The purchase of consumer products involves more than simply the function of the product. Companies make these products in order to entice people, and people respond with loyalty to certain brands. Brand consistency helps ensure this effect works for you.
Having a message is essential to your sales. The message is either a slogan, a jingle, or something more subtle. Whatever it is, it outlines the stance of your products. The message is the driving force behind your products and cannot be violated without serious consequences, so think carefully when designing it.
Getting the message out there and associated with your products is also essential. If people don't think about the message when they hear your name, they have not absorbed it the way you want. Remember to put it on every advertisement, mention it during every press conference and interview, and just generally get it out there.
Aim your products in a consistent direction. Trying to capture the entire market demographic is unrealistic and will probably lead to getting none of it. Advertising and packaging have different subtleties that aim the products more or less directly towards certain groups of people. Keep your model consistent to avoid problems.
Locate a niche where your products can stand out. People used to use one type of shampoo or conditioner, but now there are hundreds of types for different hair types. This is an example of a successful expansion. And the first brands into the niche were not necessarily the most successful. If your products can do a better job, they can take over a niche.
Maintain brand consistency by maintaining a certain standard of perception, as well. If you are selling a specialty item, keep it in high-end boutiques. If you are selling products for the average citizen, consider selling it at big box stores and other places where the general public shops. Overextending your brand into areas where it doesn't fit can only harm your image.
Having a message is essential to your sales. The message is either a slogan, a jingle, or something more subtle. Whatever it is, it outlines the stance of your products. The message is the driving force behind your products and cannot be violated without serious consequences, so think carefully when designing it.
Getting the message out there and associated with your products is also essential. If people don't think about the message when they hear your name, they have not absorbed it the way you want. Remember to put it on every advertisement, mention it during every press conference and interview, and just generally get it out there.
Aim your products in a consistent direction. Trying to capture the entire market demographic is unrealistic and will probably lead to getting none of it. Advertising and packaging have different subtleties that aim the products more or less directly towards certain groups of people. Keep your model consistent to avoid problems.
Locate a niche where your products can stand out. People used to use one type of shampoo or conditioner, but now there are hundreds of types for different hair types. This is an example of a successful expansion. And the first brands into the niche were not necessarily the most successful. If your products can do a better job, they can take over a niche.
Maintain brand consistency by maintaining a certain standard of perception, as well. If you are selling a specialty item, keep it in high-end boutiques. If you are selling products for the average citizen, consider selling it at big box stores and other places where the general public shops. Overextending your brand into areas where it doesn't fit can only harm your image.
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