11 Commands for Brand Masters

Command no. 1: Do not try to change everything in one day. Many times one hour is all you need.

Geniality knows no scheduling and any brand needs some geniality. The genial ideas make sudden changes and they bring a lot of relief. Creativity is part of a complete solution that needs mathematics, skills, and lots of work.

Command no. 2: Do not oppose the flow of time.

Branding is a time-dependent process. Fortunately for their beneficiaries, brands are not born by themselves, and they also cost money. The remark is not valid when we talk about the advisers’ and the brand designers’ happiness.

Command no. 3: Study the market.

Find out who your target group is and what they expect from your brand. Find out who your competitors are and how you can become established on the market. Find out what helps you and what threatens you. Information costs, but it becomes an investment if you analyze it and use it correctly. But in order to emerge on the market you need more types of information.

Command no. 4: Find out who you are. Branding starts from the inside.

A brand’s intangible values are often neglected. Your brand deserves personality, a value to promote, a promise, a purpose in order to exist.

Command no. 5: Position yourself!

There is a reserved place on the market for everyone. The coordinates are given by the price, the consumers, the perception, the accessibility, and other tens of parameters. Define them!

Command no. 6: Create yourself!

Outlining a brand is really delicious. Translating values into names, forms, colors, textures, or other forms of dialogue is a charm.

Command no. 7: Do not become too attached to your brand. You will kill it.

The market is active, and the world is changing. The brands will always have to adapt to new realities. Be prepared for the change. Do not let temporary success sweep you off your feet.

The last four commands:

Do not build the brand according to your own taste. You do not sell it to yourself.

Do not necessarily look for a smart name for your brand. A functional one is preferable.

Be different, but not just for the sake of it. You will end selling beer in milk boxes.

Respect your competitors. They will not do that either.