Thanks! I am Nakae, a brand creator.
There are many people who say "What is branding?" And "How should I do branding?"
Especially in the current times, we can not think of business without ignoring the element of branding.
That's because now it is an age of over-choice that products and services with the same price, quality, functionality, etc. are everywhere, regardless of the industry.
For example, even if you select one hairdresser, you can connect to the Internet and you will find countless options.
And if you can not choose your own shop from the innumerable options, business can not be realized.
Branding is the ultimate method to get you to choose from the innumerable options.
If branding is done, customers will be able to choose because it is this company, because it is you.
Rather than price, features, quality, design, or concept, it is the strongest in the business that is chosen for this reason.
The reason for saying "Because this company" or "Because you" is not effective.
If you can brand,
It will not get caught in the price competition
I will not be troubled with attracting customers
Keep repeating
Business is stable and prosperous for a long time
Products and services will be sold at higher prices than market prices
Can be realized.
This time, I would like to thoroughly explain such branding, along with techniques and best practices, in just 7 minutes!
So let's get started!
Contents [hide]
1. With branding
1-1. Meaning of branding
1-2. A big misunderstanding about branding
2. Three values required for branding
2-2. What is functional value
2-3. With emotional value
2-4. What is self-expression value
3. Branding Success Stories
3-1. Sugiyama Fruit
4. Branding method
4-1. Start from the pursuit of work
Branding Summary
1. With branding
Well, first, I would like to explain "What is branding?"
1-1. Meaning of branding
Branding is literally the "method of becoming a brand".
So, if you want to understand branding, you first need to know what a brand is.
When I hear the word "brand" I remember the friends of the girl who likes "chanel".
Speaking of CHANEL, it is a brand that may have a feeling like, "Why is such a bag costing hundreds of thousands of dollars? How much is it cost?"
Chanel's bag
One time, at one of the stores in Chanel in Paris, he used to buy a bag he had been aiming for a long time.
But when I was heading to the Chanel shop I was looking for, I happened to find a shop selling bags similar to the Chanel bag I was thinking of buying.
She was interested, I went into the shop, I checked the design and content, but it is almost the same as the bag I wanted.
She wondered, when I asked the clerk, the shop's craftsman there was originally a designer from Chanel, and it seems that she was independent and opened this shop.
Well, the design is similar too.
And surprisingly, the price was a tenth of Chanel.
I was originally planning to buy a 300,000 yen bag for Chanel, but the bag sold at this shop was 30,000 yen.
In the sense of ordinary people, I think, "This is a buy!"
Because most of the design and contents are almost the same, and the price is so cheap.
But she did not get lost and bought a bag of 300,000 yen.
At that time, when I wondered, I asked, "Why didn't you buy it?"
"Because I am not Chanel"
What does this mean? In the bag , Chanel is the ultimate value for her .
So, no matter how similar the design is, the price is cheap, the function is perfect, but it doesn't matter.
"I don't like Chanel, I don't like it." Such a state is a brand.
No matter what the design is, what the function is, what the price is, but I will choose.
In other words, a brand is "a state of ultimate value for that person."
"Because this company," "It is you," it means that you are given a choice.
If you can create such a situation in your own business, do not you think it will be the strongest weapon?
Because they choose how high the price is, they will buy it regardless of what product is offered, and it will automatically choose it even if it does not convey much of the goodness of the product.
If you can create this kind of situation, there is no need to become a customer.
For that customer, "I can not find anything other than Chanel," so he will buy it without saying anything, and will always repeat it.
1-2. A big misunderstanding about branding
Frequently spoken in business books and seminars
The word "Branding" began with the branding to identify the cows
There is a big misunderstanding that the explanation of the origin of branding that is produced.
If you consider branding based on this word source, you may be able to define it as "a method that makes a difference with others."
And this kind of easy branding method is rampant.
Let's get your design cool
Let's take a picture with a famous person and give it to Facebook
Let's improve function and quality
Set your target and increase exposure with your ad
Let's raise the price
Ask the voice of the recommendation to the person of authority
Fake branding
But with this, I can not create a brand for a lifetime.
For example, even if you choose "design" for good, it is only for you to choose "design".
If you find something more design than your own, then the customers will flow.
In other words, even if you do such a work, you will not be chosen because it is "this company" or "because you".
