What is a brand and how to create one. How the logo is designed. Mistakes to Avoid When Building a Brand

According to industry experts, developing a name and visual identity for a product or service is one of the most challenging and strategically important marketing tasks. Therefore, in the article on how to create your brand from scratch, we will pay attention, first of all, to this issue.

Naming for the brand

Understanding consumer psychology is the key to success in any marketing endeavor. Without thoroughly studying this issue, it is impossible to figure out how to create your own brand. One of the principles of perception of the brand symbol is as follows: buyers tend to replace, forget or “distort” the name of a product or service if it does not differ in accuracy and capacity. Therefore, when deciding how to create a company brand, be guided by the fact that the name must be very accurate. History knows many cases when a popular expression was glued to the product tightly and was used instead of the official name. It should be remembered about the euphony of the name, imagery and good memorability.

Another one important characteristic the name of a product or service is conciseness. How to make a brand recognizable if the consumer is unable to remember or pronounce the name ?! V Everyday life buyers prefer the shortest designations and shorten the long ones at their discretion. Thus, Sberbank of Russia is magically transforming into Sberbank, Windows into Windu, and McDonalds into Mac. A similar fate befalls any overly long name. When deciding how to create your own brand, heed the mouth of the classic: "brevity is the sister of talent."

How do you come up with a brand?

The name plays a key role in promoting the product. When deciding how to make a brand sellable, give preference to names that will evoke positive emotions and associations. A good name should carry a certain emotional and imaginative message. If you are not sure that you have completely figured out how to develop a brand, try to play up one of the following advantages of a product or service: difference from competitors, profit when buying, effect from use, quality, composition, price. The more categories are reflected in the title, the more effective it will be in terms of marketing.

Let's summarize. If you are thinking about how to create a new brand, take note of the following points. The name should not be cumbersome and difficult to articulate, should not get bored with prolonged use. The ideal is a name that easily fits into any context, reflects the benefits of the product and evokes pleasant associations.

Brand for your product, you need to know what other similar products are on the market and which one has the strongest brand. He will become your competitor. Your task is to position your product as the same, but with a certain advantage. For example, your shampoo for oily hair not only washes the hair well, but also acts on the scalp in such a way that the hair does not become greasy for a long time, because the scalp is to blame for the excessive oily hair.

A brand always carries a message that is positive for a certain circle of people. For those who drive a Nissan Teana, the elegance and solidity of the vehicle combined with its reliability can be such a positive message. For those who drink "Klinskoe" - relaxedness, fun, freedom from obligations, the ability to "go away".

The brand is made up of little things. Every detail can be key or fail. You can extol the durability of the car - a very important quality for it, but have a low level, because people who are ready to buy this particular car are more important than it, the style, the ability to drive high speed etc.

Start promotion before launching the product on, stir up the interest of the consumer. Before going out and buying a shampoo (we will continue to use the example with shampoo for oily hair), the consumer must be firmly aware that, among others, there is a special shampoo that works well on oily scalp, which distinguishes it from all other similar shampoos ...

Clothing at the dawn of mankind

The first "costume" can be considered animal skins worn by primitive man. With the development of civilization, clothing becomes a sign of social status, a branch of production. Over time, a person moves from hunting and gathering to a productive economy - raising livestock, plowing the land, mastering crafts. People have learned to process plant fibers and create canvas. During this period, the loom was invented, and the fabric was sewn with needles from the bones of small animals and fish. To obtain threads from wool, a spindle was invented.

With climate change, it became necessary to protect the body from the cold, which led to the emergence of fur. The skins of animals were treated with scrapers made of stone, shells, later from metal, tanned with sour milk products, decoctions of oak and willow bark, and received soft skins and leather, from which shoes, sheepskin coats, fur coats were sewn. Fur to this day remains an important raw material for the manufacture of outerwear. The old way of processing wool is felting. Items made of felt were especially common among nomadic peoples.

