qzmjef 发表于 2024-8-6 22:19:26

企业为么必要一套品牌文案策划？怎么样打造这套品牌文案？


    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">一套品牌文案策划，打造行业差异化</p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p26-sign.toutiaoimg.com/pgc-image/22d89956fb274a3b825d0d1b773ca262~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723519545&amp;x-signature=ifHvJPd%2FZnDr8LmXRERvghJeLc0%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">为何</span><span style="color: black;">必须</span>一套品牌文案策划？</h1>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;"><strong style="color: blue;"><span style="color: black;">怎样</span>打造这套品牌文案？</strong></h1>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/50853decd1a445e086926b59c9a8fbd1~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723519545&amp;x-signature=hjJuGtoecDropljBNhamCWjs%2F0Y%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">1、</span><span style="color: black;">为何</span><span style="color: black;">必须</span>一套品牌文案策划？</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在未形成品牌知名、无核心科技、无爆品策划等<span style="color: black;">状况</span>下，<span style="color: black;">经过</span>品牌文案策划来进行品牌营销，是最好、最节约成本、最<span style="color: black;">有效</span>的品牌营销方式，他能让一个客户区别开竞争对手，<span style="color: black;">得到</span><span style="color: black;">更加多</span>的<span style="color: black;">营销</span>机会；让客户产生兴趣，尝试着走进店里；让客户和客户聊天时能把品牌当成谈资，形成转化；能让客户<span style="color: black;">作为</span>回头客，<span style="color: black;">作为</span>忠实的粉丝。</p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/9c48952448c34a85886eaee854d646ea~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723519545&amp;x-signature=DLKmPUyMscU8iaWmErJRIwbW0io%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">2、</span><span style="color: black;">怎样</span>打造这套品牌文案？</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">简单<span style="color: black;">能够</span>从品牌差异性和品牌符号两个层面来思考，<span style="color: black;">重点</span>有以下5个方面。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">（一）品牌定位</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">（二）客户定位</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">（三）场景定位</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">（四）文案策划</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">（五）文案载体</strong></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/ab3fabb8978d4cff9aadbb65c8143654~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723519545&amp;x-signature=8UWPSn%2BCIg%2F9Q3Qh7vSp5Mh9mLI%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">（一）品牌定位</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">品牌定位，<span style="color: black;">能够</span>简单分成3个层面：</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">1.品牌梳理。</strong><span style="color: black;">包含</span>品牌简<span style="color: black;">叫作</span>、中文、西文（<span style="color: black;">不仅</span>只是英文，还<span style="color: black;">能够</span>是韩文、日文等）、标识、logo、<span style="color: black;">制品</span>等。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">2.品牌定位。</strong><span style="color: black;">包含</span>功能定位（<span style="color: black;">咱们</span>是做什么的）、概念定位（中国xxx<span style="color: black;">第1</span>品牌、区域<span style="color: black;">第1</span>xxx品牌、xx行业一站式供应商等，<span style="color: black;">详细</span><span style="color: black;">按照</span><span style="color: black;">机构</span><span style="color: black;">制品</span>进行梳理）、案名定位（品牌名<span style="color: black;">叫作</span>的<span style="color: black;">源自</span>，<span style="color: black;">经过</span>简单的几个字或2句话，就很清晰地表达出品牌的概念）、传播定位（<span style="color: black;">亦</span><span style="color: black;">便是</span>slogan、<span style="color: black;">宣传</span>语）、</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">3.品牌包装。</strong>包装品牌的解释，品牌的文案，品牌的故事，品牌的价值，品牌的主张等，给人像一个品牌的感觉比是一个品牌更重要。