What is the process of brand design?

China's children's clothing brand construction started late. Compared with international brands, domestic brands do not understand modern popular trends, designs suitable for children's growth, and generally accepted multifunctional design concepts, and do not have a strong sense of the times. There is no emphasis on the establishment of brand image, little investment in development and research, and lack of personality and national color. For this reason, building a strong brand has become a top priority for China's children's clothing industry.

How can we build a strong brand? China's children's clothing industry has been thinking. The current market competition has shifted from pure competition for market share to multi-factor comprehensive competition, and brand competition is becoming increasingly fierce. Under this kind of market pressure, children's clothing companies strive to be careful with every investment they make, use every savings wisely, and make decisions faster and more accurately than their opponents. In response to the needs of domestic children's clothing enterprises, the creative director of Shanghai Children's Wear Workshop Creative Design Agency, a professional children's clothing brand design agency, has repeatedly considered and carefully planned the construction of domestic children's clothing brands. In the past ten years of children's clothing design and brand operation Through the accumulation of experience, a systematic process in line with the brand development of local children's clothing enterprises has been launched.

1. Brand positioning

With the development of children's clothing market economy and the emergence of a large number of homogeneous products, brand children's clothing companies must combine the characteristics of their own products in order to stabilize the market and attract customers. , establish a good corporate image in order to occupy a certain position in the minds of consumers, thereby achieving the satisfaction of a special consumption preference. Therefore, companies must design brand positioning that can bring the greatest competitive advantage to their products.

In order to better meet the needs of the target market, the company determines the relative position of the company's products in the target market through market research and competitor analysis. After deciding which market segment to enter, , must also decide what position it wants to achieve in these markets. After the market positioning is established, it is time to move into brand positioning and product style positioning, including compilation of brand stories, exploration of brand cultural connotations, selection of product style themes for each season, etc. After the newly designed children's clothing brand LOGO design is obtained, the brand's specification manual will be followed up to provide a standard basis for the standardized application of the brand LOGO in clothing.

Table 1: Basic items of brand positioning

Children's clothing market research and analysis

Brand product personality positioning planning

LOGO design, brand acquisition and Register

Brand specification manual design (clothing series application)

Brand company profile, copywriting positioning

2. Brand graphic image design and promotion

Brand image positioning refers to the personality style of a corporate brand that distinguishes it from other similar products (or services) in the minds of consumers. It is a basic symbol of the company's uniqueness and irreplaceability. Different brand images are suitable for different consumer groups. The positioning strategy of your brand image will determine what kind of competitiveness you will gain among what kind of groups.

Foreign enterprises have compared "image power" with human, material and financial resources, calling it the fourth resource for business operations. "Image power" is recognized as a new driving force in the 21st century. Enterprises must establish a good image among the public in order to attract consumers to purchase goods. Therefore, once a competitive advantage is chosen, the company must convey the brand positioning to consumers through a series of publicity methods, so that consumers can know, understand, be familiar with, and recognize the company's brand positioning, thereby leaving a lasting impression in the minds of consumers. Deeply impressed.

Table 2: Basic items of brand image promotion design

Seasonal product album shooting design

Seasonal image film X display rack design, hanging flag, poster series design

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Image advertising promotion design outdoor advertising street signs

Market customer light box advertising

Media magazine newspaper advertising copy release

TV advertising shooting plan design

3. Brand space image design and promotion

The final design of the terminal store is the marketing of the terminal store. Different children's clothing brands have different images and cultural positioning. Store terminals should be designed according to the brand's personality, so as to well express the brand's terminal image style.

Table 3: Basic items of brand space image design

Brand A store door design

Brand product specialty prop design

Brand SI Promotion Standard Manual Design

Company B Appearance Image Design

Company Internal Image Wall and Reception Area Design

Company Showroom and Window Design and Layout

4. Brand visual marketing design

This is an era where design creates benefits. In the children's clothing industry, design is productivity and creates business miracles. The visual image design of the brand enables the brand to have the conditions to express the brand connotation intuitively and accurately. The key to visual identity is to understand the brand personality and create a unique brand physical beauty, thereby increasing the brand's added value.

