Silicon Valley", and participated in the Strawberry Music Festival. Think about it, the coffee cup I use is still Liu Judging from the mountains, this brand image has become increasingly rich. Other brands to reference: Coca-Cola – Polar Bear. 1. Brand slogan: If you have any questions, go to Zhihu! In the process of brand positioning, in addition to thinking about users, channels, and product positioning, it is necessary to find a sentence that people can remember at a glance and generate impulses to act. If it can take into account user characteristics and usage scenarios, it will be an excellent brand slogan (SLOGAN ), for example, Zhihu launched “If you have questions, go to Zhihu” in 2018, which combines user needs and usage scenarios in one sentence. Before we use Zhihu, let's think about why you open Zhihu. It is to find the answer you want, and there are one or more questions in your mind. It is simple and easy to remember, and there are action verbs in the slogan, which has great meaning. A strong driving force for conversion! Other brands for reference: Wanglaoji - If you are afraid of getting angry, drink Wanglaoji! 1. Brand endorsement: Liu Haoran In addition to Liu Kanshan, Zhihu also has Liu Haoran, just like a pair of "Liu brothers"! (Read my article in detail "The Liu brothers "Liu Haoran + Liu Kanshan" who are number one on the Zhihu AppStore social list are very fierce") In 2018, Zhihu has a spokesperson, who has everything from temperament to popularity, from personal character to brand style. Perfect fit. Why do brands choose spokespersons? A spokesperson is also a symbol of the brand, just like a LOGO or a cartoon image. However, the most important thing about using a celebrity as a spokesperson is not only the fit with the identity, but also that most brands hope to convey the brand value to their fans and more people, which will becomes easier and faster. Furthermore, when using spokespersons to advertise, the reach rate, excitement, conversion rate and other factors of communication will be improved. In addition, the celebrity’s “ability to convert fans and bring in sales” is also an important factor. 1. Brand activities: The operation of Ignorance Clinic, Q&A concept convenience store, and Salt Club brands requires many details, such as member management, fan relations, brand activities, charity marketing, etc. Among them, "brand activities" are to enhance brand awareness and activity , an important method of fan stickiness. "I don't know the clinic" The "I don't know the clinic" launched by Zhihu is this kind of activity, but it is different from other traditional activities in the way it is presented. Before the creative activity, there was an adjustment in the thinking of Zhihu brand marketing, with the starting point of "making knowledge popular, making knowledge vivid, and making knowledge cross-border" to change the sense of distance of the original brand. "Don't Know Clinic" is "making knowledge vivid" "An important performance. When talking about the planning and execution process of the "Don't Know Clinic", Zhihu Marketing and Public Relations General Manager Lai Yuan said: "The first time we did the "Don't Know Clinic" in Beijing, we mainly relied on local resources. Our exhibition in Beijing lasted only 5 days. , from the beginning they came because they saw the pre-heating news, and then some people came after seeing the news shared by their friends on social networks, and continued until Tuesday and Wednesday, with many people taking taxis after get off work. After the first station was completed, we paid special attention to every detail. It was not flashy. The Beijing station accumulated a lot of reputation. After that, many shopping malls and commercial properties in Tianjin and Shanghai took the initiative to contact us for cooperation. "This is a brand activity The process of starting from scratch, paying attention to details, and accumulating reputation is also the process of brand growth. Zhihu Marketing and Public Relations General Manager Laiyuan "Q&A Concept Convenience Store" was built in Beijing Youtang Shopping Center in early May 2018. A Q&A concept convenience store "AStoreofQ&A". This concept store, with white, blue and transparent colors as the main colors, not only has a wide range of daily products, but also all products including food and beverages, daily necessities, clothing, etc. have been reshaped by Zhihu, and the packaging has been uniformly replaced with "Zhihu Blue" , and also comes with various "questions" that arouse curiosity. Each product should display a popular Zhihu question and answer.

