What exactly is a brand? How to create it and make it unforgettable?
Share:
In our activity we meet every day the concept of "brand". Maybe it would be fair to even admit that we live in the age of brands. All companies that want to gain a solid position in the market are trying to create a brand around their products.
So what exactly is a brand? How to create it and make it unforgettable?
According to the marketing encyclopedia, a trademark (a stigma, a trademark) is a combination of the name and other distinctive features (logo, slogan, symbol, corporate identity, etc.) of a company or the products of its products, which forms an image that defines the differences from competitors in the perception of potential customers.
Simply put, a brand is the image in the consumer's mind about the company or its products. This image creates a certain value for which the consumer is willing to pay more.
Most buyers will prefer, first of all, a well-known brand instead of a new one. Therefore, it is very difficult and expensive to bring a new brand to market and develop it. When introducing a new product to the market, it's important to encourage customers to trust the new brand and encourage them to try the new product. This choice will be influenced by many factors, especially the logo and packaging design.
Often when we are contacted to create a name, logo or create a corporate identity, most customers believe that this is the actual creation of a brand. But in reality, everything is much more complicated.
The process of developing a brand or branding of the company is a process that consists of several stages, interconnected sequentially:
• marketing analysis of the market and competitors;
• determining the target segment and the consumer portrait, describing the needs and core values of this target segment;
• brand positioning, its place on the market in relation to competitors;
• creating a brand concept - developing a name, a visual identification system, which includes the development of a logo, corporate identity, and each logo must be accompanied by a guide describing the rules for its use, packaging, products printing and other media;
• elaboration of a Brand Book (recommended) - a document that contains the result of all the works of creating a brand: mission, vision, positioning (both theoretical information and specific practical recommendations, as well as regulations);
• brand promotion plan, marketing plan for the next 6 months;
• Efficiency Monitoring Plan (KPI) of all ongoing activities, which will allow you to adjust the brand promotion process.
A whole team of specialists from various fields is involved in the development of a brand - marketers, analysts, sociologists, designers, artists, brand managers and others. Their efforts aim to create a well-known brand image that stands out from the competition and suggests consumer confidence.
The philosophy of Image Marketing is to be useful to our customers and end consumers, respectively. For us, "being useful" is the best solution to various consumer problems (both functional and emotional). Even if your product is not much different from competitors in quality and price, you can always differentiate yourself from competitors with a high quality design and different communication. In this case, you will close the aesthetic need, which will also bring value to your client.