Strong brands decide hot buttons with consumers

Consciously or not, every company has a trademark. How to develop a difference between creating a place of distinction or a mixture of the crowd, projecting a positive image or negative causing the growth of your business, or even be successful, you will reach your target audience, or there is no overall score. Brand is important. Those who are building their brand image and manage benefit enormously popular. Here are six principles for creating and building brands and real examples of its value.

Strong brands decide hot buttons with consumers.

We buy for emotional reasons and to optimize procurement. Knowing what causes your target audience. Volvo for a buyer, there is safety. In fact, Volvo and safety synonym. Volvo has made an emotional connection and build your brand strategically about security. The company's website states: ". Discover the beauty of Volvo safety in 2006, the site even has a" Volvo saved my life club "section with stories of ordinary people who were protected by their Volvo in road accidents. These stories are emotional, pearl jewelry, but stress as a brand associated with safety Volvo. Accordingly, the company has developed a loyal clientele.

Brand is not just a logo and slogan smart.

This is just a brand of reality - a concept that exists in the minds of your customers. Your brand is the experience for customers. Nobody gives this idea better than MasterCard? with its campaign "Priceless" commercials. Although they rely on consumers to buy goods with your card for MasterCard? Credit know that buyers want to feel good about their purchases. What does this mean? The experiment is related purchases. "There are things that money can not buy. For everything else there is MasterCard?." Recognizing that there may be some experiments can not buy, but also remove the fact that there are many other events that you can buy. As at other words, they make consumers feel MasterCard? can have an experience that they want. experience through regular shares, the company can strengthens the cardholder's travel, cars, cash, and in the last promotion, win a house.

Brilliant campaign: thousands of dollars. 60 seconds of commercial television: hundreds of thousands of dollars. Building a brand that customers feel good about their purchases and the results of double-digit growth for MasterCard to do? [1]: Priceless.

Knowing that customers associate with your brand and how they can benefit.

You know that taps the emotions of the brand. As customers buy for emotional reasons, their color perception of your brand. Take Martha Stewart. She understands that life also encourages consumers on an emotional level. Her company Martha Stewart Living Omnimedia (MSLO), appropriately marked marked on the site "... Martha Stewart shares the creative principles and practical ideas that you are in good leadership of America's most elegant life did."

While March was accused of insider trading, was strengthening - including on capital - "secular life" brand behind the bars have a delicious meal in the microwave prison, going to make apples prison walls for applesauce, first Christmas decorations contest and t . e.. She won the admiration of their fellow prisoners, and customer loyalty. MSLO brand has remained, despite social challenges facing strong. Today, there is the empire of about 500 million U.S. dollars from television, books, magazines, home of Kmart, the company and catalog of furniture with Bernhardt markets. MSLO sent mastered the art of persuasion consumers that they can live a good life. Potential to create capital and training for working on this brand and it's good for MSLO.

Brand of art and science.

Delicate balance. Creativity strengthens and tones the mark. But the science of branding is equally important. We can not build a successful brand without both. You must understand your target audience likes and dislikes and their hot buttons. Marketing campaign can be represented artistically, freshwater pearl jewelry, but if the consumer does not know what you are selling or may not identify themselves with it, the campaign failed. Disney Corporation has done a masterly job of creating a brand that combines art and science. Visit the Company presentation on their website and you'll understand why this approach has created a strong brand around the world. "Walt Disney Company is correct in its commitment to producing unparalleled entertainment experience, remained on its rich legacy of quality creative content and exceptional history today is based Disney divided into four main areas of activity. Studio entertainment, parks and resorts, consumer products and media networks. Each segment consists of integrated, well-connected businesses that operate in concert to maximize exposure and growth worldwide. "

extensive market research, focus groups, in order to maximize brand awareness, continuing education and modern technology are part of Disney's brand of science. Organization consistent with what their public wants: health, family vacations to the world of fantasy. And they constantly measure, evaluate and adjust their efforts to preserve the brand. Artistic component of the brand manifests itself in creativity and quality of parks, movies, merchandise and media channels (television, Internet, magazines), which represented the brand Disney, to find in 1923. In general, the arts and social science in the biggest entertainment world is built.

Successful brands are the sum of its parts.

