Marketing tools for brand promotion. Brand promotion (stages, strategies and performance analysis). Criteria for building a company's reputation

A term, a design, or a combination of all of these elements. They are designed to identify and recognize the goods and services of an enterprise or company, as well as to distinguish them from competitors. The most important component of a brand is the person.

It is in his head that a certain symbol, design and so on should be created. The concept of "Brand" should include emotional, historical, as well as thoughts. Thanks to this, a person must distinguish one or another product, service from the rest. His thoughts create a certain image, the consumer's idea of ​​the product, evoke in him. Thus, the admirers of a certain "symbol" fully trust the company and give preference to its product, and not to the competing one. In addition, personalized products allow you to stand out from other competing companies and are sold in certain quantities and at a decent price.

Therefore, for any enterprise, the key to future success and prosperity is the professional, reasonable and competent creation, promotion and promotion of the brand. The purpose of product distribution is to create a monopoly in a certain area of ​​the market.

It is necessary to distinguish between the concepts of "promotion" and "brand promotion", as they have different definitions. The first requires a one-time effort. It requires extensive knowledge of specialists and professionals: PR-managers and others.

The brand should be promoted on the market in full accordance with the concept of its development. The first step is to create a strategy. An important aspect here is the definition potential consumers or as well as the use of various methods and tools. It is from the competent choice of these components that the successful promotion of the brand will depend.

Today there are a large number various methods, ways, activities and tools to increase the popularity of a trademark in the general market: this is, first of all, advertising via the Internet, as well as its other types and various means, holding various promotions and presentations, creating and further forming a dealer network, BTL / PR- events, sampling, merchandising.

Promotion of a new brand requires a slightly different approach compared to an existing, well-known brand in its category. When promoting a symbol that has just appeared, it is important not only to make yourself known in the market, but also to form a positive impression and attitude among potential consumers. The promotion of an existing one consists in maintaining an established position, in the search for new consumers, i.e. expansion target audience increasing customer loyalty.

Represents a long-term significant financial investment, helps to significantly increase the company's profits. A brand is exactly what is needed for worthy competition in the modern world of economic relations.

Brand- a well-known brand representing a product in demand on the market.

High competition in many areas of trade and production creates significant difficulties for start-up entrepreneurs in promoting goods and services. How to make your products recognizable, and promote the newly created trademark to the level of a popular brand - many businessmen ask this question.

Fame and recognition of the brand generates high level sales - when entering the store, buyers, first of all, pay attention to products that they have already heard about from various sources, rightly believing that fame guarantees quality. This is confirmed by the history of the creation of many well-known world brands operating in various market segments, such as BMW cars, Bobcat special equipment, beloved by many Pepsi and Coca-Cola, where maximum attention is paid to product quality. At the same time, it is difficult to imagine how much these companies spend on advertising, which maintains a constant demand for their product.

Create a memorable image

First you need to create a memorable image with which the buyer could distinguish your products from total weight similar goods.

Calls Coca-cola "Quench your thirst!" or Snickers "Don't slow down, Snickers!" daily broadcast from TV screens. These brands have chosen a youth audience. AT commercials these products are always presented in thirsty and hungry youth companies.

BMW cars impress with elegance, speed and ease of driving - the company's chosen motto fully corresponds to these criteria: "Sheer Driving Pleasure" - "Driving with pleasure".

Thus, it becomes clear that a brand promotion campaign is built on an idea and an image.

Determine the desires of consumers

Starting a brand promotion campaign, you should determine what buyers expect from your product, what desires they can beat in order to get to the point, draw close attention to the product, make it talk about it among consumers.

Polls and interviews with people who are yours will help potential buyers. The study of their habits, behavioral qualities will help to build a certain concept, which will later be used in the construction advertising campaign. Show your imagination, analyze the products and actions of your competitors, determine which product qualities have not yet been emphasized in their advertising.

Here you are given a wide field for creativity - in the process of "brainstorming" great ideas and proposals are often born that can "hook" the consumer. Clarify how your competitors attract buyers, try to keep your slogan short and precise, and boldly implement your best offers. Develop company symbols - this will contribute to the visual memory of your brand.

Brand promotion strategy on the market

Assess the situation in your market segment and in the region, analyze the capabilities of competitors, the quality of their products, identify their problem areas - this can be used to create an advertising campaign, emphasizing that your products are devoid of such shortcomings. Next in order:

• Work with the press, especially with the most influential and widely read publications. Publish quality article about your company and product. This article will fall into the field of view of Internet publications and smaller media. After the process "goes", you can create "noise" that there was a leak of information about your newest products.
• Run your slogan- it should be catchy and accurate. The latest advertising guidelines today allow, in order to create maximum effect, the use of expressions "on the verge of censorship."
• Use classic marketing techniques- newsletters, booklets, promotions, discounts and gifts, souvenirs, branded T-shirts, etc. - all this contributes to the recognition of your products. Try to comply with the measure - obsession may not serve in your favor.
• Participate in thematic conferences, Internet forums. All this contributes to the dissemination of information about your product and the formation of the target audience.

