Brand – Creating & Establishing

Having a brand is a grand thing in a business. Actually, it signifies and implies a lot to the clients. It makes them consider you as part of the ‘above the fold’ group. But brands cannot be created and established following herd mentality. It needs a out of the box thinking. Once the brand is created, it has to be accepted across the board for its avant garde stuff and usefulness. Only then, there is a chance that it can be considered as aspirational brand.

Brand creation is a difficult process. The mojo to create a brand has to be too powerful. It has to sustain the effect of carpet bombing of products by your competitors in the market. The best thing is to select a niche area where the competition is less but there is a huge demand for your product. Once identified the market, you have to push your product after making it look attractive. This way, you get the first mover advantage along with the anchor tenant status in the niche market. Hire a few blatherskites to talk about your product and to attract the customers. Once clients start drizzling in, create a brand of your own around the product and start advertising the brand. At this juncture, the whole focus should be on the brand. It serves as an umbrella for all of your existing and future products.

In summary, brand creation is a tough task and has to be done carefully because it helps your clients to create impression about your product. As you know, first impression is the best impression. Only leaders sustain the race not the brown-nosers; similarly, only original brands can weather the market, not copied brands!