Community name
Community name is the most important symbol, the first label and first impression of all brands, so it should be paid special attention to. There are three ways to name a community. The first method is to extend from the existing core source, which is closely related to the core source, and no particularly specific information can be seen from the name. For example, extending from the soul figure, Luo Pang’s “Luo Youhui” and the universal big bear’s “Big Bear Club”; another example is extending from the core product, “Mi Fan Group” and “Meiyoujia”. The second method is to start with the target users. If you want to attract a certain user group, you can vertically take a name related to this group. Generally, you can tell what it does from the name: such as behavior, “Disassembly Book Gang”; such as hobbies, “Love Running Group”; such as content, “Dry Goods Gang”; such as concepts, “Early” and “BetterMe Base Camp”. The third method is a combination of the above two, such as “Wu Xiaobo Book Club” and “Autumn Leaf PPT”.
A good name should be easy to remember and spread, so that the target user group can find you quickly. Avoid using broad, unfamiliar and uncommon words.
2. Community slogan
As the concentrated essence, slogans have always been the top priority from products, enterprises to brands. Although there are thousands of slogans, they can be summarized into the following three categories.
(1) Functional community slogans: Explain your various characteristics or practices, and use the most specific and straightforward information to let everyone know what you do at first glance. For example, the slogan of the “Cat’s Fierce World” community is “Read good books, meet great people, take action, and focus on one thing.”
(2) Benefit-oriented community slogans: Explain the direct benefits that certain functions or characteristics can bring to you, and the contribution they can make to helping you achieve a certain goal, such as the “Autumn Leaf PPT” community’s “3 minutes a day, a little progress.”
(3) Three-view community slogans: Explain the attitude, feelings, emotions, or world view, values, and outlook on life behind the pursuit of certain interests, such as the “Soon” community’s “Women’s Own Way of Living.”
We can see that when a new product is launched, the slogan usually focuses on functions and benefits, in order to reduce the cognitive barriers of users as much as possible and quickly occupy the market. Once it matures and becomes a well-known brand, the three perspectives of its slogan are reflected. Taking the “BetterMe Base Camp” community as an example, we can know the three levels of the community. For any product, there may be competition in functions and benefits in the early stage, but the competition will be more about three perspectives, especially values, and the same is true for the community.