1. The brand concept has changed
From 2013 to 2015 is the dividend period of the Internet. Under the influence of Jack Ma's "Internet +" concept, many traditional enterprises are transforming to the Internet elite model. After the "Thousand Regiment War" of the Internet in 2018, Internet ye entered the second half. , the products of many companies in the Internet industry have begun to become refined.
What is refinement? In addition to improving product quality, content, and experience, avoiding product homogeneity is a problem that many companies are thinking about. The best way to avoid homogeneity in the designer industry is to build a distinctive corporate brand. , Many enterprises are also aware of this, and naturally the value of the brand has played a role that cannot be ignored for enterprises.
1. Designers need to create different values in the product cycle
Both companies and products have a life cycle, and they will go through "exploration period, growth period, maturity period, and recession period". The product goals that enterprises need to complete in each period are different. For example, during the exploration period, enterprises may not know themselves. The brand positioning of a product requires constant trial and error of the product.
Therefore, designers need to quickly draw pictures to provide a variety of visual solutions for trial and error. In the growing stage, companies need to continuously occupy market share, so products need efficient component libraries and design specifications to quickly complete product iteration requirements and pull new operations. need.
After two cycles, companies will gradually gain a certain understanding of their products and brands. Many companies upgrade their product brands in the two stages of growth and maturity. For example, Alibaba upgraded Taobao's business line to Tmall's brand in the early stage.
In the "mature stage", designers not only need designers to build component library specifications, but also need the component library built by designers to incorporate brand genes that conform to the company's temperament into products, highlighting the brand value of the company's products in the market. Other competing products widen the gap.
2. What is the current brand
The brands of traditional enterprises and the Internet are different now, and the PC era and the mobile era are also different:
Compared with traditional industries, the Internet regards customers as users. Users do not buy our products, but our services. Take many Internet companies in the PC era as an example. For many products, they rely more on technology as the driving force. , is more driven by functions, and now the Internet is more driven by services and content in the mobile era.
So why did it become like this? That's because our product iteration speed has become very, very fast, the service update speed has become very fast, the market has become more intense, and users are more discerning than before.
Many products are very homogenized, and this homogeneity makes it difficult for users to perceive a deep technical experience, so now, in the Internet, companies are more inclined to regard brands as a "trust relationship mechanism".
Why the brand will be upgraded to a "trust relationship telemarketing list mechanism" is because trust is one of the important reasons why users are willing to buy enterprise products and services. The higher the brand's value in the hearts of users, the easier it is for users to pay for services.
Let's take a look at how Internet companies make product profits through brand effects, which can be roughly divided into four stages: value positioning, value creation, value communication, and value realization. for example:
First of all, we need to think about what kind of experience our product brand gives users, and give them a clear positioning;