CHANGE SMEs "เปลี่ยนแล้วรวย" EP.3: สร้างแบรนด์ง่ายๆ สไตล์ลุงสมาน

Summary

In this video, the speaker, the owner of Holy Vision, a renowned spiritual institution, dives into the concept of branding. He explains branding as the personality of a brand, much like how people have distinct characteristics. The speaker outlines the steps of building a brand, including segmentation, targeting, and positioning. He highlights the importance of understanding the target audience and positioning the brand accordingly. The video also touches on brand design, both physical (hardware) and intangible (software), and emphasizes the need for a clear vision and mission to guide the brand's growth and prevent missteps.

Takeaways

• 😀 Branding represents the personality of a brand, much like a person with unique traits that set them apart from others.
• 😀 In branding, the first step is to understand the STP model (Segmentation, Targeting, Positioning) to determine your market approach.
• 😀 Segmentation involves identifying different customer groups that your product or service targets.
• 😀 Targeting is about choosing which specific customer group to focus on for better results. In this case, the brand targeted urban customers.
• 😀 The urban customer segment is perceived as more modern, affluent, and willing to invest in services like spiritual consultations.
• 😀 Positioning refers to shaping the brand to align with the targeted segment, ensuring it matches their lifestyle and expectations.
• 😀 The importance of modernizing your brand, including using technology and offering fast services, is key to attracting the right audience.
• 😀 Branding isn't just about the logo; it encompasses the entire experience people have with the brand, including tangible and intangible elements.
• 😀 A brand's design should reflect both 'hardware' (physical elements) and 'software' (atmosphere, employee attitude, etc.).
• 😀 Vision and mission are crucial in defining where your brand is headed and ensuring its actions align with its core purpose, like promoting mental well-being.

Q & A

What is the meaning of branding in this script?

Branding refers to the personality of a brand. If a brand were a person, how would it act and be perceived? The goal is for people to recognize and feel a certain way when they encounter the brand, based on its distinct identity.

What does the term STP stand for in branding?

STP stands for Segmentation, Targeting, and Positioning. It's a strategic approach to identifying specific market segments, choosing which to target, and positioning the brand to cater to those chosen segments.

How does segmentation work in this context?

Segmentation involves dividing the market into distinct groups based on the characteristics or needs of the consumers. In the case of the spiritual consultant business, the target groups include people with personal struggles, lottery seekers, and urban dwellers.

Why did the speaker choose to target urban dwellers for the spiritual business?

The speaker chose urban dwellers because they have higher purchasing power and are often overlooked by other businesses in the same industry. They may be interested in spiritual services but avoid traditional spiritual businesses due to concerns about being perceived as superstitious.

What is the significance of positioning in branding?

Positioning refers to how a brand presents itself to its target audience. It aligns the brand's values and services with the needs and expectations of the chosen target segment. In this case, the positioning is focused on making the spiritual consultant business modern, trendy, and accessible.

How can a brand’s design impact its perception?

Brand design includes more than just a logo—it encompasses all tangible and intangible aspects that represent the brand. This includes physical elements like buildings and uniforms, as well as the emotional and psychological impact of the brand experience on customers.

What are the two key components of brand design mentioned in the script?

The two key components are hardware (tangible elements like buildings, furniture, and products) and software (intangible elements like atmosphere, employee attitudes, and brand message). Both are essential in shaping the overall brand experience.

Why is having a clear vision and mission important for a brand?

A clear vision and mission help set the direction for the brand’s growth. They define the brand's goals and the principles it stands for. A strong vision and mission also help to avoid diverging into paths that don't align with the brand’s values or purpose.

How does the speaker's spiritual consultant institute differentiate itself from others?

The institute positions itself as a modern, accessible, and trustworthy place for spiritual guidance. By focusing on technology, quality service, and aligning with urban lifestyle, it stands out from more traditional or outdated spiritual practices.

What does the speaker mean by 'spiritual consultant institute' instead of a traditional spiritual service?

By calling it a 'spiritual consultant institute,' the speaker aims to give the business a more modern and professional identity. This shifts away from traditional, superstitious connotations and appeals to a more urban, contemporary audience.