Unfortunately, very few of those who are “creating” brands understand that a brand is actually a “concept”. It is embodied in a clear system of values, a concept is a journey, a path down you’re leading the consumer.
On this journey you should not be making any side streets, dead ends, overpasses. By doing so you would only confuse the consumer who is already too confused as he/she is constantly offered with something, some unforgettable experience and the world which if he once enters, he/she would never be able to get out of.
On a straight, visible path you can put your signs and messages that will make you stand out. Promises must be delivered, and messages must be clear. Messages, attitudes, promises you placed at the start of the journey are contextually and visually recognisable. This concept is the same until you reach the end of the journey. Variations on the topic are allowed. Stops on your way are planned points for the consumer to take a break, relax and then continue following your directions.
On a straight, visible path you can put your signs and messages that will make you stand out. Promises must be delivered, and messages must be clear. Messages, attitudes, promises you placed at the start of the journey are contextually and visually recognisable. This concept is the same until you reach the end of the journey. Variations on the topic are allowed. Stops on your way are planned points for the consumer to take a break, relax and then continue following your directions.
Entrepreneurs vs consumers
When the entrepreneurs define their brand, they talk about what they would like to be or what they think singles out their product and differentiate it among other competitors. However, here lies the twist. A brand is defined from the perspective of the consumer. The consumer decides what a brand is and is not, and up to what extent is something a brand or not a brand.
Brand is comprised of all tangible and intangible elements that first come to mind when a consumer thinks of a product. Brand designers insist on something that is called additional product value. When building a brand we give it characteristics, traits, we believe would best represent its features and that will secure it is compelling enough. Features can make a brand realistic or emotional, tangible or intangible.
Immediate communication with the consumers is mandatory. Unfortunately, it seems that this principle is lost in the world of clichés, where the truth is often hidden. In the past few years BTL activities have been developing more and more as they aim at increasing the sales. More and more supermarkets have “sampling” and “luring the consumers” to buy a product and in return receive a gift or some other product from that brand. It is clear that such marketing activities lead to increase in sales while the activity is on and immediately after it is finished. However, that is not the “consumer experience” we are talking about. The concept “buy two get the third one for free” is decreasing the price of the product and its value in the mind of the consumer, which we have already mentioned as a paradox and a serious issue that more and more brands face nowadays.
The common practice in our country is that all the promo stands are typical and resemble one another, they are only differentiated by the company logos and the smiling hostesses that give away the products or coupons, which turns all of this into something ineffective and uninteresting to the consumers.
On the other hand, it should not be forgotten that people are far more susceptible to the messages they get and that are related to the situation they are currently in- a quality choice of the current information. This is why when building a brand ones focus should be on optimizing the media space, meaning achieving a targeted, relevant marketing. And again, the consumer. Continuous communication with the consumer. At points of sale, the unexpected places. When they hope the least. The consumer are urging “Come on, surprise me, tell me something nice”.
Becoming a part of the world of brands is turning into imperative. Once we worked to be able to live. Capitalism is preaching a way of life subordinated to the company and work. A brand becomes this magnificent symbol of life in globalism. The magic words of today are : “I want more, more products, more recognized values... I will work very hard t enjoy the world of brands.” They provide assurance. Their power creates the symbols of differentiation and recognition.
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