Making a difference in design, enhancing quality and function to make a difference, and being selected is only " differentiation. "
Of course, differentiation is important because if you can't differentiate something in this era of excess choice, you will not be chosen, so it's important to differentiate, but above that is branding.
In other words, branding is not chosen by design, price or function alone, but by “this company”, “you”.
2. Three values required for branding
Branding is, in other words, "a way to reach the ultimate in value."
So, in order to do branding first, we need to understand what "value" is.
There are three types of value:
Functional value
Emotional value
Self-expression value
It is what is necessary for branding to improve each of these three values.
Then, first we will explain each value.
2-2. What is functional value
First of all, I would like to talk from functional value.
Functional value is simply the basic value that the product gives.
In terms of images, it is about features and quality.
For example, what is the functional value of a smartphone is "I can call," "I can email," "I can take photos," and "I can see the Internet."
If it's a vacuum cleaner, it's "sucking," and if it's a bakery, it's "the taste of bread."
By raising this, people can choose.
Naturally, there are two high-end Italian restaurants, one with a Michelin-rated rating and the other with an easy-to-select choice.
Simply put, that's the principle.
However, there is an aspect that it is very difficult to differentiate only by functional value.
Because this functional value is naturally something that many peers try to improve.
If it's a cook, it's normal to stick to taste and ingredients, and if it's a designer, it's natural for professionals to enhance their design skills.
You can see that by looking at home appliances. Do you think about the washing machine?
If you bought almost anything in the present age, there is no big difference in what you can do.
I can wash my clothes properly, dehydrate and dry.
Functional differences may have some details, but from the perspective of amateur customers, the differences are mostly unknown.
As the industry advances and matures, the functional value will increase everywhere, so basically there will be no major difference, so it can not be selected by itself.
And, even if you can create unprecedented functional value, the information is readily available, so it's easily imitated.
For example, suppose that a smartphone that "does not need to be charged at all" is released.
This is a highly innovative smartphone, and anyone who uses it will dream of it once.
Probably, if it is sold, it will sell explosively. Because, such a smartphone has not come out yet.
In terms of functional value, it is the best.
However, probably, if employees of other manufacturers buy it and break it down, they know what is going to happen, so similar things will be developed soon.
Then, Uri who "does not need to be charged at all" will not be accepted, and will be involved in the competition again.
That is why it is difficult to brand with just this functional value.
However, I do not want to misunderstand that functional value is the minimum necessary to be chosen.
Even if it is a smartphone, you can't call, you can't mail, if you can't use the Internet, nobody buys it, so it's only natural to have functional value.
2-3. With emotional value
Therefore, it is part of emotional value that becomes important to be selected by customers.
Emotional value is, in a word, empathy .
What constitutes emotional value is
concept
story
character
design
The four elements of
Usually, products and services that are hit in the world are largely due to this emotional value.
2-3-1. What is the concept
First of all, about the concept.
The concept is, in a word, "What is it?"
This concept is exceptionally good, and there is a service that has been a hit, especially with young women.
That is a service called the Shooting Women's Association.
This is to choose your favorite dress from 100 or more dresses, receive makeup and hair set by professional hair makeup, take a picture in the dressed up state, and finally take a girls' party around the sweets It is a service that
Shooting Women's AssociationImage source: http://satsueijoshikai.com/
The shooting women's association was started by Asako Nakamura, a 23-year-old female college student at that time.
At that time, Mr. Nakamura was excited by glutton and walrus talks, and she seemed to get bored with the girls' association, which only had to eat and talk, when the girl's skin was wrinkled.
The service of the shooting women's association started with "Let's make it by yourself if there is no desired women's association".
The concept is "The heroine experience for you".
Such services did not exist before this shooting women's association appeared in the world.
However, I think many young women were getting bored with existing women's meetings as well as Mr. Nakamura.
That is why when this service came out to the world, it was chosen and supported by many women.
To put it simply, it is a concept.
Of course, I think that some women agree with this view of the world, and others are not.
But that's fine. Empathy is at the core of empathy.
It is because, by presenting such a view of the world, it is possible to attract people who resonate with it.
If you don't present a world view, no one will resonate, which is one reason to choose one.
2-3-2. With the story
Then, about the next story.
