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Brand Identity
It
all starts with the question of how you want the public to think about your
product. Of course, you want the public to be talking about your product as
superior, number one, excellent and top-notch.
But
wait, all products want to be like that. And if you continue to think that way,
your product may end up sharing the same identity with others. And it will one day fade
away in the horizon.
Brand
identity is all about the features that make your product unique. Read your
market research and jot down all the differences between your product and its competitors.
Once you have that set of unique features, you now know the identity of your
product. In fact, you could end up getting the list of features you did not want your
product to have.
Product
Enhancement
Once
you have the list of unique features of your product, you have the option to
settle on the list or attempt to upgrade your product so you could cater to better unique features.
You
will soon realize that the quality of your brand identity depends on the
quality of your product. Brand management is no magic; it talks about the
greatness of a product.
Launch
Your Brand
With
the use of mass media, you may now distribute the message about your product.
Pay writers to do effective articles. Contact the Press to have a review of
your product. Craft brochures that highlight the unique features of your
product.
In
launching your product, make sure you are not forgetting the people "from
within". These are the employees working hard to make the availability of the
product possible. Ask the local community to have a glimpse of your product. If
you have existing customers from your previously-launched products, get them to
have a special testing or tasting of your product.
Repeat
the Message
Use
multi-channel promotional strategies to make sure the message about the unique features of your
product reaches the target public you have.
Go
online. Use billboards. Advertise on radio. Create events in different places
to introduce and re-introduce your product and its features. Do not do it once; do it again and again and again over time.
When
you repeat your message, the public gets a bigger dose of your brand. And the
public has a higher chance of retaining what they can remember of your brand. To test if your strategies are but right, do a simple survey about what people say about your product.
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