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Today, making a brand is a systematic work, no matter what product is based, what kind of strategy, and what positioning, ultimately to be implemented as a specific marketing creative and implementation, and then produce value. If the people who understand the strategy do not think creatively, their strategy is often nine days high, and it is difficult to fall to the ground; and if the creative people do not understand the strategy, their "creativity" is often "beautiful and empty", and lack of market power. Sometimes we talk about brand marketing at a meeting, saying "the big direction is fixed", in fact, we often have nothing to do, because there is no good idea, and a concrete idea of landing, "the big direction" is nothing. Planning and design is a complete system, and we must not make our own decisions.

Brand planning, more often is "brand positioning", or further simple to understand the "create a reason for the product to buy", the "purchase reason" in the form of words (Language / text) and visual form (flat / Multimedia) expression, spread out. "Word form" includes brand name, brand slogan, advertisement copywriting, brand story and so on. "Visual form" also includes brand logo, VIS, product packaging, posters materials, store SI, multimedia advertising and so on.

So many brand planning and design work naturally needs to be guided by the "unified idea" to form a consistent aggregate force. This "unified idea" is what we call "brand positioning" or the reason for buying.

Planning and design as a matter to do, some approximate traditional Chinese medicine "dialectical treatment" methodology, more systematic, comprehensive and profound. However, in the specific brand planning and creativity, some customers will fall into the dilemma of "headache doctor, foot pain medical foot". In various branch work items, it is evaluated by different standards, and even unrelated personnel participate in the discussion of brand construction, resulting in the low efficiency, unresolved, subject deviation, and final result of the brand decision. The results of the work are often not satisfactory, and there is a big gap between them.

And many excellent and successful brands, in their initial period, often push the planning and design as a whole work and make amazing results. We will give an example to illustrate the promotion of drinking water brand under the farmer's spring cultivation hall, analyze the market environment at that time, and find that "pure water" occupies most of the market share. The brand name of "natural water" (high quality surface water) is first planned, then the brand name is "farmer mountain spring", and then the brand slogan "we do not produce water, only do the porters of nature" "the farmer mountain spring is a bit sweet" "the source of the thousand Island Lake water source base".

Under the guidance of a series of "words and phrases" (naming / slogan), the picture of "green mountains and green water Qiandao Lake" is designed for logo, unique bottle type, color design and packaging design. In brand communication, it still revolves around "natural water", sets off public relations war with pure water, and shapes the brand story of "farmer mountain spring looking for water people" by TV advertising. From this case, we can see that in the process of establishing the brand of the farmer's mountain spring, the plan, design and creative execution are always promoted as a whole, and the form can be changeable, but the change is not separated from it. With the continuous force of brand building, we have seen the great success of the farmer's mountain spring - breaking the pattern of the drinking water market, rapidly occupying most of the market share, and creating a remarkable achievement.

First, from the height of "top layer design", we discern the safety problem of Chinese children's drug use, establish its mission of "protecting the safety of Chinese children's drug use and protecting the healthy growth of Chinese children", and then plan the enterprise development roadmap - non prescription drugs, prescription drugs, health and health food, children's personal care and so on. Then we plan to develop the roadmap, develop the brand first, build the sunflower brand, the small sunflower image, the little sunflower mother class, and then extend to the packaging design (the packaging design with the small sunflower image as the main body) and the advertising creativity (the little sunflower mother class opens).

Under the guidance of a series of "words and phrases" (naming / slogan), the picture of "green mountains and green water Qiandao Lake" is designed for logo, unique bottle type, color design and packaging design. In brand communication, it still revolves around "natural water", sets off public relations war with pure water, and shapes the brand story of "farmer mountain spring looking for water people" by TV advertising. From this case, we can see that in the process of establishing the brand of the farmer's mountain spring, the plan, design and creative execution are always promoted as a whole, and the form can be changeable, but the change is not separated from it. With the continuous force of brand building, we have seen the great success of the farmer's mountain spring - breaking the pattern of the drinking water market, rapidly occupying most of the market share, and creating a remarkable achievement.