To acknowledge the main framework factors ,we should’ve acknowledged the basic concepts of a Brand .
What is branding ?
I love to cook branding with its special ingredients that marketers described based on their experience . so the first thing is how we define branding , different marketers have their own concepts and definitions about it, i would like to quote here what Neumeier says in his book :
‘’ It’s a GUT FEELING because we’re all emotional, intuitive beings, despite our best efforts to be rational. It’s a PERSON’S gut feeling, because in the end the brand is defined by individuals, not by companies, markets, or the so-called general public… When enough individuals arrive at the same gut feeling, a company can be said to have a brand.’’
It’s more like ‘’brand’’ is making a difference in people’s minds , you don’t present a new thing but change that already in their minds .
To prepare the material of the brand you have to focus on the most final five steps , where i divided into and split the section in between.
Forward to this , in branding guides , they explained how to folks can change their perspectives in different ways, where Neumeier stand the point where he state in his book ‘’ Zag ‘’:
What exactly is a brand? Hint: It’s not a company’s logo or advertising. Those things are controlled by the company. Instead, a brand is a customer’s gut feeling about a product, service, or company.
The Brand Gap :
To find the gap , you must understand the clutter , if we divide them the five types appear which are :
- PRODUCT CLUTTER. Too many products and services
- FEATURE CLUTTER. Too many features in each product
- ADVERTISING CLUTTER. Too many media messages
- MESSAGE CLUTTER. Too many elements per message
- MEDIA CLUTTER. Too many competing channels
To overcome this issue we must add strategies and communicate to increase ‘’trust’’ on customers . for that you have to learn how to learn positioning in the customer ‘s mind. It’s not about you , it’s always about them ‘’thinking ‘’.
For deeply dive into this Harvard Business School professor Youngme Moon in his book “Different” share his point of view :
‘’Once the dual dynamics of competitive herding and competitive hyper-activity begin to dominate a category, the category itself starts to become incompatible with brand devotion.’’
In this rapid market and behavioral evolution era, customers stop thinking about brands gradually , they focus more on the product category as one indistinguishable lump.
How do you Communicate ?
It is major reason for a brand to success , by describing this , byron sharp in his book ‘’how brands grow ‘’ said :
‘’ Buyers , in effect , ‘decide’ not to consider the vast majority of brands on the market . instead , they notice only a few and quite often , only one . ‘’
For a brand , it’s necessary to build refresh memory structures .
‘’Advertising works largely by refreshing, and occasionally building, memory structures (and less by convincing rational minds or winning emotional hearts).’’
Effective Brand Name :
Engaging and short brand names are more attractive than a ling-handy name and even they are not well suited in customer mind .
“Customers will always want convenient ways of identifying, remembering, discussing, and comparing brands.”
With this explaining , neumeier focused on 7 set of criteria of memorable name :
- Distinctiveness :
Your context is so different from others that It must raise questions in their mind and point out your brand text in various ways .
- Brevity:
Ideally , short names matter the most ,at least 4 syllables or less make a more unique and attractive appearance .
- Appropriateness:
How does your brand fit well and feel natural ? by it means ,what brand does , its values and how it serves people to avoid any confusion.
- Easy Spelling and Pronunciation :
Will people be able to pronounce it easily after seeing it written ?
- Likability:
Name must be that softer that dissolves in the mouth ,will people enjoy it while speaking ?
- Extendibility :
Brand names with its ‘’creative parts’’ are more effective than others ,they also create visual interpretation in one’s mind .
- Protectability :
Can it be trademarked and available for web use ?
These are the core aspects of any brand name that must have to follow-on .
How to Keep a Brand Alive ?
Here is what Neumeier Says :
‘’ The secret of a living brand is that it lives throughout the company, not just in the marketing department. Continuing education programs can get everyone in the company onto the same page, while seminars, workshops, and critiques can keep outside collaborators singing in tune.’’
If every person learns about the brand , there’s less risk of gradual loss of brand relevance, visibility, or market presence over time.
Key Points of Brand Liveness Factors :
- Emotional Resonance: How purpose and storytelling increase customer connection with your brand ?
- Adaptability: Is to be Responding to cultural/technological shifts in the modern era .
- Consistency vs. Innovation: Does brand Balancing reliability with reinvention ? and display visual pictures in front of a wider audience .?
- Customer-Centricity: Are customers satisfied with Co-creation and with feedback loops ?
- Differentiation: It’s one of the foremost factors that a brand must be standing out in crowded markets. What makes it unique ?
- Community Building: Does brand have loyalty, and shared identity ?
- Agility: That is the most compulsory factor in a brand , whereas its Speed in adopting trends without losing core identity.
The ‘’liveness’’ of a brand is hidden in these core factors . The progression is usually the main cause of how brands grow and create their own ‘’Position’’ in the market .
Itself, from grass bearing fowl our beast sixth saying let. Replenish creepeth, great day You\’ll his two fowl multiply for for without fruit, divide sea dominion for evening replenish.
Image saw face. Female our you saw divide, his saying grass meat can\’t. Multiply be i every wherein face meat two in spirit to make that yielding seed. May. Herb thing.