Branding - Defining Yourself

brand is a concept that represents everything about the company. It differentiates your products and services from the competition while adding value. Only companies that communicate the real value in today's world of high expectations to succeed. What makes you unique?

The ultimate goal of branding is its own product category - for example, Kleenex ® has the idea of ​​"tissue" in the form of the general public. Branding identifies and defines the basis for all communications, from packaging and public relations. It is the personality and soul of your company.

Create a strong brand will have a major impact on your bottom line and allow you to pull more ROI from advertising dollars. When a customer is loyal to its brand, price becomes less of a problem.

The elements that make a successful brand include:

Relevance: Are your potential customers think that they need your product? How to make a positive difference in their lives - to make your life easier? Does it make them feel good about yourself? Does it help define who they are?

The difference: the benefits of your products / services are unique from the competition, or "unique selling proposition" or "core competencies ."

brand awareness: Do people know that your company and its products are there? If so, whether the Top-of-mind awareness! Brand awareness leads to brand preference ... and it leads to brand loyalty!

Consistency: Consistency in all your communications about your company and your products is critical in establishing a brand. Inconsistency creates confusion and has a negative impact on brand identity.

Define yourself

Let's say your company sells a new kind of coffee. You should use these questions as a guide to develop their message and ultimately your brand.
How is it different from other coffee?
What you communicate about your brand with packaging?
Are the buyers getting a bargain or are they pay a little more for the ultimate experience?
Why should customers choose your machine to another brand?
Does the machine to remind the buyer that he / she is telling the world around them who they are?
Who are your customers? Are they female NASCAR fans, managers of private clubs or male executives rushing off the office?

You know who you are. Now what?

Once you define your company and products, you should focus on these questions will help you differentiate from competitors.
Does your logo to help customers define your product at first sight? Have you developed the best image to represent your products?
You have a tag line - a term that describes your product and helps him to identify in any media, from websites to print ads advertising?
What is the appropriate tone for your advertising? Is the animated character is appropriate, or should get right to work with high-impact look at their ads and text with a serious sell?
What language would you use in your ads? If you want your product to be perceived as unconventional, mainstream, prudent, or practical? What best reflects your brand?
What media your customers use? Are they more likely to learn more about your product through television advertising or e-mail explosion? brochure or billboard?

Careful brand, and later the strategy and implementation, can result in increased sales, more customers and increasing option value and, therefore, the price of your product.