All language subtitles for Coloso 50 lectures 4

Let's take a look at the changes in special Sagang branding, rim branding.

Syr is rapidly changing from traditional offline brands to online brands.

No, it's true that it has already changed, right?

In line with this trend of the times, branding is also from the traditional branding method.

It is changing to a rim branding method.

There may be many reasons, but for many online brands,

Due to small capital, low manpower, and rapid competition from similar services,

It is bound to take a lot of time and resources as before.

This is because it is impossible to stick to the orthodox method.

This is also because it has a direct impact on survival in order to survive the competition.

However, it is necessary to abandon the traditional branding method

You have to do rim branding, no.

As I mentioned at the beginning, in order for a brand to survive for a long time,

It is a form of symbolic consumption by customers and users.

Because you should not lose sight of giving your brand image and symbolism.

It is necessary to adjust the speed to suit the situation of online brands.

In the end, in order to be remembered and chosen by customers for a long time,

We must not forget that the design of a brand that is as dense as traditional branding should also be carried out.

Nevertheless, small brands are starting

Let's take a look at the minimum rim branding elements that are necessary for this.

The minimum brand requirements for rim branding are

This is a concept that uses the minimum required product introduced in Eric Reese's Lean Startup.

Rim branding for startups is based on the brand mission and

It consists of four minimum elements.

The four minimum requirements are brand promise, brand story, brand value, and communication, and identity.

Let's look at traditional branding elements.

Brand vision and visual identity, essence, positioning, mission, manifestoster, value, brand architecture, slogan, naming

, promise, and tagging.

The elements of rim branding are brand communication identity, brand promise, brand story, brand

There will be value.

Rim branding elements are also a brand staple that Gen Z violates the most.

Let's take a closer look at the four elements.

Brand promise is not a promise of what products or services a company will provide, but a product service that allows users to use it through product services.

You need to explain what you can do.

I would like a short slogan or tagline form.

Here, the slogan is a relatively short phrase used for the purpose of inducing or manipulating the servant's actions.

Slogans can be replaced together if the brand strategy or core values change.

Tagline is used interchangeably with almost the same meaning as a slogan, but it is used in conjunction with the logo, which is a visual element.

There will be a surname.

In addition, while slogans have a strong marketing nature, taglines can be said to be messages with representativeness and sustainability in mind.

I will.

Brand stories can be said to be storytelling that competes with stories.

The important takeaway here is that empathy is maximized when the protagonist of the brand story becomes a customer, not a brand.

Brand story is not about the brand's product, but about how it will help customers, solve problems, or achieve satisfaction.

It is a story about.

The brand must exist and be constructed from the perspective of the writer and facilitator, not the protagonist of this story.

Next is brand value. Brand value is the most important of the four minimum branding elements, and I am in line with the mission.

Show the reasons for why you are doing this and how to do it in the minimum unit.

Brand value is tied to everything a company does and should be tangible to customers outside of its internal members.

In summary, this can be said to be the art of a brand's behavior to achieve its mission.

The following is the case of Sweetgreen. Sweetgreen is a salad restaurant that started small in 2007 and now has 50 stores.

All activities are guided by the following five core values:

First, what beliefs do you work with, what you value and what you think leads to successful choices.

If you go into the details of why I'm doing this and what I stand for, it's a win-win for the company, customers, and community.

Create a win-win solution for everyone.

Think from a sustainable perspective. I decide to survive longer than I do. Keep your authenticity. Authentic food and casket

It is made. Add meaningful relationships.

Meaningfully treat all the relationships they encounter every day, from the farmer who supplies the ingredients to the customer.

And finally, it has a good impact. Think wisely, work hard, and work together.

Next is the last communication identity. Brand communication identity is a mission, promise, story, and

Chihua-like

Naming work required for how to call a product or service as a process of visualizing an intangible identity, logo, website

, a visual identity work corresponding to promotional materials.

Traditionally, these are elements that have visual differentiation from other brands, and can be said to be the brand identification elements necessary for online services.

I will.

The elements of lean branding are literally the minimum branding elements, so the process of building according to the situation of each brand

It would be better to proceed with branding in the direction of adding the elements necessary in the traditional way but maintaining the elements of lean branding.