a. Attractiveness
Your brand must be attractive to your target market. To achieve this, you must determine who buys your
product, why they buy this particular kind of product and why they buy yours instead of someone else's. When
you know the answers to these questions, you will be able to emphasize the factors which your target market
finds attractive and build your brand that way.
b. Value
A strong brand delivers good value. Once you know what your target market finds attractive, you have
to deliver corresponding value. When you know your target market, it is easy to focus on what these customers
consider valuable and to de-emphasize what they consider unimportant.
c. Consistency
Whatever your market finds attractive and whatever value you deliver to your target market, you
absolutely have to do it consistently. It's the attractiveness and the value that characterize the brand but it is the
consistency which builds it. Every time you're inconsistent, you'll lose customers and damage the brand.
Consistency is so important that, if you can't do it consistently, don't try to do it.
Properly done, such a program of developing a brand not only develops a customer
base which knows what to expect from you, likes it and continues to buy from you but also helps you and your
company with guidelines in marketing, advertising, logos etc. Since the brand determines what you're going to
do and the thinking behind the brand is consistent, you'll have firm guidelines to help you decide what will work
and what won't.
Even if your product is not yet an established brand, think branding when you market and you'll make
fewer mistakes and be more effective.
FIRST PUBLISHED AT SUITE101.COM