Suit evolution

Each historical period brought its own style to clothing, its forms, material. The costume reflects the aesthetic views that existed at one time or another. Clothes Ancient Greece and Rima represented a piece of cloth skillfully draped. The main raw material from which the fabrics were made was flax.

As time went on, draperies gradually replaced cut dresses. They began to distinguish between the back and the front, separately cut out and sewn on the sleeves. The outfits of medieval Europe hid the shape of the body as much as possible and were far from perfect. Gothic fashion introduced the world to a tight bodice and tight sleeves. The outfit of fashionistas was complemented by narrow pointed shoes and a high cone-shaped cap.

In the Renaissance, costumes have a simple cut, without excessive pretentiousness; in a dress, the skirt is separated from the bodice. In the 17th century, France became the trendsetter. At the time of Louis XIV, the baroque style was in vogue - stately, pompous. Characteristic elements are a high stand-up collar and an abundance of lace.

In the 18th century, a sewing machine appeared, bulky and inconvenient. In 1850, Isaac Singer improved the design of the machine. This led to the creation of garment factories. In the 19th century, mass tailoring began.

Tip 3: When and why the first hooded clothes appeared

Hooded clothing is very popular among young people. It has been used for more than a year. It is difficult to say exactly when it was invented. Most likely, the hoods were invented in antiquity, since there is nothing easier than putting two pieces of hide together and fastening them to each other.

What the sources say

The first appearance of hooded clothing was marked by the Bronze Age. In the present territory of Denmark in the 3rd century AD, the ancient Scottish ancestors lived. It was they who wore short woolen cloaks, the hood of which was attached under the throat by means of a fastener or a belt.

Later, Catholic monks began to wear similar cloaks, taking as a basis the cut of these clothes from ancient cattle. They only changed their length, completely hiding their legs under them. It was then that the very word "hood" appeared. It came from the Capuchin monks. It was imperative for these priests to hide their faces behind their hoods.

Other sources say that the hood was invented on the basis of a cloth cap, which was used as a comforter for knights. At that time, this piece of clothing covered the neck and ears of noble men.

The role of monks in the history of the hood

The right to wear this garment for a long time belonged only to the clergy. The hood symbolized death, retreat and invisibility. Covering the head of the monks, he denoted spirituality and thoughts.

By the way, some ancient deities were also depicted in hoods. These include the Celtic god of the underworld, who was depicted in a pointed red hood.

In the 13th century, this garment became popular in secular salons. At that time, the hood was made quite wide. Both women and men wore it. The weak half of humanity gave the hoods a certain shape. The result was something like a block. Men were allowed to wear this piece of clothing, hanging loosely to the waist.

In the notes of an Augustinian monk, one can find confirmation of the fact that the hood has become a fashionable piece of clothing. His writings mention a conceited city woman who wore a male hood.

After some more time, this wardrobe item will go to Spain. It was there that black lace hoods were first introduced into fashion. Thus, the Spaniards hid their faces from the ardent gaze of the Spaniards.

Having ceased to be a means of protection from the weather, the hood has become a luxurious piece of toilette. It was decorated with feathers, ribbons or fur. He not only well emphasized female beauty, but also added mystery to the fair sex.

New story

In the 20th century, a feminist movement emerged. Hoods ceased to be the embodiment of grace and grace and were subject to persecution. Crafty coquetry is a thing of the past - frankness and decisiveness have come into fashion. Women began to wear things previously owned only by men.

For a long time, feminists did not allow hoods to return to fashion. But realizing that they can be not only silk and airy, they decided to return this item of clothing to women's wardrobes. But his appearance and the cut has changed. Now the hoods looked like knightly comforters, which made the face stern.

It took a little more time before the hood began to be used as an independent piece of clothing. It is sewn to jackets, T-shirts, coats, sweatshirts. The hood can not only be sewn, but also knitted. It makes clothes more practical.

