Articles
Articles
Why put the brand on the right track before communication?
In the communication’s world, there are two worlds that a marketer has to compile these two worlds together. First is the brand’s universe, and second is the communication’s world.
We start with the brand first. We have to internally set up the brand before we externally communicate the brand to the market. Most well-known brands begin with this brand stage which is called the brand foundation. Why we have to start with the brand foundation? As a long experience in the communication field, we have found out that if we don’t have a proper fundamental for the brand, your communication will go with no direction, and reflect on wasting your time and budget. A clear brand foundation helps marketers to define core values of their brand delivered through their products and services and to their customers.
What are the elements of the brand foundation?
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HERITAGE – we have to know the legacy of our brand, its originality, what is its real passion.
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COMPETENCY – no brand can be good at everything; you have to analyze and define what are the outstanding skills of your brand. Please specify it sharply with no bias.
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DIFFERENTIATION – every time you think about the differences, you should consider what is your distinction compared with your competitors all the time. It’s not only comparing with your direct competitors, but you should also study your indirect competitors.
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CUSTOMER – who is your real customer, how many segments? Also, what are their particular shared insights? There is no only one group of customers for a brand anymore. One brand can have so many segments; Apple, there are various segments of the customers who are kids, teenagers, first jobbers, families, and adults. However, these customer segments share something in common, which are a seamless technology, easy to use and reflect on their status, for example.
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PERSONALITY – the personality works well with the customer. When you define who is your right customer, you need to consider your brand personality. Your brand has to behave relevantly with your defined customers.
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CORE VALUE – this is the emotion part for the brand foundation, core value or some companies may call it ‘brand belief’. If you want your customers to understand what your brand believes in, it is a crucial stage to identify it with care. It will be a frame of thought to make your customers perceive your brand as your desire.
