They make us feel better. They reflect our values, among other things. We like to think that we are part of a group of people with similar and privileged interests. increase brand valuePhoto rights by Fotolia The more valuable a brand is, the stronger the desire of people to be part of this “elite” . That is why marketing remains important and plays a fundamental role in the strategy of any company. The fundamental question is: how can we increase the value of our brand? There is no exact path because copying the strategies of successful companies is rarely the perfect plan. Contents [ hide ] 1 Tell a story that leaves a mark on people 2 Create a community around your brand 3 Launch sub-brands with the strength of the main brand Tell a story that leaves a mark on people These are often intangible things. The art of storytelling is part of that. It is not always what a company does that matters, but rather what it represents and where it comes from. It is the marketing of happiness that is able to touch the little hearts of people . The best marketers know that it is more important to leave a mark than to create impacts. It is the emotional touch that makes the difference and not the one that tries to get our attention with the greatest volume. Create a community around your brand What gives a brand the most value is its ability to attract a loyal following. It is a competition that cannot be overcome with better technology, a prettier design or a cheaper price. It has a lot to do with the karma you create . Even though companies have to make a living from something, your users perceive that they receive much more in return than they put in. It is the ability to increase the value of a product without necessarily increasing the cost. Launch sub-brands with the strength of the main brand With a brand you reach a well-defined market niche. To grow and expand you have to limit yourself. There comes a point where you hit a ceiling and it’s a matter of expanding the potential market or settling for what you have. In order to avoid confusion, it may make sense to create new sub-brands that build on the strength of the first. Coca Cola is probably a good example of how to do this well: with its sub-brands Light, Zero, etc., it has shown that this is a good way to achieve this, although obviously not all sub-brands have been successful from the start and some even failed. Creating a brand from scratch is already complicated, but growing it is even more so. When it comes to expanding and diversifying markets, you have to respect the growth phases of a company , especially if you are a start-up . I am applying (or about to implement) the strategies presented in several projects. Later I will tell you about the first results obtained.
