Imagine you are sitting on a bench during rush hour in a major city waiting for the metro to arrive. Two people next you mention the word “subway” several times. Instead of thinking about the train that is about to arrive, that word immediately brings to your mind a 12 inch toasted sandwich on fresh baked breads and a whole host of fresh vegetables you get to choose. The reason that you identify the word “subway” with the well-known sandwich restaurant is because Subway has done a fantastic job with marketing their brand across the world.
Even in foreign countries where the word “subway” means nothing, many people will immediately be able to conjure up an image of the restaurant and the food that they offer. But how is that Subway and so many other companies around the world have been able to so successfully market their brand?
There are several different ways to effectively and creatively market your branding, and the world of brand marketing and management is still continuing to evolve due to the advancement of technology, social media, and other innovative ideas that drastically affect the marketing and advertising world. Nonetheless, there are a few principles and fundamentals that every company needs to know to be successful in marketing their brand. Below, we offer three simple hints about how you can best market your brand to Canadian consumers.
The Importance of Prior Research
Before you ever begin to actively develop or promote your brand (or rebrand it if you are already firmly entrenched in the market but feel the need to make some improvements), it is important to do in depth research regarding where your company sits in the current market and how it is perceived by the general public. One simple way to do this is to reach out to both your loyal customers and also customers who have expressed dissatisfaction with your services (those complaint boxes do come in handy after all) and ask them to fill out a simple survey regarding your company’s strengths, weaknesses, opportunities, and threats (the famous SWOT analysis).
With this knowledge, you will then be able to better determine how to market your brand. For example, if many customers seem to complain that your prices are generally higher than your competitors, then that should be a clue to not market your brand as the lowest price on the market, but perhaps push your customer´s attention towards the higher quality products you offer.
Create a Vision and Mission Statement
What does a vision and mission statement have to do with my company´s brand, you might ask. While some companies may not spend much time thinking about these things, the vision and mission of your company will help you determine what is unique about your company and brand and why potential customers should prefer you over your competitors. Vision statements are generally aspirational and idealistic while mission statements define the purpose of a company. Put together, these two essential aspects of every business will help you to know exactly who you are and what you want to offer to the market.
One of the biggest problems with many brands is that they are too insipid and non-descript. Customers will be more inclined to develop a faithful following of a certain brand if it seems to them to be more concrete, tangible, and specific. The best way to develop a brand that follows these three characteristics is by having a clear and well-defined idea about your company’s vision and mission.
Develop Your Brand’s Personality.
While every man generally purchases deodorant on a regular basis, the personality of certain brands of deodorant will influence customers based on their age, their place of residence, and their personality. When you think of Axe Deodorant, you most likely have an image of a product that is young and hip, and if you consider yourself to share those attributes, you will probably be more inclined to purchase that product. Other deodorant brands like Sure, for example, are more down to earth and professional sounding and people that share this personality type will most likely lean towards this brand.
When creating a brand marketing strategy, think about the personality of your product and what types of people might be attracted to that personality. This will not only influence how you create the visual representation of your brand, but it will also guide you in your advertising efforts to know who to market to.
With these three simple brand marketing tips, you will be on the right track to developing a brand that will be recognized and respected across Canada.
