In the past, having a label on a product was enough to increase product credibility and sales, but due to increasing competition, even beautiful packaging does not guarantee an advantage.
In an environment of abundance, the customer wants to actively participate and make an informed choice when buying a product or service. He tries on the benefits of the offer, how it meets his needs, associates brand attributes with positive and negative experiences.
In this article, you will learn how to create a brand yourself.
To start, say out loud: “I am the project manager (I am the brand manager), and the responsibility for the final result lies only on me!“.Say it 5 times and start warming up your brand creation!
Next, let’s designate a task – brand building. To accomplish it, we will need experience in project management, knowledge of advertising, design and psychology.
Our project, like any other, has three main phases:
- Creating a work plan and setting goals.
- Choice of performer.
- Monitoring the execution and results of the work.
STEP 1: You need to draw up a plan for doing the work, which could be as follows:
- Competitor analysis-Identifying strengths, identifying weaknesses. It should be said that no one will do it better than you. Remember that this is an ongoing process, and you should not delude yourself that you already know everything about them.
- Analyze the target audience – you need to find out what the customer would want, what needs they have that are unmet.
- The analysis is followed bypositioning– This means that you need to choose a unique position in the mind of the consumer.
- Creation of the brand concept. Development of the verbal component(naming, slogan, legend, advertising text) and visualization of the brand image (logo, corporate identity, packaging, advertising materials).
- Developing the concept of an advertising campaign. Every brand requires promotion, only budgets are different. The goal of an advertising campaign is to inform the target audience about the existence of your brand and to form positive associations with it.
STEP 2: Finding a contractor. An extremely responsible stage
The contractor may perform only one stage of the work, may perform several items, or may perform the whole project. He can be a freelancer (a person working for himself), or an agency with different combination and qualification of employees. The contractor’s workplace can be in your city or in any other city in the world.
We will not compare and list the disadvantages and pros of freelancers and agencies here. You can find an article on the relevant topic on our blog.
This article was in development. First memorize these rules, and then read the fullarticle here: “The 5 Stages of Brand Building and Design Elements“.
