10 tips for working with a brand

A brand creates a first impression and influences consumer behavior. It's evident in the products, service, and corporate culture. Brands can belong to large corporations or individuals.

01. Work on the brand

If you are a business owner, managing the brand is your responsibility. Don't delegate this to others. Make the brand the core of a strategy that's easy for any new employee to understand and implement.

02. Make the brand unique

Understand what sets you apart and why consumers should choose you. Without a unique offer, you risk blending in with countless competitors.

Example:

In sportswear, Nike focuses on running, while Reebok emphasizes CrossFit.

03. Evoke emotions

Don't rely solely on conventional solutions; aim to trigger consumer emotions. People remember what makes them laugh, cry, or think deeply. It's crucial to know what emotions your product evokes and whether consumers will share these feelings.

Example:

"Emotional marketing" is key. Think about the emotions a red Ferrari evokes—wealth, luxury, and freedom. Coca-Cola's New Year advertising has become synonymous with family holidays.

04. Experiment and create

Foster a culture of creativity and innovation. Don't fear mistakes; new ideas help avoid conservatism and make the brand unique.

05. Create a recognizable style

Design should be consistent, user-friendly, and recognizable. Experience the customer journey yourself to identify missing elements.

Improve your design discernment by exploring travel, museums, cinema, and social networks.

06. Don't forget communication

Personal communication with consumers reinforces your uniqueness. Know your consumers, engage with new clients, and appreciate loyal ones. Emotional impact is crucial.

07. Consider the consumer

Consumers are often looking for convenience, deals, and ways to appear cooler. They appreciate when decisions are made for them.

08. Plan your budget

Establish clear budgeting and performance evaluation principles. Ensure everything is transparent and understandable.

09. Remember that the team is crucial

Build a strong, stable, and motivated team. Unite them, set ambitious goals, and inspire them. A brand is the sum of the talented people working on it.

10. Improve people's lives

A brand unites many people: employees, colleagues, and customers. Aim to make the world better and people's lives easier. Any information shared on behalf of the brand impacts the lives and feelings of those who use your services, so be responsible.