From the technical level, everyone understands the necessity of brand creation. We also need to look at the relationship between brands and consumers from a higher perspective, that is, the level of Tao.
Let’s think about it, what is a brand? Some sellers believe that a brand is a symbol of a company; some sellers believe that a brand is a logo of a product. Whether it is a symbol or a logo, they are all appearances we see. Brands are complex and special. It is a bit like a promise we make to consumers, such as excellent service and high-quality products.
In addition to this functional expression, the brand is more like a bridge through which sellers and consumers communicate; it is also more like a journey. The perception and experience of consumers every time they come into contact with the brand makes them have a further recognition and understanding of the brand, and also enables sellers to continuously close the emotional relationship with consumers and jointly build a people-oriented value ecology.
In short, we give products a brand image and provide value to consumers, which is actually to establish a medium for communication with consumers. As human beings, communication must be emotional, for example, the joy of buyers when they buy brand products; the sense of accomplishment of sellers when they are recognized by buyers, all of which are contained in shopping behaviors and product reviews.
With such positive feedback cycles, the brand’s value and consumers’ ideas gradually converge, then the brand’s influence gradually settles down, consumers become loyal fans of the brand, and experience the journey of growth together with the brand, so compared with money, this is the biggest asset of brand sellers.