The following article will teach you how to build a successful brand. We will give you some step-by-step tips so that you can put together your checklist. They are based on the four pillars of the brand, and you can apply them in all categories. In future articles, we will touch on them in detail. We will not delve into each one, but they will serve as a guide or thermometer of good brand management.
- The first step is related to brand identity. It consists of defining it coherently and consistently to ensure that customers identify it and associate it with a category, product, or need. That is the first approach to the brand. At the same time, it joins it to its main attribute, in which emotion does not participate but simply memory, the cognitive part of the subject.
- The second step refers to a subjective construction of the broad meaning of the brand. Here the tangible and intangible associations of the brand are incorporated. That is, the mental construction that the consumer makes, in which the emotions, experiences, and personalities of both participate.
- The third step requires the brand to get involved with the customer experience and generate adequate responses to its identification and meaning.
- Finally, the fourth step unifies the previous ones by seeking to turn brand responses into lasting customer relationships. That will lead to a higher level of brand loyalty.
One last tip to build a successful brand
According to Kevin Keller, all the steps for building a strong brand cannot happen simultaneously. You must follow them as in a chain of blocks. Therefore, we can only think of meaning by generating a coherent brand identity.
Now you know the key points of how to build a successful brand. Follow our blog for more tips.