Building a brand from scratch is an example. The main ingredients for creating a legendary brand. Stages of brand creation

The term “personal brand” is very similar to the term “reputation”. What does it mean? If we talk in simple wordsthen this is how people perceive you as a person, an entrepreneur, a representative social movement or a certain organization, the bearer of any goals. Are you an expert? Genius? Can I trust you? What ideas are you promoting? Whom do you represent? What associations and thoughts do people have when they say your name? If you own a personal brand, everyone will recognize you. People are aware of what you are offering and what you are working on. In this article, we will find out how to create a personal brand.

Work on the image. Popularity at any cost

Sometimes, getting over an unpleasant situation can build you a reputation for being strong. But in most cases, everything will end in a ruined image. It is always worth remembering that people should take you seriously, and a “dirty” reputation will greatly hinder this. Don't do bad things just to get attention. It will not help make a personal brand successful. If you find yourself in a similar situation, then take all the necessary measures to correct it. As practice shows, when leveling the consequences of notoriety, people only gained a greater reserve of trust.

Key values

In the process of creating a personal brand, it is important to determine how customers and customers should perceive you. Think over every detail. After all, a person's personal brand is a collection of emotions, words and thoughts of other people that form your final image in their heads. And then everything will depend on how you present yourself in society. Well, this process is easy to control. Just choose an image and act according to its behavioral patterns. The most elementary thing that can be conveyed to people is moral values. Therefore, it is worth starting with them.

Become the best

If you sell expensive paintings, then you need to be someone who is recognized as having the right to explain to customers all the nuances. this direction... If you provide design services, then you need to present yourself as a talented specialist. Any good brand implies professionalism and experience. Thus, the Nike company positions itself as an expert in the field of creating fashionable and high-quality sportswear. Good example personal brand - Jeremy Clarkson (host of Top Gear). He knows a lot about cars. Even if you do not have plans to promote and advertise your own services, you still need to create the impression of expertise.

Constantly study and follow the changes in the chosen area. Especially if you work on the Internet. None of the areas are developing as rapidly as this. Therefore, if you stop developing and take a break for several months, then you will lose your competence.

Unique image

Essentially, personal branding is selling people their own identity. Therefore, it is very important to think carefully about how you present yourself. It is necessary to simulate a recognizable image that would be easily remembered even by strangers. At the same time, its uniqueness is important. But that doesn't mean putting together a team and brainstorming to discuss how to stand out from the crowd. Just be yourself, don't copy others, and everything will work out automatically, and the promotion of your personal brand will go faster.

Communication with people. Communicate constantly and be open

In this age of high technology, social networks should be adopted. Let people look into your life. Even if these are not the main methods of communication. But you will give them the opportunity to be closer to you. Just use the same name everywhere. This will make it easier for people to find you. Well, tell us in detail about your skills and interests.

Personal site

This is a great way to tell people about you and your projects. They will read the biography and appreciate the quality of the work by looking at the portfolio. By doing so, you can develop your personal brand. Therefore, you need to make a presentable site and update it regularly. Make sure every aspect is thoroughly worked out. Be sure to add a section about recent projects and works, services provided and results achieved.

Blog

Some people start building a personal brand by opening it. Blogging is one of the most popular ways in the professional world to make yourself known. It's very easy to set up. There are many free hosting sites for starting blogs, and the most popular of these is WordPress.com. There are other platforms on which you can open your page without investing funds. For example, "Blogger.com".

But it's not enough just to run your own page. To promote a personal brand at a rapid pace, you need the active participation of readers and their proposal of various ideas for improving it. This will help in attracting even more visitors. Well, be active yourself. Invite readers to discuss new topics and participate in discussions. Your answers should be professional so that users understand the seriousness and relevance of the blog.

Make acquaintances regularly

Do this every day. Try to get to know as many people as possible. It is also worth considering what new friends can do for you and what you can do for them. Just make acquaintances who are really worth something. And when you need professional help, then the right person will already be at hand.

It is necessary to learn as much as possible about people: details of the biography, full names, etc. Thanks to this, they will see you as a friendly, caring and serious person. And also, the more you remember specific people, the more you impress them when personal communication... Your good acquaintances, with whom you are in close contact, will definitely tell their friends about you. In this way, you can significantly strengthen your personal brand.