Trademark "trade mark" and brand "brand" are not identical concepts. Before talking about how a brand is created, you need to decide what exactly this word means.

Brand concept and structure

The brand is based on information presented in a symbolic form associated with some products or services and is of particular value for target audience(CA). The brand becomes unique thanks to the complex development of elements such as:

Name;
design solution (from logo, color and fonts - to branded clothing);
corporate culture and behavior (norms and values common to all employees; the company's anthem and the so-called "music logo"; uniforms);
corporate communication (PR and advertising events);
tactile component (materials used for the production of the product itself and its packaging);
specific aromas (perfumery or just the smell of packaging).

The main functions of the brand

Why do you need to create a brand? We have identified the following functions and tasks:

capturing a certain niche in the market for goods and services;
establishing a well-traceable associative relationship between the manufacturing company and its products;
ensuring the recognition of the company;
guaranteeing the quality of goods and services;
formation of a sound pricing policy;
creating a base for increasing sales;
setting up sales of goods and searching for permanent business partners.

Brand and brand: what's the difference

Many entrepreneurs do not see the difference between these terms. But it is there. A brand is an original verbal, pictorial or combined display of a company and its products. The concept of a brand is narrower. It implies not only the uniqueness of the presentation of information about a particular company and products, but also a high degree of recognition for customers.

Thus, it turns out that each brand is a trade mark. However, a brand is only one that the target audience knows well.

Only in the case of establishing the most durable, trusting relationship between customers and the company, the trademark has a chance to gain brand status.

Stages of brand creation

The brand development process includes many stages.

1. It starts with studying the activities of competitors.
2. At the next stage, the needs of the clients are determined. To do this, you need to conduct surveys of the target audience, find out the opinion of its representatives about similar companies: in particular, about what is lacking in competitors' products and what consumers like about them.
3. Then the company should take a certain position in the market (it should be unique, making it possible to consolidate a positive image of the company in the minds of the consumer).
4. After that, it's time to work on the concept. At this stage, the original name, motto, legend, advertising texts, logo and other visual components are born.
5. The creation of the brand ends with the development of an advertising campaign. Promotion methods brand are selected based on financial capacity firms.

Brand promotion

Currently, a brand owner has many tools to help increase its popularity and recognition. Here are the most common ones:

advertising banners and billboards;
videos broadcast on TV;
radio advertising;
branded products;
official site;
organization of business meetings and training events;
Viral promotions;
shocking the audience;
activity within social networks;
organization of a specialized community;
launching socially significant projects;
hiring "dummy ducks" spreading information about the trade mark (brand).

An original name and an expressive logo are of great importance for brand recognition. It is on these two elements that the consumer is guided when considering the possibility of purchasing a service or product.

They also serve to form a general view of the company in the mind. potential client... That is why, when building a brand, it is necessary to special attention approach the question of choosing a name and logo.

Development of naming

Not every name contributes to the popularity and recognition of the brand. To advance as quickly as possible, the title should be:

1. Simple (to avoid wrong associations).
2. Laconic (a short combination of words is easier to remember).
3. Truthful (otherwise customers will be disappointed with the product and won't support it).
4. Easy to pronounce (will always be heard and will be remembered faster).
5. Positive (positive emotions arising from the mention of a brand are the key to loyalty to it).
6. Euphonious.
7. Unique (otherwise it cannot be patented).
8. Graphic (since the clarity of the spelling contributes to better recognition).
9. Multi-valued (causing interesting associations and, as a result, distinguishing the company (product) from a number of similar ones).
10. Protective (since in order to ensure the desired reputation, it will be necessary to carry out legal protection of the name).

How the logo is designed

The logo is the guarantor of the company's recognition. It allows the consumer to distinguish its products from the numerous counterparts produced by competitors. The logo testifies to the high quality of the product, its aesthetic merits. It is another trademark advertising tool.

