Branding is very important for your business, it is a well-planned strategy. Your brand is the way you are perceived by your customer. If you have infinite resources and your product is not good, don’t lose hope. This blog is about the methods and skills of branding.
Seize the high ground.
If you want to be on top of the game, establish your brand on the positive features like “making a proper meaning”, “making a difference” and “making people happy”. You can beat your competition when you have an inspiring brand and not a brand based on non-sense purpose.
Spread one message.
Creating one branding message is hard enough. However, most companies try to come up with several messages because they want to capture the entire market. You can just create and spread one message and if it doesn’t work, try another one. You can do that one after the other and not all at once.
Though not necessarily English, make sure that people will understand your branding statement easily and refrain from using idiom statements. Not all people will understand your positioning, especially those who have less knowledge in computers.
Apply the opposite test.
Most companies use adjectives like expandable, reliable, easy-to-use and stable to describe their products. See if your competition uses the opposite description for your product, if it doesn’t, your description doesn’t make any sense at all.
Cascade the message.
Assuming that you have already the perfect branding message. Pass along your message to your organization. Starting from the board of directors to the management and down to the front desk. Make sure that all employees understand the branding.
Do not focus on advertising but rather on PR.
Many companies are establishing brands with advertising that’s why they tend to spend a lot and waste millions of dollars. Brands are built on what people are saying about you and not what you’re saying about yourself. If you have a great product, people will spread the word about it.
Strive for humanness.
Great brands attain a maximum level of humanness. They reach out to you as an individual and not part of the market. It’s “my iPhone”, “my Ducati”, “my bottle of Bacardi” and you would never think, it’s “my Adobe” or “my Windows 7”. You wouldn’t say Microsoft is a great brand though it’s a great financial accomplishment, ideally, you would achieve both.
Flow with what’s going.
Customers will always determine what your brand means and see what makes your customers stick for you. For a very long time, Apple has made the Macintosh brand stand for power and consumers believe that it stands for easy to use. Flow with what’s going and be grateful that it’s flowing at all.