Tuesday, 10 January 2017
A name is something by which people recognize you but when you are a company that is an artificial person you are recognized by your brand name. For instance, whenever people are given a choice between two or more products, which one they opine for and why? The answer is simple people identity the product/company by its brand image or goodwill it holds in the market. Therefore, if at all a brand name is so important then obviously it becomes quintessential to maintain this brand by right way of branding, advertising and marketing. A brand becomes such an identity that people start trusting your brand just by its name. There shouldn’t a second thought arrive about your brand when your brand becomes not just a name but a true identity of the quality service or products you provide.
Now what are you thinking? Yes, you need to take your brand to that height where people are bound to prefer to your product or service by the buzz or position it holds in the market. How to create this positive buzz in the market? None other but again an efficient and trustworthy advertisement agency can lend you great help and assistance.
Thus we see, a name not only encompass the business but also suggests its identity. For example, L’oreal as a name, can make you guess the quality, range and price of its products. Thus choosing a name for your business is the most important aspect of marketing your product or service. A good name must not be made fun of. Punning names are usually considered as low standard. A name must also not suggest limitations such as language, location, interests etc. It must have a global appeal desensitising any issues or barriers. A good name must have the following features
ü Short and simple making it easy to remember
ü Unique and trendy to differentiate from other simple names
Brainstorming and tremendous research can help choose the right name for your entity.
Once you have build a name, building an identity is the next step. It is important to have a well developed identity for many reasons –
· Build and sustain trust of the consumers
· Create impressions through publishing such as marketing, advertising etc.
· Guarantee quality business and build financial gain
· Define the company’s mission and vision
· Guarantee growth and development
To have such benefits of an identity, one must build it with care and caution. This can be done as a step by step process.
· Vision Statement
This defines what you want your company to become in the future. It should be aspiring and inspiring. The statement should really be one sentence.
· Mission Statement
This defines the purpose of the company. It should be simple, concise and easy to grasp. The mission of the company must be motivational to the employees and customers.
This describes the emotions that may not be mentioned and you would like your customers to feel. It describes the company’s heart or soul in one word or phrase. For example, KFC is ‘finger lickin’ good.
A brand’s personality is similar to a human personality. It describes the way it speaks, reacts, behaves, thinks and does. For example, Apple is considered young and trendy while Samsung is considered as traditional.
· Value Proposition
A value proposition is defined as the uniqueness of the brand and how it benefits the customers. It must define how a brand is different from its customers and how each of its products and services cater to a customer differently.
· Swot Analysis
An entity must be aware of its characteristics and thus conduct a
SWOT analysis for itself.
SWOT stands for -
1. Strengths – Positive characteristics of your business that provide advantage over competitor.
2. Weaknesses – Characteristics that prove to be a disadvantage to your business.
3. Opportunities – Changes and trends in your industry that offer opportunities for your business.
4. Threats – Elements in the industry or environment that may cause problems for your business.
Once you have touched bases with the above essentials, you will be able to build and maintain a brand name that will become your identity .
A unique selling proposition or otherwise known as USP (unique selling point), is a factor that a business has that makes it different and or better than others out there. It makes a business stand out from the rest in a market. The importance of having a unique selling point is obviously to stand out from the crowd and be different; however it’s not always easy to do so when new ideas and products are coming out all the time. 
The main thing is to find a space in the market, make sure it's going to be something that can stand out on its own first, and make sure it’s something possible customers need. The sellers also need to try selling it to themselves, this is so they know they are passionate about that business and confident it can succeed. The seller needs a key point to use when trying to sell their product or service, and coming up with it prior to selling will benefit. Having a point of difference to stand out is a major benefit in the markets; customers will be drawn to the business as it offers something no one else has. Every product/services have its U.S.P and it is the work of advertising agency to high light that.
Here are five steps to determine your USP –
1. List the features or benefits which are unique for your products
Do a Google search and compare your feature and benefits with your direct competitors. Identify the benefits what sets you apart.
2. Decide what emotional need is being specifically met by your product or service
Put a star beside anything that cannot be easily duplicated, reproduced or copied.
3. Create phrases about your unique product or service that are short , clear, and concise
Use the words from step 1-3 that you singled out. Be sure they can be easily communicated to and understood by your customers.
4. Answering your customer’s primary question : “What’s in it for me?
Make it to the point and state it as a benefit to the customer. Such as –
· Domino’s Pizza – “You get fresh , hot pizza delivered to your door in 30 minutes or less..or else it is free “
· Target – “Expect more .Pay less.”
· U.S Peace Corp – “The toughest job you will ever love. “
· M&M’s – “Melts in your mind, not in your hand.”
· Fedex – “When your package absolutely, positively has to get there overnight .”
Thursday, 5 January 2017
What is brand positioning?
Brand positioning is the process of positioning your brand in the mind of your customers. Brand positioning is also referred to as a positioning strategy, brand strategy, or a brand positioning statement. The idea is to identify and attempt to “own” a marketing niche for a brand, product, or service using various strategies including pricing, promotions, distribution, packaging, and competition. The goal is to create a unique impression in the customer’s mind so that the customer associates something specific and desirable with your brand that is distinct from rest of the marketplace.
