Article: How to establish a powerful brand?

04 Apr 2018

Live Your Brand

The process of creating a name from scratch, to registering it, to finally branding it, can take a long time. However, the work does not end here. Today, we talk about why you must live your brand for a successful trade mark.

Your Core

As we mentioned in our previous post, it is important to stay true to your core. Now what does that even mean?

It means that if you are Coca Cola, you sell soft drinks. If you are Häagen-Dazs, you sell ice-cream. Everything that is not ‘you’ is not relevant. Everything that is ‘you’ is your most lethal weapon. This is how we distinguish strong brands from weak brands. When you wake up and take the first breath of your work day, you should inhale your company’s vision, and exhale hope. To live your brand is to embrace it. What makes your product so special? Pin-point that, and let the world understand what you bring to the table. You will create internal stability with defined structures, as well as attract people that are after your product.

Think of the long-tail market; don’t try to battle against big players if you are in a very niche market. Instead, take that opportunity to sell them those ‘beautiful and calm trips to the countryside’. Understanding your position is important!

Doing Too Much

An important thing to remember is that being afraid of a revamp or a possible change, could be dangerous for your business. Doing too much could be your demise.

The best modern-day example is SEARS. Once the biggest retailer, the Arkansas-based company saw itself get surpassed by both Wal-Mart, and Amazon, in early 2000. While Amazon was starting with a niche set of products in 1999, SEARS had been trying to get into different markets, such as financial services, and insurance business. The company even invested heavily into the pre-Internet Prodigy, which resulted in a huge loss. And even though it was an early adopter of e-commerce and offering low prices, SEARS still trailed, and eventually, the numbers were all red. One could say that the downfall of a billion-dollar company was its overly-confident mentality of wanting it all. One could even go as far as to say that the company was in decline for the past 50 years, and this was the last nail in the coffin.

Even though it is a difficult situation to breakdown, it is important to note that an unclear identity can cause troubles for any company. The best way to be humble is by acknowledging what your competitors are doing better than you, and work to improve. Strive and prosper.

Sharing is Definitely Caring!

Let’s face it, social media is E-V-E-R-Y-W-H-E-R-E. And frankly, it is both a blessing and a curse that the world is so connected. If you don’t have Facebook, Instagram, Twitter or any of the other relevant platforms, you simply don’t exist.

This is why you should use this to your advantage and create a brand with many layers. Share your work in pictures, write about your job, invite people to join you, but most importantly, inspire. One of the most powerful things about social media is that by opening up, you create a bond of intimacy to your followers. You create more defined lines of who you are, by engaging the audience. And really, what’s not to love about a company, agency, or a start-up that engages the public? The power of communicating with your followers is immense!  You will bring more people to your party, as word gets around pretty quick on social media, especially on Instagram. Use this to your advantage, and be a great inspiration for the coming generations as well.

As always, live your brand to the fullest, and stay tuned for more content from us.

Yours truly,

Ignacio Valderas

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