But not any logo will be able to fulfill the mission assigned to it, but only the one that was developed taking into account all the rules of marketing. In other words, the logo should be:

effective (memorable);
relevant (that is, responding to the CA's ideas about the beautiful and correct);
unique (to ensure maximum differentiation from competitors);
harmonious in color (the abundance of shades and details harms the logo);
able to express the ideas of the company, not to compromise it and create a positive image;
associative (so that the consumer correctly perceives the company's values displayed in symbolic form).

Not every brand, even if it is old and respected, turns into a brand. Raising the status requires serious financial investments. To build a brand, a brand owner must have outstanding entrepreneurial ability.

Every day, not even a year, but a day, the competition becomes stronger and stronger. Giants emerge and bite off a big slice of the cream pie from their customers.

Small competitors appear who also nip off a piece of the market with a dessert spoon.

In order not to lose this race, there are over 5000+ ways to marketing.

But if you plan to walk for a long time and steadily, then it's time for you to deal not only with chips, but also with longer-term tasks. Namely, think about how to create a brand from your company.

If you think that the word “brand” means the process of creating a logo or slogan, then you are mistaken.

Everything is much more global than it seems. Also, if you think that a brand is pathos and a huge amount of money for, I hasten to disappoint you.

This is often the fault of well-known companies that aggressively promote their brand to the masses.

In fact, the word brand hides much more: the values of the company, its recognition among consumers, etc.

This is all part of why a customer makes a purchase decision from you.

And, as I said, if you are planning to do business "for a long time", then without creating your own brand, nowhere. Although at the beginning of my marketing journey, I thought quite differently.

Do I need it?

Let's go straight away. If you do not want to create your brand, then either the market will force you to do it, or throw you out of its orbit.

Naturally, you can get a little money from sales without a brand. This also has a place to be.

But if you look at the major players, then among them you will not find a single one that works without him.

You already have a company, a name and maybe even a logo. If you have been working for a long time, then there is a corporate identity, and maybe even.

Offhand, we can say that you have an established brand. Well, let's check not by eye, but everything according to science.

Right now, please answer the questions below to assess which of us gets the candy for being right in our thoughts:

Does your company have a mission? What is it?
Do you know your clients? Who are they? How do they relate to your company?
What are the advantages of your product and company?
What impression should your customers have of you?

Stop! This raises the question: "Why does the brand assessment mention mission, values, customers, benefits, and also an impression?"

All questions are some kind of philosophical, without specifics, it's true. Because the very concept of “brand” is often misinterpreted in the world.

For most entrepreneurs, this is just a logo and slogan that is advertised everywhere. But in reality it is much broader.

Brand name- these are associations, ideas, fantasies: and even emotions that arise in the mind of a consumer when they mention your company.

In fact, this is an abstraction that pops up in the head, which is precisely created by the logo, colors, slogans and other things.

We will discuss what it takes to develop a company brand in the next chapter. Still, the article should be with clear instructions, and not fragmentary knowledge.

But before that, I want to warn you. Building a brand for a company is just a small part of the big task called branding.

Branding- this is work on the creation and "promotion" of the brand to create a positive image and associations in the minds of consumers.

If you manage to do everything according to Feng Shui, then the result will make you the king of the copper mountain. The risk will be justified by the list of advantages that you will receive by completing this voluminous work. Here is some of them:

Correct perception of your company;
Increased awareness among competitors;
Reducing drawdowns during a crisis;
An increase in the number of loyal customers;
Increased employee loyalty.

All this leads not to mythical benefits, but to quite measurable ones, which will be reflected in the company's personal account.

Therefore, the process of creation must be started now, although no, it was necessary to start yesterday. And the reason for all this is the same.

A life-long road

Bad news. Branding implies a fairly long sequence of actions for the development of a company.

Nobody knows exactly what it takes to build a strong brand for the ages. This work with blurred boundaries. The only thing we know is that it happens in 5 directions:

Brand positioning. This is where the brand is born. What place will it take and where will the company go. Remember famous Steve Jobs and his Apple company.
If it's easier for you, you can divide the brand into: product, place, price and promotion. This is if it is quite rude.

