+ RSSBrand and Deliver - Your Product In the Loop
That great idea has hatched, it feels good, it smells good and you believe it could be hugely successful but you dont know how to market it. What do you do?
The potential of your idea excites you until you hit the streets wanting to promote it. The glare of the neon which represents all the other wannabe great ideas is blinding and confusing and could easily dampen your spirits were you not convinced of the power of your product.
It is a given these days that a little bit of showbiz dressing can push a product or an event a long way, provided it has some value to begin with. Your work might be the best in the business but if nobody else is aware of it, your endeavours may be fruitless.
So what are the foundations to build success on? What kind of makeover is needed to transform a brand name that is genius but painfully obscure into something that is on peoples minds everywhere and causing a real buzz?
Brand awareness and brand recognition are your main targets. How do you make a direct hit on these targets?
Brand Identity: Your product or event needs an identity, does it have one? How do you bring your brand to life and make it dance in the limelight?
Brand Strategy: Your brand has now established an identity so what do you want it to achieve? What results are you looking for? Which people do you want to reach the most? How do you make sure it happens?
Brand Building: The identity of your brand is in place and you are happy with it. Your brand strategy is planned and mapped out and now you want to bring all the jigsaw pieces together to complete the puzzle. What are the tools you can use to perfect your package?
Once these necessary fences have been hurdled, your very own brand should be ready to join the battle as it enters the market place. The competition will be stiff and the race long but your brand is prepared for the long haul and can hold its own in the toughest place of all, the shop window.
Now is the time your tools of choice will prove their worth. Are the tools you have chosen the most appropriate ones for your brand? What are the tools anyway and how do you employee them if your knowledge of them is limited? Perhaps you will choose to manage these tools yourself and many do so successfully but for some it is far too specialised and difficult.
Social media Pr, press releases, media relations, online Pr and crisis management. These are just some of the many areas you will certainly encounter and may need to have on your side in the big battle of the brands.
