A brand is a necessary component of a marketing business model that makes a significant contribution to the development, promotion and positioning of a company. By itself, a manufacturer in the early stages is perceived by a potential client as one of the impersonal players in the market who do not have outstanding qualities and advantages. In some segments, this is enough for the survival of the enterprise, but it is impossible to count on impressive success without a brand. Next, we will talk about what a brand is and how to create it.
The essence of business branding
Making a product recognizable on the market allows the formation of a certain image through symbolic attributes. As the latter, graphics, verbal expressions, semantic associations, etc. can be used. All this together forms an advertising image of the product, which will be reminded by brand symbolism.
Now you can consider specific brand building tips.
1. Characterization of the advertising image
At this stage, it is necessary to formulate the general character of the brand style. What emotions should he evoke? In one case, it will be a stimulation of intellectual activity, in the other - an emphasis on dynamics and drive, and in the third - on calm and relaxation. The set of these qualities depends on the product and the audience of its consumers.
2. The semantic message
Having determined the general direction of the brand’s emotional style, it needs to be transformed into specific verbal forms. This creates advertising phrases and slogans that directly appeal to the target group of consumers of a particular product. The message should correspond to the characteristics indicated above and stimulate potential customers to purchase.
3. Brand development
At this stage, the brand’s final appeal to specific symbolic forms is performed. Attributes are created in a specific design with precise colors and textured designs. The visual-graphic image of the brand should again fit into a number of requirements formulated at an early stage to the emotional charge of the advertising image of the product.
It should be borne in mind that the images themselves must comply with universal marketing requirements, including memorability, ease of perception, functionality and social orientation. In other words, the ease of identifying a product through an advertising image and emotional impact are priority tasks facing this symbolism.
4. Brand promotion
Symbolism as an attribute of the product should be present everywhere where the marketing tools of the company operate. This can be outdoor advertising, channels of traditional media, seminars, conferences and meetings with the target audience. Of course, one of the main platforms for promoting the product in modern conditions is the Internet, which is worth discussing separately.
5. Web Promotion
The key to successful Internet marketing is the breadth of coverage of the most popular services and platforms. First of all, the company should have a corporate website with a blog and design in the style of the developed brand. But it is also necessary to use social media and third-party resources of similar subjects as potential platforms for advertising products.
Brand protection
A successful memorable brand is a huge success for the marketing department, whose product must be protected from competitors. A universal way to solve this problem can be called the process of registering a trademark according to the principles of a patent.For business, this path is optimal for the reason that the owner can legally provide protection for a variety of forms of brand attributes from words and phrases to visual-graphic and sound works.