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The Importance of Building A Brand

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brandsBrand is one of the most important parts of a product. Brands can be a value added to a product whether they are in the form of goods or services. For example: If there are two (2) bottles of mineral water filled with the type of mineral water that is equally good in terms of quality and quantity, the mineral water which were given a brand would be considered valuable, better and more qualified than the mineral water that is not.

This additional value is very advantageous for manufacturers or companies. This is the reason why many companies are trying to continue introducing their brands from time to time, especially to their consumers who are the target market.

Brand is the term, sign, symbol, design or a combination where all of these are intended to identify products or services of the company, which distinguishes the products / services with other products, especially products from competitors.

Defining Brand Elements

Some of the criteria that must be considered in defining brand elements:

1. Easy to remember

This means the chosen brand elements should be easy to remember, to be called / spoken. The symbol, logo, name used should be interesting, and unique to attract people to remember and consumed.

2. Has the meaning

The brand element should contain a meaning or explanation / description of the product. This meaning can be expected to influence consumers to consume these products.

Description of the meaning contained can be:

  1. General information on the categories and contents of the product
  2. Important information about the composition of products and how consumers can enjoy the benefits from the product.

3. Interesting and funny

Another approach is to entice consumers with a variety of funny and unique brand elements, by selecting elements that are rich in terms of its visualization and imagination. In this case you’ll enjoy the design that is attractive.

4. Flexible

The brand elements should be understandable and can still be accepted by the regions / markets, even by other cultures. The name that is going to be used should not too difficult to translate. Often, the selections of branding elements are easily remembered by local communities, but it is too difficult to be understood by people from other cultures. This will certainly hamper the manufacturer to enter a new market.

There are several functions of a brand for consumers and companies.

For consumers, a brand will help them to identify a product quality, both in the form of goods or services. Brand will also improve the efficiency of the buyer as it will facilitate the buyers to find the products searched. Additionally, it will help attract the attention of consumers on a new product that may benefit them.

There are several new health products entering the existing saturated market. For example, Human chorionic gonadotropin (HCG) is previously known to be detected during a pregnancy. Recently, after several researches were being done by scientists, this hormone becomes very famous because of its ability to suppress appetite when consumed. The discovery makes a lot of health manufactures produces HCG by branding it into a unique weight loss product. According to authorityfoodnutrition.com, the best HCG diet drops brands are HCG Complex, HCG 1234, and HCG Triumph. The power of creating strong brand elements, make these products enter the market easily and make it to be well recognized by the consumers. A brand will prevent things that are not desired by consumers, both in terms of health risks, the risk of product malfunction, and error rates, or the risk from ineligibility products which are consumed.

On the other hand, from manufacturer side, a brand will facilitate the seller to process orders and track problems that arise. Moreover, it will assist sellers in doing market segmentation and attracting customers/consumers who are loyal and profitable.

From the previous HCG (health product) case perspective, a brand will help identify product excellence, which distinguishes the product with other products, especially the products of rivals.

Companies, both products and services companies, try to increase the strength of its brand in the market from time to time. In this case the manufacturer will strive to introduce the products, by showing the advantages that are not being provided by other products.

The existence of a brand is not merely indicating the name of a product, but more than that. The brand shows the added value of products in various dimensions, which distinguishes the product with other products.

A successful brand building will be formed when the elements of brands advocate to support and provide a positive contribution to the creation of a strong brand in the market. The elements that are meant here is the quality, the ability of products to meet the consumer needs or desires, and the ability of a reliable marketing strategy to continue introducing the brand to the market through all marketing programs.

Thus, by doing all of these strategies, the brands can continue to be known, and consumed by the public (creating consumer loyalty), so that the brand becomes a strong brand in the market.

The Band With No Name

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band-with-no-nameLast week, I went with my wife and a couple of friends to wish another friend “Happy birthday.” We went to a honky-tonk-type bar in a part of town I have never been to before, The atmosphere was relaxed. The dance floor was filled every song with patrons dancing their hearts out to mostly country songs. The food was simple, The drinks were cold. The band was good. While it was not necessarily my type of bar, I can appreciate good music when I hear it. When I asked, “What is the name of these guys?” The only answer I received was, “They don’t have one!.”

Nobody quite knew why they did not have a name. The fact was nobody cared. The music was good to them, and that is all that mattered. I knew why. I thought about it the rest of the night.

Each of the individual members of the band were good musicians. They knew their parts well and enjoyed playing music. They play for the same pay at the same bar every week. So why is it that their band does not have a title, a name, something? The reason is they know who they are. They know what they do. They do not need recognition. They do not need something more. They purely love playing good music to people who will enjoy it week after week.

Would this not making an interesting concept for an organization? No titles, just people who enjoy doing the work and collaborating on the same level. No office politics or drama. No colleagues trying to shoot for a promotion that they do not deserve. No one begging for a fake trophy or recognition. Efforts being given to the team as a whole only. It is an interesting concept.

Below are three interesting and very different organizations with similar philosophies. I have taken an excerpt out of each article on the importance of no job titles to them.

  1. The Nerdery“Our job titles are designed to empower us, not to limit us!” Bucklin wrote. “Put your business card on the desk in front of you…This card does not define you. You are a Co-President. You are bigger than your defined role, and you are much more than your job title. Play your part—transcend your job title, be a hero.”
  2. Valve: Titles specialize employees, and put them in a little plot where they’re allowed to work. Specialization sets employees against each other, carving out little kingdoms of responsibility. Anything outside their kingdom is beyond their purview, and anyone stepping within that kingdom is encroaching upon their pride and their job security.
  3. Sun Hydraulics; How does a company grow to that size with such an organization?  By spending a lot of time hiring the right kind of collaborative idea-generating individual who doesn’t need to be told what to do. 

What is your band? Could this approach work in your organization? Why or why not?