In 2012, Ukrainians first saw GUD Bags – a brand of backpacks by Igor Gudzya, a fan of advertising and street-fashion. In just 5 years, GUD backpacks have turned from niche Ukrainian products into representatives of the international market – GUD can now be purchased on the American Amazon.
In order to develop a backpack brand with the same success, you need to know the answers to the following 4 questions:
Who are we sewing for?
In times of idea scarcity (which, by the way, every creator comes up with), the audience will tell you what they need.
For the customer, not for sales
Surely you have heard the phrase “We do things for ourselves”. The triviality of this phrase does not diminish its meaning at all – being “on the same page” with the target audience means the way to the top of the sales list. To understand what kind of backpack design customers want, Igor Gudz consults with insiders – photographers, cyclists, athletes, travelers.
In B2B work, the ability to customize to the customer is important
GUD offers its clients merchandise with a company label – corporate colors or logo. For example, Lohika ordered 60 backpacks with embroidered company logo for New Year gifts for its employees.
Read also:The influence of color on the consumer. Psychology of color in sales
Being on the same page with your customer
Positioning is the foundation on which a brand is built. Igor Gudz positions GUD Bags as follows:
- for active people with a clear life position;
- intellectuals;
- For those who are always on the road or love it.
How do others sew?
Backpack branding techniques
Market research makes it easier to understand the market and assess its trends. In the context of competitors’ experiences, you can assess your strengths and weaknesses that influence backpack branding.
You can analyze competitors’ performance by these criteria:
- Product – evaluate everything related to competitors’ trademarks: what models they produce, what material they use, what target audience they count on;
- Pricing – consider the specifics of pricing methods;
- Communication – how to find an approach to your customers, where they go, who they communicate with and how;
- Sales – examining a competitor’s logistics scheme – where they sell to, how much they sell and how they serve.
About how marketing analysis happens, read here..
SWOT analysis
The data collected about competitors influences brand building and can be the basis for a SWOT analysis. It can be used to assess the competitiveness of a brand according to external (niche opportunities and threats) and internal (company strengths and weaknesses) factors.
Read also: Sim-sim, open: sources of information for market analysis
How are we going to sew?
How to create a personal brand of backpacks
Starting with a small budget and big problems is absolutely normal. Igor Gudz also achieved recognizable quality far from immediately. With a small budget, the best thing to do is to create small batches – up to 50 copies, Igor believes. That way you can track how much the buyers like the product.
Product quality as the face of the brand
Even a super-brand will find it difficult to stay on the market if quality is at a premium. An understanding between designer and technologist, as well as a general idea of what to sew and for whom, will make the task much easier.
Unfortunately, budget constraints also join the challenges of finding qualified personnel.
Another nuance: if somewhere you save more than you need to – on locks, fabric or even small fittings – customers will immediately feel it. And they will go to someone who has better quality.
Read also: Marketing Mix. Understanding how to position a new product in the marketplace
You meet people by their clothes
Creating a brand of backpacks is half the battle. One of the priorities is memorable packaging that will leave a pleasant aftertaste of the purchase.GUD Bags customers receive their order in kraft boxes. With the launch on Amazon, the packaging had to be modified to fit the site’s requirements, but that only made it look better.
Logo development: the maximum in the minimum
Backpacks are designed for those who value comfort and functionality above all else. The logo should be the same. GUD kills two birds with one stone: the name and logo are easy to remember, while adjusting to the wave of trendy minimalism.
Read also: 10 mistakes in logo design
How do you promote your brand?
And now the hardest part – creating and promoting the brand. Of course, everyone will go their own way, but we offer several sales channels for product realization:
- social media;
- online store;
- offline stores;
- fairs of all kinds;
- participation in tenders;
- Collaboration with opinion leaders.
Social media and online shopping
Social networks are used as the cheapest and most practical option for a young entrepreneur. Here you can recruit your target audience, and then transfer it to the website. Or keep both the site and the public at the same time – they do not ask for food. With online stores is convenient to start small retailers. For example, the online store GUD Bags accounts for 65% of all sales.
You can get help developing your website here.
Brand presentation will help you create your own brand of backpacks
Fairs and tenders are a great PR opportunity. Here you can meet new admirers (or ambassadors) of your brand, as well as future investors and major customers. Also, it wouldn’t hurt to have a couple of interviews in the target media: what if your customer hasn’t heard of you so far?
And now for the most important part
It is, of course, your attitude. If you turn the work into a way of its realization, the result will not wait long. Drawing sketches, building cutouts and design in general – the work is creative, while the the technology of brand creation – is the most time-consuming and labor-intensive.
Get creative for yourself and your customers. We’ll do the rest.
Call us
+38 (044) 223 51 20
or write us
The quotes of the company’s head are taken from the interview for ain.ua
