Every full-service marketing team will tell you that a well-orchestrated brand growth strategy is vital to the success of any private-label or white-label product. In fact, there are so many multifaceted aspects to modern digital marketing that it takes an entire team of experts to develop your unique brand properly.
That being said, what exactly do we mean when we say ‘brand development strategy,’ and how can you successfully navigate the nuances of an ever-changing digital marketing world? More importantly, how does this broad marketing term apply to you and your product?
Let’s review these nuances and further define what it means to have a brand development solution.
From this, it will be easier for you to identify a successful full-service marketing team and wisely use the precious time, effort, and (of course) dollars it takes to go from a no-name, private-label product to a widely recognized, meaningful brand.
What do we mean by ‘brand’?The idea of branding is so intrinsic to our modern economic system that it is easy to overlook exactly what we mean when we say ‘brand’ or what it means to develop a brand. According to scholars, we can trace commodity branding back to ancient Mesopotamia during the fourth millennium BC. These cultures originally used seals and standardized packaging to represent their culture and the efficacy of their emerging economic systems. Generally, this was intended to guarantee the quality of their agricultural products and build their reputation in the ancient world (Wengrow, 2008). Centuries later, these very concepts still apply to modern brand development strategies: your brand should represent the quality and efficacy of your unique product, while also representing the values of the company producing the product. If we look at quintessential modern brands such as Nike or Coca-cola, their names not only conjure up a specific product, but rather, what their product represents.
Not only the Tangible
With the strong influence of social media, politicians and groups calling for social change have been so successful in their brand development that they have changed our culture significantly.
Think of the Black Lives Matter Moment who used the hashtag #BlackLivesMatter after the acquittal of George Zimmerman in the shooting of African-American Trayvon Martin and the death of George Floyd by Minnesota police. They have since become the will of an international movement to change systematic racism in the Black community.
The collective consciousness now recognizes this brand as a representation of social change. In turn, the people who decide to become a part of the movement and ‘wear’ their brand have an emotional connection to what this brand represents.
This branding of an ideology embodies the saying, “People don’t buy products; they buy brands.”