Building a Brand in 2017 Here is How the Experts See the Process
How to build your brand is a question with no absolute answer. Sure, there is a lot of advice in the market regarding it, and some of those are pretty impressive and carry enormous implicational benefits. However, none of them carries a non-expiring guarantee.
Every decade, every year, every month, every time there is something new. A new way to promote, a new target to sell to, a new method to cut the losses, a new product, a new image- many factors affect any decision regarding a brand, and one or the other of those aspects keep changing with time.
Keeping this underlying tradition in mind, here are six ideas your brand can benefit from this new year, as said by those who know how things work in the universe of names.
- Find Your Pillar Product
You might have an organisation, or you might be your personal brand- doesn’t matter. You might have tens or hundreds of goods or services or just one or two- doesn’t matter. What is important is that one product or service that you can fall back on each time.
Recognise the real strength of your organisation. Something that you are comfortable with, something that you’ll almost always be able to achieve. Something that gives your brand its spark. Something that you can repeat with your audience and yet have them find it valuable.
Whatever that something is, that’s your real pillar product.
- Build A Brand Around That Product
After you have discovered what your primary product is, you have to make it accessible to your audience.
Now, this product is something you are proud of, something nobody else can provide to people in the way you do. You understand this; the challenge is to make the target consumer appreciate it as well.
Identify your brand with this product. Identify this product with your brand. Forget the techniques of hyper-creative content creation, instead, go simple with an occasional twist. The most important part of initial branding is to get your core message through as many people as possible.
- The Package Needs to Hit the Right Nerve
You see, while you’re aware of how many sleepless nights went into achieving the right mix of step 1 and 2, your audience isn’t.
You managed to identify your pillar product and construct a message that portrays you just perfectly. Now is the time to package your product in a way that subtly puts your message, the image you want to be represented, and the value of your product across your target consumer base.
While the first two steps were essentially about homework, the third step is all about sweeping your customers, potential and current, off their feet.
- Promote Your Product with Real Caution
Caution with the choice of words and the manner of speaking is what I mean to say here. You can’t go “Hi, I have chocolate, buy it, it’s awesome” No siree, you can’t.
Sure, you are about to put your product on the market. The trick is to make sure the people you want to sell your stuff to are anticipating its arrival. Curiosity, interest, temptation, excitement- this is the bag of emotions you’ve got to aim for.
- Put A Price on the Deal and Seal It
Just make sure you don’t screw these two. You see, building a brand is a spiral of steps. Once you deliver your very first batch, whether or not that fleet of buyers come back with positive feedback is critical to which direction your brand would proceed in.
You might have to go back at the top and start from scratch, or you might just have to go back to the packaging part or the pricing part. It all depends on how that first batch is received. Make sure the answer is a progressive one.