In our boyhood days we drew pictures, sapped at our creations, selected colors of pencils and markers with great care, and then, if we’d liked our product, we hurried to show it to parents, grandparents, their friends and pen pals. Then we’ve made first steps to promote our product.
Creating good product is not enough. You have to tell the world about it. Boasting is a nuisance in day-to-day life, but it is a vital thing in branding. When you have good product, you should boast with it. This is exactly what trademark promotion means.
Mend your sail while the weather is fine: foundation for trademark promotion
When a child is born in a family, parents start to foster their child from the first days of life. If young parents say that they are going to foster a child after he or she grows up, we would probably put them down as fools. And we would be right because fostering is impossible then.
Similarly, a brand must be “fostered” from the first days. Backgrounds for its promotion must be established during the trademark development and positioning processes. “Ill-bred” brand will behave at its own sweet will at the market, and this is going to produce a number of trouble for trademark promotion.
Experienced brand developer thinks over the background for promotion during naming, product dressing and brand concept development. It is the only way to create an integral brand. However, you might invest in promotion a lot, but this process should not contradict with the trademark image. After all, you have to admit that all of us would be very surprised if Santa came in summer.
It is never too early to start thinking about trademark promotion. The best moment to start thinking of it is the minute when the brilliant idea of creating a new product comes to you.
Debut – first steps in trademark promotion
Brand promotion is the process intended to make consumers love your trademark. Trademark promotion includes a number of advertising activities, BTL and PR actions, aimed at getting brand’s idea and advantages across the consumers.
Trademark promotion, generally speaking, has nothing to do with product promotion because we advertise brand, and brand is emotions, feelings, associations, and anything but the product itself.
This provides the logic of trademark development. And we can’t move on without marketing research. At the start of promotion testing and focus groups help to discover consumers’ attitude to developed brand. This knowledge is essential for a trademark promotion. It helps to make corrections and highlight key points.
So, our child named Brand is well-groomed, dressy, good-mannered and ready to debut. You lead it by hand to save it from slipping up, you prompt it in what hand a fork has to be carried, and titivate his hair to maintain his excellence. Now you are going to overcome the long journey of trademark promotion until your child becomes popular, respected and 100% recognizable.
Successful trademark promotion requires thinking over all nuances.
Push & Pull in trademark promotion
When you need to budge a cart, you have two ways: push or pull it. Push and Pull are two ways of trademark promotion.
To pull a cart you need to go forward, pull a rope and bear - lead it. This is a trademark promotion method named “Pull”. At the beginning of promotion a developer goes forward and paves the way for new brand, digging out and beetling knowledge about current consumer needs.
Such a way of trademark promotion involves deep and detailed study intended to understand what exactly consumers need at the moment. And when the way is paved, only one tug is needed, and promotion starts moving by inertia at a constant speed and without any additional efforts. This direction of brand promotion is less expensive, but it requires very careful preparation for the “first tug” towards the market.
Trademark promotion named “Push” makes it vice versa. Go behind, make effort and push, one more effort – one more push. Brand promotion is being realized with the help of new and new pushes.
If this direction is chosen, it goes without saying that a trademark must be unique and valuable for customer, but it must not necessarily meet the most burning needs of consumers. In this case, trademark promotion is based on massive advertising and PR campaigns. It consists in instilling the need in your product into consumers. “Push” trademark promotion demands significant investments, but the research work volume is decreased.
Full-size trademark promotion
Successful brand promotion consists of numerous factors. They include correct and detailed researches, correspondence with consumer values, freedom from contradictions between brand and its product, right communication channels, comprehensive advertising concept, and a lot of other nuances of a trademark promotion.
Full-cycle trademark promotion, first of all, is an integral approach. This means clear and well-focused brand promotion. This is what Brand Solutions Company GBS offers.
Full-cycle trademark promotion means that we will bring your brand out and make it accepted and loved in cooperation with a client. It cannot be otherwise because your trademark is best of the best!
