Proper branding strategy will make our brand more attractive and accomplished to expand our audience and market category.
Products or services alone are dumb: is the brand that gives them meaning and purpose, they are which they tells us how to read a certain product. Financial analysts prefer companies with powerful and strong brands because they are less risky. To become strong your brand it is important to remember one word: attraction. Only an attractive brand will be well positioned and achieve increase its value.
Branding is much more than just to give the name and seal a product with a mark requires a long-term corporate involvement. A trademark or brand makes a product or service more valuable than one without brand, which is why the value of the Coca-cola without “Coca-Cola” would be insignificant. To create a proper branded content that leads to an attractive and successful brand, you need a branding strategy. The more you have that brand reputation and best known is, they will remember more publicity and addressed of it. In this text we will know the most important features should have that strategy to bring our brand to that goal.
An established and strong brand has a high percentage of loyal customers that give stability to it and future sales increases. In addition, the product can be sold at higher prices because of the added value and superior image quality. It is capable to diversify into different markets sales and audience, resulting in a wider range of growth.
The reputation of the brand is created by:
- Familiarity. When a person is familiar with the brand and use it often, it will be harder to him to replace it with another.
- Perception. When someone perceives the brand as unique, there will not be an equal one and is not going to be replaced.
The first task of an analysis of the brand is to define precisely what the brand injects into the product or service and how the brand becomes: What attributes materializes?; What advantages are created?; What are its ideals? A brand is not only effective in the market, organizes the market, driven by a vision, a calling and a clear idea of what should become the category. The branding is just that: the transformation of the product category.
According to the objective which the brand is set to transform the category involves providing the product an identity. A brand is weak when the product is transparent. What does this mean? If a brand defines its product as “extra virgin olive oil,” for example, means that the product is transparent, almost completely defined and exemplified by the unique attributes, but there are dozens of brands able to offer this type of oil; the identity of the brand must be unique.
The brand must have its own specific point of view on the product category. The main brands have certain positions within the product category. This position and concept energizes the brand and encourages the changes that are implemented to match the brand products with their ideals. It is this conception that justifies the existence of the brand, its reason for being in the market and provides a guide to its life cycle. The purpose of the brand is more than business strategy is defining its rationale.
Keys to consider for your brand strategy
- Create a strategic brand that transmits an idea or a vision and are driven by a desire to change your life customer. All brands should have a strong intangible content.
- Observe all variants and sub-brands to develop all your brands.
- Act as a leader and be passionate about increasing the standards of the category.
- Keep all brands with a steady stream of innovations.
- Create direct links with end customers to deepen their attachment.
- Give a personalized service.
- Reward customers for their participation to make them become active promoters of your brand, not just loyal.
- Encourage communities that share their values.
- Globalized the brand and its products quickly.
- Be ethical: big is not beautiful right now and consumers have become cynical about the size. We must take into account the collective benefits as recycling of products, organic ingredients, sustainability, etc.
A brand strategy will help us create a strong brand and established, with a strong identity that will become irreplaceable for our audience.