Here are 17 aspects of your company and product that can help move your brand forward…fast.
1. Corporate brand – Create interest that leads to preference for product offerings from the company, with an umbrella of ownership.
2. R&D process – Leverage the specific and proprietary methods used to develop products. Show you’re on the cutting edge of your field, by connecting research to value and quality.
3. Manufacturing process – Brand the way a product is made, through the specificity, clarity, or purity of manufacturing.
4. New product introduction – Make the name easy to pronounce and write, easy to remember, and something positive. Say “new” as long as you can.
5. Product line extension – Capitalize on existing brand identity and equity. Spend some of that capital to extend your brand’s value.
6. Interactive and Digital Branding – Move toward experience and associations, instead of web ads that use disruptive cheap tricks or intrusive gimmicks.
7. Services – Reinforce the product quality by branding the quality of service, too.
8. Clinical Trial and Scientific Nomenclature – Make the name connote the benefits or method of the study itself.
9. Mode of Action Descriptions – Create new positions by coining unique actions.
10. Customer Experience Branding – Associate your brand with events, programs, and promotions.
11. Global Branding – Make sure your branding works across borders, cultures, and languages. Focus on the overwhelming similarities, not the relatively few differences among markets.
12. Retail and Environmental Branding – Create a branded space in retail and at conventions. Present information in a relevant and concise way.
13. Brand and Product Innovation – Capitalize on a new ingredient or delivery system.
14. Consumer Research and Insights Analysis – Actually brand your communication cycle. Customer feedback can have a profound impact on branding, so move beyond a simple “how are we doing” concept.
15. Package and Structural Design – Brand the design or function of the package.
16. Brand Evangelism – Consider the value of a spokesperson to get the product endorsed.
17. Brand Events – Allow potential customers to experience your brand, especially along side current satisfied customers.
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