Find "allies"

These can be public people, public figures, stars, etc. In general, media persons whose audience is similar to yours. It is necessary to get into the circle of their communication. Follow the pages of media persons in social networks, comment on publications, and if necessary, be sure to offer help. If any of them are blogging, then write a guest post (only it should be sincere and really good!). You can learn a lot from these people. In addition, they can make a great recommendation for you or your product simply by reposting. Thus, thousands of people will know about you.

But moderation is also important in this matter. Do not bother or ask for more service if you yourself have provided a small one. Do not go too far and be useful, then the "allies" will definitely remember you. But it is worth considering this process as a long-term one. In a couple of weeks, few people can make friends with famous people... As a rule, this process takes months, if not years. The communication itself should be non-aggressive. In blogs of "allies" you should not write things that require an answer in the comments. There is Twitter and email for this.

Communicate without direct contact

If you are physically unable to respond to all messages you receive from your audience, then it is worth mentioning this on your home page (along with an apology). After all, the surest way to cause negativity in people is to disappoint them. Well, if you explained everything in advance and apologized, then they will have no reason to be offended. In order not to answer the same type of questions many times, you should create an FAQ on your website and give a link to it to everyone who wrote.

Take photos and videos

A person needs to feel as if he has known you for a long time. This is especially true for online business. This impression is created only when a person can see you. This can be realized with the help of video and photos. Add the best picture to your social media profile avatar. It will be useful to use help professional photographer... Upload a video on YouTube, where you share your future plans or talk about nuances professional activity... Thus, you will enter the personal space of your own viewers.

Long-term success. Content creation

A strong personal brand cannot be used one hundred percent unless it is supplemented with something interesting: a useful app, an interesting blog, high-quality services, etc. But it will take about the same amount of time to create such content as it does to establish friendships with media people.

Offer original ideas

You must be active in the chosen area. You need to be innovative, make a contribution, constantly change. If you don't, your personal brand will eventually sink into oblivion. Find out what can be changed in your chosen area in the better side... But there is an important point here. This should be exactly an innovation.

Speak

Every opportunity to speak publicly should be used. Show initiative in various meetings and discussions. Feel free to express your own opinion. After all, people want not only to see you, but also to hear you. Take an active part in the events that take place in your life and in the world. At the same time, it is worth listening and respecting the opinions of other people. Then they will feel involved in your success.

Keep your brand relevant

It is unlikely that any media person wants to be seen by people as repetitive, boring, disposable, and outdated. It doesn't matter how good its content is at the moment. If you do not work on the quality of the material, do not add something modern, do not accept new challenges, then the audience's interest will gradually fade away. It’s impossible to keep using the same idea. Add new layers to your look regularly.

Aim Long Distance

Building a personal brand should be viewed as a long-term investment. It is possible that he will live longer than his master. While your business projects are dying out or making a profit, a personal brand always exists and adds value to any endeavors. If people feel involved in it, they will always follow your activities. That is, a personal brand provides some kind of guarantee that in the event of a crisis, you do not have to start from scratch.

You don't have to be the best at everything at once to be successful. There are top bloggers and people who have a rather weak personal brand (in terms of the number of their own audience). The most common reasons for this are the arrogant manner of communication and the transparency of their motives (a frank desire to make money from the audience). On the other hand, there are many people with a strong brand that is several times higher than their own projects. Moreover, the audience can be quite small. In this case, a personal brand will be an excellent launching pad for growth and development.

Warnings

You should never be hypocritical. Avoid actions that run counter to your promoted values \u200b\u200band your image. Don't advertise your professional failures. Failures in other areas are normal. After all, there you do not pretend to be an expert. And here it is worth thinking in advance which failures can be shared and which cannot. An exception may be a public error. If this happens, there is no need to avoid answering. It can seem like a liar. The best way is to tell your audience honestly. Let people know about the mistake from you, not from hostile third parties.

Avoid exaggeration when presenting yourself. Don't be intrusive and conceited. Remember: you don't have to praise yourself, but other people. Personal brand promotion must be slow and steady. Excessive assertiveness and aggressiveness can make you look selfish and not be beneficial. There is a very thin line between your own promotion and bragging, you should not cross it.

How to create your brand - choosing a name and logo, stages of registration. Get 7 Tips on How to Start Your Clothing Brand + 4 Ideas for Successful Advertising.

