The anthropomorphic design of ice cream is crazy!How to create a good brand "anthropomorphic"?

This summer, after the wave of "ice cream assassins" headed by Zhong Xuegao, there was another "ice cream guard" headed by Snow Lotus. Such a metaphor can be said to be quite image.

Because such descriptions use a anthropomorphic method, "ice cream assassin" highlights those ice cream hidden in the corner of the freezer, "in a bad heart" waiting for you to "stab your sword" in the checkout, and "ice cream guards "The image of guarding your wallet, the guardian image of the" ice cream assassin "for you.

With the emergence of this anthropomorphic title, the major folk painters have designed the anthropomorphic anime image of the ice cream brand, which directly aroused heated discussion among netizens.

01

Humanization of ice cream brand

The "Ice Cream Assassin" headed by Zhong Xue Gao and the "ice cream guard" headed by Snow Lotus can be said to be indispensable under the support of netizens. At this time, the blogger Cynczl designed a set of emotions for the two sides.

△ Screenshot of Cynczl Weibo

△ Snow Lotus "Picture Source: Cynczl Weibo"

△ Zhong Xue Gao "Picture Source: Cynczl Weibo"

This approach directly aroused the spirit of some netizens' "peasiaists", and it turned out directly.

△ Picture source Weibo screenshot

Netizens' anthropomorphic images of the design of ice cream in daily life also deeply reflect the characteristics of ice cream brands.

△ Figure source meat sheep ROYAN Weibo screenshot

△ Glutinous Rice "Picture Source: Meat Sheep ROYAN Weibo"

△ Green mood "picture source: meat sheep ROYAN Weibo"

△ Old popsicle "Picture Source: Meat Sheep ROYAN Weibo"

The design of the ice cream Q version is also cute enough to make netizens' hearts almost melted.

△ Cute "Picture Source:-White to Xiahongshu"

△ Small pudding "Picture Source:-White to Xiahongshu"

△ Zhong Xue Gao "Picture Source:-White to Xiaohongshu"

△ Snow Lotus "Picture Source:-White to Xiahongshu"

Some bloggers are no longer satisfied with the simple anthropomorphic image design, and even add people and plots to ice cream. Netizens have seen these ice creams who have grown up with us now and are now living flexibly. it is good!

02

Occupy consumer mind

Brand anthropomorphic is the first choice

Brand anthropomorphicization refers to the brand's natural attributes (such as image), spiritual attributes (such as emotion, thinking, will), and social attributes (communication, interaction), etc. Essence

Why is the anthropomorphic brand of ice cream brand frequently on the hot search, and is applauded by netizens?

The anthropomorphic design of ice cream not only incorporates the image and spirit of human beings, but also closes the intimacy of the ice cream brand and netizens. Blessing users with social attributes will naturally resonate and are willing to communicate and interact.

In today's era, brands can occupy consumer minds are the key to effective marketing. The brand is a unified logo, a cold thing, and consumers are thoughtful people. How can the brand be used to occupy the consumer mind?

This requires the characteristics and behaviors of "people" to the brand, so that the brand has the characteristics of visual and emotionalization, so as to closer the distance from consumers and make it easier for consumers to accept and choose this brand from the bottom of their hearts.

△ Screenshot of the source tea Yan Yue color applet

For example, the anthropomorphic image of Tea Yanyue "Tea Xiaoyan" has built a cute image with a lively and straightforward personality. For the title of consumers, it has always been "Little Lord". It also creates brand IP around this image and customizes various brands around.

△ Figure source Tea Yan Yue color applet

In this era of many routines, the simple and rude price war can no longer meet the needs of consumers. If the brand wants to get the long -term attention of consumers, it must pay attention to the brand's "anthropomorphic" and create a brand image that can establish friendly relations with consumers with consumers. , So as to occupy the minds of consumers.

03

How to create a good brand "anthropomorphic"

The three -dimensional degree of the brand's anthropomorphic:

(1) Display level, corresponding to natural attributes.

(2) Inner level, corresponding to spiritual attributes.

(3) Social level, corresponding to social attributes.

Although the anthropomorphic design of the ice cream brand is from different bloggers, they have done the characteristics of each ice cream brand hard and designed from these three dimensions, adding these ice cream brands to "anthropomorphicization "The most important role power and vitality have made the original hard and cold brand image lively.

The anthropomorphicization at the display level is mainly manifested in the name of the product (the name of the product owner, such as the classmate of Xiaoyu), the product image (the product shows the characteristics of the person, including the facial features, appearance, body, etc.), product expressions (product products (product products, etc. Being able to respond to external stimuli like humans) and product behavior (acting by using human behavior in the advertisement).

△ Picture Yuan Xiaoyu classmate Weibo

The display level is only an initial form of brand anthropomorphic, and the core of the brand's anthropomorphism is to allow the brand's emotional characteristics. The output of emotion can make the personality of the product or brand more vivid and easier to resonate with consumers. This emotion is the inherent level of anthropomorphic. The inner level must integrate the brand culture and values ​​into it, condensing the corporate spirit and brand tone.

For example, the three squirrels of Xiaomei, Xiaoku, and Xiaojian are three -character squirrel image. The brand has also developed a cartoon that tells three squirrel adventure stories to create a plump character image for three squirrels. △ Figure three squirrel Weibo

Compared with other levels of social levels, the content and levels include more abundant content and levels. It is a social interaction and communication with consumers after the spiritual world given to human beings. Look at it.

04

Conclusion in this issue

In general, the key to humanization of brand is to give the brand a "humanized" life from the perspective of consumers. When your brand represents not only a trademark in the sense of property rights, a symbol, a slogan, a slogan, a slogan, a slogan, a slogan, a slogan, a slogan, a slogan, a slogan, a slogan, a slogan, a slogan, a slogan, a slogan, a slogan. Instead, when a three -dimensional "person" who can talk, communicate, and resonate with consumers, will stand out in the current era when users are supreme and become the first choice for consumers.

Article Source: Brand Hunan Public Account

Editor in this issue: Yin Jing

Some graphics: Weibo, Xiaohongshu, BBI brand think tank, marketing observation newspaper

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