Is it useful for labor insurance industry companies to do branding?

The mask with the same function is quite similar in material quality and craftsmanship, and the price is more than doubled. What is the reason? Of course, in addition to the brand, we can also say many high-sounding reasons, but the important role of brand value added, has been recognized by more and more laborers.

Enterprise development, branding is not the goal, the use of the brand to achieve corporate profit growth is the purpose, but how to do the brand, where is the follow-up direction? It is a question that lingers in the hearts of many laborers.

For the brand, the entire management team of the company is actually standing in different perspectives. Different professions and departments will have different doubts:

CEO (industry thinking): We are doing channel business, do branding help?

R & D (product thinking): My product technology is the world's most advanced, there are good products, will naturally have a brand, right? My product technology is not the best, so I do a good job before the brand is appropriate?

Finance (cost thinking): Do you have a long time to be a brand? Can I see revenue soon? Do you spend a lot of money on your brand?

Marketing (channel thinking): When I build a channel, can I become a brand? How do you want a brand to land?

Management (business thinking): The internal management of the company is good, and the brand will have a better foundation. Is it more appropriate to be a brand at that time?

The Internet era is an era of information explosion. More and more products are being introduced, and new products are being introduced at a faster pace. With more and more goods, choices are becoming more and more difficult. In the Internet era, e-commerce sales are actually a borderless shelf. More and more subdivided into the long tail market, leading to the rise of many niche brands, but our customers and consumers are not computers, he can only remember 3, up to 7 brands.

This is the importance of branding! No matter what kind of thinking you are, losing the customer's heart certainly won't win the market.

Just as the current market is very interesting, the phenomenon of “two horse races”: Master Kong and unity in tea drinks, Pepsi and Coca-Cola in carbonated drinks, Moutai and Wuliangye in high-end liquor, Yili and Mengniu in dairy...

Is the labor insurance products industry such a rule?

Globalization has led to more and more convergence of technical specifications and standards. For example, in areas such as gloves and masks, there are international standards and norms. The convergence of such standards leads to higher and higher similarity of products and services in the field of labor insurance products. What is the positive meaning of branding for companies?

For customers: building a brand can simplify the decision process

If you can be the first to establish a brand in your industry, the significance for the customer is to reduce the complexity of procurement and simplify the decision-making process. Choosing a famous brand often thinks that they have chosen “safety” and no one will be fired for purchasing masks from the United States and the United States!

For yourself: brand premiums can jump out of price difficulties

Although labor insurance products are not bulk purchases, they are often used for bidding. A lot of choices when it's helpless is more than price. If you are a strong brand, then you will have a premium and you will get rid of the price war.

Is there a good product to have a brand? The answer is unquestionable.

The product is what the factory produces; the brand is what the customer buys.

Products are rational, provide a range of benefits, and are easily homogenized and plagiarized. Brands are intangible and emotional perceptions. It is a long-term, consistent value commitment to customers. It is unique.

There must be a product in each brand, but not all products can be branded. If you don't have a good product, the stronger your brand image becomes, the more you die. It does not mean that you can establish a brand by advertising. Brands involve value commitments. Why should I buy your stuff? You give me a clear commitment to value. How do you differ from your peers? You have to make it very clear, then you focus on your value promise, focus on the value promise throughout the entire business operation, and deliver this value to your customers. Then the customer will buy you.

As a labor protection product industry that protects the health, safety, and safety of workers, there are two directions for value commitment: either humane care or social responsibility. The era of selling products has passed. This is an era that emphasizes brand experience. The customer not only hopes that the product can provide practical functions, but also expects the product to bring more positive and positive meanings, so that the purchase behavior exceeds the commercial behavior and enters the emotional level. This will also be a time when a dominant brand is attacking the city, and when you are still competing for the best price in the east, your peer's brand has already taken the lead! (China Labor Safety Net Editor Yi Bing)

Original statement: This article is an original article edited by China Labor Insurance Network. This site enjoys exclusive copyright. If you want to reproduce it, please indicate the source site and the author.