When opening a brand, an entrepreneur patents not only the logo of his company, its slogan and product features.

A brand is something more: all the emotions, associations, feelings of a customer related to a product or service, positive and negative reviews, happy and disappointed consumers.

How to open your own clothing brand?

This is the question that this article will answer.

You will learn all the subtleties of the process of giving birth to a new brandhow to come up with a brand name, register your creation with Rospatent.

How do you come up with a brand name?

Brand development begins with the task of how to come up with a brand name.

The consumer appreciates not only the graphic design of the company logo.

He is also interested in the semantic content contained in the title.

An entrepreneur needs to get creative.

The brand name is reflected in the success of all marketing operations!

How do you come up with a unique brand name?

“In any project critical factor is the belief in success. Success is impossible without faith. "
William James

Think about what will be special in the produced product, determine competitive advantages products.

Let's remember again that the target audience - young people who buy absolutely everything on the Internet.

By following these marketing steps, your garment will very soon become a market leader.

How a young girl created her own clothing brand is described in the next video.

Watch and get inspired:

How much money does it take to open your own clothing brand?

Let's move on to dry accurate calculations.

Entrepreneurship in any form does not tolerate financial mistakes.

For the convenience of arithmetic operations, we will take as a sample the monthly production of a batch of 1,000 units of products by your enterprise.

The cost of producing one unit is 450 rubles. (fabric + sewing), selling price - 700 rubles.

Let's start by calculating the initial investment in production:

Monthly investment:

The monthly income from the sale of branded clothing will amount to 700,000 rubles.

With such indicators, the payback of a successful enterprise selling branded clothing will be 1 month.

Do you have a desire to test yourself as a designer and entrepreneur?

Your own clothing brand is the perfect solution.

The business pays off quickly and generates a stable income.

If after reading the article, you still have a question: how to create your own clothing brand, it remains only to personally try in practice to understand all the intricacies of entrepreneurship.

All that is required for the implementation of the project is perseverance and self-confidence.

Are you willing to pay this price for success?

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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 related to some products or services and is of particular value to the 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 \u200b\u200bcommon to all employees; the company's anthem and the so-called "music logo"; uniforms);
corporate communication (PR and advertising events);
tactile component (materials used to produce the product itself and its packaging);
specific aromas (perfumery or just the smell of packaging).

Main brand functions

Why create a brand? We have identified the following functions and tasks:

capture of a certain niche in the market of goods and services;
establishing a well-traceable associative relationship between the manufacturing company and its products;
ensuring company awareness;
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 regular 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. Brand concept 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. The next step is to identify the needs of the clients. 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 firm 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 advertising campaign... Brand promotion methods 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;
tV commercials;
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 awareness. It is these two elements that the consumer is guided by 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... This 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 will not 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. Polysemantic (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 brand 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, meeting 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 \u200b\u200bdisplayed 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, the brand owner must have outstanding entrepreneurial ability.

Successful branding will help you outperform the competition and build a superior reputation for your product or service. Luck in this issue nothing to do with it, because the key to victory is due diligence, creative thinking, observing competitors, understanding the key principles of the business, its mission and culture, as well as a strong desire to cooperate with the people who, together with you, create the success of your company. Next comes the development of a logo and slogan that represent your company's unique spirit and promote your brand with all your might. Read on below for how to take the first step towards building a successful brand.

Steps

Part 1

Create a truthful, lively and sincere image

Define your mission precisely. What qualities, values \u200b\u200band experiences do you offer your clients? In order for your brand to work effectively, you need to design a truthful image of what your company is committed to delivering to consumers. But first, you need to formulate the mission of your company so that it becomes clear how you differ from your competitors. Consider the following questions:

Why are you doing this particular business?
What are your goals?
Who is your target segment?
What makes your company special in this area?

