Brand Definition – Many companies starts from humble beginnings and grow organically without a solid plan for brand development. As these companies up to a certain point in their growth, they often come to realize that to break through to the next level, they should proactively define their brands. Without taking this important step, these companies risk a recession and failed to penetrate to increase higher brand awareness.
The development of solid brand begins with the discovery phase, where the company reviews strategic materials, conduct consumer research and interviews with managers to gather information about what the company stands for and where it is headed. After that, the company can proceed to the stage of brand definition. This requires an organized set of meetings held between the core team of senior managers from different functional areas. This brand team reviews the results from the discovery phase, brainstorms the elements of the new brand and generates commitment by all companies to comply with the team’s decision. Here are some dimensions of brand definition that are important steps in building a successful brand:
First, develop a vision for your brand. The vision for brand is made up of a broad statement of what the brand aspires to be. The vision must take a long-term perspective, in recognition of the fact that building a strong brand does not happen in a few weeks or months. A solid brand vision defines the business where customers can understand and relate to. It must be original, inspiring and motivation. You should get vision in buying by senior management if it is to be implemented successfully.
Second, position your brand to differentiate themselves from competitors. Brand is multidimensional because it usually brings with it a number of images and associations in the minds of the company and the customer. However, all successful brands have a certain focus, which sets it apart from competitors. The completely positioned brand must the demographics and clearly identifies potential prospects. The brand team identifies prospects based on need and motivation to deal with the brand.
Create a personality for your brand. In the end, your brand should be something that people can know. It must have its own personality, its own character. Your brand is likely to evolve over time, but the main character must carry.
When your company decides to put the effort in brand development must start by undertaking the process of brand discovery and brand definition. That’s all about the dimensions of brand definition.