What to do then?

It is important to understand the specific creation algorithm, the sequence of steps and actions that will bring you closer to a strong brand.

We have examined the directions that generally describe the situation. Now we will examine each one under a microscope.

And we will define 11 steps (all books are reduced to them), each of which is responsible for one of the previously studied directions.

Big idea

What the brand is created for and what image of the company will be promoted with its help.

It can also be called a key message that you will convey to your customers in all your communications.

In our case, it is “only an integrated approach (marketing, sales and personnel) will lead the company to stable and predictable sales”.

Example 1: The Geox footwear company broadcasts the idea of healthy footwear. In addition to the fact that it is made of quality materials, it is made taking into account the physiological characteristics of a person.

And in this struggle, a properly created brand becomes a pretty good help and weapon, which, albeit in the long term, will still provide the company with growth and loyalty from consumers.

What is branding and what are its functions? How is a successful online brand developed and promoted? How to create a company logo using modern technology?

Hello, friends. In touch, Alexander Berezhnov, entrepreneur, marketer and regular author of the site "HiterBober.ru".

In this article, we will talk about building a brand online. Every day everybody more companies they advertise on the Internet, improve their sites, and some projects generally exist only on the World Wide Web and earn money by selling advertising or providing services. Brand book development is an important step in positioning and further promoting your company, both on supermarket shelves and in the struggle for online sales.

In a separate section of the article, I will also tell you how we created our own brand on the Internet - our site HiterBober.ru, where we started and what "tricks" and techniques we use today for effective promotion and self-promotion.

1. What is brand and branding - their impact on the development of online and offline business

The modern consumer market is inextricably linked with advertising and marketing technologies. A successful brand speaks for itself - it sells a product even before customers see it.

Today it is difficult to find a civilized person who would not name a dozen successful world brands and famous trademarks of his country.

Everyone is familiar with such "offline brands" as BMW, McDomalds, Lukoil, Mars, Gazprom, Beeline, SONY, Coca-Cola, Nike, Armani and others.

However, in recent decades, there have appeared and largest online brands:

I'm sure you've used at least half of them at least once in your life.

Moreover, active buyers (users) can always say why one brand is better than another and what unique qualities a product from a particular manufacturer possesses.

V large companies maximum attention is paid to branding: entire departments are engaged in the creation, promotion and positioning of the company's brands and logos.

If you want to be successful in your business, then you cannot do without developing a strong and memorable brand. A successful brand is the very first and most effective method increasing sales and an integral part of the brand.

The brand includes:

logo;
corporate design (style);
consumer presentation of the product;
emotional characteristics of a product or service;
tagline.

A brand is not just a sonorous name, but also the advantages (benefits) that a consumer receives when purchasing a product of a certain brand. This is a kind of quality assurance and customer confidence that he will not be deceived.

By creating successful business, you need to strive to ensure that the quality of the product meets or exceeds the expectations of the target audience. People should get exactly what they pay for and what they expect.

A brand is always more than a logo or an attractive symbol. Is it a product or whole company with a positive credit of trust and a high level of consumer support.

The attitude of the target group of buyers affects the image of the product and even its properties, but the product itself is always primary. If you do not have a quality product, even the most ingenious branding will not help you stay on consumer market.

2. Stages of implementing effective online branding

Any modern business presented on the Internet. Moreover, some of the commercial projects work exclusively within the worldwide network.

For this reason, building brands online is an issue of particular relevance to current market conditions.

If you intend to sell your product online, you need a recognizable brand. And each brand or newly created business needs its own website through which its goods or services will be sold. To do this, I advise you to use the online website builder Wix and implement the website creation on it.

In my opinion, this is the most convenient and promising website builder on the web with millions of users around the world.