As mentioned above, Disney has the ability, all aspects of the markings on the strong brand and an organization that continues to grow in size, to create proposals and sales in the last 83 years. Similarly, many aspects of your business to integrate, to drive the effectiveness of your brand. Some of the following aspects:

    * Understand your market and its customers. Brands need to be customer oriented. What the customer wants or needs? What is the experience that the customer wants with my brand? How does my product / service for the customer feel? You can not affect the brand perception of your business without understanding their customers.

    * Make sure that the enhanced brand internally and externally. A strong brand is represented at each point of customer contact, including customer service, direct sales, call center interactions, delivery of goods / services and all other direct and indirect contact with customers and / or the media. Marketing alone can not carry the brand. In addition, your brand on experiences and perceptions built. The best marketing and advertising does not mean anything if your brand is not exerted on them, or Promise Ring is not so.

    * Depending on the size of your company and your goals with your brand. It's one thing to say that your brand reflects this philosophy or values, but quite another to back up these assertions with concrete actions. You will strengthen your brand image and customer loyalty. Disney is a good example. The company has outreach programs throughout the world, public service initiatives, community involvement and volunteer programs to assist families, children and the arts, and supports programs that support the efforts of the environment. environmental beliefs Disney led the company to provide Disney Wildlife Fund. The Foundation has distributed over $ 6,000,000 less than 200 environmental projects in more than two dozen countries. Its international outreach program has more than 190 million U.S. dollars in cash gifts to public service and volunteerism throughout the world. Disney employees volunteer their time and talents in their communities and contribute to more 402,000 hours of service project scope. These actions are to provide advice and assistance in planning community-oriented environment and concerned about their image. In turn, this concept drives customer perception of the brand Disney, a magical realm where anything goes.

    * Craft external communications, both orally and in writing, an adequate representation of your brand. Message and tone of these posts should be aligned with your brand. All the cars in front of your customers the opportunity to strengthen the brand. Visit one of the Disney properties emphasizes the importance of consistent representation of your brand. Cast members (as they call their employees) to comply with strict guidelines brands - from the smallest details of their appearance, their way of communicating with visitors to the park. Park Cast and characters are warm, friendly and helpful. Their interactions with customers provide the idea that they really care about children and families. Disney also the site of a career that, "Yes, there really is a dream job here at the bottom line of the imagination, our culture is magic and wonder, and dreams of early experience required .." If employees feel that they live in a dream they are better and customer interactions will be stronger. Thus, customers can go to the "feel good" experiences and thoughts, what they really want to live a dream.

    * Submission of your brand and your products and services. McDonald's golden arches over hamburgers. They reflect the company's commitment to high quality standards in all areas - food quality and quality of its employees, franchisees and community programs. To strengthen its brand, the company maintains high standards throughout the organization. franchise operation subject to strict requirements for quality assurance. The Company recognizes the importance of these franchises to represent the brand McDonald's. As founder Ray Kroc said: "McDonald's does not give any success This requires courage and stamina to get to one of our restaurants .." This commitment to excellent service that always has a core business of franchising McDonald's worldwide. same philosophy even extends to their community outreach programs, such as the Ronald McDonald House. Since its founding in 1974, more than 10 million family business commitments in this program in the world have used.

Brands get the value with the passage of time ... if they are built and constantly improved.


He worked at Nike. Less than 15 years after entering the market, was a sports shoe giant, a global brand. Their success comes from understanding their needs and desires of consumers, the constant introduction of innovative products, the establishment of good governance and, of course, great branding.

To create a brand value over time, you should pay particular attention to the ongoing assessment and management of your brand to explore questions such as: my brand is a significant and positive impact on sales? Increase market share? My client can relate to my brand? Let us build brand loyalty with every interaction with customers? Build your brand development process must be a constant driving force for your business. You can not wait until something goes wrong, or to start selling this fall. You need to actively build its brand in a thoughtful and coherent. Episodes lead to the development of the Nike "Just Do It." You will not regret it.

Ultimately, questions of character. And not only consumer goods giants such as Coca-Cola, Nike and Disney. For service companies, is a brand. The success of your business perception of your customers define your services. In short, you need to grow your brand with your company. You have to constantly re-evaluate what is and is not working with your brand in the minds of your customers. Mark is not static. It should, however, continues to grow and prosper. It is also a philosophical and operational changes within the company.

It is easy to implement brand strategy and then let them fend for themselves. However, if you want to bet on the strength and longevity in the business, then you have a brand, carefully maintained and regularly.