Know-How Exchange : Branding

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Building a brand is an enormous task. The brand lives in the minds of the target audience, and it's based on the sum total of their experience.

You start the branding process by understanding your target audience really, really well. You identify important needs that are unmet by current products and you deliver the solution to the consumers' problem every time -- consistently -- for a long time. Eventually they come to know your brand as the brand they can count on to deliver the benefit.

You can accelerate the process with good communication (like advertising and publicity, for example), but those are not substitutes for delivering great value time after time. They are accelerators for establishing the brand image you want.

The "steps" you follow are not written down in some simple check-list. They are all the things you do when you want to establish a brand franchise based on delivering (and communicating) high value to consumers -- meeting their needs in a unique way.

I'm starting to work on something that builds a brand in three simple layers.

I would appreciate some feedback on the basics, so contact me for some information and a discussion.