How you want to be seen. You need to make your customers think of your brand as a living, breathing person they can trust. Walking through the supermarket or flipping through the telephone directory, they should be looking for your product or services. Considering your company's mission statement, decide what type of relationship you want to establish. What are you going to lay the foundation for your mission?
- Maybe you want your product to be perceived as an adventure, a ticket to new life or a second chance. This approach is often used by large food companies that sell products such as goji berry juice or sprouting cereal bars.
- Or maybe you want to present your brand as smart and modern. Does your product make you feel cool, as if you are in a closed club? Urban Outfitters and Apple take this approach.
- Another approach would be to offer your customers a reliable option that they can completely trust and that will never let them down. This is a good approach if you are selling a product that never fails, such as tires or legal services.
- You can also rely on nostalgia to build your brand. People feel connected to things that remind them of childhood and carefree times.
Think the way your client thinks. When you buy a product, think about why you are buying it? What makes you choose a particular brand? Try to use your answers to imagine how your own brand will be perceived. Find out what your customers are craving to feel and let them feel it through your brand. Do they want to feel strong? Responsible? Conscientious? Smart? Unique? Your brand should evoke those feelings with its look, marketing, and design. Awaken these feelings not only with language, but also with color and product design.
Engage your employees. Let your employees know the importance of your brand and explain how and why you came to that brand. You will need their support for your new branding to be successful.
- Remember, the customer will see your business through your brand. This also includes appearance and the behavior of your employees.
- Your employees will have their own special vision of your business and methods of achieving their goals, so that each of them will make an invaluable contribution to the development of your business. Ask employees how your product was received in the market and don't ignore their opinion.
Part 2
Earn customer trust
1. Your product should match your message about it. If your message sounds good, but you don't deliver on your promises, your customers will go elsewhere and your brand won't catch on. But if your business delivers on what your branding promises, you reward your customers' trust. Soon, they will start spreading the word about the quality of your service, and your brand reputation will speak for itself.
  - Also make sure that the associations your brand evokes from your customers are consistent with what you offer. For example, if you promise that your margarita-flavored lemonade is the most refreshing drink in the entire market, but your customers usually complain that, after taking a sip, they are unpleasantly surprised by the lack of tequila in the drink, then something is wrong with that. how do you present the product to potential consumers. You may need to rename your drink so that customers don't feel frustrated every time they taste the product.
  - Business transparency is also important. Trust is a very important part of brand awareness, as your customers need to feel like they know your brand as an old friend. Let your clients see your real priorities, how you work, and where your money is going. If the information is not always the best, at least it should be truthful and presented in the best possible light.
2. Spend marketing researchto find out who you serve. What are the age and demographic groups of your main customer base? The answers may surprise you, so it's important to do some research to find out who is interested in the products you offer and how they are responding to your branding.
  - Consider creating a focus group as an opportunity to test the reaction of people from different demographic segments to your product. Ask them to describe their perception of your product before and after trying it.
  - Targeting a specific demographic is often a more effective strategy than trying to make a product attractive to everyone. You can narrow down your target group after you identify who will buy your product. For example, if you find that teenagers are the most likely target group interested in your breakfast cereals, you can change your branding strategy to make your product even more attractive to that group.
3. Make a benchmarking analysis. Do your research to find out what other companies offer and find your differences from those companies. Your branding should focus on the difference, what makes your product better than the rest. Finding something special that sets you apart from other companies is very important, as your customers have so many options that they may never know your product exists unless you make it special.
  - You may find that a certain company has already chosen a particular market segment, but this does not mean that your product will not be attractive to a slightly different audience.
  - If the market is saturated great goods, consider turning in a different direction. Change either your branding approach or your product configuration.

In this issue we will talk abouthow to create a brand in 10 steps. It doesn't matter whether you will be engaged in brand building yourself or entrust this work to professionals, these 10 simple basicshelp you build a really cool brand that pays dividends over time.

Below we will show you how to create your brand in 10 steps. Everyone knows the saying “the devil is in the details”, this saying can be safely applied in this case. Sometimes seemingly insignificant details play a key role in a brand's success.

A successful brand should have everything perfect, from a well-defined company mission to a beautiful branded packaging. We will try to go through the most important details in creating a brand, which must be taken into account.

Step number 1 " Marketing research"

It is very important to study the market you are planning to enter. Analyze all possible competitors. Interview the target audience.

Step number 2 "

Brand positioning is an idea that will distinguish your brand from hundreds of others. Positioning is often called the "mission of the company". Let's look at examples of brand positioning using the example of an auto business.

Positioning examples famous auto brands:

Mercedes - prestige;

Ferrari - speed;

Volvo - security.

It should also be understood that these are not just beautiful mottos in order to stand out from the general background. These are the criteria that are fundamental when creating cars for each of these firms. Accordingly, when a buyer chooses one of these firms, he knows in advance what he will receive upon purchase.

