It is not about creating a product or service and then push it to the market and create the need, but rather to find out what the market wants and then develop a product or service around that need.
New York, NY (PRWEB) August 21, 2013
Gary O’Neil from N2ITIV Solutions, the blog for startups and entrepreneurs has just released the newest training video in his free series on branding on the N2ITIV website. This module, entitled, Power Tactics on How To Brand a New Company, offers advice on how to brand a new company and the various steps necessary to promote a new product or service.
O'Neil, having been a creative director and a brand specialist for some of the world’s top brands and personalities including JC Penney and media and fashion mogul Russell Simmons, has released this video series in order to help new and aspiring entrepreneurs understand the key elements necessary in developing and communicating a proper brand message. This is the fourth training module of N2ITIV's new video series on building brand equity.
The following is a summary of the Power Tactics on How To Brand a New Company:
1. Past vs. Present Branding- The first part of the module discusses the importance in understanding the shift between branding 1.0 and 2.0. O'Neil talks about how now, with the internet and social media, brands are able to not only send a one-way message out to the world, but have the ability to get feedback in real-time which enables a brand to change, modify and better a experience with the customer more than ever before.
2. PUSH/PULL Effect- O'Neil then discusses the importance of understanding the push-pull effect and how to implement it into creating a brand that people want to buy. O'Neil explains how the first thing a brand needs to do is to pull out what a customer is looking for and what he or she wants and needs. It is only after that point that the brand can then push that message out to the customer in a creative way and build a bond based on a shared value.
3. Brand Advocates- This next section discusses the extreme necessity for brands to have brand advocates, often taking the position as social media managers to be able to communicate with customers in order to build a humanistic bond between the brand and the consumer. O'Neil also discusses how currently, the best brand advocates have the best relationship with their customer base.
4. Brand Spirit- Now more than ever a brand needs to have a spirit and a message. Rarely is the brand about the product or service alone, but rather what the brand represents. O'Neil uses the example of Tom’s Shoes to show how attaching a cause or social relevance is often vital to a brand’s existence.
5. Brand core values- O'Neil also stresses the importance of the values associated with a brand as it relates to the customer and the importance of a brand to stand for what they believe in, even if that means standing alone.
6. Brand Relevance- This sections answers the vital question to 'What do you want to mean to your customer from a value standpoint?' and explains how it is not solely about the product or service but what value that product or service brings to the customer. O'Neil uses the example of NIKE, not only making cool shoes, but conveying the message to the consumer of health, weight loss, well being, and success which is of far greater importance than simply wearing something that looks good and feels comfortable.
7. Storytelling- O'Neil stresses the importance of identifying with a consumer through telling a story as stories are the best way to create an emotional attachment. O'Neil believes that telling the right story is often the key factor in getting a potential consumer to purchase a product or service.
8. Brand alignment- This section talks about the necessity of a brand to reverse engineer their product or service from the standpoint of the market. O'Neil states, “It is not about creating a product or service and then push it to the market and create the need, but rather to find out what the market wants and then develop a product or service around that need.”
This training module on how to brand a new company is explained in further detail in O'Neil's most recent post on building a brand connection.
N2ITIV Solutions, founded by MJ Gottlieb and Gary O'Neil, is a strategic consulting firm specializing in the implementation of creative business strategies to help aspiring entrepreneurs and small businesses increase their brand awareness and monetize their businesses. The N2ITIV website is an entrepreneur and startup blog offering advice learned through Gottlieb and O’Neil’s experience owning and operating five companies over the last 21 years.