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In the last issue we talked about discuss your competition and how it effects your brand. In this issue we are going to talk more about establishing your brand. Once you have determined your mission, vision, audience, and found out what sets you apart from your competitors you can begin to establish your brand.
There are many things that you need to do to establish your brand, so people will begin to remember your name. These things include getting inside of the customer’s mind, get endorsements, finding hot prospects, and maybe even using a public relations firm to your advantage. These few things will go a long way when you are making an effort to establish yourself amongst the competition in your market.
Let's start off with establishing a place inside of the customer’s mind.
One of your biggest goals in the branding process is establishing a place inside your customer’s mind. At this point, you have a good idea who your audience is supposed to be. You know what their income level is, their age, and possibly geographical details. This information is relevant in establishing an actual audience.
Your goal is to prove to the customer they have a need for your product or service. The customer needs to find a reason why they need you. The branding techniques that you use will tell the customer that your product resolves a problem they may have, fulfills a need they have, and makes their life much better if they purchase it. There has to be a reason to purchase the product and a positive aspect of why it is the best option to use it.
When you get inside of the customer’s head the customer will believe they absolutely have to have the product. As you see many infomercials talk about how someone will become rich if they use a product or how their health will be better. You need to establish the benefit for the customer, so you can make them truly believe that their life will be much better when they use your product.
This also means that you have to build trust and credibility with the customers. Many products do a fantastic job of proving to the customer why a product or service is beneficial and needed. However, they fail to establish credibility or trust with the consumers. Your reputation is not at stake, but it is questioned at this point so you need to provide proof that you are going to deliver the promises you are making to the customer.
Next let's talk about endorsements. Did you know that the public and consumers listen to public figures? When you have the ability to get an endorsement on a product from a well known person, then you need to take advantage of it. However, you cannot wait for an endorsement to come to you. You or your public relations manager may need to contact some of these figures to see if they are interested in endorsing a product. You also need to be prepared, because endorsements may cost quite a bit of money if you are trying to get a public figure to back your product.
