The Challenge of every company to position itself in the market.
A product or service where we worry about tangible issues before purchasing it will always be a commodity . That product where we worry about intangible issues before buying it will be a brand , with which we surely relate emotionally. This is because the corporate image is based on positioning in the consumer's mind .
Let's do an exercise to better understand this. What do you think about when you see the following images?
I know, we all think the same! Do you know why it happens? This company has managed to take over the soft drink market, positioning itself as a BRAND and not only for its product, acquiring its own personality, making even what is not originally its own, for example; sharing with family, Christmas, smiles... He even appropriated Santa, because if we see Santa with a soda in his hand we can already guess that it is Coca-Cola.
Another clear example is that we as consumers tend to "name" a product by its brand, at least that's how it happens to us. We refer to the sneakers we're wearing as "the Nikes I'm wearing" or if we're drinking a soda, "This Coca-Cola is so delicious!" and so we can name many examples.
Why does this happen? The brands that now have a place in the consumer's mind have worked hard to make this happen, that is, they have intentionally worked to strengthen THEIR IDENTITY and they have done it so well to the point that we consider them the most important within the great number of similar products that exist.
What can we learn from this? If we want to build a brand that lasts over time and is recognized, we must work towards these things:
- Strengthen our brand identity to...
- Position ourselves in the consumer's mind.
- Creating a unique brand experience for the user, from when they visit our store to the unboxing and even when they are using our product.
Apply this, working to provide the best experience to your customers, from the moment they discover you until they purchase your product. This will ensure recognition in the minds of the consumer and, therefore, in the market. As Philip Kotler, recognized throughout the world as the world's greatest authority and “father” of modern Marketing, said: "If you are not a brand, you are a commodity."
Express your branded idea to the world!