Creation of a brand from scratch. How to make your own clothing brand in Russia. How much does it cost to build a successful brand

Trademark "trade mark" and brand "brand" are not identical concepts. Before talking about how a brand is created, you need to decide what exactly this word means.

Brand concept and structure

The brand is based on information presented in a symbolic form related to some products or services and having a special value for the target audience (CA). The brand becomes unique thanks to the complex development of elements such as:

Name;
design solution (from logo, color and fonts - to branded clothing);
corporate culture and behavior (norms and values common to all employees; the company's anthem and the so-called "music logo"; uniforms);
corporate communication (PR and promotional activities);
tactile component (materials used for the production of the product itself and its packaging);
specific aromas (perfumery or just the smell of packaging).

The main functions of the brand

Why do you need to create a brand? We have identified the following functions and tasks:

capturing a certain niche in the market for goods and services;
establishing a well-traceable associative relationship between the manufacturing company and its products;
ensuring the recognition of the company;
guaranteeing the quality of goods and services;
formation of a sound pricing policy;
creating a base for increasing sales;
setting up sales of goods and searching for permanent business partners.

Brand and brand: what's the difference

Many entrepreneurs do not see the difference between these terms. But it is there. A brand is an original verbal, pictorial or combined display of a company and its products. The concept of a brand is narrower. It implies not only the uniqueness of the presentation of information about a particular company and products, but also a high degree of recognition for customers.

Thus, it turns out that each brand is a trade mark. However, a brand is only one that the target audience knows well.

Only in the case of establishing the most durable, trusting relationship between customers and the company, the trademark has a chance to gain brand status.

Stages of brand creation

The brand development process includes many stages.

1. It starts with studying the activities of competitors.
2. At the next stage, the needs of the clients are determined. To do this, you need to conduct surveys of the target audience, find out the opinion of its representatives about similar companies: in particular, about what is lacking in competitors' products and what consumers like about them.
3. Then the company should take a certain position in the market (it should be unique, making it possible to consolidate a positive image of the company in the minds of the consumer).
4. After that, it's time to work on the concept. At this stage, the original name, motto, legend are born, advertising texts, logo and other visual components.
5. The creation of the brand ends with the development advertising campaign... Promotion methods brand are selected based on the financial capabilities of the company.

Brand promotion

Currently, a brand owner has many tools to help increase its popularity and recognition. Here are the most common ones:

advertising banners and billboards;
videos broadcast on TV;
radio advertising;
branded products;
official site;
organization of business meetings and training events;
Viral promotions;
shocking the audience;
activity within social networks;
organization of a specialized community;
public launch significant projects;
hiring "dummy ducks", spreading information about the trade mark (brand).

An original name and an expressive logo are of great importance for brand awareness. It is on these two elements that the consumer is guided when he considers the possibility of purchasing a service or product.

They also serve to form a general idea of the company in the mind of a potential client. That is why, when creating a brand, it is necessary to approach the issue of choosing a name and logo with special attention.

Development of naming

Not every name contributes to the popularity and recognition of the brand. To promote as quickly as possible, the title should be:

1. Simple (to avoid wrong associations).
2. Laconic (a short combination of words is easier to remember).
3. Truthful (otherwise customers will be disappointed with the product and won't support it).
4. Easy to pronounce (will always be heard and will be remembered faster).
5. Positive (positive emotions arising from the mention of a brand are the key to loyalty to it).
6. Euphonious.
7. Unique (otherwise it cannot be patented).
8. Graphic (since the clarity of the spelling contributes to better recognition).
9. Multi-valued (causing interesting associations and, as a result, distinguishing the company (product) from a number of similar ones).
10. Protective (since in order to ensure the desired reputation it will be necessary to carry out legal protection name).

How the logo is designed

The logo is the guarantor of the company's recognition. It allows the consumer to distinguish its products from the numerous counterparts produced by competitors. The logo testifies to the high quality of the product, its aesthetic merits. It is another trademark advertising tool.

But not any logo will be able to fulfill the mission assigned to it, but only the one that was developed taking into account all the rules of marketing. In other words, the logo should be:

effective (memorable);
relevant (that is, responding to the CA's ideas about the beautiful and correct);
unique (to ensure maximum differentiation from competitors);
harmonious in color (the abundance of shades and details harms the logo);
able to express the ideas of the company, not to compromise it and create a positive image;
associative (so that the consumer correctly perceives the company's values displayed in symbolic form).

