Branding | Advertising | Communication | Culture
Times change, and people’s values too. What we considered to be sensible not so long ago is not the same we consider sensible today, and what we found to be smart a moment ago is not the same we find smart now.
Just think of haircuts and phones.
Times changes, people too, and brands must keep in tune.
Here are two main things to keep in mind in branding:
1. People can’t buy what they don’t know
Getting on people's radar is the most important thing; if they don't know your brand exists, how can they think of it?
You've got to become a familiar name.
Branding: Get on the radar
2. What is the vacant spot?
Plenty of brands already. Plenty of offers. If you are the 17th brand to say the same thing, you are probably going to be number 17 on the list.
To position a brand, it has to own a spot in the market, or to own a specific way of looking at things. It has to say something other companies haven't said or cannot say.
Branding: Make a claim
Here are two key things to know about consumers:
1. People are busy
Our days are filled with things to take care of: Bring kids to school, answer Facebook, go to work, shop for dinner, do the bills, plan for holiday, do laundry, feed the dog, and the cat, cook, eat, dish wash, water the plants, fix the umbrella.
We might manage to sneak in half an hour of our favourite podcast here and there.
But the day is pretty full, and we’ve got no time to solve riddles.
Branding: Make your point easy to understand
2. People always look for a better life
We all have dreams. It might be about a sports car, a Swiss chronograph, or an exclusive Italian handbag.
It might be something completely different - who knows - but we all dream of something.
We all look for things to make life better.
Few people actually own a Rolls Royce or a Porsche, yet millions intent to buy one, should the day come.
Every day people will watch a great ad without clicking on it, without liking or sharing it, yet, they have a full intent to buy the product.
Some day.
Branding: Make points that are hard to forget
And here is the one thing to remember about branding:
It's a free choice
No law says you have to do branding. Unlike taxreturns and auditing, branding is a 100% free choice and you can choose to do nothing.
But given that there are more than 300 million companies in the world, getting noticed is a fierce battle.
We remember only those brands who are famous or familiar.
Familiarity is; to be a fixed dot on people's radar, or in other words, to be something to people.
Fame is; to be the thing to people, to be the very symbol of a category.
It all starts with a decision to do something.
1. Glimpse
Get a short and sweet overview of your brand's position: What is working great, and what isn't.
2. Calibrate
Get a new vision of your brand: What your brand should be saying and how.
3. People Power
Grow the spirit of the brand with day-to-day tools that turn colleagues into ambassadors.
Wonder how it might work for your brand? Send a mail below, and hear more about it.
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C o n t a c t
THHK has been in business since 2005, helping companies find what to say and in which manner to say it, and have been fortunate to work with many different brands and products, from airlines to EV car makers, from small local companies to large internationals.
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Thomas Henriksen Hong Kong Limited | Legal