Is the brand we work with an entity…, or do we focus more on objects?

[hmonower921]

rand
We have discussed here how to measure and read brand strength using tools and algorithms. But what is the very concept of a brand? A label on a shirt, three stripes on sports shoes, or perhaps the shape of a bottle of your favorite drink? And how does a Channel 5 bottle that attacks the senses relate to a brand? A brand can be anywhere and a bit of everything – and together, the sum of the elements that shape the perception of a brand.
In general, it seems reasonable to assume that a brand is the way people perceive a company when they interact with its products and the environment created around it. This applies to both those impressions that we are able to evoke and control, as well as those that are beyond our control.

Brand identity
Regardless of whether we are creating a brand, building a brand identity, strengthening it or 'just' refreshing it, we should ask ourselves a series of questions indicating the direction and scope of the tasks ahead of us. Of course, going further we also have to specify the nature of individual activities and give them a coherent image.

What will make the brand recognizable?
How to shape UX around a brand?
Will the brand's target group accept its message, communication style and environment?
To obtain satisfactory answers, we need to make some effort and delve into the business and social ecosystem surrounding us (especially our brand). In the case when the activities undertaken denmark whatsapp data concern strengthening the position or refreshment, the matter is a bit simpler, because usually we already have some knowledge resulting from implemented strategies, tactics, and market research. In any case, the first step should be directed towards analyzing our place on the market. Understanding all of its elements and dependencies will help us significantly place the brand in the right position in the context of competition and consumer expectations. Ideally, we would try to (re)define consumer areas and indicate both the most promising segments and those for which buying our product will be the easiest. Let's consider what language our potential and current customer speaks so as to effectively adapt the message formula. Let's also try to analyze the actions of the competition and their effect as thoroughly as possible.

Please everyone…
Definitely not. And not because it is a somewhat utopian approach, but mainly because it does not make much sense from a business point of view. Our task is to focus on groups of consumers potentially and actually interested in our brand due to its specific value. Optimization of activities, resources and costs related to it was, is and will be one of the main 'stabilizers' of the process regardless of the size of the Organization we work for. Paraphrasing the classic 10th Muse , in order to meet the task we must answer one important, but very important question - how do we want to position our brand? And then start doing it... By sending a clear message about what product we deliver, for whom and what is its strength, advantage and key factor distinguishing it from products fulfilling similar functions. Simple? Yes, as long as we plan the activities with the participation of all interested parties in the company (which in itself can be quite a challenge).