Not every brand, even if it is old and respected, turns into a brand. Raising the status requires serious financial investments. To build a brand, a brand owner must have outstanding entrepreneurial ability.

In this issue we will talk abouthow to create a brandin 10 steps. It does not matter whether you will be engaged in building a brand yourself or entrust this work to professionals, these 10 simple basicshelp you build a really cool brand that pays dividends over time.

Below we will show you how to create your brand in 10 steps. Everyone knows the saying “the devil is in the details”, this saying can be safely applied in this case. Sometimes seemingly insignificant details play a key role in a brand's success.

In a successful brand, everything must be perfect, from a well-defined mission of the company to beautiful branded packaging. We will try to go through the most important details in creating a brand, which must be taken into account.

Step number 1 " Marketing research"

It is very important to study the market you are planning to enter. Analyze all possible competitors. Poll target audience.

Step number 2 "

Brand positioning is an idea that will distinguish your brand from hundreds of others. Positioning is often called the "mission of the company." Let's look at examples of brand positioning using the example of an auto business.

Positioning examples famous auto brands:

Mercedes- prestige;

Ferrari- speed;

Volvo- safety.

It should also be understood that these are not just beautiful mottos in order to stand out from the general background. It is these criteria that are fundamental when creating cars for each of these firms. Accordingly, when a buyer chooses one of these firms, he knows in advance what he will receive upon purchase.

Step # 3 " Name development»

At first glance, it may show that there is nothing easier than writing several dozen suitable options and choosing the best one. But not everything is so simple! You need to understand that the name should evoke the necessary emotions in the client, it should sound good (after all, it will be used in advertising slogans and so on), and so it should reflect the "mission" of the company. As in the example above with car brands.

Step number 4 " Trade registration brand "

To register a trademark, you will need to contact the federal authority executive power on the intellectual property itself, or rather in the FIPS. After that, you will need to fill in all Required documents, fill out an application for registration of a trademark and send the necessary documents to the Patent Office (FIPS).

The registration amount can range from 12,000 to 16,000 rubles, depending on the class of the MKTU. There are also firms that, for a fee, will help you do most of the work for you, help you arrange paperwork, etc.

Step 5 "Logo design"

At this stage, you need to come up with the type of logo for your brand. Here you can go in 2 ways: 1) do everything yourself, 2) connect a third-party firm or freelancer. If this is a serious company, of course, you cannot do without the help of a studio or a freelancer and a professional designer. When creating a brand from scratch, there is no need to rush, because the logo will be the face of the company, it will be on all advertising brochures and other information related to the company.

The amount for developing a logo can be completely different. Sometimes on large forums you can see a thread with the task: "To develop a logo for some company", of course, with a prize fund for the winner. And people send their sketches on this topic, and at the end of the month, the owner chooses the best option and makes it a logo for its new firm... This is certainly not a standard approach to logo creation, but many firms use this method.

Step # 6 "Choosing a corporate identity"

Corporate style is needed in order to emphasize the features of the company, to highlight its individuality. Today corporate symbols are an integral part of the image for a company of any level. A correctly chosen style helps a product or brand to be recognizable, inspires confidence in the buyer, etc., etc. But this is the essence of creating a brand.

Step # 7 "Creation of a corporate character"

Everything here is ambiguous, many successful firms know how to characterize, but there are hundreds of other firms that do not use them. It all depends on the company and its vision of the company's marketing. Therefore, each company decides for itself whether to use the characters in the creation of the brand or not.

Famous brand characters:

Nestle- a brown rabbit named Quickie;
Marlboro- cowboy.

In addition, each character has its own peculiarity, for example, the Marlboro cowboy (heroic character), Kwiki the rabbit (Nestle) character friend. This approach proved to be quite good, because we know many brands precisely by their characters.

Step number 8 "Create packaging"

Each brand should have its own unique packaging with the brand logo, corporate colors and all other attributes.Many especially foreign brands manage to make such packaging that after purchasing a product a box or packagingI don’t even want to cut it, it’s so good for them.

