A brand builds value for your company, overcoming the wall of consumer indifference by assuring them they’re paying for a premium product or service.Kleenex is an excellent example of the difference between a brand and a product.
Products have a shelf life, they become obsolete, and they’re subject to the trends and whims of consumers. Regardless of current trends, for over a century Chanel has been considered one of the most luxurious clothing brands and Cartier one the best jewelry companies. If they use a product and it provides a positive experience, they’ll go back.
Over time, they’ll fall in love with the brand and want to share their experience.
Through this analysis you’ll be able to identify key issues and create strategic initiatives to enhance the drivers of growth and build your brand.
From the strategic imperatives, you’ll create tangible executional tactics to achieve brand growth.
Kleenex was able to make customers fall in love with their products, but more importantly, their brand, which has been imprinted on the minds of consumers.
Conversely, companies with ground-breaking new products that fail to establish brand encounter the harsh reality of this phenomenon.
Your brand plan will also take measure of what factors are driving your the success of your brand and what’s inhibiting it.
It’ll also make an outline towards the future and direction for your brand, analyzing the various risks and opportunities your company faces.
These are complementary documents, but each serves a specific purpose in achieving long-term success for your company.
There are five questions to ask yourself as you create a brand plan.