How to create your brand
Video: How to Build Your Brand, Think Bigger and Develop Self Awareness — Gary Vaynerchuk Interview 2024, July
Nissan Teana is an automobile brand for wealthy people. Apple is a brand for a successful businessman. Klinskoe beer is a brand for unpretentious youth. All these dissimilar things are united by one thing: they are known, their name alone causes certain associations, for example, with a group of people, with an image, with a way of life. In addition, they are well-known, and, making a choice between Klinsky beer and little-known beer of the same price category, the buyer is likely to prefer the first option. What does your product need to have a brand?
Instruction manual
1
To create a brand for your product, you need to know what other similar products are on the market and which one has the strongest brand. He will become your competitor. Your task is to position your product as the same, but having some advantage. For example, your shampoo for oily hair not only rinses the hair well, but also acts on the scalp so that the hair does not become oily for a long time, because it is the scalp that is “to blame” for excessive oily hair.
2
A brand always carries a message that is positive for a certain circle of people. For someone who drives a Nissan Teana, such a positive message could be the elegance and solidity of the car, combined with its reliability. For someone who drinks Klinskoye - relaxedness, fun, freedom from obligations, the ability to "go on the edge."
3
The brand is made up of little things. Every detail can turn out to be both key and failed. You can extol the longevity of a car - a very important quality for it, but have a low level of sales, because people who are willing to buy this particular car need safety, style, the ability to drive at high speed, etc.
4
Begin brand promotion before launching the product on the market, fuel consumer interest. Before going to the store and buying a shampoo (we will use the example with a shampoo for oily hair), the consumer should be firmly aware that, among others, there is a special shampoo that works well on oily scalp, which distinguishes it from all others similar shampoos.
5
Promotion should not be aggressive. Consumers are tired of overly obsessive supply of goods and services. You can start with promotions (distributing small tubes of shampoo for free), especially since they are quite positively perceived by many people, then go to advertising in women's magazines, then to television.