The latest digital and information Technology presented by the Wix developers will help you effortlessly create your own online project, even for those users who have no idea about programming or working with image editors.

Now let's move on to creating brands. Like any important task, this process is carried out in stages.

Stage 1. Setting goals and planning

The main value of any business is determined by its benefit to others and, as a result, by the commercial efficiency of the project.

If your product is useful to the consumer, its image will be positive, which will inevitably affect the promotion of the brand itself. And then a positive brand will itself influence the consciousness and perception of the buyer.

On initial stage it is necessary to set branding goals, develop a company concept and create strategic plan... It is also necessary to determine the target audience and understand what the channels of communication with consumers will be.

At this stage, the following are also determined:

brand mission;
brand life cycle (for how long the active period of a product or service is calculated);
place of the brand in the structure of the company;
budget.

Perfect branding doesn't necessarily mean costly. The main thing is high-quality audience research and creativity.

Stage 2. Market research and competitive analysis

Market and competitive environment- the most important stage of effective branding. Research is understood as a competent analysis of the general market situation regarding the products of your segment. This also includes the determination of price parameters and the study of the sales market.

It is also necessary to understand how long the brand will be able to maintain its presence in the market, whether it is characterized by dependence on the season, what are the regional characteristics of the consumer audience.

An important point is competitor analysis. It is a big mistake to think that you will be welcomed in the market with open arms. It is a fallacy to treat competitors with condescension and underestimate them.

Identifying the strong and weaknesses competing companies is a whole art. Experts say that no one can conduct a comprehensive competitive analysis better than the business owner himself.

Stage 3. Development of the name and corporate identity

Volumes have been written about choosing a memorable and powerful name for companies or commercial products. Within the framework of this article, we will indicate the main features of an effective name.

Here they are:

conciseness (the shorter the name, the easier it is to remember);
phonetic euphony;
meaningfulness (even an incomprehensible name should have a hidden meaning);
uniqueness.

Ideal if the name is directly related to the activities of your company. A unique brand should be registered with a patent organization (in the Russian Federation it is Rospatent). Legal protection is the basis successful development brand in the future.

Please note that the brand is registered in the form of trademark ™, can only belong to a legal entity.

A harmonious and apt name is only half the battle. Now you need to create a unique design and visual style of the brand - this task can be entrusted to an experienced designer or use modern technologies - the already mentioned Wix builder.

Using the Wix website builder, we easily "sketched" the site of a possible consulting agency HeatherBober.ru

This is what his header looks like (screenshot):

Let's be honest, this is a powerful tool for those who do not own various technologies at all, such as html, css and want to create a professional website for themselves in an hour and a half.

When you get to the site of the constructor, then you are asked to select the type of site that you plan to create:

It's nice that the developers have so carefully approached the needs of the user.

What we personally liked when working with this designer is the flexibility of each element.

For example, if this is a picture, then dozens of its types and color schemes will help create a certain mood for the site, depending on the type of activity you are doing.

The same can be said about fonts when using Wix - everything is like in the well-known Word editor - you can adjust the size, color, text, alignment and other familiar parameters.

Now a very popular type of site has become one-page or landing page. No problem - with this constructor you can create a professional landing page with effects and unique "juicy" pictures.

Once the site theme itself is ready, you can publish it on the Internet as a full-fledged site with the click of a button.

You just have to run traffic to the created page and get customers.

Therefore, friends, when creating a brand online, if you do not want to "bother" with complex technologies, program codes and design, we sincerely recommend you Wix as a professional tool.

We can say that Wicks is your free webmaster who will fulfill any of your wishes, making website creation a simple and fun experience.

Stage 4. Positioning of the brand on the Internet and its promotion

Positioning is the choice of a unique position for the brand in the mind of the consumer. Ideally, a product, service or company should occupy a free niche in the perception of the buyer and be associated with unique benefits.

A professional approach prescribes the development of a "brand book" - a manual that clearly describes how the brand is used, what is its mission and main idea.