Brand positioning occurs whether or not a company is proactive in developing a position, however, if management takes an intelligent, forward-looking approach, it can positively influence its brand positioning in the eyes of its target customers. The basic qualities of a good brand positioning include-
∙ Relevance - Positioning of brand must focus on benefits that are important to people or reflect the character of the product.
∙ Clarity - Brands should be positioned in such a way that it is easy to communicate and quick to comprehend.
∙ Distinctiveness – In current market situation, there are a number of players vying for a share in the market, forcing them to compete on the basis of price and promotion. To overcome such a situation, company needs to offer distinctiveness for his products and services.
∙ Coherence – A brand should speak with only one voice through all the marketing mix elements.
∙ Commitment – Management should be committed to the position it has adopted. Once a position has been adopted, it takes commitment to see through it.
∙ Patience – Patience plays an important role in the success of brand as branding is not a one-day-wonder. It takes year to position a certain brand in a consumer’s mind.
∙ Courage – Adopting a strong brand position requires courage as it is much easier to defend an appeal rather than defending a sales pitch.
Once we determine the way in which you can reach the market, the next thing to look at is how to lure the customers to try your brand. Here are some brand positioning types which we can think of before attaching it to our brands.
1. QUALITY POSITIONING
Perception of quality is perhaps the most important elements for a brand to have and can be combined with any of the other prompts below. Quality, or the perception of the quality , lies in the mind of the buyers. Build a powerful perception of quality , and you will succeed in creating a powerful brand .Marketers say the best way to increase the perception of quality is to narrow the company’s focus. When you narrow a product’s focus, you become a specialist rather than a generalist, and a specialist is perceived to know more , or be of a ‘higher quality’ than a generalist. Another way to build the perception of a high quality is to simply attach a higher price tag to your brand. Most people think that they get to know about a high quality product from another, but in reality things are not always as they seem.
2. VALUE POSITIONING
Although at one time, items that were considered to be of a good value, meant that they were inexpensive, that stigma has fallen by the wayside. Today brands that are considered as a value are rising in popularity amongst consumers. Southwest Airlines is most probably the best example of how a company has been able to offer discount prices and still keep a strong brand identity. In fact most of the other leading airline companies have followed Southwest’s lead by rolling out value priced flights under new company brand names.
3. FEATURE-DRIVEN POSITIONING
More marketers rely on product/service features to differentiate their brands than any other method. The advantage is that the message is clear and the positioning will be credible if we stick to the facts about the product. Unfortunately feature-oriented instances are often considered useless if the competition comes out with a faster or a more advanced model.
4. ASPIRATION POSITIONING
These are positioning prompts that offer prospects a place they might like to go, or a person they might like to be , or a state of mind they might like to achieve.
Brand positioning strategy objectives
∙ Relevance is priority #1. Customers must find the brand appealing. If not the brand will not make it to the priority set, regardless of how differentiated or credible it is.
∙ Differentiation is critical and the key driver of positioning success. The brand must be unique offering competitiveness.
∙ Credible and Attainable is the final measure. If you cannot credibly provide the offering, the customer is provided with an empty promise.
It is very important that, in order to develop a perfect brand positioning strategy, all three positioning strategies must be present at the same time.
Pearl enterprises is an advertising agency in Kolkata with all excellent branding, web designing, graphics designing, corporate identity design, business identity design, book cover design, social media marketing, search engine optimizations ,print media, news paper advertise techniques ,creativity and solutions. So, if you are searching for a trustful branding company or wonderful work in brand positioning in Kolkata, then Pearl enterprises welcomes you to grab all the desired solution from this advertising agency.
Tuesday, 3 January 2017
What make’s a good logo?
Hmmm... A good logo is distinctive, appropriate, practical, graphic, and simple in form and conveys an intended message, an idea!
An effective logo must possess the following qualities-
A logo is often a company's first impression, one that can impact a customer's brand perceptions, purchase decisions and overall positive attitude towards a product or service.
We live in a society painted with brand logos. Even toddlers who can't yet tie their own shoelaces recognizes some logos or are able to deduce what a company sells just by looking at its brand logo. A logo is what helps distinguish a brand from its competitors, so it's important that the image stands out from the rest — something many brands struggle with. Don’t worry there are professionals in the market to help you make your logo out of the box and unique among others. Pearl enterprises is one of such Logo designing company or advertising agency in Kolkata which can provide you the best solutions for creating buzz for your logo. There are many advertising agencies but choosing the best helps make your company logo look appealing .Pearl Enterprises are your brand partners! We understand your brand and what it stands for and together we take on a journey to create the perfect identity for you. Apart from that if you are in need of unique web designs or social media campaigns, we are there for you! There are various types of design, say for instance, Corporate Identity design, Business Identity design, Book Cover design. All these designs are to steal attraction. In advertising the quality of all elements like branding, designing, promoting/ marketing etc decides the success or failure of your product/company. There are various methods for it say, newspaper advertising, search engine optimization, social media marketing etc but how to utilize the tools to the maximum only a efficient advertising company knows. Pearl enterprises in Kolkata promises to give you no chance for regret! Just believe in us and will not be disappointed!