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service, direct marketingstrategies, website design, etc. The brand proposition may change overtime, however the brand’s core values should remain constant.
7. Brand Development
Brand development is an ongoing process. It takes constant development to perfect the positioning and brand image. The message regarding the brand identity can change due to factors in the marketplace. Management must properly monitor and evaluate brand development in relationship to the external factors in the environment. Organizations must develop their strategies for the ever-changing consumer. Brands will always be in a constant state of change.
8. Uniqueness
In a sea of different brands, it's important to stand out from the competition. Emphasize the benefits and features of your product and services that differentiate from other competitors in the market. Have a unique selling point that delivers value. Evaluate what makes your product different from others in the market and how you can capitalize on those differences. Remember, you must stand out from the competition.
9. Consistency
Using your brand consistently to deliver a message is imperative. Elements of promotion such as mission statements or logos shouldn’t change drastically overtime. Consistency through the delivery of content in an organization’s messages is essential. An organization must consistently expose the target market with impressions while relaying value and services. Through constant exposure, organizations build relationships and create a clear identity to the audience.
10. Discover Your Current Brand
Determining what your brand offers to the
consumer is critical in developing a brand strategy. Identify what your company specializes in or the features you would like to emphasize to the target market. Describe the products and services to your audience that define the qualities of your product line. By defining the core elements of your brand, you can gain a market niche that is significantly different than the competition.