How to Forge a Strong Brand

A key element of strategy planning should involve the development of your brand and how you would like to be perceived.

When designing a brand strategy, this is the first question you should ask:

1) What is your unique selling position?

What makes your product or service attractive to costumer, what is your competitive advantage, What is your unique selling points. Most brands concentrate on several of the most powerful and easily communicated proposition benefits in order to create a clearly understood brand message.

2) What are your brand values?

Your unique selling points are why customers are currently buying your product or service. Brand values should constantly evolve to suit changing market conditions. It also reflects your forward looking business strategy.

Building a respected brand can take a lot of hard work and you'll need the commitment from your employees and stakeholders to make it happen. Remember this; a brand exists in the mind of the consumer. It is the sum of thoughts and feelings about a particular company.

3) What are the benefits of a strong brand?

• It will add value to a company.
• Requires less persuasion for consumers to use other products from the same brand.
• Can ensure a lasting customer relationship due to trust.
• It aids recognition in a cluttered marketplace.
• Allows differentiation between very similar products.
• Can attract merchandising contracts.
• Leads to the perception of quality.

However you must be aware that a brand can be damaged much quicker than it can grow. There are many points you should avoid to ensure safety of your brand:

• Untrustworthy behavior.
• Concern about public safety or health.
• Poor customer service.
• Business financial difficulty.
• Poor quality.