Starting to roll out own brand be creative and purposeful. The temabiz.com project team is sure that perseverance in achieving the goal and a creative attitude to business will definitely lead you to success!

As you know, the fish rots from the head. In branding, this proverb also applies. If something went wrong with the promotion of the brand, the reason must be sought in the activities of the company. In this article, we will touch on those aspects of the business that directly affect the profitability of the brand, and which need to be paid attention as people creating new brand, and those who restore the good old name. So, the topic of our article: How to promote a brand.

One of the major Western companies involved in promotion and rebranding, in May of this year, conducted a small study that pointed out three pillars of a successful launch (initial or re-brand) on the market.

Three success factors for brand promotion

The existence of a strong brand is based on three factors: a positive reputation, competent management and investment attractiveness of the company. We will now consider them, but first we will focus.

To create a brand that can work and earn money, you need to:

a) improve (or earn from scratch) reputation;

b) choose the right management strategy;

c) increase investment potential.

Let's start with reputation. Let's first understand what kind of animal it is. By comparing dictionary data, we get the following:

"Reputation is a public assessment formed on the basis of certain criteria and includes the opinion of a group of subjects about the qualities of an object, its positive and negative properties."

We can also talk about business reputation. It, in simple words speaking, the difference between purchase price organization and its value according to the balance sheet.

The company's reputation is a set of ideas of the target audience about the company's activities. It is also formed due to the objective (mostly) parameters of the organization, or, as they are also called, reputation factors that are important for this target audience. The reputation of the brand that is promoted by this company largely depends on it.

Criteria for building a company's reputation

• origins - history of the company, occupation, age;
• individuality - style, image*, internal infrastructure;
• strategy - the mission of the company, guidelines, goals (for investors and partners);
• stability - profitability and financial stability;
• openness - "transparency" for the target audience through the use of IT technologies;
• personnel potential - highly qualified employees of the company;
• quality of management - strong leaders;
• corporate culture - internal values ​​of the company;
• corporate communication culture - internal and external communications of the company, manner of cooperation;
• the image of the industry in which the company operates.

*Image should never be confused with reputation. The word "image" itself is a distorted English "image", that is, a "picture" that can be created, drawn, invented. Reputation has to be earned in the literal sense.

Thus, in order to assess the current reputation of a brand, it is necessary to first conduct some research that can show the level of trust in the company that created this brand. One of the ways of such a "check", according to some experts, is a simple monitoring of the Internet. In their opinion, the network can be no more than 10% negative reviews about the company and at least 20% of sharply positive ones, while the rest can be neutral.

Your main goal is to make the product or service come out on top in the industry.

How can working with a brand help?

American PR managers argue that it is necessary, first of all, to understand what makes a brand unique, because without awareness of individuality and indispensability, it is impossible to stand out from others. They recommend at least once a year to analyze the strengths and weaknesses brand in order to strengthen positions and eliminate shortcomings. This analysis also provides insight into brand relevance and highlights the factors that can either maximize the brand or ruin it.

Secondly, especially if we are talking about restorative management, it would be useful to consider those main areas of the company's activities in which maintaining order is required in the first place. So this is:

• development of new management, financial and marketing strategies;
• cost reduction: both fixed and variable;
• increase of labor productivity and strengthening of motivation of employees;
• continuous monitoring of the current financial and economic situation in the company and in the market.

What we get as a result: in order to make the brand work effectively, one way or another, it is necessary to improve the management strategy. In some cases, by the way, such a desire for excellence leads to the transfer of business under the management of a hired highly professional top manager. However, this is a completely different story.

The investment attractiveness of the company is the basis of its positive business reputation, the basis of its reputation as a reliable partner.

Investments are an integral part of the full development of the brand, because the attractiveness of a business for investors is, of course, interconnected with the attractiveness for potential customers.

What is investment attractiveness? This is a capacious concept, which, among others, includes the following points:

• financial and economic stability;
• innovative activity;
• competitiveness, stable position in the market;
• production potential;
• high qualification of personnel;
• transparency of activities
• positive reputation.

Tracking the dynamics of these points, it is necessary to adjust the management strategy in such a way that the indicators become better.

So, we have considered the “three elephants” of promoting a brand from scratch or restoring it on the market. And, incorrectly, did you notice that they are closely related and influence each other?

But! Even if you instantly began to work out all possible areas of activity, which, of course, is very commendable, in order to be guaranteed to achieve the desired result, you will need:

• continuous development of relevant criteria for evaluating brand promotion activities;
• continuous monitoring of the results obtained;
• comparison of actual results with planned ones.

