The term Brand was associated with the marks placed on the body of animals or belongings to indicate the ownerships. Similarly, some artisans used marks to indicate the quality they maintained in a product. The credit of evolving the concept of Branding can be awarded to Proctor & Gamble and later in 90’s organizations like Unilever and Nestle perceived and introduced the concept of Branding as a part of marketing and of establishing a product.

The definition of Branding reads as follows: “The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products.” Build a brand that customers trust

And if we talk about it in today’s neck to neck competition era, what is amusing about the term Brand is that everyone knows about it and still very few succeed to build a strong brand. The reason behind it is very simple, a larger part of the marketers prefers to follow suit the successful brand rather than evolving their brand with the conscious endeavor. This happens in case of the majority of organizations mainly because
  • Some can never identify the difference between Product Branding & Company’s branding as a whole.
  • Some hardly care for individual company promoters’ branding value.
  • In the same way, some fail to convey a right message convincing people about what they want to sell.

Let’s dig deep into it.

The basics of Branding to be considered while Branding of your product:

1. Highly valued but communicated to less relevant people:

This aspect can be viewed and evaluated from a different angle but the most common contention is that What is a Valued one to someone might not be the same to another. For example, when a mobile device was introduced for the first time on March 6, 1983, on the first US 1G network by Ameritech, it was highly valuable in terms of money as well as usability but it cannot be termed as relevant to the contemporary mass of people simply because very few could afford it.

Today, a simple mobile phone with push-button keyboards has almost disappeared and it has been replaced by a smartphone. Maybe, the smartphone may be replaced by some another advanced technology. This is why Value and Relevance are relative or subjective and will be constantly changing from time to time and product to product but what will remain is the Brand that has succeeded in earning the trust of people and marked their place in their heart.

How you build trust and earn the loyalty of your customers:

When it comes to earning the loyalty of your valued customers, it is inevitable to answer:

  • How much do you know yourself as an individual?
  • What do you communicate to your customers?
  • What is the intent you wish to sell your product/service for?

2.How you build trust and earn the loyalty of your customers:

When it comes to earning the loyalty of your valued customers, it is inevitable to answer:

  • How much do you know yourself as an individual?
  • What do you communicate to your customers?
  • What is the intent you wish to sell your product/service for?

Do you fulfill what you commit?

Give a deep thought over the above questions and you will come to realize what you are expected to do and act to build your brand stronger than ever. Remember the fact that every brand must have something extraordinary in the form of brand value. Even a promise made to a customer and complied with is the core essence of branding.

As a business owner, you should eliminate your ego element of doing the great things in the market with bluffing art. Nope, you can never bluff. The best brands in the world have always tried to uncover the realities of their products or services, no matter what it might cost to them. But very few brand owners dare to do so! When you bluff, you may have to pay a high cost for your single minute bluff hampering the credibility and stand of your product in the market.

3.What difference you make with your brand in the market and in the choice of customers:

You can learn from and get inspired by the industry leaders but cannot blindly follow them just because they are successful. Every product has its own story and decorum. You can bring in your brand into the market with a difference in a number of ways as;

How you build trust and earn the loyalty of your customers:

When it comes to earning the loyalty of your valued customers, it is inevitable to answer:

  • How much do you know yourself as an individual?
  • What do you communicate to your customers?
  • What is the intent you wish to sell your product/service for?

Do you fulfill what you commit?

Give a deep thought over the above questions and you will come to realize what you are expected to do and act to build your brand stronger than ever. Remember the fact that every brand must have something extraordinary in the form of brand value. Even a promise made to a customer and complied with is the core essence of branding.

As a business owner, you should eliminate your ego element of doing the great things in the market with bluffing art. Nope, you can never bluff. The best brands in the world have always tried to uncover the realities of their products or services, no matter what it might cost to them. But very few brand owners dare to do so! When you bluff, you may have to pay a high cost for your single minute bluff hampering the credibility and stand of your product in the market.

3. What difference you make with your brand in the market and in the choice of customers:

You can learn from and get inspired by the industry leaders but cannot blindly follow them just because they are successful. Every product has its own story and decorum. You can bring in your brand into the market with a difference in a number of ways as;

How you can differentiate your product/service:

Here, you need to focus on the design, colour, shape, size, packaging, and quality of your product. For example, there are hundreds of thousands of ball-point-pens in the market, still, Mont Blank or Parker are remembered first when it comes to writing instruments. See, either of the two has never tried to copy or follow suit the other but they have tried to bring something new and amazing for their customers.

How you can differentiate your Operation:

This aspect is basically concerned with improvising the internal inflexibilities to make your product roll-on at a faster pace in the market. What you need to think of for this aspect is;

  • Making the work environment more friendly and healthier.
  • Improving the working conditions.
  • Harmonizing the work-flow and products line.
  • Innovating the delivery and supply chain speedier.

These and many more criterion can be an effective differentiator which will generate a kind of trust feeling among your customers.

How you can differentiate your marketing strategies:

Whether you wish to sell your product online or instore or both, you can make a different footing with your product marketing campaign. Yes, you should have a sound strategy and well-built implementation process, Smart selection of the media and creativity in the form of the ads promoting your product. You will find many catalyst approaches by many companies who have initiated a unique way of promoting their products. For example, what you find in an ad of Apple or Microsoft or Google, it seems in case of these giants that the name itself is enough to tell you everything about their product from quality to perfection.

Conclusion:

There are about 250,000 products launched per year globally, with an average of 85-95% failure rate, according to Forbes. What I wish to convey is that entry and exit of a product is a routine market phenomenon but the incredible is your product is remembered even after an unexpected number of years. That’s what is possible with branding. So, I would say its not the product we remember in fact but its brands we remember and live with!

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