Primary Branding

Primary Branding refers to all things that are basic to a brand; the name, the way it is written and the associated designs forming the visual identity, slogan that tells its purpose strikingly and the personified values which with all the other elements of identity facilitate consumers make up the mental image of it. Collectively they make a brand and therefore it could prove unwise to detach or alter any of them. But to be scared by that belief can severely hurt a brand with flaws in its elements.

Subtle flaws in primary branding are hard to know but are quite potential in cutting effectiveness of marketing efforts rather inconspicuously. It is as bad as building over unfit foundation. Flaws in the fundamentals of the brand remain due to ignorance or immature convictions. Often, due to same reasons, absolutely right elements of a brand are changed with inappropriate ones. Primary branding mistakes hurt badly when the competition becomes tough.

A good understanding of the importance, application usefulness and the marketing advantages that can be derived from competitive elements of primary branding is important to be able to develop new brands with that exceptional potential. Creating new sub brands often happens to be good branding strategy in effectively competing in good enough market segments.

Brand Name

What's in a name? A name tells if it can evolve to become a powerful brand. A good name may not assure business success all by itself but can surely help, in branding, in achieving that. But a bad name can even fail the business even when all else are good with it. A bad name is a huge risk. Feasibility of turning a name into a brand arises from its suitability to the business, its sound and the scope it provides to work with it.

Often, managers wonder if the name is good enough to work with. Changing the brand name is tricky and in most cases it would amount to starting it all over again. Of all the considerations, the straight question to think is; is the name really unfit for branding? Depending on that, the answer to the larger question can be; you can't afford to change it! Or, you can't afford to not change it? That's tricky; one could be dead wrong!!

And, that makes it all the more important to get the name right, right in the first place. Working out a new name is not just mind work. It is important to ascertain the feasibility of branding as against the products, competition and the personality it is supposed live out. It is a systematic process.

Brand Designs & Content

Designs for a brand are like the makeup and dresses that turn a man stunning or a lady attractive. Design turns the name into brand of certain character and style. The objective is to seek attention and lasting registration with the audience. Brand designs should be easily adoptable to be carried on any medium and should provide scope for innovations in promotions.

Designs across communication units need to have exceptional class and sense to survive from being drowned in the communication gutter. Ever increasing media options only makes it harder to be sure of the choice. Only way to work through the communication chaos is to be competitive in blending message and creativity for all the big money it sucks.

Objective review of designs of the brand and of other communications from the branding perspectives can drastically reset the directions for a brand - for good. The review is not necessarily about how good a piece is but as to how appropriate it is - as a piece and as part of all else.

Brand Mnemonics

A brand would certainly miss a certain push without a hard hitting punch-line. But to have one that isn't good enough is bad indeed. A slogan should tell something that's absolutely relevant to the brand but in a unique way. It should be simple, easy on the tongue and memorable. It presents the brand with a certain class, maturity and style that it can eventually become a useful factor of identity.

A good one would function on its own needing only to be placed suitably along side the brand in all communications. It can tickle interest, create enduring awareness and cause positive word of mouth communications - if it is good enough to make people; think about it - talk about it.

A brand can do better with additional memory hooks, like; the logo, the characters, jingle, a song or even an anthem. However, these accessories for a brand become useful selectively by the kind of products and the market. They can prove to be useless or even negative when not really required or are not effectively used.

Launch Programs

A brand with sound fundamentals goes places. Brands grow in size by expanding into new territories. Brands move onto emerging sales channels. Brands break into new promotion mediums. Brands launch sub-brands. And, powerful brands hope to become global. On market extension, brand launch program is developed on the strength of accrued brand equity. An all new brand without any value links is launched on the strength of its promoters and value constructs.

In planning a brand launch main considerations are short term volumes, medium term market share targets, competition strategies and communication plans. Brand launch requires meticulous planning on ways to seek active participation from the trade and to excite the consumers about the brand.

In a brand launch it is important to achieve sustainable operation-critical base volume of sales within the launch span which impacts the feasibility of operations and growth of business further on. Deficiency in the approach and work at the market place, bad investments in marketing and most importantly flawed communication work can lead failed launch.