Market Analysis and Briefing
Market research and brief preparation are key moments at the start-up stage. During this period, special attention is paid to the analysis of the needs and requirements of potential clients, which includes identifying their main “pains”.
Through various marketing surveys, including focus groups, personal interviews and questionnaires, a deep understanding of how consumers feel about the brand, their expectations of the product and the company is achieved. This allows not only to identify associations and emotions associated with the product, but also to discover the desire of buyers to purchase the product.
To ensure harmonious interaction within the company, each sector, from design to copywriting, develops a detailed task or brief for all staff. It is important that each specialist is aware of corporate processes, can accurately identify the unique selling proposition (USP) and brand concept, which will be the key to generating productive ideas at joint meetings. In the case of small companies, such tasks are often outsourced to optimize the process.
Positioning and concept
At the positioning stage, the brand chinese singapore b2c cell phone number data actively creates its image, filling it with meanings and associations that arise in the consumer when the name is mentioned. It is extremely important to clearly define the mission and philosophy of the company, as well as the promises it makes to its target audience. These elements become key in forming a unique offer that allows the brand to stand out from its competitors.
Naming
The next step is choosing a name, which should not only be unique and unrepeatable (not used or registered before this point), but also simple enough to perceive and remember. Ideally, it should sound pleasant and evoke exclusively positive associations in customers, helping to form a strong emotional connection with the brand.
Design and identity
Visual brand identification, or identity, is manifested in such elements as packaging design, creation of a unique logo, selection of fonts, color palette, interior design of office premises and the company's website. Identity allows a trademark to stand out from competitors using visual means.
Design and identity
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Company branding, aimed at creating a unique visual identity, helps to attract customers' attention and strengthen their commitment to the organization. This element is an integral part of the brand book.
Guideline and brand book
A brand book is a fundamental document that reflects the key aspects of a trademark: its mission, philosophy, positioning. It contains instructions on the use of corporate style: what graphic elements, colors and fonts should be used in accordance with the guidelines describing the rules for presenting the company's visual identity.
Creating communication channels
At this stage of company branding, various methods of interaction with potential clients via and without the use of the Internet are determined. This includes:
company websites with the ability to leave contact information for communication;
organization of advertising events and special offers;
interaction through social networks;
launching contextual advertising and offers targeted at a specific audience;
increasing engagement through retargeting and remarketing;
website promotion using SEO;
cooperation with famous bloggers and influential personalities;
creation and distribution of video materials about products and the company itself.
Further work with the brand
To maintain a brand’s high performance after a successful debut, it is essential not only to establish a stable exchange of opinions with customers, but also to be open to change, especially if a product or company loses its appeal. In such cases, rebranding may be necessary – this is an update of the appearance and style of both the brand itself and its specific products. Do not forget about the influence of external circumstances. For example, the COVID-19 pandemic has brought undesirable associations with the word “crown”, which could be a reason to rename the Corona brand in the Russian market to avoid negative connotations.