Once you have launched your brand through publicity, the next step is to keep the brand name in the minds of consumers, which is done through advertising. Advertising can be an expensive proposition, so it has to be approached carefully and with a well thought out plan. The message that you put forth through advertising is important. You will have to figure out the image you want to portray for your company and brand. However, if you have successfully positioned your brand through publicity and have become a leader in your industry the best way to advertise is to advertise why your brand is the best.
This can be done a number of ways. You can build an advertising campaign around your brand being the best in your market. Additionally, you could build an advertising campaign about how your brand is the leader in quality when it comes to products in your market. Consumers want to be associated with the best and when you advertise about how your brand is an industry leader, you will find that consumers will be attracted to your brand.
In order to make your advertising campaign a success it is best to do some research before you get started. Hold some surveys and focus groups to get consumer feedback on your product so you know how it is perceived before you get started. By doing this you will be better prepared to construct a message that will resonate with consumers and entice them to try your brand for the first time or keep consumers coming back as repeat customers.
When you have a successful brand one of the things that you can strive for is when consumers hear the name of your brand, it puts an image or word into their minds. For example, if you have a brand that caters to high-end clientele, when consumers hear the name of the brand you want the first thing that comes to their minds is quality or perhaps exclusivity. Once your brand has achieved this status, the sky is the limit. Your brand will become the unmitigated leader in the marketplace and will drive out competition because it will cost them too much to break into the market. One important thing to remember is that once you have achieved becoming a word or image in the minds of consumers do not get cocky and try to expand. This will undo all the work that you have put in to become a successful brand.
Think about successful brands in the marketplace right now. When consumers go out to a restaurant and ask for a soda to drink what to they say? They say I will have a Coke. They do not say I want a Pepsi, or a RC. This shows the dominance that Coca Cola has in their market. The same can be said for copiers. When someone says they are going to the copier machine, they say they are getting some Xerox copies. Nobody says that they are going to get some Kyocera copies. No matter what the machine is that they are using, Xerox is the dominate brand because when consumers hear the word copy, Xerox comes to mind. Finally, think about when you have a cold and need to blow your nose. What do you ask for? Kleenex right. No matter the brand of tissues that you have it your home when it comes time to wipe your nose you will ask for a Kleenex. This is one more example of a brand being so dominate that is brand name becomes the generic word for all items that are in competition with it.
