Xiaomi's chief copywriter.

As a diversified technology brand, Xiaomi's brand building is worth our in-depth discussion. This article analyzes how Xiaomi built a vivid and powerful brand image through Lei Jun's speech.

Over the years, Lei Jun's speeches, accompanied by Xiaomi's various unexpected products, have constituted Xiaomi's overall brand image.

What is a brand? A brand is a consensus among consumers. What everyone agrees on about you is what kind of brand you are. For example, Volvo focuses on safety and is jokingly called a brand that "does not die in a car" by consumers. This is the consensus. In an era when media is fragmented, every brand needs a set of core texts to define the brand so that consumers can reach a consensus on the brand.

For example, Nike’s series of communication themes centered around “Just Do It”, including “Give me the ball”, “Come out”, “Play for real”, “You’ll understand when you run”, “Live out your greatness”, etc., are Nike’s core brand texts. They are scattered in form but not in spirit. No matter what platform they are spread on, no matter what form they appear in, whether it is print, video, animated image or tweet, the brand image conveyed to consumers is consistent.

Xiaomi is too complicated. In addition to Xiaomi mobile phones, there are also digital products such as notebooks and tablets, home appliances such as TVs, refrigerators, air conditioners, washing machines, as well as mobile power supplies, bracelets, purifiers, power strips, towels, routers, balance bikes, sweeping robots, trolley cases, drones, cameras, etc., which are developed and produced by Xiaomi or Xiaomi's ecological chain companies and sold in Xiaomi Home and Xiaomi Mall. Now there is Xiaomi Auto. Positioning theory cannot understand Xiaomi. It is difficult to explain Xiaomi clearly in one word or one sentence.

Xiaomi’s early slogan of “born for enthusiasts” is obviously no longer suitable to define the brand.

01. Lei Jun is Xiaomi’s chief copywriter

Xiaomi’s core brand text is Lei Jun’s speech.

Take a look at Lei Jun’s speech topics over the years.

2020: Moving Forward

2021: My dream, my choice

2022: Always believe that good things are about to happen

2023: Growth

2024: Courage

After every speech full of positive energy, there are always some "golden sentences" that continue to circulate on WeChat Moments, Xiaohongshu, and Douyin. Maybe you have never bought Xiaomi products, but you are very likely to have seen Lei Jun's golden sentences in his speeches and the brand content that came with them.

Face the risks and go for it. Don't be afraid to make choices. Do it first. If the direction is right, the road will not be far. One person may walk fast, but a group of people can go further. Always believe that good things are about to happen.
99% of the questions have standard answers. Ask someone who knows. People become great because of their dreams, and grow because they stick to their dreams...

Behind Xiaomi's core brand text, which revolves around the theme of the speech every year, is Lei Jun's personal struggle story, intertwined with Xiaomi's development history, and has built a vivid brand personality in people's hearts, a young man who is not afraid of hardships and becomes more courageous with each setback, and a hero with beautiful hearts and sticks to his dreams.

02. Content is the best centralized platform

Ancient Greek leaders influenced the public through public speeches, which were the earliest form of centralized media.

Later came newspapers, radio, and television, and CCTV had the greatest influence in the country at one time.

Now that centralized media has disappeared, retro speeches have regained their "centralized" status. There is no better form for telling brand stories than speeches. They are dense, focused, and concise, and can be broadcast live across the entire network without blind spots.

03. Brand core text is the anchor of strategy

At present, many brands have opened marketing accounts on different social platforms, publishing different forms and contents. Some brands lack a set of core texts to guide their operations, which makes different contents "scattered in form and spirit" and each of them fights for itself. The same brand seen by users of Weibo and Xiaohongshu is two brands with completely different personalities.

Not only do external consumers not understand your brand tone, even different internal department teams cannot clearly explain what the brand is.

Sometimes when I chat with some brand teams, I find that some brands rely on market dividends or channel advantages and have good performance. But when you talk to each member of the team about their understanding of the brand, it is like a blind man touching an elephant. Some say it is a wall, some say it is a pillar. Everyone’s understanding is different. You can imagine the team’s efficiency, and a lot of brand resources are wasted.

Without core text, the brand becomes indescribable. When the CEO formulates strategy, the heads of various lines formulate tactics, and the executive level goes to fight, everyone can only move forward based on their own feelings.

The brand core text is the anchor of the strategy.

Internally, it can unify brand awareness, let everyone on the team know what the brand’s temperament is like, and maintain a consistent tone from R&D design to brand promotion; externally, it can reduce marketing costs, let customers or audiences understand the brand spirit in seconds, or form clear purchasing instructions, which will spread by word of mouth.