Make Your Brand Strong
The concepts of brand and company are often confused, should the brand be at the forefront or the company? What kind of issues should you pay attention to in the process of creating your brand? We will try to find answers to all these questions in this article.
The book "The 22 Immutable Laws of Branding - 22 Rules of Brand Creation" written by Al Ries and Laura Ries includes mistakes made in the brand building process and misunderstood facts. The authors, who summarise the Brand Building process in 22 Rules, also give examples from brands known all over the world in the book.
Priorities Companies should follow an expansionist path to build a strong brand, if you want to do everything, you will lose your expertise and after a while you will be doing everything in the eyes of customers. As a matter of fact, instead of launching too many products or models, it is necessary to work on a limited number of models or products that will make the brand strong. If you expand, your sales may increase in the short term, but in the long term you will damage your brand, it will be in the best interest of your brand to do only the work you are an expert in.
If things are not going well, you can consider narrowing your brand, for example, you have launched a biscuit brand, but you have not achieved the success you want and you have not matured your brand, there may be various reasons for this, most importantly, there are already very good brands in the market and they are doing the biscuit business very well. In this case, you can turn to a specific area of biscuit production, you can narrow your target, for example, you can say that you will only produce honey biscuits and you can concentrate all your promotion and advertising activities on honey biscuits instead of biscuits. Thus, you offer customers a new field in which you are the leader and creator, and be sure that even if another company produces honey biscuit, it will not be able to exceed your market share, because you created it and they copied you. As a matter of fact, there is a successful example of this in our country, today everyone knows biscolata, but if you ask who its producer is, many people will not be able to tell you the name Şölen. What Şölen did, it created a new brand and made this brand known by everyone with its promotion and advertising activities, this is a serious success.
One of your most important works in the process of creating your brand should be your website. An easy-to-use website developed in accordance with your corporate identity rules will make your brand more recognisable in the eyes of your customers. In the past, it was easier to configure your brand with visual adverts, but now the work has become multi-dimensional. There are many new channels such as websites, mobile sites/applications, social media, etc. that you need to manage and configure. The most important supporter of your brand building journey will be your website.