</p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/f4b86c650da24d99bd4d661be09d9900~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723519545&amp;x-signature=Y0BOj5gTeZ5W8CSIycgaMWZ1yVs%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"> （二）客户定位</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">晓得</span>了<span style="color: black;">咱们</span>的<span style="color: black;">目的</span>客户是谁，<span style="color: black;">才可</span><span style="color: black;">知道</span>为其<span style="color: black;">供给</span>的价值定位，从而采取相应的策略。<span style="color: black;">晓得</span>了客户是谁，还要<span style="color: black;">晓得</span>客户的性格、消费习惯、心理、思考、<span style="color: black;">行径</span>、购买出发点等等，<span style="color: black;">亦</span><span style="color: black;">便是</span>用户画像。<span style="color: black;">仅有</span>知己知彼，方能百战不殆。</p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/36145320ca3e4c589824f70d7bb03881~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723519545&amp;x-signature=KqwdHqVvHYJb42AzJVhLOvITGaw%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">（三）场景定位</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">咱们</span>和客户接触的核心场景有<span style="color: black;">那些</span>？客户会<span style="color: black;">经过</span>什么<span style="color: black;">途径</span><span style="color: black;">认识</span><span style="color: black;">咱们</span>的<span style="color: black;">制品</span>？客户会在什么<span style="color: black;">状况</span>下对<span style="color: black;">咱们</span>产生兴趣？<span style="color: black;">为何</span>购买<span style="color: black;">咱们</span>的<span style="color: black;">制品</span>？客户<span style="color: black;">怎样</span>传播<span style="color: black;">咱们</span>的<span style="color: black;">制品</span>/品牌？客户什么<span style="color: black;">状况</span>下会想起<span style="color: black;">咱们</span>？客户<span style="color: black;">怎样</span>区分<span style="color: black;">咱们</span>和竞争对手？<span style="color: black;">亦</span><span style="color: black;">便是</span><span style="color: black;">必须</span>把客户和<span style="color: black;">咱们</span>或品牌或<span style="color: black;">制品</span>产生交集的场景进行一次梳理。<span style="color: black;">包含</span>初步沟通、深入洽谈、合作、服务、流程、售后等<span style="color: black;">全部</span>过程进行一次彻底的梳理。</p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/21a88c2c343c4227ac4fe4b33bc3860a~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723519545&amp;x-signature=7mvWaShMLhXD5fASWvPEgt3qeV8%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">（四）文案策划</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">针对每种场景，策划一句或一段文案，客户看了有感觉，能产生共鸣，给客户一个装逼的理由。<span style="color: black;">例如</span>：1.客户<span style="color: black;">第1</span>次看到logo，<span style="color: black;">期盼</span>logo<span style="color: black;">表示</span>什么内容；2.客户<span style="color: black;">第1</span>次进店，<span style="color: black;">期盼</span>进店看到的<span style="color: black;">第1</span>句文案是什么；3.客户在<span style="color: black;">选取</span>商品时，<span style="color: black;">期盼</span>客户看到的商品文案是什么，<span style="color: black;">不仅</span>只是简单的<span style="color: black;">制品</span>参数；4.店里吊旗上的内容放什么，地贴上的内容放什么等等，都<span style="color: black;">必须</span>经过精心的文案策划。</p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/5ee2c9c0086a4b588c53d1129c57190e~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723519545&amp;x-signature=f6G6MXZAzmEUrmNgb2lJ4o3zjJY%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">（五）文案载体</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">便是</span>把精心策划的文案<span style="color: black;">经过</span>什么载体来传达，<span style="color: black;">例如</span>书签、水牌、传单、地贴、吊旗、水杯、抽纸盒等，<span style="color: black;">亦</span><span style="color: black;">便是</span>品牌的VI载体。</p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/dfic-imagehandler/54dfddad-a3c1-4902-a227-93f6df7ba738~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723519545&amp;x-signature=0bQMd1hXEIyzGR1u6dfzE7NPeKQ%3D" style="width: 50%; margin-bottom: 20px;"></div>




4lqedz 发表于 2024-10-18 17:11:10

顶楼主，说得太好了！

7wu1wm0 发表于 2024-10-25 04:18:00

请问、你好、求解、谁知道等。
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