For promotion, a media plan is developed and prepared advertising campaign... It depends on competent advertising whether a new message reaches the target audience or gets stuck somewhere halfway there.

Stage 5. Evaluation of effectiveness

Performance check is a set of measures that allow evaluating an existing brand after its “launch to the masses”.

Monitoring is carried out either in the form of a sample survey of the audience, or through a professional audit of the company's activities.

Speaking in simple words, a brand can be recognized as effective if, after its creation and promotion, the profits of the company or organization have noticeably increased.

But here it is worth understanding how much the sales volume has grown thanks to a successful brand (logo).

In the table below, I clearly presented the stages and steps of developing an attractive brand, including online:

3. Five properties of a strong brand on the Internet

Branding, carried out in accordance with all the rules, will certainly give a positive result: your product (site) will become recognizable, a positive image of the offer will form in the mind of the consumer.

What are the properties of a strong brand? These same properties apply to branding in general, whether it is online or offline business.

Let's list them in order of importance.

Property 1. Honesty

A company that is honest with the consumer is more likely to build a positive brand image. A real brand never deceives or flirts with the audience.

If a company shows low or high expectations through its logo (slogan), this is directly reflected in the level of sales. Therefore, it is necessary to strive for the maximum correspondence of the offer and the expectations of consumers.

Property 2. Recognition

Recognition is simplicity and accessibility. These qualities help the brand to be realized in all other directions.

To make a brand recognizable, you need to focus on the psychology of consumers and rely, first of all, on the benefits that the product gives to the client.

An example of the competent use of this property is an advertisement for a well-known shampoo, which is firmly positioned in the mind of the buyer as a remedy for dandruff No. 1.

Property 3. Uniqueness

A brand that is not like other brands experiences minimal negative impact from competitors.

It is necessary to ensure that your product is unique and unrepeatable in the consumer market, both in functional terms and in terms of the emotions that it evokes.

Property 4. Integrity

Integrity is brand awareness at all levels of communication with the audience. This is the result of the meticulous work of designers and marketers.

Integrity means that all the costs invested in the product work 100% towards its positive image. If a brand is flawed at some point, its promotion will resemble a "deaf phone" - you speak, but the audience does not hear you.

Property 5. Maximum audience coverage

It is obvious that a brand that is known and heard by everyone brings the maximum profit. Try to promote your brand in every way that is available to you.

There are dozens of ways to promote a product on the Internet, and new effective techniques emerge every year. Use them before others, and your message will reach every potential consumer.

4. Case "HiterBober.ru" - how we created a popular online brand from scratch

Friends, a little practical story for marketers and just interested people about how we created our popular online brand.

About 4 years ago, together with my friend and business partner Vitaly, we created a personal blog - "Heather Beaver".

Name

Choosing a name, we wrote out 74 options on a sheet of paper. Each of them had to meet several fundamental criteria.

These are the parameters for selecting the brand name of our site:

Memorability. The name should "stick" into the memory and stay in it for a long time.
Rhyming. Based on the first criterion, from my own experience, I will say that rhymed brands and names are better remembered.
Intrigue. A person, having heard the intriguing name of the site, already wants to go to it. After all, it’s interesting what “Tricky Beaver” prepared for him;)
Simplicity. Keep the title simple. We immediately dismissed options like "Infobizconsult.ru", "BusinessMasterGuru.ru" and the like.
Free and relevant domain name. I also wanted the Latin spelling of the domain to be 100% identical to the Russian brand name ..

Positioning

Based on the name, we position our website as a project for aspiring entrepreneurs and people with an active life position... The very brand of our website on the Internet is associated with a cunning and clever animal that will teach something new and non-standard.

Besides, financially wealthy and entrepreneurial people often call beavers, we also took this moment into account when creating a brand.

In general, in order to fully form the correct positioning of a brand or proposal, it is necessary to answer several questions.