There is a wedding hall called “Aniverser” that used the story well and succeeded in attracting customers.
Aniversel has released a video called "The Amazing Anniversary Proposal-An Amazing Anniversary".
This video is a documentary video of the bride and groom who made a surprise proposal at the Aniverseel.
This video has been echoed on the Internet and has been played over 2 million times.
In fact, it was effective to watch this video and to say that 83% of the visitors came to Aniverser.
This is, so to speak, I told you the story between Aniversel and the customer.
Seeing this video, those who visited the museum should have thought, "If we also got a wedding here, we can have a wonderful wedding."
The fact that you just want to see this video is an emotional value based on empathy.
2-3-3. What is a character?
Well then, about the character.
This is the part "What kind of person?"
The first thing I can think of in a character is Shinichiro Kawazaki of Marukawa Miso.
For now, please try to play again. Lol
Mr. Kawazaki has been sending out the "Miso Channel" on Youtube, which is related to his company's miso.
I think that you can understand if you play the video, but you can see that this person really has a love for miso. Lol
When I first saw this video, I thought, "If you want to buy miso, I want to buy from this person."
In the world, there may be other companies with higher quality miso, but I would like to buy from this person, even more than that.
Moreover, because characters are a part that others can not imitate, if you can make good use of this, it will be a very big reason to be chosen.
2-3-4. With design
I think it's very easy to understand that design is emotional value.
For example, I think that there is a product that Apple has released, but many people choose this for design reasons.
Apple products
Even if you take one iPhone, what you can do is not much different from other smartphones.
May I call you
I can email
You can use the app
I can take a picture
I can listen to music
But the iPhone is overwhelmingly chosen among such smartphones.
There is even data that "we have more than 75% profit in the global smartphone market".
This is very big by design.
Design is an emotional value because it conveys the world's view visually in an instant and calls for empathy.
2-4. What is self-expression value
In branding, it is a key premise that you need functional and emotional values.
However, just increasing these two values is a differentiation, but it does not reach branding.
As I said earlier, even if you hit temporarily, if you come out with something with a better concept, something with more functionality, something with higher quality, or something with a better design. Because it flows.
In order to become a brand, it is necessary to go one step further and enhance the "self-expression value".
What is "self-expression value" is "the way it is".
If this “style” is extreme, you can build a real brand.
For example, there is a company called "Ina Food Industry".
Ina Food Industry is a company that produces agar, and is a company that has risen to the top of the world as an agar maker with an 80% domestic share and a 15% global share.
Ina foodImage source: http://news.livedoor.com/
In terms of markets, the agar market is a declination industry (slumping right) that tends to shrink completely.
Nevertheless, Ina Food Industry is a miracle-like company that has continued to increase sales and profits for 48 years since its establishment, and has continued to raise employee salaries and bonuses.
It is about that Toyota Akio Toyota President will meet with Mr. Hiroshi Tsukakoshi for the fineness of its management.
Why did you so successfully prosper?
That is the way of management that Ina Food Industry has been doing since its inception.
The business philosophy of Ina Food Industry
Branding is directly related to increasing corporate value. Corporate value here means something that is difficult to represent with figures and money and can not be imitated by other companies.
For example, when the information that a new Toyota Prius is released is released, the reservation may be rushed. Consumers take these actions because they have an image of the company in the mind of the consumer.
Marketing automation is a method that automates and streamlines the tasks that marketers used to work by introducing tools. In Japan, “Marquete”, which develops services worldwide, and “b → dash” of Fromm Scratch, Inc. have been introduced to companies.
Content marketing is a marketing method that attracts users who are likely to be customers of their services by providing valuable articles and videos to customers on their service sites.
Influencer marketing is a method to have influential individuals in SNS publicize their products. In general, there are many cases where you provide your own products and have them post product photos via SNS. In addition, in the case of an event etc., there is also a case to have you post about the situation of the day.
Omni-channel is a retail approach that emphasizes connecting without interruption the channels that customers can buy. Specifically, it means a marketing method that connects TV, radio, catalogs, and DM to Internet shopping without interruption.
The difference between marketing definition and branding. And we have described the marketing methods that are attracting attention.
In modern business, it is difficult to carry out corporate activities without any marketing. In order to achieve the goals of the company, let's firmly engage in daily marketing activities.