It would seem a trifle, but such things form additional sympathy for the brand. Of course, no one will buy your products because of one box, but high-quality packaging will be a definite plus for the client's relationship with the brand.

Step number 9 "Brand promotion"

In brand promotion or brand promotion, there is no perfect formula that works in all cases. After all, each niche has its own most profitable ways to promote. In addition, a lot depends on your financial capabilities, the level of competition, etc., etc.

Therefore, if you do not have the skills in the field of brand promotion, it is better to hire professionals who do this every day. They will make you rough plan promotion, depending on your budget, will give useful tips etc.

Step 10 "Development of an advertising concept"

This step is closely related to the previous one. Typically, an advertising concept is developed at the stage of promotion or before it begins. For these purposes, again, it is worth contacting professionals who will do all the work for you.

Advantages and Disadvantages of Brand Building

In brand development, there are both pros and cons. Of course, there are much more pluses, but the minuses must also be taken into account. This is easier said than done. And if a brand does not keep its word, such a brand will never be in demand with customers.

pros	Minuses
The ability to attract new customers (by standing out from competitors); Increase in the cost of products; Customers for life (if the buyer likes your product, he will always prefer your product than the products of your competitors).	All products must comply with the brand image. Otherwise, it will have a very negative impact on the brand as a whole. If your motto is quality, all products should be of better quality than competitors, etc.

Now you know the basics of how to create a brand and what steps you need to take to do this. Remember that knowledge is worthless if it is not applied in practice. Therefore, if you have long wanted to create a brand, but did not dare to go for it, why not do it today.

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Every day, not even a year, but a day, the competition becomes stronger and stronger. Giants emerge and bite off a big slice of the cream pie from their customers.

Small competitors appear who also nip off a piece of the market with a dessert spoon.

In order not to lose this race, there are over 5000+ ways to marketing.

But if you plan to walk for a long time and steadily, then it's time for you to deal not only with chips, but also with longer-term tasks. Namely, think about how to create a brand from your company.

If you think that the word “brand” means the process of creating a logo or slogan, then you are mistaken.

Everything is much more global than it seems. Also, if you think that a brand is pathos and a huge amount of money for, I hasten to disappoint you.

Often they sin with this famous companies who are aggressively promoting their brand to the masses.

In fact, the word brand hides much more: the values of the company, its recognition among consumers, etc.

This is all part of why a customer makes a purchase decision from you.

And, as I said, if you are planning to do business "for a long time", then you will not be able to create your own brand without creating your own brand. Although at the beginning of its marketing path I thought quite differently.

Do I need it?

Let's go straight away. If you do not want to create your brand, then either the market will force you to do it, or throw you out of its orbit.

Naturally, you can get a little money from sales without a brand. This also has a place to be.

But if you look at the major players, then among them you will not find a single one that works without him.

You already have a company, a name and maybe even a logo. If you have been working for a long time, then there is form style, and maybe even.

Offhand, we can say that you have an established brand. Well, let's check not by eye, but everything according to science.

Right now, please answer the questions below to assess which of us gets a candy for being right in our thoughts:

Does your company have a mission? What is it?
Do you know your clients? Who are they? How do they relate to your company?
What are the advantages of your product and company?
What impression should your customers have of you?

Stop! This raises the question: "Why does the brand assessment mention mission, values, customers, benefits, and also an impression?"

All questions are some kind of philosophical, without specifics, it's true. Because the very concept of “brand” is often misinterpreted in the world.

For most entrepreneurs, this is just a logo and slogan that is advertised everywhere. But in reality it is much broader.

Brand name- these are associations, ideas, fantasies: and even emotions that arise in the mind of a consumer when they mention your company.

In fact, this is an abstraction that pops up in the head, which is precisely created by the logo, colors, slogans and other things.

We will discuss what it takes to develop a company brand in the next chapter. Still, the article should be with clear instructions, and not fragmentary knowledge.

But before that, I want to warn you. Building a brand for a company is just a small part of the big task called branding.

Branding- this is work on the creation and "promotion" of the brand to create a positive image and associations in the minds of consumers.

