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The first stage of product competition
From the single-store model, we must do a good job in the specialization of a single product and create a popular product belonging to the brand.
The brand should be the first product after consumers think of your brand, so by starting from the five senses of name, color, image, and ritual, we will re-endow your brand with a more perceptible sense of value.
For example, Banu defined bamboo shoots in this way, named them panda bamboo shoots, and also played the slogan that giant pandas love to eat bamboo shoots, which instantly formed a differentiation from the bamboo shoots in the market, and expressed the health and high quality of the product to consumers. Another way to dig into product specialization is to dig deep into big data to find consumer needs.
F&B brand design
The second stage of store competition
When your F&B brand satisfies the business of the floating population in a city, the business turnover category of the fixed population, and can survive the situation!
Then you basically have the basic conditions to open multiple stores. For example, in addition to conventional shopping malls and community stores, KFC has been trying to innovate channels such as high-speed service areas, campuses, hospitals, scenic spots, and gas stations.
F&B brand design
The third stage is brand competition
What is Branding?
The essence of the brand is cognition, the purpose of cognition is to build trust, and the essence of trust is that you can exchange your brand value with consumers, simply put, consumers are willing to spend more money on the brand.
You have to remember that the brand should represent the category, and the brand should be the brand that consumers think of first after thinking of the category, but to distinguish the market, different levels of market categories are cyclical, and they are the initial stages of differentiation, segmentation, explosive products and categories, so you have to be clear about what stage your market is in, which is very important.
F&B brand design
The fourth stage is to organize the competition
People are the key elements of the organization, and the core of the brand is to motivate and replicate people.
First, the internal incentive platform, such as Xibei's partner plan, Haidilao's mentoring system, Jiumaojiu's subdivision has Jiumaojiu, Taier, Lai Meili, Shanwaishan and other sub-categories, and the brand has improved the competitiveness of the overall enterprise in a platform-based collaborative operation.
Second, the expansion of external diversification, such as the Wallace partnership model, turns employees into passers-by, turns the employment relationship into a partnership relationship, and forms a capital pool for many intending investors according to the first-come, first-served batch, focusing on a core and win-win cooperation. Similarly, there is also the custody model, the agency model and the joint operation model represented by Mimura bibimbap.
F&B brand design
Why should a F&B brand have commercial value?
Because business value ensures profitability. Only with sufficient commercial value can it attract customers to continue to consume, bring stable income and profits, and enable enterprises to continue to operate and develop. High business value is conducive to resource integration. Attract more partners, investors, etc., and obtain more resources and opportunities for the brand.
Here is Yimai brand planning and design, to help you position and sort out the brand, so that your brand can easily explode!
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