Through all of branding definitions, we are agreed that branding is a sequence of brilliant, strategic and creative ideas. And the branding process itself could not be completed in a short of time. Once we agreed that our brand is our asset, this article will show you how to start the branding process:
Brand and business are thick as thieves. They are two things inseparable. Brand management holds up business performance, and the other way around. Running the brand and business in parallel will provide back up support for each other.
The essence of branding process is the art of mind playing. Make the customers to think about your brand, instead of forcing them to think about it. Once your brand managed to influence the customers mind (mind share), then it will successfully leading to customers buying decision (market share).
A comparation of running business with market-share oriented and mind-share oriented.
A business with market-share oriented requires such expansions to widen its potential customers. Not to mention the price war between brands, even they are in the same market. At the end, those brands (who set the price war) couldn’t even show their differentiation nor spesification. They are just another followers in the market.
Back to back, a business with mind-share oriented plays an important role in developing brand added values to create the business differentiation. The strong values will make a brand as pioneer and an aset to develop the business.
Deciding the brand key ideas could facilitate brand owners to easily formulate what desirable mindset for exact to the customers.
On the first base, the important step is to mastering the uniqueness and differentiation of your products and services. Afterward, specify your brand target market. Define the target market from three main aspects: 1). Demographic aspect (age, sex, education and economic status); 2). Geographic aspect (domicile); 3) Psychographic aspect (lifestyle).
A specific target market will define what brand values to offer and also projects the brand vision. Considering that brand values define your brand differentiation, it is important to have a set of distinctive aspects from others. What should you do? Discover and conclude what kind of your brand personality and expression. For instance example, cheerfulness or even integrity. The brand personality should represent the general personalization of target market. As an example, you can put your brand motherly-and-adult personality if your key target market is teenager.
In advance, breakdown the brand key ideas into solid strategies for brand development. We named it as S.M.A.R.T strategy, each letter refers to different objectives, different stages and different criterion.
S for Specific; M for Measurable; A for Attainable; R for Realistic; T for Time-bound
READ ALSO: STRATEGIC PLANNING FOR BUSINESS AND BRANDING
It is the time to activate the manifestation of brand strategies. The strategies shape your brand’s good will for the market. Start your brand journey through these adventurous yet challenging steps:
Foremost phase of a brand; the customers starting to realize the brand existence and aware its existence on the market.
The next stage is to make sure that customers understand why a brand exists and the value behind a brand.
Once customers understand your brand, they would start to put their trust on your brand. They will accept the brand message and the brand values.
Brand Behaviour Change
It is the most significant phase that a brand could affect the business development. The customers start to change their behaviour; aware of your brand existence -- accepting your brand values -- uprising their buying decision. It turns out that mind-share orientation could swift onto market-share orientation.
Brand Repeat Purchase
Customers will feel satisfied regarding the promising values of the brand after buying and interacting directly with the products or service. Thus, the customers will repeat the purchase they did.
It is indeed the highest phase of a brand. The customers has already attached to the brand. Instead, they willingly become the brand ambassadors to advocate another potential customers.
Lead your brand into the centre of your business; at products, business place even into employees. Develop a brand guideline that will establish the identity and ease the customers to associate with the brand.
As a good example, let’s take a look to Pizza Hut that brings the brand into every single activities; namely its packaging, outlet decoration, uniform until its greeting to customers.
The greater the brand is, the more able it would be to face criticism or advice from the customers. Therefore, paying attention to your customers is all important to do. Your brand is their solution, because they come to your brand to discuss or find a way to solve their problems.
"A branding process is indeed hard to please and not come in an instant. Yet, if you do it carefully and full of strategies, your brand will become your significant asset for the business development."
7. Being Sensitive To Trends And Competitors
The trend is always coming on and off the wind, so do the competitors. Being sensitive to both trend and competitors is crucial thing in order to maintain your brand positioning.
A great and well-executed planning will good for nothing if your brand overstepping regular evaluation & monitoring. As well as the plan and strategy, brand evaluation & monitoring is significant to measure the extent of which the success of brand management.
If brand and business are seen as living things, then innovation would be their main nutrition in turn to grow and develop as reaching the expected goals or objectives. Innovation is also needed to adjust the trend.
Quoting the famous Jim Rohn saying that “Success is neither magical nor mysterious. Success is the natural consequence of consistently applying the basic fundamentals.” On the way to reach the goals, you might experience one or two collapsed strategies; but there are three or hundred more planned and measured strategies that will give your brand success opportunity.
In the end, a branding process is indeed hard to please and not come in an instant. Yet, if you do it carefully and full of strategies, your brand will become your significant asset for the business development.