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June 12, 2013

Creating a strong and recognizable brand

Your brand is the collection of signs, symbols, words and designs that create an image in the mind of the consumer or generate a feeling in regard with your service, product or company.

The use of a strong brand is that it differentiates you from the competitors and it makes you easily recognizable by your customers and potential customers. The perfect example is Starbucks. A cup of coffee at Starbucks is not the cheapest, but people are very loyal to them and everybody recognizes them. They have a good reputation of offering strong and good coffee that people are almost dependent of.

One other good example is the world-wide recognized brand of Disney. The round black circle with the two round black years will get any child screaming excitedly in recognition of Mickey. The image is also associated with good, positive and powerful emotions.

When you understand these example you understand how important is to build a powerful brad of your own in order to be successful. Following you will find three very efficient strategies you can use to build a strong brand around your product or service.

1. Create a good product and always improve on it.

The best example of this strategy is, of course, Apple. Apple introduces the Iphone even if cell phones had been on the market for years. The new design introduced the concept of smartphones and the idea that you can have music on your phone and even mobile applications. When the iPhone appeared the market share of Nokia dropped rapidly and it hasn`t really came back.

So what did Apple do? It developed a new product, but it did not stop there. It is constantly introducing a new model every 2 years or so to keep the customers engaged and interested. Puma is another example. It has excellent products but continues to release new ones on the market and in this way it builds a powerful reputation as a sport lifestyle brand.

In order to build a strong brand you need to build an innovating product and improve and update it frequently. Customers will always be thinking of your company as they cannot wait to see what you are going to release next.

2. Change a Brand`s Image through the Help of a New Campaign

One excellent strategy is to use a new marketing campaign to try to change the already existing band image. Remember how Dove introduced the “Real Beauty” campaign just a few years ago? It communicated that all women are beautiful and that Dove is the perfect product to make this obvious.

All the best,

Peter

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