Let's answer these 7 questions from the point of view of brand positioning of the site "HiterBober.ru"

Who? HeatherBober.ru
Which? A unique site providing expert input from small business practitioners.
For whom? For aspiring entrepreneurs, active businessmen and people with an active lifestyle.
What is the need? Actual information on ways of doing business and making money online and in real life.
Against who? Unlike competitors and similar sites, we write for ordinary people, without abstruse schemes and complex terms.
What is the difference? All expert advice, instructions and suggestions are verified in practice PERSONALLY by the authors of the articles.
Thus? You get ready-made step-by-step practical technology for starting a business and making money with the personal support of the authors of the project.

Branding

As you can see, we have several "branding points" and elements of use corporate identity on the site. Thanks to these techniques, we are often cited, bookmarked, and advertised on the site.

What elements (components) are used on the site as "branded":

corporate colors (yellow, dark blue);
logo (located in the header and footer (footer) of the site);
branding of images on the site;
mention in the greeting of the site the name "HiterBober.ru"

A few words about the site logo. As you can see, we have a kind Beaver, one hand is in an open position, as if calling to "stay" (stay) on the site and study the materials of the project.

Promotion

Search engine promotion. It is carried out due to a specially developed technology for writing and optimizing site materials. You can read about this in our separate article on compilation.
Word of mouth and direct visits from bookmarks. It uses the promotion of elements of "viral marketing", the basis for which is the intrigue and humor inherent in the name of the site.

Let's summarize the section.

This is how we created, and after several weeks of effort, we developed our "Beaver". Now we have not only online branding, but also other paraphernalia.

Attributes of the KhiterBober.ru brand:

When people ask us what you do and we answer that we run our own popular site with such and such a name, people immediately smile.

The most important thing is that the name is remembered and you want to visit the site at least out of curiosity.

And in the next section I will touch on the rules for logo design, as in the past I worked as a designer for several years and created no logo for different customers.

By developing a unique brand name, you've shown the world who you are and what you want. Now you need to add a unique sign or spelling to the product (company name) to stand out from others.

An effective logo always has a certain inner message, if you like, it contains brief history success. The symbol should have an emotional component and a unique style.

As a rule, graphic editors of vector graphics are most often used to design logos: Adobe Issustrator and Corel Draw are the market leaders.

Less often, Photoshop is also used for this purpose, but since this program is mainly intended for working with raster graphics, professionals hardly use it for drawing logos to solve such a problem.

Nowadays, online programs and various services are used to design logos.

If you do not have a strong command of professional designer tools, then in this case you can use simpler solutions.

For example, the popular website building platform Wix has a logo design feature. Using the capabilities of this constructor, you can easily figure it out for a virtual environment and can do it yourself.

As you can see modern technologies allow anyone who wants to become a creator and artist. It's simple, affordable, and very effective.

A few design tips for creating logos:

a good logo should look equally expressive on the packaging, on the magazine page, and on the computer screen;
a quality symbol conveys the atmosphere of the product to the client and emphasizes its benefits;
an effective logo always works for the general idea of the company;
pay special attention to color - it should correspond to the spirit of your company and affect the emotions of the consumer;
from time to time, the logo needs to be refined in accordance with the current trends in marketing;
do not get hung up on design: the main thing is not the picture itself, but its inner message.

The perfect logo has been working for a brand for years and always matches the target audience. A well-created symbol of a product or company, in which material and creative resources are invested, will help save on advertising and other costs in the future.

6. Conclusion

Let's sum up, friends. Branding is a vast and very promising area of application of efforts to effectively position your company both offline and on the Internet.

Formation of a positive brand image is a long and painstaking business. However, successful branding always pays for itself, and many times over.

Brand value is a very important element that can provide a company with long-term profit growth and a stable position in the market (in its industry). Branding is becoming a real weapon in the competition.

I wish you all the best in building your brand development and ask you to rate the article.

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