Although it sounds cliche and become known by many people, but brand building is still just be something that is sometimes hard to do. In fact, with brand building, means building "immortality".
Try to find the answers to these questions. What are synonymous with big motor? What to look for when you want to get a classy sports shoes and equipment? Quickly, people will immediately respond Harley Davidson and Nike to both questions.
However, try to ask, what's on your mind when the name of fast food or fast food? McDonald's, Kentucky Fried Chicken, Burger King, A & W, which comes out in your mind first? With each brand is different but at the same product line, sometimes inviting "confusion" of its own. Therefore, any product, must have a "name" that can not be replaced. Including, products from developing new business once. To that end, be the first, the best, unique, it becomes a strength and bargaining power to build the brand. But, enough?
Kevin Roberts, CEO of advertising agency Saatchi & Saatchi Worldwide in his book Lovemarks: The Future Beyond Brands, asserts, "Creating a brand must be able to create a 'name' is irreplaceable, and it can be done with an emotional approach, mystery (curiosity), sensuality, and closeness (intimacy). " He also reminded, that this is vital for new businesses to grow, because the power to invest in the promotion is still not as strong as larger companies.
How do I? Austin and CEO of Idea City, Spence suggested one main thing: "Every business is a growing need to answer how to improve the living standards of customers." To that end, the brand must contain a 'holy promise' that could answer the expectations of consumers. Letting Spence, Walmart, which is identical with that frugal shopping. This example is also commensurate with AirAsia, which is now synonymous with affordable airlines. "Sacred promise" of both companies is what makes people so far remained a loyal customer both companies.
Furthermore, for business beginners, Spence suggests, we can look for brands that fit and proper way to ask again, what the original purpose of starting a business? What are niche products that can be filled with our efforts, what needs to be satisfied by our product, and what unique things we can offer to consumers?
To find and dig up anything that can make our "sacred promise" in our brand, Spence recommends asking an honest people around. For example, five employees and five customers. So, question to them, what can still be improved, what do you think the company has performed better than other competitors?
If you've got important points to be selected as the "sacred promise" it, make it as a handle for raising effort. However, it must be remembered, "sacred promise" is not just any promises. Brand that already has a "sacred promise" to be able to fulfill that promise. Because, according to Stan Richards of The Richards Group Advertising Firm, once breaking a promise, consumers will be disappointed and difficult to come back.
To that end, Scott Gladstein of product strategy consulting firm, Imperatives LLC, mentions five tips for building a brand to fit the "sacred promise."
- Find reasons for consumers to trust our products
Brand we will be in vain if you do not trust the promise given consumer. Therefore, the promise is expressed, must be supported by appropriate reasons.
- Find the values that consumers sought
A product must have a thing that can be "redirected" to answer the needs of consumers. Therefore, before determining the brand to be communicated, try to find out the "taste" the intended market.
- Determine the value of the most influential
With so many consumers trust the value of our products, surely there are one or two values that most affect consumers in making a purchase. Such values can be very valuable emotional, can also be very close to the needs of consumers.
- Design the unforgettable experience of that value
It deals with what we will "convey" to the consumer about the "sacred promise" is. By maximizing the values that exist, will create a relationship that can "bind" consumers.
- Align all elements of business organizations to maximize the value of the
Consistency "sacred promise" with the experience provided by all levels within the company, ranging from customer service to owners of the company itself will provide a memorable customer value.
That way, all those involved in the business we know exactly what should be communicated to the consumer, of speech, language when serving, up to after-sales service. The more we can meet the "sacred promise" products, our brand is getting stronger, more lasting are we as a company. And, not impossible, for businesses that had originated from the garage, will be a world-class enterprise ... Hopefully.
Try to find the answers to these questions. What are synonymous with big motor? What to look for when you want to get a classy sports shoes and equipment? Quickly, people will immediately respond Harley Davidson and Nike to both questions.
However, try to ask, what's on your mind when the name of fast food or fast food? McDonald's, Kentucky Fried Chicken, Burger King, A & W, which comes out in your mind first? With each brand is different but at the same product line, sometimes inviting "confusion" of its own. Therefore, any product, must have a "name" that can not be replaced. Including, products from developing new business once. To that end, be the first, the best, unique, it becomes a strength and bargaining power to build the brand. But, enough?
Kevin Roberts, CEO of advertising agency Saatchi & Saatchi Worldwide in his book Lovemarks: The Future Beyond Brands, asserts, "Creating a brand must be able to create a 'name' is irreplaceable, and it can be done with an emotional approach, mystery (curiosity), sensuality, and closeness (intimacy). " He also reminded, that this is vital for new businesses to grow, because the power to invest in the promotion is still not as strong as larger companies.
How do I? Austin and CEO of Idea City, Spence suggested one main thing: "Every business is a growing need to answer how to improve the living standards of customers." To that end, the brand must contain a 'holy promise' that could answer the expectations of consumers. Letting Spence, Walmart, which is identical with that frugal shopping. This example is also commensurate with AirAsia, which is now synonymous with affordable airlines. "Sacred promise" of both companies is what makes people so far remained a loyal customer both companies.
Furthermore, for business beginners, Spence suggests, we can look for brands that fit and proper way to ask again, what the original purpose of starting a business? What are niche products that can be filled with our efforts, what needs to be satisfied by our product, and what unique things we can offer to consumers?
To find and dig up anything that can make our "sacred promise" in our brand, Spence recommends asking an honest people around. For example, five employees and five customers. So, question to them, what can still be improved, what do you think the company has performed better than other competitors?
If you've got important points to be selected as the "sacred promise" it, make it as a handle for raising effort. However, it must be remembered, "sacred promise" is not just any promises. Brand that already has a "sacred promise" to be able to fulfill that promise. Because, according to Stan Richards of The Richards Group Advertising Firm, once breaking a promise, consumers will be disappointed and difficult to come back.
To that end, Scott Gladstein of product strategy consulting firm, Imperatives LLC, mentions five tips for building a brand to fit the "sacred promise."
- Find reasons for consumers to trust our products
Brand we will be in vain if you do not trust the promise given consumer. Therefore, the promise is expressed, must be supported by appropriate reasons.
- Find the values that consumers sought
A product must have a thing that can be "redirected" to answer the needs of consumers. Therefore, before determining the brand to be communicated, try to find out the "taste" the intended market.
- Determine the value of the most influential
With so many consumers trust the value of our products, surely there are one or two values that most affect consumers in making a purchase. Such values can be very valuable emotional, can also be very close to the needs of consumers.
- Design the unforgettable experience of that value
It deals with what we will "convey" to the consumer about the "sacred promise" is. By maximizing the values that exist, will create a relationship that can "bind" consumers.
- Align all elements of business organizations to maximize the value of the
Consistency "sacred promise" with the experience provided by all levels within the company, ranging from customer service to owners of the company itself will provide a memorable customer value.
That way, all those involved in the business we know exactly what should be communicated to the consumer, of speech, language when serving, up to after-sales service. The more we can meet the "sacred promise" products, our brand is getting stronger, more lasting are we as a company. And, not impossible, for businesses that had originated from the garage, will be a world-class enterprise ... Hopefully.
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