Are there any rules to brand management? Well, maybe or maybe not. Rules were meant to be broken and, perhaps to some extent, taking a risk can help. However, there are some vague principles that brands should try to adhere to. In this article we will discuss those rules in an attempt to outline a wise branding strategy. If you need help with building a marketing campaign for your company, whether you are working on custom design packaging or website and logo design, consult San Diego graphic design and branding company, Lien Design.
Remember Where You Came From:
Your founding story is very important and it will endear you to your customers. Many brands lose sight of this, especially when they start to become more successful. It is essential to always remember your roots and make sure you are conveying that to your customers in branding and marketing.
Convey Your Brands DNA:
A brand's DNA is part of what is innate to the brand due to its history. It is often based on one strong concept and can be expressed in no more than five words. Customers should always be aware of this DNA and be able to relate that to others when discussing the product.
Promote Product Codes:
Codes are what makes a product recognizable. They are the motifs associated with the product. Although subtle changes can be made to these codes, they should never alter so far that customers are no longer able to recognize them.
The More Things Change, the More They Stay the Same:
For a brand to maintain their identity as a modern and relevant brand, companies need to make sure their product image keeps up with the times. Brands may be afraid to change their image and alienate customers. However, if they are marketing themselves as a modern brand, not changing could do more harm than good. Brands need to change to stay consistent.
Don't Try to Appeal to Everyone:
Luxury brands may be able to be exclusive while everyday brands might want to go for a more general market. Whatever the case is, you can't please all the people all the time...and it may not be a good idea to try. Targeting certain audiences and working on appealing to them makes for a smart marketing strategy.
Be Aware of Who You Message is Coming From:
In general, customers don't want to hear a message coming from a senior executive. Creators are a better medium for communication to customers and this should be key in marketing.
Pay Attention to Your Premium Products:
Some products are created for sales and others are created to build a brand. For instance, a fashion company might show its most outrageous designs on the catwalk, but almost no one ends up buying these items. However, these products sell the image of the brand. It is okay to create some products for sales purposes and others for brand building purposes, as long as the company is aware of the objective of the products.
These are some basic rules of marketing. Take them with a grain of salt if you wish, but don't dismiss them entirely. They are great guidelines for successful branding. To truly understand how to apply these rules for successful marketing, consult California's Lien Design. They will always make sure you play by the rules, even if you end up bending a few.
Written by ©2017 Lien Design