What Is The "Soul" And "Body" Of A Brand?

What is the soul? What is the body? The soul of man is the mental state of man, and the body of man is the flesh and blood of man.

What is

What is the body of a brand? The soul of a brand is the brand spirit culture emanated from the brand connotation. The body of the brand is the attachment of the brand, and the carrier of the brand, that is, the product.

The success of human beings often lies not in their "body", but in their success.

As a brand, the success of a brand must be complemented by "soul" and "body".

In today's market economy is extremely developed, the cultivation and molding of brand "soul" is more important. For traditional products, the cultivation and molding of brand "soul" is more important, more critical and decisive.

Therefore, this article focuses on the brand's "soul".

Cards can not be without souls.

Most of our brands have no soul or lack of soul.

The soul of a brand can be a brand positioning. It can be the core value of a brand, a brand personality, or a synonym for a category.

But more importantly, brand culture.

Because both brand positioning, brand core value and brand personality must be embodied and expressed through a certain brand cultural connotation, and this kind of brand culture connotation is mainly embodied and expressed through a spirit, so it is also called spiritual culture.

As long as a product forms a category pronoun, it will also form a spiritual symbol, of course, the spiritual symbol that is given to them spontaneously.

One

Only with a certain cultural connotation and a certain spiritual culture can the brand have its "soul".

Therefore, Webb, an anthropologist, understands and interpretations of culture that "man is an animal supported by the web of meaning woven by himself, and culture is the net of this significance."

People are supported by the net of meaning, and are regulated and restrained by the net of meaning.

Meaning means value to people, so people come to the brand to find meaning and value.

And the brand can provide people with meaning and value mainly in the spirit of brand culture to meet people's spiritual life and spiritual needs.

From the perspective of cultural ecology, "culture is a part of the total life network in a certain environment. In the whole life network, the biological layer and the cultural layer interact and interact with each other, and there is a symbiotic relationship between them."

Because we are talking about brand, so we can regard the product as "biological layer" as product, and directly regard "culture layer" as brand culture.

Because the product is the attachment of the brand and the carrier of the brand, the product naturally becomes the carrier of the brand culture and the carrier of the brand culture.

So if the product is "body", then brand culture is "soul".

Since the relationship between product and brand and brand culture is "soul" and "body", the two must have "interaction and interaction, and there is a symbiotic relationship between them."

Only the two symbiotic relationship between brands can complement each other's mutual dependence, interaction, interaction and brand, so the brand is expected to survive, grow and grow.

stay

Under the circumstances, especially in traditional industries, product quality and product function are all equal. In this case, competition is more about brand, and more competition is the embodiment, display, expression and deduction of brand soul.

It has been said that most of our brands have no soul or lack of soul. Their main problems are produced in our brand value proposition and consumer expectations, which are not consistent with the original objects in the minds of the vast number of target consumer groups, or the psychological discomfort of prospective customers and target consumers.

The main reason is that its value proposition is high regulation, two is abstraction more than image, and three is vague expression.

In short, high profile, nothingness, and faraway, from the angle of enterprise and planner, it seems to be a mess of gold and jade.