Brand management is a whole system, and brands need external management and maintenance, as well as internal care and communication. A good brand management should follow the following rules.

Rule 1: You can have your cake and eat it.

Good brand management should be both internal and external, and having both fish and bear's paw is the most basic principle of its management. Brand management of enterprises is not only concerned with external brand management. Brand image is of course important to the outside of the enterprise, which can enhance the public's goodwill towards the enterprise; Can improve the sales force of enterprise products; You can find more partners; It can give consumers a sense of trust and so on. If the main purpose of foreign brand management is to enhance brand awareness, reputation, influence, product sales and so on. For enterprises, brand management is to form a good corporate culture and greatly increase employees' goodwill and sense of responsibility for enterprises. Perfect internal brand management can condense the centripetal force and sense of belonging of internal employees, and at the same time can greatly stimulate and adjust the enthusiasm and attitude of employees. It's like a big family. As the head of the family, we should handle all kinds of secular affairs and interpersonal communication well, and at the same time maintain the unity and harmony of family members.

As a well-known cosmetics brand in France, L 'Oré al has conquered not only westerners but also orientals. This is mainly due to L 'Oreal's deep understanding of brand management. All along, L 'Oré al's brand management with both internal and external considerations has been praised by the outside world. L 'Oré al believes that brand value creation is based on consumer value. It is from this perspective that L 'Oré al not only maintains good communication with external customers, but also establishes a good brand image among external customers.

A typical example is L 'Oreal's hair dyeing products. When they first entered China, it was difficult for customers to accept the concept of dyeing their hair. Many people think that dyeing hair is wrong. Seriously? The performance of. In order to eliminate the psychological influence of consumers, L 'Oré al took the initiative to help China consumers understand hair dyeing products, and invited Gong Li to be an advertising model. As an internationally renowned China movie star, Gong Li has a standard oriental hairstyle and a noble, elegant and beautiful figure. L 'Oré al invited her as the brand spokesperson to inform consumers that dyeing hair is also suitable for China people. In order to better communicate with consumers in China, so as to create and guide demand.

In the African market, in order to quickly improve the brand awareness of L 'Oreal in Africa, L 'Oreal introduced L 'Oreal hair care products to local hairdressers and taught them how to use them. Through consumer education, let them accept L 'Oré al voluntarily, and let L 'Oré al quickly establish its brand influence in the local area.

In terms of internal brand management, L 'Oré al believes that the satisfaction of internal employees is the first step to achieve customer satisfaction, because the participation and enthusiasm of employees in business greatly affect the satisfaction of external customers. Improving employee satisfaction must not rely solely on money. Perfect training, open communication environment and flexible organizational mechanism are also essential.

L 'Oré al attaches great importance to staff training. L 'Oré al has set up an Asian Training Center in Singapore, where employees from branches in Asia, Australia and other regions can exchange and study. Some outstanding employees will also have the opportunity to come to the Paris headquarters for training, study in different departments of the company and experience L 'Oré al's marketing strategy on the spot. The purpose of training is to make employees integrate into the whole company's operating system as soon as possible and deeply like L 'Oreal. In order to fully stimulate the enthusiasm of employees, L 'Oré al also encourages every employee to participate in decision-making and provides them with opportunities to express their career development needs. It can be said that it is this open and flexible management mechanism that makes L 'Oré al's employee satisfaction constantly improve, and the result of this effect is that customers have a higher level of understanding and goodwill towards L 'Oré al through L 'Oré al's employees.

Rule 2: Turn every employee into the manager of corporate brand.

Many people have been to Haidilao Hot Pot, which impressed them deeply. Some customers are absolute loyal fans here. They not only come here to spend money themselves, but also often introduce many friends here. Why are customers willing to spend money here? Besides the unique taste of Haidilao hot pot, the warm and thoughtful service and good mental outlook of its employees have also become a major factor to attract customers? Magic weapon? .

If star-rated restaurants such as South Beauty provide modern dining environment and fashionable dishes with various styles, then Haidilao provides customers with almost favored service. For example, sometimes customers will rush to get bags for others as soon as they enter the waiter; When guests celebrate their birthdays, the waiter will sing for them sincerely? Happy birthday? ; In the waiting area at the door, there are four or five waiters who provide shoeshine and manicure services for the guests waiting in line. How to provide perfect service? What are the real feelings of many customers after they come? God? . So it is not difficult to understand why Haidilao Hotpot has a large number of loyal customers. In order to enjoy this service, many guests are willing to pay a little more than other hot pot restaurants. In this way, this chain hotpot restaurant is famous for its unremitting service to all its guests. Therefore, it can be said that employees have become the business cards of Haidilao.

