Key Factors to Improve Your Brand’s Core Message
Branding is important to distinguish your product from all other similar ones. Even if your product is generally similar to other ones in the category, the idea of branding is to create a different perception of the public about your product – to create a perception in the mind of a customer that your product is unique and that it should be remembered as something completely new and special. Brand is a noun – and a personal noun. You are the brand. If you want to succeed, you need to follow the rules of branding.
1) Less is more – Imagine that you are listening to a large symphony orchestra with hundreds of instruments and that in this forest of sounds you need to input a new sound – one that will not disturb the existing harmony of sounds but that will be notable among others. The solution is a simplified message.
Al Ries and Jack Trout say that in marketing, as in architecture, less is more (better). You need to focus your advertising message to put it into the listener’s mind. Lose all contradictions in your message and simplify it – then simplify it more if you want to achieve a permanent impression on potential customers.
2) Narrow it down – A brand becomes more powerful when it narrows its focus. Starbucks became one of the most famous and most popular American coffee brands. Narrowing focus isn’t the same as offering a limited product line. Starbucks offers 30 different coffee options.
3) Promote, promote! – Once born, it is true that a brand requires promotion to stay healthy and live. A permanent topic for Goodyear promotion over the course of years was always: “#1 in tires”. Who formulates the best tires? “It has to beGoodyear,”the buyer thinks. “Goodyear is the leader.”
4) All over the world – A brand has to “own” the world in the mind of the customer. FedEx became winning by turning out to be the 1st air cargo that narrowed its major focus on delivery within a day – and they are known in the customers’ minds with their slogan “The world on time” (within 24 hours).
5) Authentication – A mandatory part of every brand success is its authentication claim. In the year 1942, brand Coca Cola launched a marketing campaign “The single thing like Coca Cola is Coca Cola itself. No doubt this is the genuine thing.” In 1970 they re-ran the slogan the “real thing”.