So you can successfully promote the brand, raise it to a new level and make it truly competitive even in today's cruel market, where everyone is fighting for their client.

How to promote a new brand? What are the most effective strategies for promoting your brand?

Residents of the post-Soviet space have not yet completely disappeared the stereotype that brand promotion is only for large companies. Today, this is far from the case. Both small entrepreneurs and those who work for themselves and provide services (for example, photographers) strive to promote an unknown brand.

It is not only additional competitive advantage, but also the opportunity to strengthen the loyalty of old customers, and in general, to be seen and heard. A promoted brand has a more stable market position.

Also, if you are planning to the borders of the national or international markets, then the creation of a strong brand and its promotion is simply a necessary component of a competent marketing strategy.

So, where to start to promote the brand?

#1 Create a logo and other visual attributes. To make your brand graphic look professional and make a good impression on your business partners and clients, it is recommended to turn to professional designers.

But don't build too optimistic expectations. In order for a logo to become recognizable, it must flash a lot of times - hundreds, or even thousands. The Coca-Cola brand is known almost all over the world, but nevertheless they do not stop advertising it on TV. Not in vain, after all.

#2 Advertise your brand. The expense of creating awareness for your brand can make you feel like your money is just disappearing into the abyss. This is partly true. The effect of these expenses may appear only after a long time and cannot be numerically analyzed formally.

Use all your resources to promote your brand in every possible way. Put his logo on your car. Go for a morning run in a T-shirt with your brand image. Hand out business cards to everyone who could potentially be interested in your services (read also our article about how, practically for free).

#3 Build a network of business contacts. This is the most important way to promote a brand without money. Attend specialized exhibitions, forums, business meetings. Try to get to know as many people as possible.

In order to effectively maintain contacts with them, we recommend keeping a notebook with notes: when, with whom, and about what they talked about. Any personal information that you are given, then record in a notebook. Perhaps, congratulating the son of your business partner on his birthday, you will significantly strengthen your relationship with him (partner).

#4 Collaborate with other organizations. Establish connections not only with specific people, but also with firms, institutions, and enterprises. Provide help or support. Write an article for the local newspaper. Speak to students at the university. Make a presentation in local authorities authorities.

#5 Interact with your customers. This is the cornerstone of being. Faceless, formal sales as an act of transferring goods and receiving money will not lead to anything good. Communicate with your consumers, listen carefully to their wishes, comments, suggestions, criticism. Feedback worth its weight in gold.

Increase customer satisfaction, and this will help strengthen and promote your brand. Encourage your customers to talk about their positive experiences with you.

#6 Use the internet. The World Wide Web gives great opportunities to express yourself and your company quickly and in front of a large audience - provided that you show originality and creativity. Use social media, your website, YouTube to promote your brand. Here you will need your corporate symbols - logo, your colors.

Building a brand from scratch takes a lot of time, effort, and patience. This is a task that is not solved overnight. Therefore, apply the above recommendations, read the literature on this topic and promote your business!

Brand strategy - why is it important

Let's deal with the concepts: promotion of a commercial brand is a system of events aimed at increasing brand awareness, expanding the target audience, demonstrating the significance of the brand and its advantages with ultimate goal increase sales of goods or services.

The modern market is highly competitive, and the reduction in effective demand intensifies the competition for the buyer. There are already a number of tempting offers for almost every type of goods and services. In such a situation, only a strong, recognizable and credible brand wins.

At first, you work for the brand, and then the brand works for you. If you are looking to stay in the market for a long time (and not just “cheat everyone and run away”), then you should work for the long term, that is, build and promote the brand. The better you take care of the takeoff, the farther you will fly.

The brand is the image

In some cases, the real quality of the product may recede before the strength of the brand, that is, the image formed in the mind of the consumer. We all know that Sberbank is a green bank and Camel is cowboy cigarettes.

The fact is that a brand is not only a company name, but also a logo, corporate identity, reputation, and even a set of marketing strategies. For example, McDonald's is strongly associated with the image of the clown Ronald, and KFC is tied to the story of Colonel Sanders and his notorious recipe.

Moreover, the brand can have not only a positive reputation. For example, in the nineties, Coca-Cola symbolized for many Russians "American aggression", the total expansion of American business and the American way of life, erasing national characteristics third world countries. Therefore, tents with Coca-Cola or McDonald's restaurants often became targets for radicals.<.p>

Key ways to promote the company's brand

The most basic brand promotion mechanisms today are:

1. Promotion via the Internet. Website development, promotion through social networks and specialized forums.
2. Marketing policy. This refers to work with pricing, all kinds of discounts and promotions.
3. Advertising in the media. Custom materials in the press, on radio and television.
4. Sponsorship and charity. This allows you to create informational noise and present the company in a decent way.
5. Participation in events, exhibitions, conferences.

