How to develop a brand

Branding in Russia is still a developing industry, but every year it is given increasing importance. The brand is designed to serve to distinguish products in a competitive environment. It is theoretically not difficult to develop it, but the main thing is its real work in practice.

Instruction manual

1

Engage in naming. Develop a brand name, it is advisable to make several alternative names - after testing one, you may need to change it. Then proceed to the development of slogans. There should be one main, as well as several side slogans for advertising campaigns.

2

Proceed with the visual components. Create a logo, product line packaging design, promotional material design.

3

Segment the market and determine the target segment. To do this, create a “profile” of the segment, analyze consumer motivations and preferences, identify the needs that your competitors could not satisfy, as well as the requirements for an “ideal” brand, differences from competing brands. Having completed all these points, you will get the concept of the future brand.

4

Develop a strategy - the ways in which the organization’s resources will be used to create brand value. Start with positioning - a system of approaches and methods for studying the phenomena and processes of formation of possible brand positions depending on its benefits and advantages and the relevance of this position to the target audience.

5

Form communications. The effectiveness of communicating brand position information to the target audience depends on this. Use advertising, public relations, building a positive reputation, promotion of sales and trade. Develop distribution channels, after which you can control the position of the company.

6

Engage in pricing. The brand itself is a valuable asset of the company, in some proportion with the price and real value of the increase in profit for branded goods. Using the brand as an asset, combined with the right brand management strategy, gives the company additional profit.