Creating a brand
PlasmaN grupa – BREND UP YOUR BUSINESS
Paco Underhill, psychologist and acclaimed author
What is a brand? Not every product is a brand, nor is it an eye-catching logo or a smart strapline. A brand is much more – a story, an experience, an emotion you convey to consumers.
The bigger the brand, the stronger the emotions and loyalty of its consumers. When Apple launches a new iPhone or iPad, people queue for days to be the first to get the new model. That’s a brand.
But how do you create such strong, successful, recognizable, desirable brand?
Brand creation is a strategic process. You probably heard Steve Jobs’ first commandment, “Think different!” The modern consumer is practically bombarded with information and commercials; if you want to catch his or her attention, you must either stand out, or stand aside.
Stop for a moment and think – which brands are the first to pop into your head? Let us try and guess. Apple, not Microsoft. Nike, not Reebok. Among Croatian brands, it’s Tele2, not the mammoth T-Mobile. These are brands that dared to be different.
It doesn’t matter whether you’re a big or a small company. If you want to attract eyeballs, you have to be different. Brave, creative and a bit unpredictable. You have to take risks; no risk no gain. No one likes copycats, and no one remembers them. It is much easier to find the way to your consumers’ hearts if you’re true to yourself, unique and honest.
Brand creation is a challenge we jump to take. Thinking strategically, creatively and bravely, we create a communication strategy based on what makes you different from the competition. We design a memorable visual identity, and advise you on creating a consistent consumer experience. The goal is to position your brand, and its key attribute, in the mind of the consumer. Like Apple stands for cool, Chanel for chic, and Harley for rebellion, your brand has to be able to communicate its essence.
Brand creation is an opportunity to succeed and profit; dare to grab it by the horns. Be aware this is a continuous, long term process, but if done right will be amply rewarded by the consumer. We are at your disposal with our know-how.
David Ogilvy, the most famous advertising copywriter ever
