Building a Brand, Research Paper Example

Building a brand is an important part of any company’s success.  Lori Kozlowski addressed the importance of building a brand in Forbes August 2012 article, “Building Your Brand: Making Magic, Using Logic”.  There were many important points that Kozlowki addressed.  She stated, “What you say is just as important as how you say it.”  This coincides directly with building a brand.  The product you have is just as important as how it is presented, building the brand.  The most popular brands did not just become “a must have” by chance, it has gone through extensive brand building.  Another factor that is very important with any type of brand is how to reach the customer with that specific brand.  A decade or two ago, there was no way for consumers to log onto the internet and search for products.  Companies are reaching new clientele by becoming friends instead of forcing a product on them.  This is done by email, social networks, and many other outlets that act as an invitational instead of an annoyance.   Putting the product out there, explaining the benefits, and allowing customers to make the choice.

Brand need to step up their means in building a brand that communicates appropriately with consumers.   Putting an ad in a magazine or running a thirty second commercial will not have the success it once did.  Building a brand requires innovation and creativity.  By doing so, this provide a means to create new revenue stream.  Branding has become a way of storytelling gaining even more recognition and attention.  Much like stories, it has to get the readers, or buyers, attention.   It can be captivating and memorable.  Building a brand was much more difficult than back in the olden days when there was only radio or a black and white television.  This is important is an important part of the behavior shift.  They suggest another method for building a brand.  Its referred to as a perfect storm, disruptive innovation utilizes fragmentations, the idea of on demand, the concept of you have to lean-back to lean-in, and screen proliferation.   These screens include television first, then the mobiles second.  Brands need to collaborate with storytellers to get the necessary points across.   How does this brand need to be represented in order to reach the targeted audience.  Building a brand does not mean they need to be expensive either.  That comes with time, once the name has been well established.  It is becoming easier and easier to build an audience faster from the media access currently available.  Photos, videos, newsfeed, and many other options are great ways to get brands into the market.

I choose this article because it really does explain the significance of building a brand.  It shows the details of how branding has evolved.  Sharing ideas on different ways to begin this process.  Addressing how new outlets like social media and other resources can build brands.  Branding content will continue to evolve and cover even more details than what it currently does.  It is interesting to see how thing progress and were they have came from.  This article pertains to every product, both existing brands and startup companies.  It’s how to create recognition and build the brand into an even better, more credible name.  Understanding the success those companies with well recognized brands has had, and how they got there is an important part of successfully building a brand.

Reference:

Kozlowski, Lisa. “Building Your Brand: Making Magic, Using Logic”. Forbes.  15 Aug. 2012. Web.