Whether you have a promising business idea or a fully developed product, you need to build a brand around it before putting it on the market. Simply put, a brand sells whether built on a cutting edge-product or a common one. Truth be told, most of the leading fashion or furniture brands sell the same stuff with small variations over and over again. But with a proper marketing and branding plan, every product can find the way to the right audience.
Mastering the fine art of creative branding is a difficult, yet doable task. And it all comes down to these five golden rules of branding.
Every business path starts with some common insecurities. What is the best branding strategy for your type of product? What are the most reliable marketing channels in the industry? How will your brand survive in the ever-changing business climate? To answer these questions, consider widening your expertise by enrolling into an educational program that will get you closer to finding the right answer.
A fine example is this undergraduate course in creative advertising and branding that gives you plenty of ideas on how to develop your skills in an interdisciplinary environment. The main advantage of contemporary fashion education is that it not only provides the theoretic backbone of your future work, but also exposes the students to the realities of the industry. With fashion business professionals serving as mentors and courses centered around case studies and projects that are realized within the actual context of the industry, such programs are designed to provide practical experience from the get-go and face the students with the challenges of their chosen profession.
Let’s get back to those overwhelming questions everybody struggles with when starting a business, because asking the right one might help you see the bigger picture when it comes to defining the long-term goals. Kristoffer Fink Parup, the marketing strategist at Pearlfisher, says that creative branding is all about where you want your company to be in 10 years. So, ask yourself what you want your brand to become ultimately, and base your step-by-step branding plan on this final goal. If your mission is to sell the design license to a larger company and get an instant profit from it, work on your B2B strategy. If you’re passionate about your product or design and want to stick to it, upgrade your marketing approach. Focus on becoming the influencer in the industry.
3. Get creative juices flowing
It is a well-known fact that some of the most successful fiction writers in the world, like Stephen King and Katherine Mansfield, read and write at least eight hours per day, even if they don’t have any new ideas. And based on the New York Times best-selling lists, it seems that their strategy is working. The same goes for any creative work. Structure your work agenda, your branding strategy, and marketing plan in a way that boosts creativity and keeps your brain active. Make creating a habit, and eventually, you will come across that “big idea”.
4. Go for it
A killer idea doesn’t necessarily bring about a sudden favorable turn of fortunes. Yes, it is the central ingredient of your future business, but it won’t land unless you apply a complete, concerted, and focused effort to reach the public. Keep your mind open, be flexible, listen to other collaborators, explore other visions and once all the pieces fall into place and you are finally sure in your product and the branding strategy your team has built around it, just go for it!
5. Have a backup plan
Call it whatever you want… crisis management, problem-solving, emergency marketing plan or, simply, Plan B, it’s all about the same thing: you have to know what to do when everything goes downhill. Keep your team informed of all possible outcomes once your product hits the market. Have your community crew steady and ready to respond to a variety of different comments, questions, and accusations on social media. Get ready for all kinds of reviews and figure out a way to handle them with grace. Because, finally, that is kind of the essence of creative advertising and branding - turning any possible public scenario in your favor.
Call it whatever you want… crisis management, problem solving, emergency marketing plan or, simply, Plan B, it’s all about the same thing: you have to know what to do when everything goes downhill. Keep your team informed of all possible outcomes once your product hits the market. Have your community crew steady and ready to respond to a variety of different comments, questions, and accusations on social media. Get ready for all kinds of reviews and figure out a way to handle them with grace. Because, finally, that is kind of the essence of creative advertising and branding - turning any possible public scenario in your favor.
Author Bio: As a senior digital marketing specialist, Lillian Connors believes that the question of business goes far beyond the maximization of profit through different money-grabbing ploys. Instead, she likes to think that ethical principles should be at the core of every commercial venture, paving the way for much more balanced distribution of wealth on a global scale. You can check her out on Twitter and LinkedIn.