It is understood that the treatment given to employees by Haidilao is not particularly high. But it is puzzling why Haidilao employees are very willing to work here in the catering industry where employees flow frequently. The annual turnover rate of Haidilao employees is about 10%, which is far lower than the average turnover rate of 28.6% in China catering industry. Why is there such a low employee turnover rate is mainly due to the effective management of employees by enterprises. In Haidilao's view, every employee is the brand of the enterprise and the manager of the brand. In order to retain employees and let them provide quality services to guests sincerely, we must treat them sincerely and treat them as partners, not ordinary employees. Therefore, an ordinary waiter in Haidilao not only has the right to send a dish or fruit bowl to his old customers for free, but also can give discounts to dissatisfied customers or even free discounts, which fully reflects Haidilao's trust and respect for employees. At the same time, Haidilao is also very concerned about other aspects of all employees. For example, the company invited some of the best teachers in Sichuan to invest tens of millions to set up a general school in Jianyang, Sichuan, so that the children of Haidilao employees can go to school for free; Managers and above, the company can help bring children to school in Beijing; All employees rent two or three bedrooms in a regular air-conditioned residential area, which can't be a basement, and can't walk more than 20 minutes from the store; Both husband and wife are fishing in Haidilao and will be left in separate rooms; In order to improve the quality of employees' accommodation, the company also assigned an aunt to be responsible for the cleaning of employees' dormitories. This series of measures has fundamentally changed the role of employees as brand executors, making them become brand managers and truly maintaining and managing the brand image with their own actions.

Rule 3: Make brand influence everywhere.

The key difference between internal management and external management of enterprise brand is that external management only allows customers to recognize and accept the selling point of the brand, while internal management not only lets employees know the uniqueness of their products and brands, but also needs employees to know the culture, connotation and personality of the brand, thus forming deep communication between enterprises and employees, and making the values of enterprise brand highly consistent with those of employees. Generally speaking, internal communication is one of the effective ways to realize the communication between corporate brands and employees.

Corporate newspapers, magazines, internal references of middle and high-level enterprises, corporate websites, corporate billboards, corporate banners, etc. are all important positions for brand communication within enterprises. Enterprise brand managers should systematically plan the content of brand communication according to the actual situation of these media, brand positioning and strategic needs, and enhance the influence of brands on internal employees as a whole.

With the help of internal active communication

Enterprises generally hold various meetings and activities, such as company anniversary celebration, New Year's Day welcome party, Mid-Autumn Festival party, company sports meeting, new employee induction ceremony, company annual marketing meeting, company year-end summary meeting, department regular meeting, etc. These are good opportunities for enterprises to spread their brands internally. Brand managers of enterprises must make systematic planning according to brand positioning and strategic needs in order to successfully spread their own brands within the company.

Spread through internal places

Enterprise workshops, enterprise exhibition halls, stairs, elevators, office corridors, canteens, toilets, guard rooms, conference rooms, reception rooms, offices and other fixed places of enterprises are also important positions for brand communication within enterprises, which cannot be ignored. In the process of communication, we should follow the brand strategy, carry out systematic planning, pay attention to displaying the brand, achieve subtle effects and effectively enhance the brand. Among them, toilets, workshops and other places are easily overlooked by enterprises and need to be highly valued by enterprises, because in a sense, the image of a company's toilets determines customers' first impression of the company.

Strengthen communication at the employee level.

Clothes, manners, etc. Are the employees of the enterprise scattered within the brand? Live advertising? It must be strictly regulated and managed according to the brand strategy. It is worth noting that we can't just focus on leaders, managers, marketers, front desk clerks and other common things? Live advertising? We should attach great importance to things that are often overlooked, such as company security and cleaners? Live advertising? . Although these grass-roots employees do not communicate directly with customers, their personal brand image will often greatly affect people's comprehensive judgment on corporate brand image. Therefore, it is very necessary to strengthen communication at the employee level.

;