Let’s start building brand!

Part 2 of Branding 101 will show you the structure of how to build your brand.

So, what is necessary to build your brand? Is it awareness alone? No. The full spectrum of brand is far beyond initial consideration of ‘your brand over another’. It’s making your customers come to you through an emotional connection. These are the four steps, or blocks, of brand insistence:

1. Purchase consideration
2. Brand preference
3. Brand purchase
4. Brand loyalty

Having your brand considered is good, but you have to make your customers prefer your brand for some reason, they have to purchase the brand, and they ultimately have to be loyal to your brand. The last block, loyalty, creates buzz and word-of-mouth power, and that’s where the real money is. Let’s look at 8 major points that all successful brands have in common:

1. Brands promise customers something; a better life, a closer shave, peace of mind, etc.
2. Brands have consistent presentation. Therefore, identifying the brand is easy
3. Brands are owned by customers, but also by communities (this type of person uses that brand)
4. Your brand is different from other brands, and that can be identified easily- the color, the shape, or how it’s better than other brands.
5. Brands target specific customers - know your demographic, then sell to them, not everyone
6. Brands exceed expectations - if your product does not satisfy, why would your customer continue to use it?
7. A brand invokes an emotion - feelings of safety, satisfaction, power, etc.
8. Brands are avatars of companies, they serve the place of a relationship. You don’t know anyone from Schick, but you buy their razors and can identify strong points about the brand. The Mach III: POWERFUL SHAVING DEVICE. This is also why brands are often characters, like KFC’s The Colonel.

Your Homework:

Let’s return to the four blocks. Now, consider how your brand is viewed in relationship to these points, write them down:

1. Purchase consideration - can they find your brand? Is it along side other inferior brands, physically (product placement)? Can you associate more popular brands with your brand, and beat them through comparison?
2. Brand preference - why will they ultimately prefer your brand instead of someone other company product?
3. Brand purchase - how do you establish a buying pattern with your brand? Renewal is easy and value understood? Can order online quickly? Discounts for volume?
4. Brand loyalty – how will your customers ultimately explain your brand to others? What are the reasons they will continue to use your brand? They’re the same thing.

Next time: Common branding problems!

- The Guru