If you manage to do everything according to Feng Shui, then the result will make you the king of the copper mountain. The risk will be justified by the list of advantages that you will get by going through this voluminous work... Here are some of them:

Correct perception of your company;
Increased awareness among competitors;
Reducing drawdowns during a crisis;
An increase in the number of loyal customers;
Increased employee loyalty.

All this leads not to mythical benefits, but to quite measurable ones, which will be reflected in the company's personal account.

Therefore, the process of creation must be started now, although no, it was necessary to start yesterday. And the reason for all this is the same.

A life-long road

Bad news. Branding implies a fairly long sequence of actions for the development of a company.

No one knows exactly what it takes to build a strong brand for the ages. This work with blurred boundaries. The only thing we know is that it happens in 5 directions:

Brand positioning. This is where the brand is born. What place will it take and where will the company go. Think of the famous Steve Jobs and his Apple company.
If it's easier for you, you can divide the brand into: product, location, price and promotion. This is if it is quite rude.

What to do then?

It is important to understand the specific creation algorithm, the sequence of steps and actions that will bring you closer to a strong brand.

We have reviewed the areas that generally describe the situation. Now we will examine each one under a microscope.

And we will define 11 steps (all books are reduced to them), each of which is responsible for one of the previously studied directions.

Big idea

What the brand is created for and what image of the company will be promoted with its help.

It can also be called a key message that you will convey to your customers in all your communications.

In our case, it is “only an integrated approach (marketing, sales and personnel) will lead the company to stable and predictable sales”.

Example 1: The Geox footwear company broadcasts the idea of healthy footwear. In addition to the fact that it is made of quality materials, it is made taking into account the physiological characteristics of a person.

And in this struggle, a properly created brand becomes a pretty good help and weapon, which, albeit in the long term, will still provide the company with growth and loyalty from consumers.

A personal brand is one of the most rewarding things you can create.

But for its creation it is necessary to work, and work a lot. I've been doing personal branding for the past few years and found out that at a certain point in their careers, once people achieve a certain degree of success in business, their personal brand stops growing like that.

And they have to start working on it.

Building a personal brand is almost like building a business. You also need to understand who your audience is, choose the best marketing methods and constantly, work hard to give your audience what they want.

Yes. This is hard. Yes, it takes a long time. But believe me, the results are worth it!

Once you've built a personal brand and made a name for yourself, engage with potential clients and it will be much easier to sell your product to them.

You need a good base for a good start. Here are some facts to help you understand the basic principles of building a personal brand:

5. Define your target audience

Finding your calling is only half the battle. In addition, you must clearly understand who you are targeting. Building a personal brand will be a waste of time and money if you fail to target the right people.

Once you've identified your target audience, the results of all your efforts will immediately begin to grab people's attention. As a result, opportunities open up for monetizing a personal brand.

It can be compared to playing darts. You earn points as long as you hit the target. But hitting the bull's-eye brings the most points. Without understanding who your audience is, you are simply throwing darts blindly.

Having understood your target audience (target audience), you will be able to:

- generate valuable content that suits the interests of these people;

- create products that will solve their pressing problems;

- choose the most successful tactics for attracting customers;

define channels of interaction with your audience.

Finding out your target audience is not so easy - this requires spending time on a series of studies and subsequent analysis of the results. But sadly, without all these actions, you are unlikely to create a personal brand.

6. Train yourself to think “like a student”

“Live and learn” - this idea is ideal for building a business. You need to develop in yourself a constant craving for new knowledge, regardless of the field of your activity. Now only those who think “like a student” can keep track of all the rapid changes in the world and apply new knowledge in their business.

Always be “in the loop” recent changes in the sphere of your employment, otherwise your audience will turn to face someone who has time to catch trends even before they officially appear. All you learn is a chance to give your customers something of value and need.

7. Create a marketing strategy

Before launching a personal brand, it is worth considering how you will promote your name. At this stage, in an amicable way, you need to write your own

Successful branding will help you outperform the competition and build a superior reputation for your product or service. Good luck in this matter has nothing to do with it, because the key to victory is due diligence, creative thinking, observing competitors, understanding key principles business, its mission and culture, and a strong desire to partner with the people who work with you to create your company's success. Next comes the development of a logo and slogan that represent your company's unique spirit and promote your brand with all your might. Read on below for how to take the first step towards building a successful brand.

