Business 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 will be able to withstand market trends and competition.
What is a Branding Model?
There are basic models utilized in the process of brand planning. Each of them 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 is helpful in adjusting old branding strategies or acquiring new ones.
All of these features are key to 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 its 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 some steps that will be helpful to consider.
Identification
*This is the step where you begin to identify other brands you are competing against. Then, define the parameters of your own 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 your competition. You must also introduce elements into your brand that will produce in the mind of 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 efficient customer service channels to provide a feedback system. This model follows 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 business sales stem from repeat customers.
More than anything, this stage is where you must reinforce the messages initially conveyed by your branding and marketing effort. Hence, customers will remain satisfied with the level of performance and quality delivered by your brand. Are your methods consistent to the identity of the brand and its missions? Take into consideration the feedback of customers of your product and how you can build upon that relationship.
Brand Value Chain
This step is more focused on the financial impact of your branding efforts. The basic idea of this model is that the value of the brand consists of loyalty by consumers, so this is where you should be focusing most of your branding strategies.
Carefully combining these various models will provide your company with a reliable perspective of the different areas involved in the marketing activity. Bringing all of these branding strategies into the formula will enable you to easily track progress and identify problem areas in the branding portion of your business.
