Branding for profits

Written by Pavel Lenshin


Branding for Profits copyright 2002 Pavel Lenshin

General meaning ofrepparttar Brand is quite abstract. In short, brand isrepparttar 106144 image of your product, if we speak about product branding and/orrepparttar 106145 image of your company if we deal with corporate branding or, in case with one man business, brand of personality.

Sincerepparttar 106146 majority of online venture start-ups are represented by small businesses, that are 101% online andrepparttar 106147 life cycle of digital products is relatively short, it is wise to unite these branding terms into one e-business brand, that reflects market’s viewpoint on your business as an unique entity. This viewpoint exists in peoples’ minds whether they are your competitors, clients, partners, friends or your own employees. That is why your brand is psychological by its nature, what creates new challenges as well as additional potential.

Strong brand inrepparttar 106148 mind of a person generates honoring feeling to your company/product or you as a company’s “face”.

Poor brand may represent negative impression about your product or berepparttar 106149 result of an absence of that impression, and I should say that it is much more advantageous to offer a new brand torepparttar 106150 market, then try to do something with bad image. Since we are dealing with psychology, it is clear that good image and reputation is very hard to build, but it is even harder to restore.

If you want to reachrepparttar 106151 heart of you customers’ “likes” you need to:

* Offer maximum quality no matter what you offer or do. * Deliver pleasure. * Be innovative. * Address to people’s emotions. * Evoke desire and interest. * Provoke active response. * Build trust by repeated contacts as a foundation of long-term relations.

FACTORS that would STIMULATE and REINFORCE your BRANDING:

---1. Unique Selling Proposition (USP) is number one passive “brander” for your business, where you go UP (Unique Proposition)repparttar 106152 straight road of successful branding or making your way through a very deep forest of competing with other already established brands.

Suppose you have created new proposition, new kind of service and if you have named it, for instance, “WebSky”, then all people would call it “WebSky”, not “A service that offers you 1. … 2. … 3…. and provides 1… 2…. 3….” It would have a neutral brand fromrepparttar 106153 very beginning, no need to create, imagine or popularize it among hundreds of others.

Windows is a TM and great Brand for Operation System of well-know software giant. Don’t you think about what makes us pronounce “Windows” instead of “Operational system” or “OS”? The answer is simple – Windows occupies more then 60% of OS market. Microsoft’s OS inrepparttar 106154 informational society playsrepparttar 106155 same role that would have played some imaginable Oil Monopoly inrepparttar 106156 former industrial society. Hopefully there is no oil monopoly but there is a monopoly ofrepparttar 106157 software “fuel” which is used by majority of computer systems.

The idea behind Microsoft is also true with McDonalds, Coca Cola or Mercedes-Benz and it is onrepparttar 106158 surface – they are monopolies or, at least, oligopolies in their respective markets with their respective strong USPs and therefore strong brands.

So let us summarize this important fact –repparttar 106159 more unique your market offer is,repparttar 106160 more unique, easy to remember and easy to associate with your brand will be.

---2. The second thing isrepparttar 106161 size of your business in terms of financial capacity and market share. Very few people pointing to that fact, but its effect on your brand shouldn’ t be underestimated. No matter what product you offer torepparttar 106162 online market, it will surely loserepparttar 106163 brand war, if your marketing budget is $00.00 and your whole business is located on some unknown unstable hosting as a result of funds deficit.

Growing your Product with the Customer in Mind

Written by Justin Hitt, Strategic Relations Consultant, http://www.justinhitt.com/


In so much as your customer determines which products you sell, they also determine which enhancements you provide through what they choose to buy. If certain aspects of your product do not providerepparttar benefits customers want, they will stops purchasing them. Knowing what contributes torepparttar 106143 needs and expectations of your buyers can improve your products withrepparttar 106144 customer in mind.

Start by looking at your product in its smallest unit. Each product consists of various parts, measurerepparttar 106145 value of each part against whatrepparttar 106146 customer wants. Think of these parts as building blocks, they each have to hold their own weight while contributing torepparttar 106147 solution you provide. Trace replaceable components looking for opportunities to serve better your customer as they use your product.

Document your product lifecycle and customer interaction points. Document different points in which your customer interacts with your product; look for opportunities to sell them more and to receive feedback about how they actually use what you provide. This feedback is useful to decide which features to incorporate in your future product releases.

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