Branding is a fundamental element that every type of business or company must take into account so that consumers or customers really understand the purpose of the product or service that is going to be offered. To do so, it is essential to describe it in a detailed way, highlighting its benefits and the needs it will cover.
For this, there are some key points that we must keep in mind so that this branding is well focused and expresses the positioning of the new brand in a clear, differential, simple and relevant way.
Know your consumers better than anyone. Know your needs, habits, lifestyle … This will allow you to position your offer in the right place and direct your communication to the appropriate channels.
Position yourself in relation to your competitors by answering the question: What makes my product / service better or different from the rest?
The brand is NOT more important than the product or customer service : Entrepreneurs would be very skeptical if they thought they could succeed with inferior products if their marketing had “better looks”. Apple did not do it. There is no shortcut to build a great brand and less if you start from scratch. You must work on building products that people love and provide customers with services that keep them happy, ALWAYS. The product is also part of the branding. Another good example is IKEA, which knew perfectly how to offer a quality and differentiated product that transferred values and meanings to the brand itself in an “automatic” way.
The brand must have a specific audience : Many times, to position your brand it is preferable to go to a qualitative target and not quantitative. In this way, meanings are given more easily and their positioning is not dispersed. A particular case is found in two brands of automobiles with recognized prestige. Mercedes Benz and BMW are directed, theoretically, to the same public. People with a high purchasing power who want to enjoy the driving experience, to feel unique. However, these have been positioned in two different places.
Betting on the consumer experience: Give your consumers something to talk about – simplicity, less is more, personalization, innovative purchasing process, etc. -. An example is IMAGINARIUM which, through its retail, has turned the purchase of toys into a new experience.