Introduction
✪ Project: Brand extension communication strategy
✪ Brand: BIGFA
✪ Field: Cosmetics
✪ Implementation time: 6 months
Background
BIGFA Joint Stock Company is a leading enterprise in the field of manufacturing Health Protection Foods (TPBVSK) and Cosmetics.
- The Factory System is designed in a high-tech, clean, environmentally friendly direction and meets national standards
- Modern advanced production lines are invested synchronously and closed
- Capacity, experience and reputation are affirmed
Target
Building personal brand
Brand Analysis
BIGFA is a company that produces cosmetics, health foods, and milk.
Currently, the company uses a direct sales team to work with customer businesses, helping to advise and provide products according to specific requirements; approaching customers via Website and Fanpage.
Target customers
| Clientele | |
| Age | 25 – 45 years old |
| Gender | Male/Female |
| Geographical location | Enterprises in Vietnam (Hanoi, Ho Chi Minh City, Da Nang) and internationally (USA, EU, Japan, Korea) |
| Occupation | CEO, COO, Production Manager, Purchasing Manager, R&D Manager, and Quality Manager |
| Work experience | 5-20 years of experience in the cosmetics or functional food industry; has great influence in purchasing and cooperation decisions |
| Business type | Small and medium enterprises, start-up businesses in the cosmetics, functional foods, health care, spa and beauty salon industries, retail chain stores |
| Consumer insight | As a leader and decision maker of the company, we are always faced with great challenges in finding reliable suppliers. I want to find suppliers who meet the requirements of quality and provide competitive prices. In addition, I want to work with a leadership team that is both professional and ethical, which helps me expand my relationships and increase the ability to build long-term and trustworthy partnerships between both parties |
Proposing orientation for implementing Personal Brand building
– Personal brand positioning (characteristics, attributes, personal values, etc.)
– Build a Personal Brand foundation (to ensure that the Personal Brand is suitable and representative of the Bigfa brand).
E.g: Investing in professional personal images and profiles; Putting the Director’s image on media channels, profiles, etc.; Creating media platforms for personal branding (Fb, TikTok LinkedIn)
– Multi-platform content strategy:
+ Offline: Strengthen relationships with influencers; Participate in events, activities, etc. to expand networking + collect communication materials.
+ Online: Develop plans and deploy multi-platform content with diverse content streams (business perspective, partner/customer connections, business vision & aspirations, etc.)
Personal branding
Personal Branding Goals
- Customer Acquisition (B2B)
- Ensure consistency with Bigfa Brand image (8 core values)
- Think big
- Speed
- Unite
- Happy
- Kind
- Discipline
- Over the finish line
- WOW
- Represent the company through a trustworthy personal image.
Personal profile
- Position: General Director
Attributes & Personal Values
- Moral values:
- Responsibility – Take responsibility for your actions and decisions
- Respect – Respect others, their opinions and their rights
- Sincere – Honest and unpretentious in all relationships
- Humility – Recognize and accept your strengths and weaknesses without arrogance
- Hardworking – Effort and dedication in work and life
=> Ethical values are closely linked to Bigfa’s core values
- Working style:
- Professional – The style of an experienced expert, serious attitude, standard, opinionated, skillful and maintaining professional ethics
- Dynamic – Always ready for action and not afraid to face new challenges
- Lifestyle:
- Dynamic
- Healthy
- Actively develop yourself
- Self-love
- Community Care
=> Lifestyle is built on Bigfa’s field of operation – Health protection foods and cosmetics
⇨ Image of a young CEO, with a serious, professional, progressive working attitude, but still balancing personal life and work. Has interest and interaction with the community
Vision & Mission
- Personal Mission: Aligned with the Company Mission
⇨ Inspire healthy lifestyles and always aim for sustainable business activities
- Personal vision:
- Inspire through the image of a young but mature CEO, experienced, dedicated to work, and at the same time dynamic, positive and healthy in daily life
- Actively cooperate and connect with individuals and organizations that share the same value system to develop together and increase contributions to society and the community
Personal Brand Communication
Multi-Platform Content Strategy
Offline Media
- Participate in events and activities to expand networking and collect media materials
- Using business cards helps increase personal brand recognition
Online Media
Create and maintain social media platforms for Personal Branding, including: LinkedIn, Facebook and Zalo.
- LinkedIn:
- Work (30%)
- Personal Achievement (30%)
- Knowledge sharing (40%)
- Facebook:
- Work (40%)
- Company Achievements (20%)
- Knowledge Sharing (30%)
- Daily life (10%)
- Zalo:
- Daily life (20%)
- Office life (50%)
- Partner Exchange (30%)
