| Branding is the process companies use to establish | | | | you know what your competitive advantages are if |
| their presence in the market. Your brand is essentially | | | | you don't know your competitors to determine what |
| what customers and other market players will use to | | | | your differences are in relation to each other? |
| identify you apart from your competitors. There are | | | | Knowing your competitors will allow you to see |
| many aspects to brands and branding that are | | | | where the gaps in the market lay and you can |
| essential to a company's success in its markets. | | | | channel your operations to fill these spaces. Your |
| Entrenching your brand in a market takes dedication | | | | message and communications can then show how |
| and hard work. However, it is possible to be firmly | | | | your brand is better fitted to suit your customers |
| placed in the minds of the major industry players and | | | | needs in light of your competitors' weaknesses. |
| customers in your market. | | | | Know your market - Being knowledgeable about the |
| Know yourself - You need to first be clear of who | | | | above aspects of the market is essential to building |
| you are. Know what you are offering to the market | | | | the brand strategy that will get you name and |
| and where your competitive advantages lie. You | | | | message entrenched in the marketplace. You should |
| need to be able to communicate to the market not | | | | learn about the markets you seek to be established |
| only what your products and services are but how | | | | in so that you do not make tactical errors that would |
| they are better value than anything else they can | | | | cause your brand to remembered negatively or not |
| get in the market. To build a strong brand presence | | | | at all. For example, you would not want to name |
| in the market your communications with your target | | | | your brand something that has a negative |
| must be clear and consistent. This won't be the case | | | | connotations in the market. |
| if you are not able to state who you are, what your | | | | Be consistent - Let all communications and |
| competitive advantages are and how you serve their | | | | promotions have a consistent message and image. If |
| wants and needs. | | | | your message and communications changes direction |
| Know your customers - If you don't know who you | | | | to drastically it has the potential to dilute your brand |
| are targeting your products and services to then you | | | | and confuse the stakeholders in the market who |
| will try to communicate to everyone in the market. | | | | would equate your brand and company offering with |
| The result is your brand message and identity will be | | | | unreliable characteristics. |
| diluted and you will end up be nothing to everyone. | | | | To summarise, I would say that the keys to |
| Therefore, to make your brand presence stronger, | | | | establishing your brand in a marketplace are to know |
| be clear on whom you are communicating your brand | | | | the marketplace players and what they are |
| messages and identity to. This way you stand a | | | | comfortable with and don't go to far outside of that |
| higher chance of creating content that is more | | | | when establishing the characteristics of your brand |
| relevant to their circumstances and encourages them | | | | and be consistent in the way you portray your image |
| to purchase your products and services and may | | | | and your brand messages to the marketplace. This |
| inspire greater brand loyalty. | | | | way your brand matches market wants and shows in |
| Know your competitors - This may seem strange. | | | | a consistent manner how your company is the |
| Why do I need to know my competitors? How will | | | | solution to these desires. |