You have
launched a shoe making company and designed many new trendy models of shoes
which fit the young generation, but the youngsters are after the global Brands
and your shoes are not hot for them, how can you make your Shoes a reputed
and recognized Brand in the Market? A serious question you may ask...!
Today,
many entrepreneurs are venturing into new business models than appearing for
repeated interviews for a job these days, the trend is changing and new
companies are appearing and manufacturing many products. However, when it comes
to creating a Brand identity that is hot and inviting, creating more and more
demands from the customers are a herculean task unless you have hired a reputed
Branding Company to do your Branding job in a logical and scientific manner.
First of
all, let us see what is a Brand, I would say, what your brand can promise? Why
should someone pay you...when they have plenty of choice in the market?
Questions are many....
You need
a step by step approach... to build a Brand identity...
To give a
memorable brand name; first of all remember that it won't cost much..Sit with
your friends, family members, and well-wishers, and marketing people, then pick
some elements of the best features of your product...it may be colors or different
shades match the trending styles, changes, high-profile look, durability or you
may be able to sell the same quality of the major brands at a less cost, Then
pick it up and yell...Yes, it can be the trendy design that appeals the
youngsters and elders alike, boast it, whatever may be...
It can
again be durability, style, affordability with top quality and genuine leather
...like something you have to highlight for which the customer love to pay for.
None wants to try similar features already in the market for the same price...
For
example , I am the customer of Raymonds and Woodland. My loyalty to these
Brands is style and durability. They give me value for money and they advertise
filling emotional attributes and utility.
Now, we
have to get a logo designed, with the proper color scheme that appeals your
target group...and make sure that your communication is in tandem with a
quality of your raw material...make sure that your product claims are met, the
customers are smart to detect lies. Choose well the fonts that communicate your
Brand Philosophy, it can be cool, hot, horror - like Harry potter- please
remember, the Crime thriller fonts are different from romantic fonts...every
font has a link to some kind of emotion and feelings...
Followed
by choosing a color scheme, and filling it with your marketing material are
required, Carry bags, Brochures, Danglers, and Flyers ..which would
appeal your target audience should need it.
Now, the
communication module and platforms,
Every
Brand needs a story to tell and entertain...connect with the consumer...
After
that, design a communication channel and message, for Print ads, Electronic
media, and Social media...the engaging message will do wonder...make sure that
your message is precise and to the point, besides entertaining and
intelligent...none want to read a boring ad in the magazine..something very
common these days, copied ads are filled in the Indian Market and the content
on the social media platforms that repeats hundred times for SEO bores
everyone...it bored your potential customers, believe me. Repetition may be
good for Search engines to find you when they crawl, but, it will bore your
intelligent and sensitive costumes...they need something new like you order
different dishes for your lunch and dinner...heart needs fresh messages that
mesmerize...robots don't..so SEO strategy is good but take the liking of your
customers...first.
Now you
have Created an identity, and we want the customers to talk about your Brand,
and we need repeat purchase for organic growth, for which you will need
something they like in the product they use...let your design and durability
talk, don't be a miser...be cozy...shoes are the part of social status, either
in the college or in the office, they are looked at, adds value when one
appears for an interview, become part of one's personality and appearance; that
would make an impression, add more elements into these areas... word of mouth
advertising has more impact , especially in today's democratized social
media...
The
frequency of communication and the helping model communication will be
appealing on social media, just don't go there to ask "buy my stuff".
Create slogans that people love to read and talk about...
Launch
fresh models every six months, that would give you to give a fresh
communication opportunity and ask the people to come again to try...and
try again.
V Bright
Saigal- Brand Consultant & Brand Doctor - Creative English
Scriptwriter
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