Building a brand is the most important marketing undertaking that forms the base foundation for any brand building marketing and strategy. Brand building is develop through the creation of a concept that captures a promise that resolves an unmet need or creates desire for an unrecognized need. A quick example of a successful brand concept is CLEAR by Unilever that gives us the promise of removing dandruff and cleans people’s hair for men and women. This sufficiently answers the information the consumer wants to know broken into two fundamental questions:
1. What is in it for me?
2. Why should I believe you?
For this, CLEAR dandruff shampoo answers the first question by telling people it will cleanse the hair and remove unwanted dandruff. This brand answers the second question by showing the people how it works and how celebrity icons use it to look good Visit their brand website information to see just how accurate this is in real life. Make no mistake, global companies like Procter and Gamble to Unilever practice this conceptualization in building brands.
The brand building creation should fulfill the concept you have in mind, may it be promising to improve the consumer’s life just as in this example. To begin building a brand, your concept should set the stage to build on benefit and belief supported with practical information and visuals. This simply mean to build a brand is to know at heart what your brand is all about.
Benefit – Who will benefit from your brand? What are its benefits?
Belief – What is the brand pitch to make people believe you and be loyal followers?
Information – What is your communication message of your brand?
Visuals – How will you create the perceived notion of your brand?
The success strategy for building brands is to have a relationship with the brand itself. Put all these together and a recognizable brand will surely follow through and from here building brands would not be a difficult process to accomplish. This is a core concept of building brands. Know it, love it then share it.
Do you believe that the process of building a brand should have this as its core concept? Brand building when launch will involve brand positioning, creating customer loyalty, credibility development, brand monitoring to name a few (will be discussed here soon). Without knowing your brand at heart will put every brand building strategy at risk of total failure and wasting time, money and effort.