Everyone knows that doing women's and children's things is the best. Therefore, education and training institutions have sprung up like mushrooms after a spring rain, and a lot of them have appeared. However, most brands have entered the 4P stage of marketing at the beginning of their establishment, and do not care about their own brand image at all, leading to unclear brand positioning and brand image. Nowadays, educators often talk about the difficulty of recruiting students. Is it really more difficult than other industries? Let's look at the market target population. In fact, more and more attention is paid to the importance of extracurricular training. The market, but the competition must be big. According to the previous educational institutions, it is not keeping up with the times. This is the main reason for the difficulty.

　　一、准确定位

　　I. Accurate positioning

　　准确的品牌定位不仅是关于目标消费群是谁，他们的需求是多么的简单，而且也要找出你与竞争对手之间的独特性。

　　Accurate brand positioning is not only about who the target consumer group is and how simple their needs are, but also about identifying the uniqueness between you and your competitors.

　　例如:策划和包装的一个“元形象”培训机构，主要针对小学大语文，大语文是一类教育类的小品。但是消费者对大型语言的了解程度如何呢?这就是她能把孩子带进来的原因吗?显然不是。经过我们的调查，有很多人对大语言的理解都茫然不知所措。我们询问了初中生入学考试的情况，读写成绩占80分，他们不知道，这些家长马上就明白了。所以我们给“元祥”的广告语言是“初中作文80篇不减”。这将大文在这个速写类中添加一个新的类别叫做构图，所以突然抓住了他们的痛点，只有抓住了顾客的痛点，才是他们进来的理由。

　　For example: Shenzhen Red Apple Planning and Design Company, a "meta-image" training organization for planning and packaging, mainly for primary school big language, big language is a kind of educational sketches. But how well do consumers know about large languages? Is that why she can bring her children in? Obviously not. After our investigation, many people are confused about the understanding of big language. We asked about the entrance examination of junior high school students, reading and writing scores accounted for 80 points, they do not know, these parents immediately understand. So we give "Yuanxiang" the advertising language is "80 Junior High School Essays do not decrease". This text in this sketch class to add a new category called composition, so suddenly seized their pain points, only to seize the pain points of customers, is the reason for them to come in.

　　二世。品牌VI形象具有自身特点

　　King II. Brand VI image has its own characteristics

　　消费者对品牌的印象80%来自于视觉体验。良好的视觉符号可以带来更好的商誉和转化率。

　　Eighty percent of consumers'first impressions of brands come from visual experience. Good visual symbols can bring better goodwill and conversion rate.

　　所以“元”培训机构建立一个品牌的IP卡通“小学者”,他不仅有视觉排斥,也感兴趣的排他性包含只要你进来能成为“小学者”在中国,像每个人都在办公室,家里经常里面放一些运输石头等等一系列的中国对象。

　　So "yuan" Training Institute set up a brand of IP cartoon "elementary school" who is not only visual exclusion, but also interested in exclusiveness, including as long as you come in and become "elementary school" in China, such as everyone in the office, often put some transport stones in the home and a series of Chinese objects.

　　所以品牌要想成功，重点定位+特色品牌VI形象是成功的步。

　　So if the brand wants to succeed, the first step is to focus on positioning + characteristic brand VI image.