For example, the umbrella says "How to improve your mood on a rainy day?" on the umbrella. For example, the drink bottle says "Where is the sea so blue and transparent?" You can find out by scanning the QR code next to this sentence. The most popular guide to lighting up your mood. In this convenience store, ordinary products become interesting "daily necessities" that satisfy curiosity. Every customer who walks in may pay attention to an area because of a certain problem, and learn about some unknown things that have never been discovered in the past. "Salt Club" In addition to "Don't Know Clinic" and "Q&A Concept Convenience Store", Zhihu also has an annual event "Salt Club", which is a "high salt value" event with an explosion of knowledge. The 2018 "Salt Club" It is already the fifth edition. Through different brand activities, more and more Zhihu fans are participating, thereby detonating more potential user groups. 1. Brand crossover: "Problematic Hotel" "Crossover" is very effective for brands at all stages. Select non-competing products of the same type or brands with the same users and the same tonality to cross-border, from products, users to activities. Cross-border, for example, Zhihu and Atour Hotel launched "Problem Hotel". This hotel is not a simple "name", but has a "deep-rooted" Zhihu body and Zhihu profile. From the room to the restaurant, from the Zhihu questions and answers on the walls to the laundry room, there are Zhihu content about clothing care and other life experiences. , a hotel space full of knowledge, isn’t it very interesting! Atour Zhihu's "problematic" hotels are filled with many questions and content from Zhihu. Through the decoration of flat materials and the implantation of audio and video content, the theme is closely followed. At the same time, Zhihu can also be purchased in the hotel. Liu Kanshan related peripherals, guests staying in Zhihu movie and travel theme rooms can complete the interaction through a customized "answer card", and can receive souvenirs from Zhihu when leaving the hotel, truly making knowledge not only visible , it must also be heard, touched, and conveyed. Vividly express knowledge in a cross-border way and deliver the core highlights of Zhihu Q&A products in various scenarios. It is not only interesting but also practical, allowing users in each scenario to feel the brand through experience. 2. What are the characteristics of Zhihu brand building? 1. Brand content Zhihu conveys the brand through content when cross-border with different brands, such as "Atour Zhihu Hotel". In the hotel scene, users can immersively experience various application scenarios of the hotel, and each scene has Properly related to Zhihu content, this way of presenting one's own brand through content, different user groups have different feelings. Surprising, interesting, and fun, a brand comes alive in this way. 1. Content branding. The novel, interesting, practical and fun contents in Zhihu brand activities have formed different "activity brands", such as "I don't know the clinic, Q&A convenience store". In the process of brand building, it needs to be continuously strengthened, deepened and Repeatedly disseminating brand memory points, which are the brand's slogan or the brand's theme activities, the formation of "content branding" is more conducive to the rapid development of a brand, and is easy to spread and copy! 3. Why is this kind of brand building effective? 1. Go first. Many people ignore the importance of brand positioning. The birth and application of positioning theory have given different brands vitality and generated different potentials. For example, Wong Lo Kat was only in South China at the beginning, mainly in Guangdong. How to become a best-seller across the country, how to break through users' "common sense understanding" of herbal tea as medicine, cleverly insert the word "fear" to prevent intrusion, and integrate it into consumption scenarios such as hot pot. The phrase "If you are afraid of getting angry, drink Wong Lo Kat" becomes instantly popular! In response to people's needs for knowledge and questions, Zhihu, which takes knowledge questions and answers as its core product, launched "Zhihu if you have questions", which is similar to the former. "Problems" are user needs, and "Shangzhihu" is behavior transformation. The word "Shang" represents the characteristics of online products and also conveys a sense of urgency for action. In the back and forth response, if the user has a problem, "Shangzhihu" is the solution. Zhihu’s product positioning is a Q&A community. Users who “have questions” can “go to Zhihu” to ask questions. Positioning is not just a slogan, it can be subdivided into user positioning, brand positioning, product positioning, etc. In the end, what content do you use for your brand? What products affect consumers, and how do they describe your brand in their minds? Positioning is important. What is your brand like in the minds of users? How do users interpret your brand? If you think about this question clearly, you will understand what I just said about Wong Lo Kat and Zhihu. 1. Scene integration uses different methods to present and implement brand positioning in multiple dimensions. After "If you have a problem, go to Zhihu", Zhihu will explain the "problem" in depth. "Problem Hotel" and "I don't know the clinic" are all discovering and digging into various problems, and telling consumers about them through different forms. What does the brand do? What are its characteristics? 1. Endorsement diffusion There is not much to say about the strategy of endorsement. As mentioned in the previous part, brands that are mainly based on the general population are very suitable for celebrity endorsements that are well-known to the public. And through endorsement, they can differentiate competing products, increase visibility, enhance brand favorability, and socialize. Activity, etc. Taking Zhihu as an example, there may be other ways to communicate with everyone about the brand building process and build an "Internet celebrity brand", but among the core rules, "positioning first, scene integration, and endorsement diffusion" are all very effective methods." "Brand IP and brand scenario-based" are also worth learning from.

When talking about the changes in Zhihu’s brand marketing system, Lai Yuan, general manager of Zhihu Marketing and Public Relations, said: The essence of marketing is to solve the problems that companies are currently facing. For example, the problem that a nascent brand needs to solve is to gain visibility. When it reaches a high-speed market, The problem to be solved in the development period is to achieve the fastest growth in the shortest time. Some brands need to solve the problem of rapid growth but poor brand reputation. They may need to improve brand reputation and use different marketing methods to serve. What problems does the company or brand need to solve at this stage? For Zhihu, from 2016 to 2018, especially after 2017, we entered a period of relatively rapid growth. Although Zhihu has been established for a long time and has gone through a long period of accumulation, we are still a leader in content development. platform, so accumulation is very important. After entering last year, the natural growth of our users has been very fast. This is a huge potential energy. At this time, marketing plays an amplifying role. It is an accelerator, which makes the already rapid growth faster. This year we will use spokespersons, do promotions, and also develop brand-level research. Whether it is "I don't know the clinic" or other offline activities, we will upgrade them. This is in line with the current size of Zhihu. From 0 to 1, a brand is definitely not achieved overnight. From products to marketing to operations, every step needs to be done solidly.

Do you know this kind of brand building method?