How Do I Create a Brand
How do I: Develop a Brand?
You’ve got a great product and now you want to make it a great brand. Most people when they hear the words brand or branding think logos – but branding is very much more than that.
Building a brand involves blending the image, purpose and focus of your product or business with your core marketing/product message and coming up with something that will stick in the minds of people who encounter it. The brand is the essence of your product, packaged clearly and memorably – a logo is only a small part of this.
The guidelines contained in this document will help you on your way to creating a memorable brand which encourages consumers to become loyal to your product. Bear in mind that a brand is not built overnight. It builds over time with consistency of use, consistency of message and consistency of product delivery.
BENEFITS
The benefits of having a strong brand include:
•
Increased consumer loyalty and consumers who will be more likely to keep buying your product over the competition
•
A valuable negotiating platform with retail and foodservice buyers
•
A strategic platform for brand extension
•
Internal focus and the development of skills which can be adapted to other brand development GETTING STARTED
Establish the Market Opportunity. Using a combination of desk-based research and market reports from companies such as Mintel, DataMonitor or other research companies, along with your own market knowledge, establish the size of the potential market for your product. A great source of market reseach information and reports can be found at the ‘Market Information’ section of the Scottish Food and Drink Website. In addition to the size of the market you should also establish where the market is in terms of lifestage eg is it a new or maturing market? and by what percentage is the market growing or declining?
Establish if there are any barriers to entry. An extreme example of a consumer barrier to entry
would
You’ve got a great product and now you want to make it a great brand. Most people when they hear the words brand or branding think logos – but branding is very much more than that.
Building a brand involves blending the image, purpose and focus of your product or business with your core marketing/product message and coming up with something that will stick in the minds of people who encounter it. The brand is the essence of your product, packaged clearly and memorably – a logo is only a small part of this.
The guidelines contained in this document will help you on your way to creating a memorable brand which encourages consumers to become loyal to your product. Bear in mind that a brand is not built overnight. It builds over time with consistency of use, consistency of message and consistency of product delivery.
BENEFITS
The benefits of having a strong brand include:
•
Increased consumer loyalty and consumers who will be more likely to keep buying your product over the competition
•
A valuable negotiating platform with retail and foodservice buyers
•
A strategic platform for brand extension
•
Internal focus and the development of skills which can be adapted to other brand development GETTING STARTED
Establish the Market Opportunity. Using a combination of desk-based research and market reports from companies such as Mintel, DataMonitor or other research companies, along with your own market knowledge, establish the size of the potential market for your product. A great source of market reseach information and reports can be found at the ‘Market Information’ section of the Scottish Food and Drink Website. In addition to the size of the market you should also establish where the market is in terms of lifestage eg is it a new or maturing market? and by what percentage is the market growing or declining?
Establish if there are any barriers to entry. An extreme example of a consumer barrier to entry
would