Developing a brand promotion strategy at KOLORO is:
You’ve created a brand and you don’t know what to do next? What does comprehensive branding include? How to maximize its assets?
In order to ensure that once created, your product continues its life and manages to succeed in the market it is necessary to develop a brand promotion strategy.
Trademarks or established brands lose their position in the market over time, despite the claimed high quality of the product, when consumer loyalty is not reinforced by anything, they start leaning towards the products of competing companies.
So if you want to not just win but retain your customers for life, expand your company’s market share or capture new segments and niches, you must have a strategic framework in place, more specifically a brand promotion strategy.
An effective strategy progressively moves the product towards the intended goal, coordinating tactical activities and defining the concept of brand positioning in the market.
YOU GET
Formation of a clear brand image in the minds of consumers
Sales growth
Increased brand awareness
Brand development plan for 3 years
A detailed branding guide for the year
Formation of a clear brand image in the minds of consumers
Sales growth
Increased brand awareness
Brand development plan for 3 years
A detailed branding guide for the year
Formation of a clear brand image in the minds of consumers
What does the cost of developing a brand promotion strategy depend on?
- From the development timeline. If you need to develop a PR strategy as soon as possible, the cost will be higher.
- The size of the brand and company goals – the higher they are, the higher the price of creating a promotion strategy.
- Competition in the market in which the brand operates. The higher it is, the higher the cost.
Stages of brand promotion strategy development
Brand recognition, holistic perception, emotions and impressions embedded in the product (service), product vision in perspective – these are all functions of brand strategy. The product development program keeps the whole concept of the product intact and inspires the right emotions in consumers.
Creating a brand strategy includes:
- Defining the target group of the future brand, the concept of brand positioning. We carry out a thorough analysis of the target segment, with a delineation into the groups with which the product is to come into contact;
- Developing customized messages (emotional messages) is a basic communication strategy;
- Developing evidence of the message for each target audience group;
- Definitions of the set of impressions – the opinion that needs to be formed in the subconscious mind of each group of the target audience;
- Formulating brand ambitions for the future of the brand.
What is brand strategy?
Brand strategy – Is a comprehensive program to develop a product’s identity and increase its assets. It defines the key target audience for the product, lays down the core brand message and brand attributes, emotional and physical characteristics, visual identity, pricing strategy, sales channels and communications to promote the product.
It predetermines its future – what the product will become, who will be its consumers, in what direction the brand will develop. Equally important is how the brand will be communicated to the consumer. Therefore, the development of a brand promotion strategy includes planning a PR campaign and detailed elaboration of possible channels of communication with the target audience.
PR strategy of the company on the example of Nestle: using the image of a happy girl with sweets as the face of the brand
Elements of brand strategy
Brand development and promotion are two key pillars of a brand ‘s strategy, which involves many separate elements and processes.
- Description of the target audience – drawing up a consumer portrait (demographic characteristics, culture and values, interests and life priorities of the consumer), description of the consumer value curve and consumer behavior model.
- Analyzing Competitive Products.
- Branding (brand creation and promotion) – selection of positioning ideas, product values, development of the name (naming), brand design (corporate identity, logo design, packaging and label concept, brand book development), adaptation of design for advertising media.
- Product strategy – highlighting the key features of the product, formation of assortment and expansion policy, selection of individual and group packaging, merchandising.
- Pricing strategy – the policy of setting the price of a product.
- Sales strategy – selection of channels for product sales.
- Product development strategy – determination of optimal methods of product popularization and communication with the consumer.
Product development strategy: the example of the Axe brand, which launched a line of deodorants with a universal fragrance for men and women
PR strategy on the example of Impression Electronics company
Choosing the right consumer communication strategy ensures hitting the target audience and increasing sales. Ukrainian electronics brand Impression Electronics focused its PR-campaign on low-income consumers. In the network appeared a video clip that mocks majors and those who chase “ponts” and expensive toys.
The video went viral on social media, garnered over 100,000 views, and successfully delivered the message: “It’s important to be real, to choose practical and convenient tools for work, not the most expensive and talked about ones”. The firm’s strategy was to release budget products that quickly found their consumers – sales of the company’s smartphones and tablets increased after the launch of the PR campaign.
Why does a brand need a promotional strategy?
Designing a product development program in the market provides the following opportunities:
- Identify deficiencies and problems in the current state of the business;
- Identify the main needs of your target audience and create a new need, based on your product;
- adjust or create a new direction for the brand;
- emphasize the company’s important competitive advantages and stand out among competitive firms;
- create a brand image, the right impression of the brand, demonstrate its main idea and make the brand popular;
- strengthen market position and consumer confidence, create a strong connection with the audience and attract new consumers;
- increase the value of the company’s tangible and intangible assets .
The heart of a brand’s success is the heart of the strategy – the core idea, the core principle, the product benefit, and the reason to buy that differentiates the new product from the competition. It is unusually important to follow the chosen strategy to the end – to manage the product. This gives a great chance to firmly establish itself in the consumer’s mind for the long term and become an iconic brand.
KOLORO branding agency will take care of your brand and develop a successful strategy for developing a brand leader in your market!
