Last updated on September 21st, 2024 at 07:38 pm
Branding is the process of building your “products, services and company” so that you can influence the purchase decision in target market segments.
The New Brand Model fronts the customer, not the products. Marty Neumeier
Marty Neumeier says, “It’s the customer’s “gut feeling” about a Product, Service or Company. The business’ reputation”. The logo is simply the “symbol of the brand”.
Businesses use branding to send non-verbal signals about, “who they are, what they believe in and what’s important to them” Debbie Millman.
This is developed internally. It’s your purpose, vision, mission and values.
This is the most crucial step. Market segmentation is a good idea, it will save you both time and money.
It’s important to know who your target audience is, where you can find them “online and offline”, the problems your product and services can solve, and how they typically search for solutions. As well as similar products online “A list of search terms is important for Search Engine Optimization“.
Now here’s where brand development gets fun, “the SWOT Analysis“. This is where your opportunity for differentiation in the market lies. A SWOT Analysis is both internal and external, it’s the best way to identify a competitive advantage.
Let your audience’s personality traits guide you. Structure your brand voice/tone of voice to appeal to who they are. This way, you can tailor your communications/messaging in a way that fosters a deeper connection between you and them.
This is not about the founder, it is not the history of the business, it’s not about where you’re going. It’s not about you. It’s about your audience. Coca-Cola is one of the brands that has aced story-telling. They aren’t selling you a product, they are selling an experience, a feeling. Admittedly, it does feel good to have a cold Coca-Cola on a hot day!
These are strategic tools that tell us who you are, and what you stand for. By first establishing your brand’s unique value and audience, you gain the insight needed to create a “name” and “tagline” that truly speaks to your market.
This approach ensures an alignment between your identity and communications, further solidifying your position.
Your Brand lives in the marketplace as a perception.
Visual content may include infographics, carousels, videos and images. Whether your visual content goal is to educate, generate leads or promote your brand, not only does it allow you to creatively showcase your products and services, but it also increases consumer engagement. Making it more memorable thus increasing the chances of purchase, investment or collaborations.
The choice of distribution channel “marketing” should be made based on the market segments and a thorough analysis of the social media platforms that they use.
This is for you if you’re selling more than one Product under the same brand name, and have multiple services, and if you’re a “Group of companies” with multiple geographical locations.
A multi-brand strategy is developed to help businesses increase market share and appeal to more specific audiences. It allows a business to cater to various needs and reduce risk by diversifying its Brand portfolio. You’ll be able to dominate markets, fill niche markets and prevent competition within brands.
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