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How To Create A Brand – Build Your Brand Development Strategy
How to create a brand?
There are four effective steps in the brand development strategy to create a brand:
Choose the brand name and logo
It establishes the brand in the minds of customers
Develop the brand
What is Brand Equity?
How to create a brand is no different than founding your company. It takes time. Little by little you can build Brand Equity. Brand equity is the differential effect when consumers react more favorably to a brand than to a generic or unbranded version of the same product. Whenever we think of buying a smartphone, the first name that catches our attention is: the iPhone. Ask why? It is because of the convenience and authenticity that iPhone offers to its users.
Apple through its years of research and experience has created in our mind a state of luxury and comfort in the use of its products. There may be some similar products from others in line with the Apple iPhone and they may be superior to it, but the identity of the iPhone gives it an edge over others, no matter what the price. This advantage is Brand Equity.
4 steps of brand development strategy
1. Choose the brand name and select the logo:
While building a brand development strategy, the name plays a vital role. A good name and style can add positive aspects to a product’s success. It is the most difficult task to begin with. Simplicity is the first step. The name should be easy to pronounce, recognize and remember. Also, it should suggest something about the benefits and qualities of the product.
Names like Google, Nike, Facebook, Apple, KFC etc. are among the most established brands worldwide. The interesting fact about these names is that they are easily translatable into different languages around the world. Therefore, the meaning of a particular word should not be something that indicates bad, wrong or negative.
Again, the name should be extensible to cover multiple product lines. For example, Amazon.com started its business with the sale of books and has now expanded to various product categories.
Once chosen, the brand name must also be protected. It means that in many cases the brand names have finally become mixed with the product category and people cannot differentiate the brand identity from the product category.
For example, Xerox is a company that builds photocopiers, but making a photocopy is often referred to as xeroxing. “Xerox” should be pronounced as a noun, not a verb. Many people find it difficult to distinguish between the product and the service which ultimately makes the company’s brand difficult.
2. Establish the brand in the minds of customers:
An interesting saying from a marketer- Products are created in the factory, but brands are created in the mind. This can be done in multiple ways- At a basic level, it starts by introducing the target customers to the product and its distinctive features.
Let’s take the example of Amazon’s Kindle e-book reader. Amazon addresses its customers, saying that it is an e-book reader that has a distinctive feature of reading books in a virtual format. At this stage, they are simply introduced with the product and it has a very low level of impact.
The most effective way to position a brand is by associating its name with desirable benefits. Thus, Kindle is more than an e-book reader: it is light, the dictionary on the go, it stores thousands of books that are easy to search, without glare and without distractions.
The strongest brands go beyond establishing features and benefits in customers’ minds and position themselves on strong values and beliefs, rooted in a deep emotional bond. How to read books on Kindle is an absolute pleasure and is presented as the new best friend of book lovers. In placing a brand in the human mind, the marketer must establish a mission for the brand and a vision of what the brand should be and do.
3. Brand sponsorship:
Brand sponsorship can be of three types:
Private label sponsorship
Licensed Brand Sponsorship
Private label sponsorship:
Many ads and social marketing strategies work behind the big brands that emerge and are called national brands. But for smaller businesses, it may not always be possible to endorse brands with big out-of-pocket expenses. In those scenarios, brand sponsorship is very important. Unlike National or Manufacture brands, there are Store brands. In recent decades, store brands are gaining more of the market. Here’s why?
Big malls like Big Bazaar, Walmart resale products with significant discount rates, especially generic or no name brands. They endorse products by citing their advantages or making side-by-side comparisons with leading brands. The association of major retailers with lesser-known products works as an aid in raising the brand value of the previously termed “no-name” product.
Private label sponsorship is also followed in online shopping. As we can see, small or lesser known mobile phone manufacturers are recently tying up with Amazon to sell their phones. In fact, this strategy is working very well as no-name brands are getting support from big brand stores, be it online or offline.
Licensed Brand Sponsorship:
In this brand sponsorship, some companies buy the names and symbols of other manufacturers or creators for a fee and endorse their products with that brand. This is common in the fashion industry such as Calvin Klein, Tommy Hilfiger, Gucci, Armani, etc., where companies are using the names and initials of well-known fashion innovators. This type of brand results as an added complement but with a pinch in the pocket.
Under that brand sponsorship strategy, established brands from different companies are used on the same product. Because each brand dominates in a different category, combined brands create broader consumer appeal and greater brand equity.
For example, Bajaj Allianz Life Insurance where Bajaj is a dominant player in the automobile sector and Allianz is a German financial services company. Now, since Bajaj wants an entry in the insurance sector and Allianz wants an entry in the Indian market, they have jointly made a brand ‘Bajaj-Allianz’ to reap the rewards of the Indian insurance market.
Co-branding also has some limitations. Such relationships often involve complex legal contracts and licenses. Co-brand partners must carefully coordinate their advertising, sales promotion and other marketing efforts. It is the responsibility of both partners to carry the co-brand with confidence and dignity.
4. Brand development:
To increase the value of the brand it is very important to prepare a brand development strategy not according to the changing business scenarios. There is no hard and fast rule to dictate.
A product brand name can be extended to an existing product line to credit new shapes, colors, sizes, ingredients or flavors of an existing product. However, line extensions involve some risks. A brand name that is too broad can cause consumer confusion or lose some of its specific meaning.
It occurs when an existing brand is extended to a new or modified product in a new category. For example, Nestlé’s popular noodle brand Maagi has extended to its tomato ketchup, pasta, soup, etc. A brand extension gives the new product instant recognition and faster acceptance. But care must be taken when extending the brand as it can confuse the image of the main brand.
Multi-branding offers a way to establish different features that appeal to different customer segments, lock in more shelf space for resellers, and capture a larger market share.
For example, a reputed company sells several varieties of soft drinks under different brand names. These brands are fighting each other to reign in the market and as a result individually they may have a smaller share of a pie, but as a whole, the Company dominates the soft drinks market. The main drawback here is that individual brands only get a small market share and may not be very profitable.
Brands are not created in a day or two; you should have patience to grow. The points mentioned above suggest some best practices for building a brand, but the real test starts in the field. Brand development strategy differs from place to place, even urban brand and rural brand are very different in their practical applications. Remember that behind a successful brand development strategy, there are many efforts, a clear vision and, above all, an uncompromising quality of product or service.
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