ARTICLE SUMMARY: You have just created a new brand, congratulations, now the real work begins.
You need to get your brand out there and start creating essential memories for your target audience and convert them to long term customers. Forget about pushing your brand superiority or what makes your product better than your competitors, they need to know what it is and what it looks like and what it does.
As Koen Pauwels says “People aren’t looking for the difference, they are looking to understand the brand and whether it is worthwhile to commit to long-term memory”. In his article “5 Keys To Growing A New Brand” he gives you a road map to follow to help you grow your brand and help develop that long term commitment. He talks about
- Starting With Point Of Parity Instead Of Point Of Difference
- Not Relying On Word-Of- Mouth
- Focus On Trial Instead Of Loyalty
In this global economy there is so much competition that designers not only need a strategy to get their brand out there and noticed, they also need an aggressive strategy to grow that brand in order to have a sustained success, and nothing says success like a long term relationship with your target audience.
This article is well worth reading, let us know what you think in the comments.