Branding is a product of intense planning and conceptualization. To come up with innovative marketing ideas and an effective way to brand your products, you need to carefully lay out the steps you need to get there. Doing so will also enable you to take note of the vital aspects involved in the creation of a brand. Brand models have been formulated to create the framework needed to build an effective brand that can withstand market trends and competition.
What is a Branding Model?
There are basic models utilized in the process of brand planning. Each will cover different scopes and aspects of the process to create a sound branding strategy. Aside from the ability to postulate methods for arriving at a specific brand idea, these models will also help businessmen understand the behavior of consumers in terms of their responses to a brand, which helps adjust old branding strategies or acquire new ones.
All of these features are key in managing and reviewing brands, which are necessary steps that must be taken by any company in their branding efforts. These models are not directly linked, but one does impact another.
Brand Positioning
This model involves your effort to create an image that will have a distinct position in the market. Firmly establishing your brand will help your target market to easily remember and opt for your line of products. This is one aspect of your brand planning wherein you must focus on creating superior brands that will eliminate your competition.
Here are steps you need to look into:
*This is the step wherein you begin to identify other brands you are competing against. Then, define the parameters of your brand against your competition. This will enable you to focus your efforts.
*Next, your objective is to introduce attributes to your brand that will enable it to stand out from the competition. You must also introduce elements into your brand that will produce in the mind of your consumers or target market the perceived quality of your brand.
*You must establish a slogan for your brand that will aim to reaffirm the position and values of your brand. It aims to articulate the message of the brand and what it promises to deliver to the consumers.
Brand Resonance
Once you’re through the stage of creation and distinction placement in the market, your next step is to protect the loyalty of your consumers. To do that, you need to employ an efficient customer relation service and provide a feedback system. This model follows from the initial steps laid out by the brand positioning methods. Now that you have acquired target customers, your next aim is to strengthen the relationship between them and your brand. After all, the majority of the business sales stem from repeat customers.
More than anything, this stage is where you must reinforce the messages initially conveyed by your brand. Hence, customers will remain satisfied with the level of performance and quality delivered by your brand. Are your methods consistent with the identity of the brand and its missions? Take into consideration the feedback of customers on your product and how you can build upon that relationship.
Brand Value Chain
This one is more focused on the financial impact of your branding efforts. The basic idea of this model is that the brand value consists of the customers, so that is where you should be focusing most of your branding strategies.
Carefully combining these various models will provide a company with a reliable perspective of the different areas involved in the marketing activity. Taking all these branding steps into the formula will enable you to easily track progress or problem areas in the branding system.