It should be noted that the creation and promotion of a brand is a serious and difficult task that will require a lot of effort, resources, and most importantly, a specific plan from you. Choose your channel or combination of promotion channels and move on the chosen course.

Online promotion involves the use of various Internet platforms to promote your brand. Brand promotion in in social networks or other Internet media should not be neglected if you want to achieve expansion in the market without excessive costs.

Why is online promotion (in particular SMM promotion) of a brand important? Because online promotion increases brand awareness, allows you to reach a wider audience, and because online promotion costs less. According to marketers, comprehensive services for online promotion can cost an average of 280.3 thousand dollars, and a quality promotional campaign in traditional media can cost millions of dollars.

Personal brand promotion

A personal brand, the creation and promotion of it, is built on the same principles of Internet marketing. Fashion designers, politicians and CEOs have accounts in the most popular social networks and thoughtfully maintain their pages. If you want to market yourself as a professional, do some self-promotion. Marketing principles will help you become more successful.

Whether you are a true professional or just a bright and artistic person, people will want to know more about you, your life and your work. But if you are not on social networks, then a multi-million Internet audience is closed to you. And you don't exist for her either. Your personal brand will not start until you have a few thousand followers, which is impossible without SMM.

At the initial stage, it is not too late to think about a pseudonym - under what name (s) you want to appear before the audience. Choose a name based on the nature of your business. Think over your appearance and style, watch your appearance and the quality of the posted photos. It is also useful to think about the uniqueness of a personal brand: what is your feature, how will you differ from competitors and be remembered by the audience.

There is no universal strategy for promoting your own brand, but remember three simple rules:

• share interesting content more often;
• try to cover more sites;
• be active not only online, but also offline, so that there is something to talk about.

Where to begin

Preparation for brand promotion in the Russian (or any other) market will require the following steps:

1. Development of the overall brand concept and solutions arising from it. This is where goal setting comes into play. They can be: increasing brand awareness, creating positive image, market conquest.
2. Assessment of the state of the market. At this stage, you should collect a number of information that will serve as the basis for further planning.
3. Identification of the main competitors and their features.
4. Definition of the target audience, drawing up a portrait of the client: social status, age, gender, etc. You must determine what needs and what part of society you intend to satisfy. It is also worth identifying the circle of potential partners.
5. Development of a promotion strategy. Also, when developing a strategy, one should take into account the local specifics of a particular region (regions) in which the campaign will be carried out, and adapt the campaign to these features for the best effect.
6. Selection of advertising channels and platforms.
7. Budgeting for an advertising campaign. A detailed calculation is carried out, an estimate (estimates) is drawn up, and effective planning is built.




And then the strategy is implemented and its effectiveness is evaluated.

Hire a pro or do it yourself

If the size of your business and the amount of your internal resources allow, you might want to consider outsourcing your branding online instead of doing it yourself. Or you can choose the middle path - partial outsourcing or something like that.

If you already have a strong team of marketers experienced in brand promotion, you can do everything without the involvement of third-party specialists, but make sure that your employees have the skills strategic planning and understand the specifics of marketing in your industry.

If there are specific points in your brand marketing strategy that make you uncertain, such as brand promotion on Instagram or a personal brand promotion strategy, then you can outsource them.

There can be a lot of value in bringing in third-party marketers to leverage your brand, especially if your business is a small business. Independent marketing firms willingly take on any range of brand promotion work - from strategy development to its implementation.





They usually have specialists in every area, including brand promotion or promotion of a personal brand on social networks. Perhaps they even have narrow specialists in your industry.<.p>

Outsourcing brand promotion can seem like an expensive undertaking, especially in the short term, as there will be a lot of planning and strategizing costs upfront. But working with external contractors gives access to a wide range professionals that you are unable to maintain permanently. If the marketing agency really turns out to be of high quality, then you will receive good return investment, exceeding the cost of promotion.

What are the key indicators for brand promotion

Degree of competition modern market is unprecedentedly high, and companies want to stand out and overtake competitors at all costs. The market is shrinking, and there is not enough space for everyone. Strategic branding is the only way for commercial organization to find your unique face to draw up your offer in an original way.

Therefore, if you want to create the desired image in the minds of people, you will have to dive into analytics, planning and consumer psychology research. There can be no universal recipe for success, but successful brands have some General characteristics, indicators of success.

You need more than a logo, a business card, and a slogan to be among the leaders in your industry and stand the test of leadership. Real brands are the result of organized, responsible, long-term and well-funded work. A brand is the sum of all your efforts to provide your audience with goods and services, as well as actions for their presentation.





Key figures Brand promotions are: brand awareness, perceived quality, brand association, brand identity, and audience loyalty.

Consider these indicators and may good luck accompany you.