Establishing and building a brand identity is essential to product success.
What is the image of the brand? Does it have one?
What is the competition?
What’s the unique selling point?
Image is Everywhere
Whatever the product it needs an image to carry around wherever it goes: events, websites, TV, radio, packaging, printed items.
A brand identity determines and helps take that brand to the next level if it’s created properly.
Promises, Promises
Brand identity involves what people think about a business and a product. Think of a brand as a product’s reputation. It should include an expected deliverable or promise for consumers when they purchase the product.
Brand Association
Campbell’s Soup, Coca-Cola, Ford, Motorola, Levi’s, Apple.
Every brand brings to mind an image or feeling. That’s not by chance. Brand image takes years to build and establish.
Building a reputation involves presentation of a first impression which comes from the initial interactions someone has with your company, product or service. Colors and design are only part of the brand image.
Brand Image Success
Overnight brand sensations happen, but a few PR and marketing plans build a brand.
Why spend the money? Because consumers pay more for a recognized brand name product. Consumers pay for reliability. Leading, trusted brands give people what they want and know and expect every time.
As you build your brand toward iconic status ask yourself these questions:
- What does your product bring to the table?
- What do you want consumers to think of your product?
- What benefits, strengths and promises does your product promise?
- How do you show that your product can deliver these qualities
What It Comes To is This:
Brand identity isn’t usually a decision, it’s inherent. A product either meets expectations or it doesn’t.
When a brand misses the mark, isn’t strong, only marketing and PR can turn it around and point out the unique properties of the product.