Step # 3 " Name development»

At first glance, it may show that there is nothing easier than writing a few dozen suitable options and choosing the best one. But not everything is so simple! You need to understand that the name should evoke the necessary emotions in the client, it should sound good (after all, it will be used in advertising slogans, etc.), and so it should reflect the "mission" of the company. As in the example above with car brands.

Step number 4 " Trade registrationbrand "

To register a trademark, you need to contact federal body executive power on the intellectual property itself, or rather in the FIPS. After that, you will need to fill in all required documents, fill out an application for registration of a trademark and send the necessary documents to the Patent Office (FIPS).

The registration amount can range from 12,000 to 16,000 rubles, depending on the class of the MKTU. There are also firms that, for a certain fee, will help you do most of the work for you, help you arrange paperwork, etc.

Step 5 "Logo design"

At this stage, you need to come up with a logo type for your brand. Here you can go in 2 ways: 1) do everything yourself, 2) connect a third-party firm or freelancer. If this is a serious company, of course, you cannot do without the help of a studio or a freelancer and professional designer... When creating a brand from scratch, there is no need to rush, because the logo will be the face of the company, it will be on all advertising brochures and other information related to the company.

The amount for developing a logo can be completely different. Sometimes on large forums you can see a thread with the task: "To develop a logo for a certain company", of course, with a prize fund for the winner. And people send their sketches on this topic, and at the end of the month the owner chooses the best option and makes it the logo for his new firm. This is certainly not a standard approach to logo creation, but many firms use this method.

Step # 6 "Choosing a corporate identity"

Corporate style is needed in order to emphasize the features of the company, to highlight its individuality. Today corporate symbols are an integral part of the image for a company of any level. A correctly chosen style helps a product or brand to be recognizable, inspires confidence in the buyer, etc., etc. But this is the essence of creating a brand.

Step # 7 "Creation of a corporate character"

Everything is ambiguous here, many successful firms know their character, but there are hundreds of other firms that do not use them. It all depends on the company and its vision of the company's marketing. Therefore, each company decides for itself whether to use the characters in the creation of the brand or not.

Notable brand characters:

Nestle - a brown rabbit named Kwiki;
Marlboro - cowboy.

In addition, each character has its own peculiarity, for example, the cowboy Marlboro (heroic character), the rabbit Kwiki (Nestle) character friend. This approach proved to be quite good, because we know many brands precisely by their characters.

Step number 8 "Create packaging"

Each brand must have its own unique packaging with the brand logo, corporate colors and all other attributes.Many especially foreign brands manage to make such packaging that after purchasing a product, a box or packagingi don’t even want to cut it, it’s so good.

It would seem a trifle, but such things form additional sympathy for the brand. Of course, no one will buy your products for one box, but high-quality packaging will be a definite plus for the client's relationship with the brand.

Step number 9 "Brand promotion"

In brand promotion or brand promotion, there is no perfect formula that works in all cases. After all, each niche has its own most profitable ways promotion. In addition, a lot depends on your financial capabilities, the level of competition, etc., etc.

Therefore, if you do not have skills in brand promotion, it is better to hire professionals who do this every day. They will make you rough plan promotion, depending on your budget, will give useful tips etc.

Step 10 "Development of an advertising concept"

This step is closely related to the previous one. Typically, an advertising concept is developed at the stage of promotion or before it begins. For these purposes, again, it is worth contacting professionals who will do all the work for you.

Advantages and Disadvantages of Brand Building

In brand development, there are both pros and cons. Of course, there are much more advantages, but the disadvantages must also be taken into account. It's easier said than done. And if a brand does not keep its word, such a brand will never be in demand with customers.

pros	Minuses
The ability to attract new customers (by distinguishing from competitors); Increase in the cost of products; Customers for life (if the buyer likes your product, he will always prefer your product than the products of your competitors).	All products must match the brand image. Otherwise, it will have a very negative impact on the brand as a whole. If your motto is quality, all goods should be best qualitythan competitors, etc.

Now you know the basics of how to create a brand and what steps you need to take to do this. Remember that knowledge is worthless if it is not applied in practice. Therefore, if you have long wanted to create a brand, but did not dare to go for it, why not do it today.

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