| What is a Brand? | | | | with deadlines. While setting up goals, one |
| Brands are the identification that differentiates one | | | | shouldn’t forget to keep them relevant to |
| business from another (through name, symbol etc.). | | | | consumer needs and preference. |
| However, today brands can also be defined as the | | | | Personalize the Looks |
| personality they reflect to people in relation to | | | | This is one of the most important parts of Brand |
| status, emotional characteristics and subjective | | | | Building. All major brands have unique visual and verbal |
| quality. They give the consumers a perceived | | | | identities such as logos, fonts, slogans, etc. Design |
| knowledge of the product, its quality and uniqueness | | | | every aspect of your brand and make sure that they |
| before they buy it. | | | | match each other. This will help create a personality |
| Brands give the surety for deliverance of the service | | | | that encompasses all the characteristics the brand is |
| as promised by them. For example, Pizza company A | | | | supposed to have. |
| claims to deliver pizza within a certain time and Pizza | | | | Protect Your Brand |
| company B claims to deliver most delicious Pizzas. It | | | | Register your brand in the key market you are |
| makes easy for the consumers to identify what they | | | | entering. Measures should be taken to prevent your |
| want and which brand to choose for it. It is | | | | brand from being confused with other similar brands |
| important for a brand to accomplish the claim | | | | as it can result in loss of business. Hire a good lawyer |
| advertised by it to attain a good Brand Image. Apart | | | | to help you with legal formalities. |
| from consistently rewarding the confidence, brands | | | | Deliver the Branded Experience |
| also works towards delivering expected emotional | | | | Establish your brand with strategic thinking and |
| response. | | | | careful use of resources like SEM, PR, online |
| Building a Brand | | | | advertising, blogs, influential advisers and strategic |
| Know Yourself | | | | email campaigns. The brand experience totally |
| Before building a brand, you should analyze what is | | | | depends upon how consistently you present your |
| that you achieve for your customer and how it | | | | brand. It should be instilled into all your products and |
| affects their lives. Where you stand and what is your | | | | services; and at every customer touchpoint. |
| current position in the market. You should identify | | | | Customer’s notion of your brand is formed with |
| your target market and identify their preferences | | | | their first experience with your company, products or |
| and interests. It is crucial to know opinions of | | | | services. Every customer interaction is a chance to |
| customers as well as employees about your business. | | | | enrich the brand. |
| Find out what is customer perception about your | | | | Evaluate your Success |
| business, what is the first thing that comes to their | | | | Evaluate performance of your staff from time to |
| mind when your brand is mentioned to them. Are | | | | time. Hire a third party quality analysis team to keep |
| they aware of the services you offer and do they | | | | a track of the quality of your products and services. |
| trust your business, product or service? Such | | | | Provide your clients with feedback forms after every |
| research will later help in forming the basis of your | | | | project. Request feedback from your customers and |
| brand message. | | | | find out if your products and services are meeting |
| Know Your Competitors | | | | their expectations. Add feedback form to your |
| You should know what your competitors are doing | | | | website. You can also carry out surveys to find out |
| and what are their strengths and weaknesses. How | | | | any change in customer preferences. |
| your brand is different from your competitors and | | | | Extend your Brand |
| what is your brand’s position as compared to | | | | Offer new products and services from time to time |
| them. Find out what your competitors are missing | | | | to keep your brand relevant to the target audience. |
| and what you can do to achieve it. | | | | Modify looks visual and verbal identities to relate to |
| Define Your Goal | | | | changing needs of the consumer. However, make |
| Once you know your current status as well as that | | | | sure that the brand message is delivered consistently. |
| of your competitors, you can start defining your | | | | If you are introducing a new product or service |
| goals. You should have a clear idea of what do you | | | | which doesn’t lie under your brand values, you |
| aspire your business to become. Define your goals on | | | | should launch a separate brand for it. |
| a timeline, divide your plans in phases and set targets | | | | |