When you launch a new product, think about what the brand does and how it makes people feel. People love brands that stand for a clear emotional idea that is bigger than the product's benefits.
Connect the product to a meaningful story to create a strong bond. The emotional idea should be backed up with a practical function.
Start with the problem you're solving:
MORE IDEAS FROM Obsessed: Building a Brand People Love from Day One
Long ago, a great user experience design was enough to give an edge. If something was easy to use or functioned well, it was enough to get people excited.
Now, your brand is far more important. Branding in the traditional sense is not enough. Branding is not a logo, your name, or a tagline. To build a winning brand today, you have to start with your customer and the issue you're solving for them.
A brand serves as connective tissue. A successful brand realises that to create meaningful and lasting relationships, they need to tap into people's sense of self.
Branding is about creating a shared identity with your customers. Customers want brands that align with their values and uphold their identity.
Brand differentiation needs to be purposeful.
When your goal is to transform a category or create a new one, you need to consider what you can stand for that no one else is but that people care about.
Leading brands are capable of forming deep emotional connections because they stand for something people care about.
Founders should consider the brand before day one. It is not an afterthought but forms the core of your culture from the start. This way, your brand will always portray its fundamental purpose and guide any difficult decisions.
When determining your brand:
A community doesn't need to be formed on digital platforms or physical spaces. Community is built from creating unity around shared values. The brand should be infused throughout the experience.
Find ways to create community and a feeling of inclusion. Target people who share a set of needs or preferences or are at the same stage in their lives.
For any business to sell its products, it requires having a unique product marketing strategy. The success of any product in the market is directly linked to the product marketing strategy used. With the right product marketing strategy, a company can know its product’s place in the market.
A product marketing strategy is simply a plan followed by a business to move a product and create visibility in the market. Without this plan, it is almost impossible for a product to enjoy success. A product marketing strategy ensures that the consumer does not forget the product.
Winning products come from the deep understanding of the user’s needs combined with an equally deep understanding of what’s just now possible.
‘Building for Everyone, with Everyone’ means producing inclusive products and services. The customer should feel that the product fits with who they are, and was built just for them. It boils down to these core components:
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