Брендинг

 

What is a brand? In my opinion, it's not only a trademark ( торговая марка) of some company, but the name of certain product we use every day. For example, speaking about coffee most of us say Nescafe, but not 'coffee'. This short example also illustrates the main aim of producers - to create brand popularity, so that most of people would recognize the product among the competitors products. Advertising campaigns are launched to enhance brand awareness(инвормированность), that's why sometimes brand costs more than the whole company, for example one day of advertising at Yandex website (what is called by Yandex sales managers as 'increasing brand popularity') costs $20000. Recognition of a brand or, how it's called, brand awareness helps people to find the necessary size, quantity, taste, especially, when they are in another country and don't know the local products' specifications.

 

 

 Branding is when that idea or image is marketed so that it is recognizable by more and more people, and identified with a certain service or product when there are many other companies offering the same service or product. Advertising professionals work on branding not only to build brand recognition, but also to build good reputations and a set of standards to which the company should strive(стараться) to maintain or surpass ( превосходить). Branding is an important part of Internet commerce, as branding allows companies to build their reputations as well as expand beyond the original product and service, and add to the revenue generated by the original brand.

The foundation of your brand is your logo. Your website, packaging and promotional materials--all of which should integrate your logo--communicate your brand.

Your brand strategy is how, what, where, when and to whom you plan on communicating and delivering on your brand messages. Where you advertise is part of your brand strategy. Your distribution channels are also part of your brand strategy. And what you communicate visually and verbally is part of your brand strategy, too.

Defining your brand is like a journey of business self-discovery. It can be difficult, time-consuming and uncomfortable. It requires, at the very least, that you answer the questions below:

• What is your company's mission?
• What are the benefits and features of your products or services?
• What do your customers and prospects already think of your company?
• What qualities do you want them to associate with your company?

Do your research. Learn the needs, habits and desires of your current and prospective customers. And don't rely on what you think they think. Know what they think.

The great news is that using today's technology anyone can create their own brand. It takes dedication, consistency( логичность) and work, but it can be done. Personal branding is important when it comes down to marketing yourself to others.

Steps to Building Your Own Brand

Brand Discoveryс

 Brand discovery is really figure what you want to represent and not just want you want to represent today, but what is it that you want to represent for the rest of your life. Creating a personal branding statement can help you in this discovery process.

I will tell you that this is probably the hardest step and you may want to enlist help from friends, peers and coworkers.

Personal Brand Development and Strategy

With your personal branding statement it's time to start developing your brand. The great news is it's much easier that 5 years ago, because we are going to focus on the digital development of your brand.

Here is what you need:

Your own domain ( территория) - You will need to purchase some online real estate. This real estate will consists of your own domain, preferably your name or something that describes what you do.

• Blog 
• Twitter Account. Create a Twitter account complete with photo. Once again use your name or something that describes what you do. You will then want to follow those that would have interest in topics surrounding your brand
• Facebook Profile. Create your own Facebook profile. In must contain a photo (preferably the same one you use on Twitter), work history, and experiences.

 

When creating a brand experts offer always remember about the positioning of the product and the strategy developed for this brand. It is not necessary to overload the brand a multitude of ideas: you need to select the most valuable ( ценный) one and bring it to the consciousness ( сознание) of the consumer.

 

To create a successful brand is worth paying attention to the other brands that are present in the same market segment. This will, first, to avoid duplication of an existing brand on the market, secondly, allow for mistakes and errors committed by competitors, thirdly, can push on an original idea.

 

 

 

Branding is also a way to build an important company asset, which is a good reputation. Whether a company has no reputation, or a less than stellar reputation, branding can help change that. Branding can build an expectation about the company services or products, and can encourage the company to maintain that expectation, or exceed ( превышать) them, bringing better products and services to the market place.

Brands have a wide range of uses for businesses, products and individuals in today’s dynamic marketing landscape where publishing and message distribution are no longer limited to media entities. Through the use of social media platforms, every consumer is a publisher and has his own brand to promote. Each brand is competing for time and attention—today’s scarce ( недостаточно) resources—to break though the message clutter in order to build relationships with their target audience(s). By itself, a brand isn’t a marketing strategy.