A brand is the association people make when they hear your company name. Jeff Bezos, who founded Amazon.com, once said that a personal brand is what people say about you when you leave the room. But that definition applies not just to a personal brand, but to any other brand agency out there.
A brand is not created in a day or a week or even a couple of months. As experienced brand consultants would tell you, a brand is a long-term process. It’s about building a long-term relationship with your customers.
Brands from big companies have been around for over a hundred years – just think of Coca-Cola, Levi’s, Ford, and Oreo, with a history that goes back to the 19th century. Also, a large number of organizations around the world have been using marketing tools and advertising moves, which we now attribute to the branding process, for decades.
The experience of famous international companies, whose trademarks have become the benchmarks for brand creation, shows that branding itself has existed for a long time, but today it has only acquired the status of an established category, previously accessible only to a narrow group of advertising professionals.
The number of companies operating in the same market niche is growing every year. Major players come in, aggressively promoting their products and pushing out not-so-progressive competitors. Micro-organizations emerge, which also claim a small share of the market. Staying in demand and keeping customers in such an environment is very, very difficult. Of course, marketing offers a myriad of ways to win the race. But branding that works for the long term remains the most effective.
Today, the most popular and interesting brands are becoming personalities, and the personal brand is competing with and beating the corporate brand. Celebrities have become the main role models in the 21st century. Copying, and imitating famous personalities and brands becomes the main tool to find the answer to the question “how to live?” And each brand offers its answer, which characterizes that brand best.
So what is a good brand and what is its essence?
Any brand is a multifaceted structure with a very subtle system of identification in society. It is no coincidence that the concept of the target audience occupies an important place in marketing and advertising research. Any brand, even if its audience includes the entire population of the planet, should have specific features, the proximity of which will make the buyer see in the brand not just a package of milk or vacuum cleaner, but a close in spirit satisfier of his actual needs.
So, a logo, a trademark, and corporate colors, although important, but still not the main components of a brand. Of primary importance are the values communicated, the customer focus, the unique image, and those “mental feelings” that arise in the consumer’s mind when he mentions your company, product, or service.
By the way, one of the most difficult areas of business for branding, according to professionals, is alcohol. Take at least the vodka brands. Few products can differ on the shelf in cost at times, with almost the same content. You have to make the product unique and memorable among dozens or even hundreds like it and make the customer choose it.
How to create a strong brand?
- Compose your customer’s avatar.
- define your brand mission statement
- Highlight the core values of the Brand.
- Analyze your competitors.
- Identify your main advantage.
- Create a logo and slogan.
- Personalize your brand.
- Be the main distributor of your brand
And at the end, we want to emphasize again the most important thing. Always strive to meet people’s needs. You can’t just put a product on the market and expect consumers to automatically accept it. To do that, you have to present it in a way that really interests your customers.