Everyone reading this has probably heard of one of the biggest brands in the world right now, Apple. They have taken the market by storm. You probably see their products several times a day out in public. People are walking around with iPhones, college students are buying MacBooks, and their product is all over tv. Apple has done a successful job at creating a popular and well liked brand. People are willing to spend an extra six hundred dollars for their computer rather than one at Walmart for cheap. The lesson here is not only should we focus on our product, but the brand around it.
Nike is another huge brand that most have heard of. The funny thing about Nike’s brand is that other clothing companies actually pay Nike to use their logo on their products. Not all clothing with a Nike check were made by a Nike company. That is why the quality can vary on their products. They actually allow other companies to sell their product with the Nike brand. This can be a good and bad thing. If the quality of the material isn’t as good as a previous product the consumer has purchased, then it can have a reverse effect. The positive is that the name Nike is being shown everywhere by other companies.
How are you branding your product? One of the first things that people recognize about brands is how they stand out from competitors. What makes them different and why should I go with this company instead of another. Toms shoes didn’t have the best quality shoes or have the most elaborate design, they had a cause connected with the company. That was their branding strategy. When people talk about the shoes they have to mention the cause behind the product. What makes your product stand out? Think of ways to differentiate yourself from those around you in the marketplace.
I would like to speak to artists for a moment. Your music isn’t the brand. Your music is your product. You are the brand. People can listen to music all day for free. When they invest money into music that you produce, they are really investing into you. Social media allows for artists to connect with their fanbase. They are putting themselves out there because they know that making it in the music industry is more than making music. What makes you different from other artists in the industry? How are you making a difference that others are not doing. People can navigate their choices much easier if they can spot the uniqueness quicker than comparing side by side. People look at the back of medicine containers comparing brand with generic to see what the big difference is. Do not have your potential audience looking at you and others under a microscope to see if they can find the uniqueness. Find the niche in your brand and utilize that.
God Bless
Jason Bordeaux
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