Precisely crafting the business's first business card, breaking out of conventional limitations for brand positioning, the zoning setup of specialty stores cannot be underestimated, terminal multiplier model management for specialty stores, and appropriately cleverly playing the promotion card.
"He who does not plan for the whole cannot manage a domain, he who does not plan for eternity cannot manage for a time." In the process of growth, businesses should not focus solely on the gains or losses of individual battles. Brand marketing is the same; companies must start from the big picture and consider long-term strategies when conducting brand marketing. Moreover, during the operational process, every step must be precise and solid. In 2008, Yuanzhuo Branding Institution, while handling the Xinjiang dried fruit project, innovated positively within constraints, pushing dried fruit brand marketing to new heights from a fresh perspective.
**Precisely crafting the business's first business card**
A brand name is the first business card of a brand. It can instantly convey information through text symbols, leaving a first impression. The first impression is crucial as it determines how long the brand will remain "stored" in someone’s mind. Many brands are fleeting, like a "flash in the pan," unable to linger in people's minds. However, some brands leave an indelible mark and endure over time. As the first business card of a company, a brand name must leave a good impression at first glance and maximize the transmission of its own information.
A good name must be "pleasant to hear," "easy to remember," "easy to recognize," "meaningful," and "easy to spread." Among these, "meaningful" plays a significant role. If a brand name can immediately evoke appropriate associations upon seeing it, then that name has succeeded in terms of brand association, meaning this brand name carries good imagery. This imagery often captivates the mind, allowing the brand to win from the start.
When Yuanzhuo Branding Institution took over this Xinjiang specialty dried fruit project, the brand was non-existent, lacking both a brand name and strategic planning. Under this blank slate, Yuanzhuo Branding Institution started with the basic work, first crafting a unique business card for the enterprise by naming the company and product branding. A company's development, aside from internal management and comprehensive resources, also heavily depends on the company name and product brand name. A good company name leaves a deep impression and a positive image. If the company name or brand name is difficult to identify, evokes ambiguous associations, or is hard to remember, it often creates a primitive resistance in people, hindering public impressions.
Based on naming guidelines and the comprehensive characteristics of Xinjiang dried fruits, Yuanzhuo Branding Institution determined the company name as "Da Jiang Guoye."
Firstly, Da Jiang is the abbreviation of "Da Ai Wu Jiang" (Great Love Without Boundaries). Da Jiang Guoye takes the responsibility of contributing healthy products and healthy lifestyles to society, continuously advocating a healthy "new mainstream" lifestyle. With the corporate philosophy of "Health from the Western Regions," it aims to bring a healthy lifestyle to more consumers and build a nationwide renowned health and wellness brand.
Secondly, Da Jiang reserves ample growth space for the enterprise. Da Jiang Guoye can continuously grow and advance without being restricted by the name.
Thirdly, analyzing each character individually: "Da" conveys meanings such as "the eldest," "wide-ranging," "profound," "benevolent," and "transcending the ordinary"; "Jiang" conveys meanings such as "region," "scope," "boundary," "strong," and "prosperous." These individual character meanings endow Da Jiang Guoye with richer intrinsic value.
Lastly, Da Jiang naturally evokes thoughts of Xinjiang, effectively linking the production location of dried fruits. Moreover, Da Jiang is easy to pronounce, remember, read, write, and spread.
Subsequently, when naming the product, Yuanzhuo Branding Institution organically combined the company name Da Jiang Guoye with the product name, naming the product "Yu Kang" dried fruits.
"Yu," fundamentally means "a place within a certain boundary," which easily evokes thoughts of "Xiyu" (Western Regions); "Kang," fundamentally means "health," further evoking thoughts of "peace" and "harmony." Combining "Yu" and "Kang" together easily generates the following associations: "Health from the Western Regions," "the scope of health," etc. In summary, these associations are very direct, easy to spread, and consistent with the product's characteristics.
Additionally, Yu Kang can be further understood as "health within a certain boundary," which is essentially a "truth." Health is always within a certain region, or rather, health is necessarily limited by a "domain."
Therefore, using Da Jiang Guoye as the company name and Yu Kang dried fruits as the product brand name is highly suitable. Both maintain consistency in imagery and spreadability, promoting mutual enhancement and shared growth. A brand name is crucial for brand enhancement, directly affecting the effectiveness of brand communication. Confucius said: "If the name is not correct, the words will not flow smoothly, and if the words do not flow smoothly, the matter cannot succeed." Therefore, brand naming becomes a key part of establishing a brand. Yuanzhuo Branding Institution believes that at the beginning of brand construction, establishing a highly differentiated brand name with clear style and cultural connotations, which is easy to identify and spread, is one of the essential foundations for a prosperous brand.
**Breaking out of conventional limitations for brand positioning**
Yuanzhuo Branding Institution believes that operating the Xinjiang dried fruit brand requires looking beyond regional specialties to understand specialties, beyond dried fruits to understand dried fruits, and beyond Xinjiang to understand Xinjiang. If Yu Kang dried fruits are sold as a common regional specialty, consumers may purchase once for novelty but lose interest after the first try. Why would they need to buy a second or third time? If Yu Kang dried fruits are sold as ordinary dried fruits, despite the numerous existing dried fruit brands being hard to distinguish by name, their established channels and market knowledge could overshadow others.
This approach has led many processing plants to lose direction.