Building and developing a brand is a very important action for every business, which, if successful, will evaluate the business’s position in the marketplace. But currently, there is a section of businesses, especially small and medium enterprises, that are still not really interested in this issue. With today’s fiercely competitive market, not developing a brand for your business is eliminating yourself from the market race.
What is the brand? What is branding?
Brand is the customer’s perception of a product, service, or company. That perception will develop over time, so unknown products, services or a company cannot yet be called a brand.
Branding is the process of making organizations, businesses, products, and services more popular and famous. At that time, the brand will be known to more customers and gain an impression in the hearts of customers through factors such as brand image, brand communication, employees,…
The importance of branding
✓ Support products to easily enter the minds of customers, distinguishing them from competitors’ products
✓ Create credibility and facilitate the introduction of new products
✓ Create customer loyalty to the business, help the business expand its scale, market, and increase sales
✓ Is the pride of employees, helps attract talent and retain old employees
Why is it necessary to build a brand development strategy?
Brand building and development strategy is the prerequisite for a business to have the best start and preparation.
✓ Brand building and development strategy is the direction for businesses
✓ Building and developing a brand is the foundation for every business
✓ A clear strategy will make a difference from competitors, recognize differences to overcome future difficulties
Brand building and development process
➤ Study the current situation and establish criteria
This will help you determine the current state of your business and set some goals for the future. Specific tasks that need to be done include:
✓ Research current marketing work
✓ Customer contact
✓ Research your competitors
✓ Build brand vision
✓ Evaluate the current situation and set criteria as a foundation for the brand
➤ Brand creation
Building a brand identity system and being consistent with the above mentioned criteria is the goal of the brand creation phase. Brand identity system includes office identity, advertising identity, product identity…
During this stage, businesses need to build their own vision, mission, core values, brand story, logo, slogan and other related languages and images.
➤ Intellectual property protection for trademarks
When registering for protection of a business brand, it will be protected by law; Avoid the possibility of confusion with other brands in the same field as yours; Rest assured that you can promote your products and services as quickly as possible to customers; Avoid disputes that arise during the use of the brand and especially have exclusive ownership of that brand in the registered national territory to have the right to sue other entities for infringement. , using the same or similar trademark as yours is protected.
➤ Communication for the brand
This job is to promote your brand to customers quickly.
Building a communication strategy for a brand requires each specific stage as follows:
✓ Identify the media audience
✓ Identify the messages transmitted
✓ Brand promotion time
✓ Select media
✓ Estimated implementation costs
➤ Accompany and develop with the brand
Businesses need to accompany the brand so that brand management is carried out consistently and most effectively.
Administrators need to regularly consult on brand management, train professional teams for brand management, and need to manage brand promotion activities in the most consistent way to recognize and handle problems effectively. fast.
➤ Evaluate brand building and development strategies
Businesses need to monitor and evaluate the effectiveness of brand development seriously. It is necessary to build tools and indicators to closely monitor and measure brand coverage and value through each stage to have a reasonable investment.
In short, “Building a brand is about building trust and prestige, not simply having a logo and having a name or a brand attached to it.” To do so requires the efforts of the entire enterprise from leaders to employees and synchronous implementation of the above solutions so that the enterprise can cope with current and future challenges.
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