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Brand Engineering
Start up companies often ask questions similar to the following conversation. CEO: our products are cheaper and better than those of Victoria's Secrets, yet, we are not able to sell them. What are we doing wrong? Consultant: nothing, you are not Victoria's Secret. Brand is a very heavy word in the dictionary of CEOs as consumers do not buy products, they buy brands which represent trust and authority. Branding a product must be the very first item in the agenda of product development, even before the product is made.
It starts with brand image, or how do you want consumers to see you and your product, what kind of image do you want this product to project? Little things like a logo, a company slogan, a web page, videos, press releases, etc can project an image that is representative of the intent behind making the product. Brand identity is next on the list to consider. Who are you, can your consumers identify you? When they see the sign "It's a Sony", they automatically think of electronics they know and familiar with.
But when they read "Joe's farm equipment" what crosses their minds (who is Joe?). Once you identified yourself and your product, it is time to get some brand presence in the market place. Don't just sell your product, build/sell your brand. Assuming that the product is well received, sells well, your consumers begin to be aware of your brand. You are no longer unknown, the market is aware of your existence. Here comes the difficult step: earning the trust of the consumers and building your authority as the provider of quality and reliable products and services. Remember, building trust and reputation is a long process; ruining it can be done overnight! With trust and authority you then begin to penetrate the market and grab your market share. A high enough market share, a quality product with a strong reputation, a loyal consumer base and a positive image over time turns into a brand. How do you go from here? Easy: on the first 100 meters your run as fast as you can. Then slowly begin to increase the speed!
A brand is not given or built, it is engineered systematically. Please let us know how we may help with your branding.
Last updated: 7/22/2011
