Transcripts
1. Introduction to Brand Building: Hi there, Welcome to your crash
course on brand-building. Have you ever wondered how these multi-million and
billion-dollar brands that we see all
around came about. Do you want to know
what really makes brand successful and grow? Have you wondered
why some brands can make it while many
others cannot? Well, today I'm going to
teach you the tips and tricks to make a
brand successful. I'm the meter and I'm a
Senior Brand Manager working and one of the world's largest
consumer goods company. In my career, I
actually worked in two of the largest
consumer goods companies, launching product
innovations within the health and well-being, beauty and personal care
and home care spaces. And through my experiences, I've learned what
really goes into making a successful brand
and product launch. And today I'm gonna be
teaching you exactly what you need to know to make
that happen for yourself. Let's go.
2. Step 1: Identify the Pain Point: Let's start from
the very beginning. Let's start from step one. You might be someone who wants
to create your own brand, or you might be wondering how big consumer goods
companies create new product
innovations at launch new brands every few months. As an average person, we might look around us
and think that everything that we need has already
been created for us. What more can there be that
brands can bring to us? And that's where I'm
gonna be introducing to you the first step
of brand-building. Starting off with a pain point, even though there are thousands
of products out there, multi-million and
billion-dollar brands still keep coming up with new things that
consumers still keep buying. And what does that
tell us that there always is an unmet need in consumer society and a pain
point that we could solve. And that's exactly what is the first step to
brand-building. You need to think of
a relevant pain point that your brand or your
product can address. What does this mean? This could be something that is attention point in
the consumer's life that has not yet been solved or an aspiration that the consumer desires but
has not yet met. So once you identify
this pain point, That's the first step
into seeing where your brand or your product
fits to meet the need.
3. Step 1.5: Validate your Pain Point: Once you identify
that pain point, it's extremely
important for you to do your research and substantiate
that pain point with data. Many times as brand
builders ourselves, we sit in only one spectrum
of the consumer demographic. The pain points
that we might feel irrelevant to us may not be the same pinpoints that
the rest of society fields. So once you identify
your paint point, it's extremely important for you to narrow down your search into a relevant target
consumer or a target demographic that you believe that this pain point exists in. Once you do that, the next step is really to do your research and come up with the relevant data points that justify this pinpoint
that you thought of. This could be going into external research agencies
doing your own interviews, are working with external
interview groups and understanding from that target consumer's
perspective is the pain point that you have
thought of really relevant. And only once you have that data backing to support
your initial hypothesis, can you truly believe
that this pain point is something that exists in society and needs
a solution for. And that's exactly where your product or your
brand will come in.
4. Step 2: Develop your USP: All right, so step one done. You might be wondering
what's next. I have my paint point. I've spoken to people
and I'm pretty sure that this pain
points still exists. Now what do I do? Step number two
really comes, really. Step number two is really
when you identify how your brand and how your product plays a role in
solving that pinpoint. What do you need to do to
make sure that that happens? Number one, you have to
do competitor research. If a problem exists, I'm pretty sure
that somebody out there might have already
tried to solve it. You may not be the first one yet the problem
hasn't gone away. What's really important in setting a strong foundation for your brand or your product is to see what exactly is out there, what other people
done before me. Once you do your
competitor research, you'll be able to identify what are the claims that these
competitors are seeing? What is the pricing? That is, the competitor
is playing it. What is the kind of unique selling points
of their products? With that foundation,
you'll be able to crop what is really special
about your product. And that's exactly where the brand building
process comes in. Once you identify a unique
selling point of your product, only then will the consumer
be interested in buying it. Now you might be wondering, I've got my paint point. I've seen what competitors are doing and I know my
product is really good, but how am I exactly
going to across that unique selling,
unique selling point? This is where you need to
do a bit of brainstorming. Think about what your product
is able to offer that nobody has done before or nobody has done as
well as you before. Now I know in certain, in certain categories it's impossible to come up
with something out of the ordinary
unless you've got a new technology or a
new patented product, that may not always be the case. Yet, you might be convinced that your product offers something better than what is out
there in the market. And that becomes your
unique selling point. Identify and craft your
unique selling point and you will be
sorted that you have something to offer to the
consumer that needs that pain points that has not
been offered before.
5. Step 3: Develop Iconic Assets: Alright, so step
number 12 are done. You've identified
irrelevant pain points and you found a way to
differentiate your product. Now comes the fun part. How do you get people to buy? At the end of the day, we live in a cluttered marketplace. There are thousands of
products out there and literally new ones are coming
each and every single day. Even though you may have a differentiating and
unique selling point, what's most important
is that you make sure that consumers
are aware of this and are able to recognize and distinguish your
brand from others. And this is where iconic assets
become really important. Have you ever seen a
particular color or particular font that has
reminded you of a brand? Have you ever seen an icon like a swoosh icon that makes you immediately think
of the brand Nike, or a yellow letter M that
makes you remember McDonalds. These are what we call iconic
assets, colors, fonts, and shapes that are unique
to a brand and that make consumers easily
recognize your brand in a cluttered marketplace. And that's super important
to define step number three, once you've discovered what's
unique about your product, is identifying
these iconic assets that makes your brand unique. This could be something
like a color or font and icon local, or it could be a tagline or a slogan that your
brand stands for. With enough repetition and
with enough definition, you will be able to make
sure that your brand is distinguished and
is identifiable. And this is a critical
step in ensuring that people end up buying your product after
you put it out there.
6. Step 4: Craft your Advertising Plan: Now steps 123 are done. You've identified your pinpoint, you've come up with a
relevant product that meets the need and you've come up
with your iconic assets. How do you get people to know that your
product is out there? And this is when advertising
becomes super important. As you know, brands become
noticed by consumers, not just when they're on shelf, but also when they
get talked about. There are several
different forms of advertising from TV advertising, out-of-home advertising,
digital advertising, and even influencer marketing. These are all very
important tactics and very important methods
for you to get your brand or your
product non out there. Traditionally, big brands and
big companies used to use traditional advertising such as out-of-home and TV to
make their brands known. However, we are aware
that this is quite expensive and also
quite typical. If your brand is one that's
up and coming targeting a particular demographic
of younger consumers who are digitally savvy. You might want to consider
the digital route. Now with platforms
like Instagram, YouTube, tiktok,
even Skillshare, these are excellent
opportunities for you to get your brand noticed at a lower cost and
buy the right demographic.
7. Summary & Conclusions: So you've just got your fundamentals of
brand-building sorted. You know, what are the critical steps that
you need to take in order to establish your brand and establish your
product in market. This is something that
isn't easy to do, but I'm sure with
the right foundation and with enough effort
and persistence, you'll be able to get there. Just remember, a brand
isn't built overnight. It takes time, it
takes recognition, it takes effort and persistence to make
sure that you come up with the right product that consumers I actually
came to buy. And then you make that
product come to life through iconic assets
and advertising. I hope this course has
been helpful for you. If you have any
questions, you know, you can reach out
to me. Thank you.
Namita Mohinani, Senior Brand Manager ready to teach!