VI is the shape of the brand. Professional VI visual identity system design has the characteristics of recognition (unique personality and visual impact) and consistency (the conveyed idea is consistent with the core concept of the brand, and the image of the brand visual application The unified brand image is more deeply rooted in the hearts of the people.

Brand operation itself is a kind of large-scale and intensive operation. The developed children's clothing brands must implement large-scale and intensive operations when implementing the brand strategy. In fact, when a newly developed brand enters the introduction period, it can be promoted to chain operation. Supported by brand connotation, giving the brand a unique legend is conducive to reaching a consensus with target consumers and winning their preference and loyalty to the brand. The introduction and implementation of a series of franchise policies will not only increase the market share of products, but will also greatly affect the penetration of the brand and expand the brand's popularity.

Once a children's clothing brand is developed, it must be online as quickly as possible. Because now is the information age, through the high-speed information highway, the fastest combined operation can be achieved. First, newly developed brands can quickly go online, which can not only quickly enter the introduction period of new product promotion, promote marketing and expand the market, but also save a lot of necessary advertising investment. Secondly, new product information can be accessed online to find trading partners from the broadest perspective. The more trading partners you seek, the deeper the degree of combined marketing will be, and the greater the effect will be. Thirdly, with the popularization of information network, online shopping will become the best sales channel, which in turn becomes the most direct component of combination marketing. Therefore, if children's clothing companies want to implement brand strategies, they must use information networks.

Brand management is the guarantee for the establishment of excellent brands. It builds an implementation framework for the establishment of brands. Brand contains very rich content and involves the effective use of various resources. Therefore, it is necessary to fully plan the implementation of brand strategy and provide a standard in the organizational form and execution method so that the enterprise's brand strategy can be correctly implemented. Execution to ensure the realization of brand value.

Table 4: Basic items of brand visual marketing design

Brand franchise and legend manual design

Brand image management manual design

Brand website Image construction design

Brand standard VI manual positioning design

Corporate news, copywriting planning and promotion, website update content release

5. Brand promotion activities and product ordering meetings Design

Any product or service that is only famous but lacks reputation is destined to lose its ability to survive in a short period of time. Unfortunately, for the sake of short-term development interests, our children's clothing companies pursue rapid expansion effects and often focus on using advertising to build awareness, rather than spending money and energy to cultivate reputation. The consequences of this are very dangerous. Once mature companies and brands join the market, the market competitiveness of companies with only well-known names will be vulnerable.

Table 5: Basic items for brand promotion activities and product ordering conference design

This season’s product series design theme introduction style manual

New brand image promotion training terminal Explain PPT presentation

Product ordering meeting program layout, hosting, design, planning schedule, venue, content, budget, gift preparation

Design and layout venue, hotel, conference arrangement, publicity

Arrange displays in the product showroom and produce sample manuals

Invite lecturers or arrange model performance activities

Design of presentation materials for host, general manager, and marketing policy

Establishing order fair files, photos and event video recordings

6. Design of brand-style children's clothing product series

The scientific concept of children's clothing consumption and design concept is to regard children's clothing as the An important means of children's survival, protection and development, and combined with the beautification of society. It is wise to strengthen this key link in children's clothing design and launch children's clothing that reflects the personality of the target consumer group in a timely manner. Generally speaking, branded children's clothing companies have their own children's clothing designers, but target consumers have increasingly higher requirements for children's clothing styles and patterns, which forces companies to continuously increase their investment in product design. They are not satisfied with the internal content of the company. For their design and research and development, they are looking for foreign aid, and professional children's clothing brand design agencies provide them with a platform to cooperate with high-level designers to help companies fill in the flaws in their own designs.

Table 6: Basic items of children’s clothing product design

Single style or single series of children’s clothing product design

Full season brand children’s clothing product planning and design

Year-round brand product series planning, design and development