Building Your Brand

Building a brand is one of the first and most important steps (next to writing a business plan) to take before you are ready to launch a new product. Why? This is how your customers or future consumers will identify your product and your company. Let the public know HOW your product is better or different.

What promises can you make that your product is better than your competitor?
Can you promise your customers that they will receive a valuable product or experience each time that they make a purchase from you?

For example, think of the food industry. McDonald’s and Burger King are two of the most popular hamburger chains in the world. They sell hamburgers, basically the same products, and are  both successful.  The McDonald’s brand promises that you will experience the “I’m Loving It” feeling every time you eat their food. The Burger King brand promises  “You Can Have It Your Way.” This type of Branding produces two types of loyal consumers. Each consumer makes a conscious choice to attach himself to the companies based on what their mind perceives to be the better of the two promises. There are other things that are indelibly connected to these brands. Like the words clown, King or flame broiled. And everyone knows what words fit with each brand. Your Brand identity should be very clear   Design it to reach your target market and your loyal customers will follow it. Your goal should be to become an expert at what you do. If you are manufacturing your product yourself or having it manufactured make sure it is a quality product - set standards. Never ever sell a product that you would not be proud to be identified with.

Visual branding is EXTREMELY important as well. This drives the consumers to buy with their mind because it fits their taste. Logos are important. If you do not have a properly designed logo, that could  ruin your first impression. Your product is introducing itself for the first time. “Hello, look at me. Don’t I catch your eye? Buy me.” Logos MUST fit your company’s brand. If you knit and you have a bull for a logo opposed to a sheep. Someone is going to say that you have no clue as to what you are doing. Clean and simple but eye catching is best. Your logo can be wild and crazy without being tacky and overwhelming. Logo design is expensive you say? No says I. You can get a fabulous logo designed for around $79. I will recommend someone to you just for reading my blog.

Everlasting InvitesCustom logo design starting at $79.00. Other packages are available as well.

A. Mabe Designs
Their logo design starts at $100. They also have packages that includes business cards, banners for your website and more.

There are many more. You will just have to search and find a graphic artist whose flair fits your style.

In connection with a logo, colors also play an important role in brand identification. What do you think of when you read the following:

• Red Soled Shoes
• Peacock silhouette with colored feathers for a tai;
• Blue Box

Christian Louboutin is a famous women’s shoe designer who sent the fashion world into a frenzy with his red soled shoes. NBC is synonymous for the peacock with the brightly colored tail. Last but not least, Tiffany’s. Need I say more? Build a packaging that your consumers will instantly identify with.

Your company will also need a theme or a clear direction. When you think of some of the products associated with a few widely known companies, their products or their company have a clear direction. In the bath and body world, Bath and Body Works have an un-mistakeable identity when it comes to their products. Philosophy bath and body did just that, made their consumers relate to their product by making each product relate to a philosophy or word and putting that right onto the product. Seriously, you couldn’t miss it even if you closed your eyes. Point Blank – packaging is extremely important.

Our last point of the day is creating a demand for your product or altering your product to fit into a current demand. This is one of the most vital pieces to this puzzle. If no one wants your product, what the heck are you wasting your time on? Sure, it brings you joy when one or two people (most likely family members and close friends) ooh and ah over your product. The problem with that is, they are not going to be brutally honest with you and tell you that something you think is wonderful, truly stinks. They will smile and nod and look down and say, “yeah I liked it” in a high pitched voice. Truth is, they could care less. Get out and find out what the public thinks about your product or what would they change. Be open to CONSTRUCTIVE and BRUTAL crtiticism. This might mean that you may have to give away some products for free to get feedback. But you will know in the end if you should continue, revamp or trash your current project.

Now that I’ve filled your brain to the brim, hopefully you will understand how important it is to build your brand before officially launching your products. Not taking this step can and will likely  result in failure. No one will want to purchase from you because clearly you have no clear direction on where you are going or what you are doing. They sense when you are serious and are a company that will have longevity. Make sure that you develop a company that consumers will identify with, be loyal to and refer to their friends or people they don’t even know.

Send in your questions or problems that you are encountering with launching your product or company and we will tackle it one topic at a time!

Ciao!