Brand is the result of a company’s long-term efforts and is an intangible asset of the company. Brand building has the characteristics of long-term, systematic and consistent. After cross-border e-commerce companies select their target markets, they must determine the positioning of their products in the target market, and then build their brands through a series of actions. The process of building a brand can be simply summarized into four steps.
(I) Determine brand positioning
Macro or micro market research, on this basis, conduct STP target market positioning, and determine brand positioning in combination with their own situation. This step is a strategic decision, which usually requires companies to have a global business concept and data as support. Readers can understand the basic process.
The key to building a brand lies within the company. Brand internalization involves technology research and development, production technology, product portfolio, management system, communication actions and other aspects. Practicing “internal skills” is the key to a company’s victory, or even defeating the enemy without fighting. From the perspective of cross-border e-commerce, the following aspects need to be paid attention to:
1. Product portfolio and evaluation
Choose a good product portfolio based on brand positioning. The so-called “good products speak for themselves” means delivering brand value at the product level. Product-oriented, providing customers with truly good products is the value of the company’s existence. Good products are presented in the form of evaluation reports, certifications, awards, etc. This professional approach itself is a blessing for the brand.
2. Internal Marketing
Excellent cross-border e-commerce companies usually develop rapidly and have high revenues, so they will cover up internal problems. Encountering or experiencing multiple such companies, when they are in the wind, the business soars; when the crisis comes, the tall building collapses. Therefore, it is crucial to always maintain a sense of crisis, understand that the real crisis comes from within, continuously strengthen internal communication, and build a strong organization that matches business development. Especially for cross-border e-commerce companies, many bosses who come from business backgrounds are not good at internal construction. With business anxiety, they create the so-called “wolf-like” culture, relying on the slogan “struggle”, lacking strategic determination and endurance, and putting the company at extremely high risk. Only through solid organizational construction, sufficient internal marketing, internalization of the brand, and making every employee’s words and deeds have “brand” characteristics can this risk be eliminated.
3. High-quality customer service
Every business owner wants to see positive comments about the brand, and hopes that customers will leave good reviews in the store and be satisfied with the company’s services. The industry will have the so-called “customary” practice of brushing good reviews one by one. Or by setting up special customer service positions, trying to provide professional customer service. High-quality customer service actually comes from a people-oriented team culture. How you treat your employees ultimately determines how your employees treat customers.
In short, brand internalization is the real battlefield for building a brand. If you bloom, butterflies will come. The significance of brand internalization is far greater than the significance of the external brand identification system.