How to build a strong brand - an example
Newsdesk 27/1 10:01
A strong brand is on top of the wish-list for most companies - this also applies for us at UnitedLog.
With a strong brand, it is generally easier to both sell more, improve margins, and not least to attract talented employees.
It is easy to believe that a well-known brand is the same as a strong brand. Unfortunately, it's not quite that simple. With the help of a lot of money it would be pretty easy to build a well-known brand, such as through massive advertising campaigns in television, radio and other large media channels.
The downside, except that it costs money, is that you can become famous for the "wrong" things - things which one does not want the brand to be associated with.
The point of a strong brand is that it will arouse the right feelings (eg "want") with the right recipient (eg, our target customer). All activities aimed to build our brand must bear this in mind. Everything else is a waste or is likely to cause confusion.
The above is one of the reasons why we at UnitedLog are quite selective with our marketing and brand building activities.
So how do we do to build our brand?
It is often said that the only safe way to build a strong brand is to deliver what customers expect, time after time - always.
This we also believe and that is why we place so much emphasis on living up to our customers? needs and expectations, not least in the implementation and delivery phases.
Furthermore, we believe that we can support our brand by clarifying what we stand for and communicate the value / benefits we can deliver to the customer.
We also want to acquire more customers and in order to do so we need to be seen ? to be visible.
Through our sales activities (eg, customer visits, events, websites, etc.), we are both present and visible.
To enhance the visibility and as part of the long-term effort to create awareness of our brand and what we stand for UnitedLog has also decided to launch an advertising campaign in the Swedish business newspaper Dagens Industri.
As of January 16th UnitedLog will advertise every week in the period from January to June in a first step.
The provisional dates for the first 10 ads are as follows:
January: Monday 16th, Wednesday 18th, Tuesday 24th and Thursday 26th
February: Wednesday 1st, Thursday 9th, Friday 17th, Tuesday 21, Monday 27th
March, Thursday 8th
Three ad variations will be used of which one is featured next to this article.
It is our hope that the message and choice of media will enhance our brand and make it better known among our target audience. If we succeed or not remain to be seen ? we will follow up in our annual brand survey.
