ESSENTIAL APPROACH TO ESTABLISH A BRAND
Brand is not just a business identity but itself is a business, it the most important asset a business possesses. Brand provides key communiqué of the business, it not only critically differentiate with the market competition but also shapes the internal work culture of the business. It’s one of the most important and valuable virtual asset of the company.
Lets first understand the BRAND DNA ,where did this idea came in from ,in this era of globalization the individualism was born ,in simplified words this individualism gave birth to fragmentation of our personal and social identities and this encouraged self identity as it is truly said you are what you buy and use. Symbolic experiences are increasing in demand thus increasing the demand of the commodities they represent. The brand is primary connection of communication between manufacturer and the consumer and has changed the focus of sales directed to the consumer.
The stronger the communication between the Brand and the consumer the stronger the product identity becomes, take on examples of brands live UNILEVER ,GILLETTE ,COCA COLA ,HEINZ ,KODAK,SCHWEPPES they are so well established and dominate their marketplaces to an extent tat they do not have to emphasis on their quality or production process ,they just have to introduce a new product and it goes hot on shelves. Branding was first in its golden era in late 1890’s when individual brands like CADBURY’S chocolates , HEINZ sauces, AVON cosmetics etc had made their way to consumer experiences and impressions.
So here are the essentials to establish a brand
BRAND NAME AND ITS PHYSICAL IDENTITY
The brand name has to be based on the product and considering further division of the sub brand and range brand, it has to be catchy and ensure it does not conflict or duplicate the phonics of established international or local brand. Relate the brand with target audience as the names also relate to the genre of the consumers .Once the name is finalized the second step has to be its physical identity, how it represents in print media, color combinations, formation and adaptations. Some brands do take tones or audible identities also in consideration. Who can forget the iconic James Bond tone?
BALANCE MARKETING AND ADVERTISEMENT.
Once you are up a ready to go to marketplace, the next important step is to choose right medium to present it to the target audience, you should have thorough research on the most reachable medium to your audience. Remember the golden principle of marketing “the seven P’s” PRODUCT, PLACE PRICE, PROMOTION, PHYSICAL IDENTITY, and PEOPLE AND PROCESSES. Advertisement on the other hand makes the brand little louder and announces its presence; it has to reach the audience through all means. Repeat advertisements to create a stronger brand recall. Later days it has been witnessed that some brands create polls, invite surveys before launch to create awareness and enthusiasm in the consumers and wait for the right moment to hit the markets.
CONSISTENT APPROACH
Consistency is must to establish the brand , do not flood in and wash away thin , stay there for long ,with modern day digitalization e marketing ,social media marketing , PPC campaigns are helpful to select the target audience through their interest ,age ,habits and usage at a very economical efforts in time and money as compared to older days. So the essence here is to be in the market, in eyes of the consumer for long to create a image for long.
It has been noticed that some brands do take secondary steps of introducing the brand to consumer for their first hand experience through product promotion cycles and B2C offers, evidently found in retail marts. These processes are easy to launch and drives the consumer to experience the brand first hand.
BRAND AWARENESS
A regular approach has to be followed towards creating brand awareness, some companies follow consumer feedback support, PR, social activities to stay in touch with consumers. It is necessary to touch the emotions of the consumers to stay in their mind, this directly correlate to sales conversion in marketplace. Digital marketing is one easy and cost effective method to engage people with your brand.
POSITIVE APPROACH
Stay positive with your approach towards the market as a whole including consumers , all your brand awareness tools ,creative’s ,voices should carry attitude of positivity , this stay’s for long in the minds of people and people get attached to it. Carry social messages which are trending ,it makes a lot of difference.
MAINTAIN CONNECT
It is most crucial step , when introduced to market , the sales channel is most important , ensure consistent touch with them for the consumer first hand feedback , it not only renounce the name of Brand multiple times but also ensures positive approach to the seller. A customer retention technique if introduced to the fullest not only retain the unsatisfied customers but also develops confidence in the selling partner of the brand ethics and its serious approach to retain clients. Organize Brand feedback camps in retail marts, seller points, Shopping Malls are a lot of innovative ideas to ensure Brand recall and establishing a righteous connect
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