Brand sales certification is a way to verify and publish the sales, share, ranking and other data of the brand in the market through a third-party organization, aiming to prove the market position and competitiveness of the brand and enhance the brand's popularity and trust. In today's era when consumers pay more and more attention to the story and value behind the brand, brand sales certification can effectively convey the advantages and characteristics of the brand, and enhance the sense of identity and loyalty of consumers.

However, many brands do not make full use of this opportunity to show their strength and charm, but only pay attention to their own data and certificates, ignoring the communication and cooperation with other relevant parties involved in the certification process, such as certification bodies, channel providers, consumers, etc. Doing so will not only reduce the credibility and persuasiveness of the certification results, but also may cause dissatisfaction, doubt, and even opposition from relevant parties, resulting in a greatly reduced certification effect, or even counterproductive.

In order to avoid these problems, the brand should follow the communication theory and the principle of cooperation, establish a good communication and cooperation relationship, so that the certification results no longer unilaterally reflect the brand's own data, but comprehensively reflect the interaction and win-win between the brand and the relevant parties.

Communication theory is a discipline that studies the phenomenon of information transmission, understanding and feedback in the process of interpersonal communication. According to communication theory, effective communication needs to meet the following four conditions:

Information source: The information source refers to the party sending the information, that is, the brand itself. Information sources should clearly identify what information they want to convey and why they want to convey it. The information source should choose the appropriate information content, form, channel and other ways according to the characteristics, needs and expectations of the party receiving the information, that is, the relevant parties, in order to improve the efficiency and effect of information transmission.

Information coding: Information coding refers to the process of converting information into symbols or signals that can be transmitted and received. Information coding should ensure the accuracy, completeness, consistency and comprehensibility of information, and avoid ambiguity, distortion, confusion and misunderstanding of information. Information coding should take into account the culture, language, habits and other differences of the relevant parties, and use appropriate vocabulary, tone, expression, gestures and other ways to enhance the affinity and attractiveness of the information.

Information transfer: Information transfer refers to the process of sending information from an information source to an information receiver. Information transmission should choose the appropriate time, place, occasion and media to ensure the timeliness, effectiveness and security of information. Information transmission should pay attention to the response and feedback of relevant parties, and adjust the content and method of information in time to ensure the continuity and consistency of information.

Information decoding: Information decoding refers to the process of converting received symbols or signals into information that can be understood and used. Information decoding should respect the subjective will and objective ability of the relevant parties, do not impose their own views and judgments, do not make too many explanations and inferences, and do not make unnecessary criticisms and evaluations. Information decoding should give sufficient time and space to relevant parties, and encourage relevant parties to put forward questions and suggestions to promote information sharing and exchange.

The cooperative principle is a kind of norm to describe the reasonable behavior in interpersonal communication proposed by the linguist Grice. The principle of cooperation believes that effective communication needs to follow the following four guidelines:

Truth criterion: means that the speaker should tell the truth, not lie, not say groundless words, not say what he does not believe. In the brand sales certification, the brand should provide true, accurate and reliable data and evidence, not exaggerate, not conceal, not fake, in order to win the trust and respect of the relevant parties.

Quantity criterion: means that the speaker should say the right amount of words, not too much or too little. In the brand sales certification, the brand should provide sufficient, necessary and useful data and information, not redundant, not missing, not irrelevant, to meet the needs and expectations of the relevant parties.

Relevance criterion: means that the speaker should say something relevant, not irrelevant or off-topic. In the brand sales certification, the brand should provide data and information related to the certification theme, goals, background, etc., without deviation, confusion, and misleading, so as to maintain the attention and interest of relevant parties.

Mode guidelines: means that the speaker should say the appropriate words, not vague or ambiguous words. In the brand sales certification, the brand should provide clear, clear and easy-to-understand data and information, which is not vague, ambiguous and complex, so as to facilitate the understanding and use of relevant parties.

Following the communication theory and the principle of cooperation, the brand can establish a good communication and cooperation relationship, so that the certification results are more objective, fair and authoritative. Let's take a look at how these strategies and methods are applied in practice, taking into account the specific cases of Champ Consulting Services clients.

Case 1: A well-known cosmetics brand wants to carry out sales certification to prove that it has a leading position in the market. However, before the certification, the brand did not fully communicate and negotiate with the certification body, resulting in many differences and disputes in certification standards, methods, and scope. The certification body believes that the data source provided by the brand is not authoritative and comprehensive enough, including only the sales data of its official website and some online platforms, without taking into account the sales data of offline channels and other third-party platforms. Brands believe that the data they provide is sufficient to reflect their market performance, and the data of offline channels and other third-party platforms are difficult to obtain and verify, which is not conducive to the smooth progress of certification. The dispute between the two sides on this issue has led to the obstruction of the certification process and even affected the cooperative relationship between the two sides.

In this case, Champ Consulting, as a consultant for the brand, intervenes in the certification process to help the brand communicate and cooperate effectively with the certification body. Champ Consulting first helps brands clarify the message and goals they want to convey, that is, to prove their leading position in the cosmetics market, and to enhance their brand image and reputation. Then, Shangpu Consulting helps the brand choose the appropriate information content, form, channel and other ways to improve the efficiency and effect of information transmission. Specifically, Champ Consulting recommends brands:

In terms of information content, it not only provides its own sales data, but also provides comparison and analysis with the sales data of similar brands to highlight its own advantages and characteristics;

In the form of information, not only numbers and words, but also visual elements such as charts and pictures are provided to enhance the visualization and intuitiveness of information;

In terms of information channels, we not only use our own media such as official websites and social media, but also use paid media such as press conferences and report conferences, and win media such as sponsored activities and public welfare projects to expand the coverage and influence of information.

