Build Brand Identity Through Product Branding

Building a product into a brand leader is not easy, but I really think you can improve your brand impression if you follow these 2 rules, passion and consistency, as well as the 4P of Branding that I have developed, PRODUCT - PLACEMENT - PROMOTION - PEOPLE. These 4 P will allow you to control the way your brand is interpreted. Each of these items has a distinct impact on your brand and the brand in turn will affect each of these areas. For those of you who have gone through Marketing 101, you will see that the only difference between the 4P Marketing and my 4P's of Branding, are people, and people affect the brand more than any other area.

Product

Imagine this scenario, it's lunchtime, it was decided, after working in the office all morning, you'd have an orange for dessert. You drive to the local supermarket, go to the fruit department, and find that there are only 2 oranges left, they both look the same until you pick them up. This is when it is noted that one of them has Sunkist stamped on it. What will you buy? Well, if you are like 99.999% of the country, either for the Sunkist orange. Why? Because over the years, Sunkist has promised you an orange that not only looks good, tastes good, but it is also good value for money. Now comes the kicker, you see, there are very good chance that you would probably still buy the Sunkist brand, even if he had to pay a penny or so for it. This is what building a brand leader is all about. At the moment of truth, if all things are equal, then there is a good chance that the "brand" will be the choice of purchase, and even command a premium price for the product.

Placement

Next is Placement. In my brand concept overview I have listed Distribution, Location, Stores, Transportation and Plant. Now these are generic titles, and you may well be able to add more that are relevant to the specific area. I imagine that all these areas are like a full-page advertisement for your company. They should have the communications message that is consistent with the rest of the campaign approach you are working. I know this is a bit 'unusual, but every single piece of communication affects the end user or consumer in some way or form. You see, it is the logo on the truck, but is also the logo on the driver's shirt, the cleanliness of the truck and the way in which the delivery person interacts with the customer. They should act the way you want them, the way you want your brand to be enacted. This script should be all, leaving nothing to chance or choice! They are your brand image.

Promotion

The promotion is the area that we think of most when it comes to brand and brand impression. The promotion covers the vast area of ​​communication. From the very essence of its brand image, advertising, sales promotion, direct mail, Internet advertising, Public Relations, Marketing, Sales Force and Point of Sale. There are so many different elements, which would take a whole series of articles they even start. However, I highly recommend to remember what I said at the beginning, "Consistency" should be pervasive throughout the components. Sometimes you do not have a great plan until you are consistent with the creativity and the message.

People

As I mentioned earlier, people is that area that makes my 4P Branding different from the 4P Marketing. People are involved at every stage of production of your product or service, and the people are the brand. Your employees, dealers or distributors, end users, suppliers, friends, and honestly the Rest of the World. Every employee represents the brand, the people of the Accounting Department, Shipping, Research, Legal, Shop Floor, Marketing, and the entire enterprise. It's not just the Sales Department! Think about this - the accounting department calls someone in your clients accounting department on a regular basis. Maybe it's to chase money, to clarify a lot revenues that perhaps has been lost. But this is also a possibility for the person accounting for a little 'more, and see how your company is doing with them, the customer. This is a great opportunity to get inside information.

How are we doing? Why do you think that our competition is getting the lion's share of the business? How can we do a better job for your company? And many other questions you would like a reply, I would go so far as to try to get these two people together, giving them the opportunity to get close, go to lunch on you. It will pay back dividends in the long run.

There are many more opportunities to make your brand grow, make sure you follow the golden rules, passion, consistency of message and multiple quality impressions, and your brand will be well on your way to becoming a leading brand .......