Five manifestations of the community

The name is the most important symbol, the first label and the first impression of all brands, so pay special attention to it.

① Three naming methods

The first method is to extend from the ready-made core source, which is closely related to the core source, and you can't see any particularly specific information from the name. For example, from the soul figures: Luo Pang Luo She, Almighty Bear She; For example, from the core products: rice noodle balls, charm friends.

The second method is to start with the target users. What kind of customer group do you want to attract? You can take the name related to this group vertically, and generally you can see what it does from the name. Such as behavior: opening a book gang; Such as hobbies: love to run a group; Such as content: dry goods gang; Such as concept: early, BetterMe base camp.

The third method is a combination of the above two methods.

For example, Wu Xiaobo Book Club and Autumn Leaf PPT.

② Precautions

A good name should be easy to remember and spread, so that the target customers can find you quickly. Unless there are special reasons, we must avoid using broad, uncommon and uncommon words.

(2) community slogan

Slogan, as the essence of concentration, has always been the top priority from products, enterprises to brands. Although there are thousands of slogans in Qian Qian, there are usually no more than three types.

Functionality-explain your own characteristics or practices, and let everyone know what you do at first sight with the most specific and straightforward information. For example, the slogan of the "Cats' Wild Rivers and Lakes" community is "Read a good book, meet a great person, start from scratch and specialize in one subject".

Benefit-oriented-explain the direct benefits that this function or feature can bring to you and the contribution you can make to achieving a certain goal, such as "3 minutes a day, make a little progress" in Akiba PPT community.

Three-view type-expounds the attitude, feelings and emotions behind the pursuit of this interest, as well as the world outlook, values and outlook on life after the sublimation of this interest, such as the "woman's own living method" in the early community.

We can see that when a new product goes on the market, the main focus is generally on functions and benefits, so as to minimize the cognitive obstacles of users and quickly occupy the market. Once it matures and becomes a well-known brand, the three meanings of its slogan are reflected. Take BetterMe base camp community as an example, as shown in the figure.

From this, we can see what stage the BetterMe base camp community has developed at present. At the beginning, there may be competition for functions and interests of any product, but in the later stage, there will be competition for three views, especially for values. If the values represented by a brand can be accepted by the public one day, it is king, and the community is also king.

(3) Visual design

For the community, it is particularly important to highlight the sense of ceremony and unity, so vision is the most basic expression.

Do you need an avatar to do WeChat, Weibo, group ... and community-related things? Do you want to decorate the venue for offline activities? Do you need to hold an iconic sign or flag for the group photo?

Therefore, visual design is carried out around community names and slogans, such as avatars, backgrounds, cards, flags and badges ... Whether online communication or offline activities, vision is the most basic cognition, so it must be carefully conceived, and the core of all visual design is LOGO.

After the LOGO is set, the occupation of all platforms and the development of activities are basically extended by LOGO. Just like a company's brand VI, it can be seen everywhere in official Weibo, WeChat, souvenirs, invitation cards, badges, flags and photos. There are two kinds of common community logos, one is a very mature enterprise or brand, when doing community. The other is the general original ecological community, which is mainly based on words, and some also use some cartoon images of core figures or ideas.

(4) Sticky way

To enhance community cohesion, we can consider the following aspects.

First, the form. Use a certain form that you are good at, and constantly output, communicate and interact with members, and constantly strengthen common values. The common forms are as follows.

Official content: For example, Luo Pang's talk show video, 60-second voice, and an early Efficiency Manual.

Interactive forms: such as group discussion, group sharing, answering questions, internal group welfare activities, etc.

Peripheral products: such as autumn leaves PPT 3-minute micro-class, action calendar, etc. Offline activities: For example, BetterMe Base Camp not only meets community members regularly every year to strengthen emotional connection, but also devotes time to training and strengthening ability connection. As shown in Figure 2-8, it is a photo taken for offline activities.

(5) washing the active powder

As mentioned above, the three views of the community must be clear-cut, because if the community wants to improve cohesion, it can't introduce people, but introduce people who share the three views.

We must give up some people when necessary. There is a special word in the industry called "powder washing", which is to wash out "fans" that are inconsistent with the three views of the community through some content means.

Of course, the strategy of active powder washing is recommended to be used with caution. Instead of introducing powder casually at the beginning and washing powder later, it is better to set the entry threshold at the beginning.