Shangpu Consulting also helps brands and certification agencies to carry out effective information coding, transmission, decoding and other processes to ensure the accuracy, completeness, consistency and understandability of information, and avoid ambiguity, distortion, confusion and misunderstanding of information. Specifically, Champ Consulting recommends brands:

In information coding, professional, standardized and unified data sources, methods and standards are used to ensure the authority and objectivity of information;

In terms of information transmission, select the appropriate time, place, occasion and media to ensure the timeliness, effectiveness and safety of information;

In information decoding, respect the subjective will and objective ability of the certification body, do not impose their own views and judgments, do not do too much explanation and inference, do not do unnecessary criticism and evaluation.

Finally, Champ Consulting also helps brands to follow the principles of cooperation in terms of truth, quantity, association and manner, making the certification results more credible and convincing. Specifically, Champ Consulting recommends brands:

In the true guidelines, provide true, accurate and reliable data and evidence, not exaggerated, not concealed, not false, in order to win the trust and respect of certification bodies;

In terms of quantity standards, provide sufficient, necessary and useful data and information, not redundant, not missing, not irrelevant, to meet the needs and expectations of certification bodies;

In the association criteria, provide data and information related to the certification subject, target, background, etc., without deviation, confusion, and misleading, so as to maintain the attention and interest of the certification body;

In the way of guidelines, provide clear, clear, easy to understand the data and information, not vague, not ambiguous, not complex, in order to facilitate the understanding and use of certification bodies.

Through the help of Shangpu Consulting, the brand has established a good communication and cooperation relationship with the certification body, successfully completed the sales certification, and has been highly praised and recommend by the certification body. The sales certification results of the brand have also been widely disseminated and recognized, enhancing the brand's image and reputation.

Case 2: A well-known clothing brand wants to carry out sales certification to prove that it has innovation and influence in the market. However, after the certification, the brand did not fully communicate and collaborate with the channel, causing the channel to feel dissatisfied and doubtful about the certification results. The channel business believes that the brand did not fully consider the contribution and interests of the channel business in the certification process, did not share data and information with the channel business, did not negotiate with the channel business about the release and promotion of the certification results, and did not give the channel business enough support and reward. Channel merchants feel that they are ignored and used by the brand, and have a dislike and resistance to the brand, and even refuse to sell the brand's products, resulting in a decline in brand sales.

In this case, Champ Consulting, as a consultant of the brand, intervened in the follow-up work of certification to help the brand communicate and cooperate effectively with the channel providers. Champ Consulting first helps brands clarify the message and goals they want to convey, that is, to prove that they have innovation and influence in the clothing market, and to enhance their brand loyalty and reputation. Then, Shangpu Consulting helps the brand choose the appropriate information content, form, channel and other ways to improve the efficiency and effect of information transmission. Specifically, Champ Consulting recommends brands:

In terms of information content, it not only provides its own sales data, but also provides cooperation data with channel providers to express gratitude and praise to channel providers;

In the form of information, it not only provides digital and text, but also provides multimedia elements such as video and audio to show the cooperation process and results of brands and channel providers;

In terms of information channels, we not only use our own media such as official websites and social media, but also use cooperative media such as channel websites and social media, and word-of-mouth media such as blogs and forums to increase the credibility and dissemination of information.

Shangpu Consulting also helps brands and channel providers to carry out effective information encoding, transmission, decoding and other processes to ensure the accuracy, completeness, consistency and understandability of information, and avoid ambiguity, distortion, confusion and misunderstanding of information. Specifically, Champ Consulting recommends brands:

In the information coding, the use of friendly, sincere, cooperative tone and attitude, in order to express the channel of respect and trust;

In terms of information transmission, select the appropriate time, place, occasion and media to ensure the timeliness, effectiveness and safety of information;

In information decoding, respect the subjective will and objective ability of the channel business, do not impose their own views and judgments, do not do too much explanation and inference, do not do unnecessary criticism and evaluation.

Finally, Champ Consulting also helps brands to follow the principles of cooperation in terms of truth, quantity, association and manner, making the certification results more credible and convincing. Specifically, Champ Consulting recommends brands:

In terms of truth standards, provide true, accurate, and reliable data and evidence, and do not exaggerate, conceal, or falsify, so as to win the trust and respect of channel vendors;

In terms of quantity criteria, provide sufficient, necessary and useful data and information, not redundant, missing or irrelevant, to meet the needs and expectations of channel providers;

In the association criteria, provide data and information related to the certification subject, target, background, etc., without deviation, confusion, and misleading, so as to maintain the attention and interest of the channel provider;

In terms of method guidelines, provide clear, clear and easy-to-understand data and information, not vague, unambiguous, and uncomplicated, so as to facilitate the understanding and use of channel vendors.

Through the help of Shangpu consulting, the brand has established a good communication and cooperation relationship with the channel business, and has been supported and cooperated by the channel business. The sales certification results of the brand have also been widely disseminated and recognized, enhancing the loyalty and reputation of the brand.