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5 Key Aspects of Branding a Product
Building a brand for your product is one of the most essential ways to get attention and build sales. For small businesses and large companies alike, putting time and resources into building a brand is one of the smartest ways to help you reach your goals.
Here are 5 key aspects of branding a product.
1. Associate your brand with a key customer promise: Your customers and prospects should always be made aware of precisely what they can expect when they do business with your company or buy your product. Do you always provide service with a smile? Are you the most dependable in the industry? Does your product always offer the best functionality among your competitors? Is your product the most attractive or aesthetically pleasing? Whatever it is, make sure that your customers know it, every time they hear or see the name of your product.
2. Keep in mind precisely whom you are targeting: In everything you do - your packaging, the messaging on your Web site, your tagline... even the way you answer the telephone - you need to keep in mind the type of customers you will be targeting. Where do they live? How much do they have to spend on your product? Are they looking for the best product available, or just the best for the least amount of money? By being crystal clear about whom you are targeting, all of the things that you do to directly or indirectly communicate with your customers go toward communicating to them directly and precisely and ultimately motivate them to buy.
3. Differentiate your brand: As you are forming your brand identity, do some research about how your competitors are positioning their products in the marketplace. Choose your top 2 to 3 competitors and figure out how each one claims it is unique. Using that knowledge, carve out a unique niche for your product that does not overlap with the claims of the others. Hint: when conducting research http://portal.mbatu.org/index.php?do=/darcy285/blog/red-bottom-shoes-definitely-an-important-part-of-girls-closet-relationships/, you can always hire a market research firm to do an in-depth report. Or http://darcy285.tigblog.org/post/7864485, if you have budgetary constraints, a bit of Internet research or visiting of some stores can do wonders for your knowledge of how your competitors are branding themselves. Find out, and then make your product unique in the minds of your customers.
4. Keep your brand focused: Once you start building a successful brand for one of your products, be careful about trying to apply some of the brand equity you earned for one successful product line to other product lines, especially if they are significantly different in nature. This is a common mistake made by companies every day. For example, if you make the strongest wood glue available in the market and have built a strong brand image around that fact http://www.pointblog.net/simpleoradvanced.htm, you might be able to apply some of that brand equity to your new metal bonding glue as well. However, you would likely be weakening your brand if you tried to apply your brand equity to your new line of thumb tacks or gift wrapping tape.
5. Repeat, repeat, repeat your message: Once you have fine-tuned your brand identity http://eltiempohispano.com/sale/if-when-christian-louboutin-shoes-you-are-around, it is time to get your message out there and build your brand. The key ingredient to success is this: repeat http://manilagirl.moonleb.com/view/post:166, repeat, repeat your message. And, this repetition means not only frequency, but also being consistent with your message across different media: your Web site, your packaging, your yellow page ads, and your radio commercials should all have a consistent look (or sound), a consistent feel, and consistent messaging. This consistency and frequency will present a clear, consistent image about your brand in the minds of your clients.
Effectively building a brand for your product means knowing about what makes it unique relative to your competition. It means knowing how to associate certain images with your product in the minds of your customers - and knowing those customers. And, it means being consistent and frequent with your messaging to prospects and customers. If you do, you will be on the road to building a winning brand.
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Building a brand for your product is one of the most essential ways to get attention and build sales. For small businesses and large companies alike, putting time and resources into building a brand is one of the smartest ways to help you reach your goals.
Here are 5 key aspects of branding a product.
1. Associate your brand with a key customer promise: Your customers and prospects should always be made aware of precisely what they can expect when they do business with your company or buy your product. Do you always provide service with a smile? Are you the most dependable in the industry? Does your product always offer the best functionality among your competitors? Is your product the most attractive or aesthetically pleasing? Whatever it is, make sure that your customers know it, every time they hear or see the name of your product.
2. Keep in mind precisely whom you are targeting: In everything you do - your packaging, the messaging on your Web site, your tagline... even the way you answer the telephone - you need to keep in mind the type of customers you will be targeting. Where do they live? How much do they have to spend on your product? Are they looking for the best product available, or just the best for the least amount of money? By being crystal clear about whom you are targeting, all of the things that you do to directly or indirectly communicate with your customers go toward communicating to them directly and precisely and ultimately motivate them to buy.
3. Differentiate your brand: As you are forming your brand identity, do some research about how your competitors are positioning their products in the marketplace. Choose your top 2 to 3 competitors and figure out how each one claims it is unique. Using that knowledge, carve out a unique niche for your product that does not overlap with the claims of the others. Hint: when conducting research http://portal.mbatu.org/index.php?do=/darcy285/blog/red-bottom-shoes-definitely-an-important-part-of-girls-closet-relationships/, you can always hire a market research firm to do an in-depth report. Or http://darcy285.tigblog.org/post/7864485, if you have budgetary constraints, a bit of Internet research or visiting of some stores can do wonders for your knowledge of how your competitors are branding themselves. Find out, and then make your product unique in the minds of your customers.
4. Keep your brand focused: Once you start building a successful brand for one of your products, be careful about trying to apply some of the brand equity you earned for one successful product line to other product lines, especially if they are significantly different in nature. This is a common mistake made by companies every day. For example, if you make the strongest wood glue available in the market and have built a strong brand image around that fact http://www.pointblog.net/simpleoradvanced.htm, you might be able to apply some of that brand equity to your new metal bonding glue as well. However, you would likely be weakening your brand if you tried to apply your brand equity to your new line of thumb tacks or gift wrapping tape.
5. Repeat, repeat, repeat your message: Once you have fine-tuned your brand identity http://eltiempohispano.com/sale/if-when-christian-louboutin-shoes-you-are-around, it is time to get your message out there and build your brand. The key ingredient to success is this: repeat http://manilagirl.moonleb.com/view/post:166, repeat, repeat your message. And, this repetition means not only frequency, but also being consistent with your message across different media: your Web site, your packaging, your yellow page ads, and your radio commercials should all have a consistent look (or sound), a consistent feel, and consistent messaging. This consistency and frequency will present a clear, consistent image about your brand in the minds of your clients.
Effectively building a brand for your product means knowing about what makes it unique relative to your competition. It means knowing how to associate certain images with your product in the minds of your customers - and knowing those customers. And, it means being consistent and frequent with your messaging to prospects and customers. If you do, you will be on the road to building a winning brand.
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