Steps

Part 1

Create a truthful, lively and sincere image

Define your mission precisely. What qualities, values and experiences do you offer your clients? In order for your brand to work effectively, you need to design a truthful image of what your company is committed to delivering to consumers. But first, you need to formulate the mission of your company so that it becomes clear how you differ from your competitors. Consider the following questions:

Why are you doing this particular business?
What are your goals?
Who is your target segment?
What makes your company special in this area?

How you want to be seen. You need to get your customers to think of your brand as a living, breathing person they can trust. Walking through the supermarket or leafing through phonebook, they should be looking for your product or services. Considering your company's mission, decide what type of relationship you want to establish. What are you going to lay the foundation for your mission?
- Maybe you want your product to be perceived as an adventure, a ticket to new life or a second chance. This approach is often used by large food companies that sell products such as goji berry juice or sprouted cereal bars.
- Or maybe you want to present your brand as smart and modern. Does your product make you feel cool, as if you are entering a closed club? Urban Outfitters and Apple take this approach.
- Another approach would be to offer your customers a reliable option that they can completely trust and that will never let them down. This is a good approach if you are selling a product that will never fail, such as tires or legal services.
- You can also rely on nostalgia to build your brand. People feel connected to things that remind them of childhood and carefree times.
Think the way your client thinks. When you buy a product, think about why you are buying it? What makes you choose a particular brand? Try to use your answers to imagine how your own brand will be perceived. Find out what your customers are craving to feel and let them feel it through your brand. Do they want to feel strong? Responsible? Conscientious? Smart? Unique? Your brand should evoke those feelings with its look, marketing, and design. Awaken these feelings not only with language, but also with the color and design of the products.
Engage your employees. Let your employees know the importance of your brand and explain how and why you came to that brand. You will need their support for the success of your new branding.
- Remember, the customer will see your business through your brand. This also includes appearance and the behavior of your employees.
- Your employees will have their own special vision of your business and methods of achieving the set goals, so that each of them will make an invaluable contribution to the development of your business. Ask employees how your product was received in the market, and do not ignore their opinion.
Part 2
Earn customer trust
1. Your product must match your message about it. If your message sounds good, but you don't deliver on your promises, your customers will go elsewhere and your brand won't catch on. But if your business delivers on what your branding promises, you reward your customers' trust. Soon, they will start spreading the word about the quality of your service, and your brand reputation will speak for itself.
  - Also, make sure that the associations your brand evokes from your customers are consistent with what you offer. For example, if you promise that your margarita-flavored lemonade is the most refreshing drink in the entire market, but your customers usually complain that, after taking a sip, they are unpleasantly surprised by the lack of tequila in the drink, then something is wrong with that. how you present your product to potential customers. You may need to rename your drink so that customers don't feel disappointed every time they taste the product.
  - Business transparency is also important. Trust is a very important part of brand awareness, as your customers need to feel like they know your brand as an old friend. Let your clients see your real priorities, how you work, and where your money is going. If the information is not always the best, at least it should be truthful and presented in the best possible light.
2. Spend marketing research to find out who you serve. What is the age and demographic group of your main customer base? The answers may surprise you, so it's important to do some research to find out who is interested in the products you offer and how they are responding to your branding.
  - Consider creating a focus group as an opportunity to test the reaction of people from different demographic segments to your product. Ask them to describe their experience of your product before and after trying it.
  - Targeting a specific demographic is often a more effective strategy than trying to make a product attractive to everyone. You can narrow down your target group after you identify who will buy your product. For example, if you find that teenagers are the most likely target group interested in your breakfast cereals, you can change your branding strategy to make your product even more attractive to that group.
3. Make a benchmarking analysis. Do your research to find out what other companies have to offer and find your differences from those companies. Your branding should focus on the difference, what makes your product better than the rest. Finding something special that sets you apart from other companies is very important, as your customers have so many options that they may never know your product exists unless you make it special.
  - You may find that a certain company has already chosen a particular market segment, but this does not mean that your product will not be attractive to a slightly different audience.
  - If the market is saturated with great products, consider turning in a different direction. Change either your branding approach or your product configuration.