Sometimes people don’t realise that the branding strategy for their brand is too similar with many other products around the world. This is one of the reasons their brand is unable to reach the target audiences or survive long in the market. We can call them as generic brands which refers to a brand that is not differentiated from others. When you are generic, people don’t remember you and it is hard for you to build your brand.
When your brand has the same name, logo or colours as another brand, your identities are so similar that your target audiences are not able to differentiate with the other. When it is generic with zero positioning, you will be unable to capture your target audience’s attention or mindshare leaving them to have no loyalty towards your brand. Plus, with stiff competition from other brands, you could further lose your target audiences and perhaps become engaged in a price war in order to generate sales. In addition, with an identity that is too similar to other registered brands, you could also be facing some legal issues.
In order to resuscitate your brand, major holistic re-branding is needed. You need to analyze what kind of identity it needs in order to be differentiated among others. Yes, think outside the box. If you note down what you need to do to get your target audience’s attention and also who your target audiences are, it will be a good start to proper branding. This process involves 360° initiatives. You have to master the art of shaping the mind of your target audience, and for that there must be positive positioning of your brand.
Among the branding initiatives include Intellectual Property for your brand so that your brand will not be copied by anyone. Your brand also needs personality to create the right perception. Use that personality to also create a concept so that you will be able to utilize it in various advertisements. Another important element is people. You need the right people who know in and out about your brand in order to sell the correct impression to your target audience.
There should also be a system or a culture where you are able to build the people under your wing to enhance your brand. Further more you also need value added services in order for your target audience to come back for more when you showcase product innovations and so on.
With the strong branding initiatives done, you can now have the liberty to have more than one outlet and distribute your brand well around the world. When you do everything with consistency, you also must remember that it has to be aligned with your brand’s concept. Holistic branding will boost your brand to be the one and only kind… to be differentiated among others.
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