344In the past two years, TikTok's e-commerce ecosystem has operated like a high-speed engine, not only incubating countless best-selling products, but also enabling a batch of Chinese brands to transform from "white-label" to household names among overseas consumers. According to official data from TikTok Shop, 60% of well-known brands have achieved more than 5 times annual GMV growth through the platform. So how can ordinary brands make users remember your name, recognize your value, and even actively promote you?
Next, we will break it down step by step: from "selling products" to "building a brand", how should you play the game on TikTok?
Image source: Internet
Precise Positioning + Localized Content, Let Your Brand "Be Seen"
The first step in branding is not to throw money at advertising, but to clarify "who am I" and "what do users need".
TikTok users are mainly young people who pursue novelty, a sense of participation, and emotional resonance. Brands need to find a language to communicate with them.
Case: TYMO BEAUTY's "Influencer + Scenario" Strategy
As a hair styling tool brand, TYMO BEAUTY quickly opened up the market in the early stage through cooperation with TikTok influencers. They chose to collaborate with niche influencers (such as hair tutorial blogger @lunalurey), releasing product usage tutorials and styling demonstration videos to visually present product effects. At the same time, they launched the #tymobeauty challenge, encouraging users to share their own styling works.
Image source: TikTok
This strategy not only enabled TYMO BEAUTY to gain 100,000 followers and 220% new customer growth in a short period, but also reinforced its brand image through offline activities such as New York subway ads and fashion week collaborations. The key point is: use authentic influencer experiences to lower the decision-making threshold for users, and then use scenario-based content to convey brand value (for example, the combination of "professional tools + fashionable styling").
Some TYMO BEAUTY TikTok accounts
Dual-Track Drive of Livestreaming + Short Videos, Turning Traffic into Brand Assets
TikTok's livestream rooms are not just "sales venues", but also excellent scenarios for shaping brand personas. Through high-frequency interaction, professional explanations, and immersive experiences, brands can quickly build trust.
Case: Anker's "Matrix Livestreaming"
Anker has set up multiple accounts on TikTok, designing exclusive livestream content for different product lines (such as chargers, headphones).
Image source: TikTok
In the livestream room, Anker's hosts explain product technical details (such as fast charging principles) in detail, while also offering "limited-time discounts" and "exclusive fan benefits", which not only boost sales but also reinforce the "professional and reliable" brand image.
Image source: TikTok
Turn Users into "Your Own People", From Selling Products to Emotional Resonance
On TikTok, users are willing to pay for "brand stories", but the premise is: they must first feel that you are "one of them". The essence of branding is to turn users from passers-by who "buy and leave" into "co-creators" who are willing to speak up for you and give you suggestions.
Case: GNC's "Youthful Breakthrough"
As a traditional health supplement brand, GNC was once labeled as "for middle-aged and elderly only". To break into the Gen Z market, GNC collaborated with young health influencers on TikTok, using light-hearted topics such as "how to relieve anxiety" and "what to eat before and after working out" to repackage supplements as a "young people's lifestyle".
Image source: TikTok
In Conclusion: The Essence of Branding is "Long-Termism"
Building a brand on TikTok is definitely not as simple as shooting a few videos or hosting a few livestreams. It is about making your brand a part of consumers' lives through continuous content output and user interaction.
If your brand is still hesitating about "whether to do TikTok", remember this: In an era of fragmented traffic, whoever can occupy the user's content mindshare will be able to control pricing power.
