Resource Center » How to Build a Killer Brand
How do you build a brand? Branding requires building a solid foundation of trust, confidence, and memorability within the consumer market.
A brand is the name given to a product (or to a line of products) marketed by a specific manufacturer that helps people to identify it and associate it with that manufacturer. Many companies trademark their brands to have a unique advantage over competitors. Successful brands have gradually earned the trust of consumers and constantly seek new ways to promote to new markets and buyers.
Consumers have individual perceptions of products that carry a specific brand name. Think about well-known brand names like Coca-Cola or Microsoft; they may be household names now, but they had to start somewhere and encourage consumers to form positive opinions of them. Customer perceptions are formed from personal experiences with a brand, the experiences of friends or trusted colleagues, and information about the brand that the consumer may have gained through media reports, branded promotional products, or information on the internet. Consumers who have no knowledge about a brand will often make assumptions based on the sound of a brand name. This is why many companies attempt to choose unique brand names that sound sexy, fun, positive, or exciting in order to make the most memorable impression on consumers.
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Companies start building brands by using marketing campaigns that create and reinforce positive perceptions and opinions. Successful marketing campaigns link a brand with the lifestyles of specific consumers. For example, some brands use marketing campaigns that appeal to children, young people, older people, women, or men. Some brands are targeted to wealthy people, middle class people, educated people, or less-educated people. A broad advertisement will fall flat because people are less likely to identify with it, but a precisely-targeted advertisement will appeal to consumers within that niche market. |
It's also crucial to establish trust with your marketing campaigns. Some brands will use the endorsement of a popular celebrity spokesperson, but celebrity endorsements work better when a product is similar to other products on the market. When there is little difference between products offered by competing brands, extra promotion is needed to encourage people to choose one brand over another. Also, some brands rely on scientific studies to back up statements about the quality and effectiveness of a particular product brand.
Successful brand marketing campaigns have clear messages that are easy to understand and easy to remember. Campaigns should focus on promoting the benefits of a product without calling attention to a product’s liabilities. If a campaign makes too many claims or broadcasts contradictory information, consumers will get confused and will not see a simple clear message about a brand. Pick a message and stay consistent throughout your promotions and outreach efforts!
| Good brand-building campaigns promote the quality of a product. Consumers want to be reassured that a product has high quality before they use hard-earned money to make a purchase. It's true that cost is a major factor for consumers, but it's not always the deciding factor for whether or not they make a purchase. Consumers are often willing to spend more on a high quality and long-lasting product than on a cheaper product that has low or no quality. Think about it: would you throw down the cash to buy something that you know will fall to pieces before you're finished with it? |  |
When companies have already established the quality of their brands with consumers, they can use value to build the popularity of their brands. Special promotions with lower prices will make a brand available to more people. Some companies bundle products together to give consumers a better deal when they purchase all of the products at the same time. Also, well-established brands can use campaigns that are interesting or fun to watch but that are not specifically linked to a company or product (think of the "movie shorts" in commercials that are entertaining but have little to do with the actual product being sold). If a brand is not well known, however, consumers will not remember the name of the brand that is being promoted and the marketing efforts will probably disappoint you.
For an extra advantage, point out features of your brand that are superior to a competitor’s brand. One example of this approach would be the automobile manufacturers that point out their featured car's improved gas mileage as compared to a similar car offered by another company. However, these kinds of claims must be truthful and backed up by objective data. Otherwise consumers will discover the false claims, which can drastically weaken consumer trust.
Brands do not become popular by accident. A successful brand results from successful brand-building campaigns. Well-established brands need marketing campaigns that reinforce a brand’s popular image and guard against the claims of growing competitors.
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