What do product brands have in common with marketing?
Marketing can go both ways. Via the Internet, it could skyrocket your brand to success, and also take your brand off the shelves all across the nation. So depending on the marketing objectives, you could either make great brand advertising or severely be punishing it. When the latter condition takes place, you’ll be spending an arduous amount of time rectifying it. But then again, when a cure is found, you’ll receive unlimited gains plus conviction.
Like people, brands too have competitors (or even enemies at some point). Because building a brand is a struggling effort to try to make it big in the business market. Some even involve aggressive approaches to its marketing objectives to ensure their brand stays on the shelf, and especially when it’s on the first board of the share market investment.
To the fact, the Internet plays a big part in conjuring the success of a brand anywhere in the world. But who actually controls the brand’s significant value? Is it the brand owners, or the consumers?
In advertising practice, it is all about building brand trust. Countless mode of approaches, plans, researches; methods and techniques have been applied in gaining the trust from the buying market. And it is never an easy task.
For instance, baby milk products. When an unlikely ‘incident’ happens in its production line, or a ‘bad finding’ has leaked from its facility, be wary of the intense widespread news. No matter how timely the condition is being fixed, the buying market still does not know the real situation, nor do they know the authenticity behind such rumours.
Such news could accumulate negative impact on the brand’s trust, thus eventually decreasing its production volume and value. This would also lead to setbacks throughout the company’s yearly financial interests and benefits.
Most establishments or brand producers have their own problem-solving teams. It is significant because you’ll never know when a problem will arise, and not all problems are a walk in the park. This is where the greater task of the brand production comes in.
The Ten Product Brand Commandments comes into effect in reassuring no such ‘incident’ should occur during production time.
Quality Control. Whether you are a big, medium or small industry, regulate a standard procedure to check the brand’s quality on a day-to-day basis. This will lessen any misfortunate events and minimise unwelcoming risks.
Production Line. Ensure that the production assembly line works just fine by assessing the production environment so as not to allow any unseen form of damage or misconducts that happens beyond worker’s knowledge.
Managers. Managers are there to control the whole situation right from the top to the bottom scenario of the production assembly line. They need to address the awareness that comes with producing the brand’s product.
Production Workers. Keep workers on their toes and assure they are good to work in the production facility. Give them the benefit of the product knowledge and make them as an important part of the brand’s production sequence.
Hygiene or Sanitation. This is a big issue in any production line assemblies whether workers or the production line itself. Even the smallest of glitches could turn out as a big issue when not carefully conducted. It is essential that cleanliness be part of an establishment’s modus operandi.
Process Pattern. Process Pattern keeps the production assembly line, in line, at all times. When a process pattern seemed out of place, something must be wrong somewhere. Go to the source of the problem and fix it, fast. It could either be a machine, or a human error.
Product Perceptibility. Always do your check and balance by studying the market. Let the market speak, talk to them and listen to what they are saying. It helps to refine your product perceptibility and maximise the product’s value. Always be ready to change with the market.
Brand Market Relation. Consumers have a soft spot for certain brand names that are embedded within families for many generations such as dishwashers. It’s also good to know why that relationship runs strong. Find out what captured their confidence to remain glued to the brand. Is it the colour? Is it the smell? The packaging? The pricing? Seek and you shall find the truth.
Product Representation. A damaged product yields from a defective production line. On the shelf, it is seen as a product that was badly produced and the bad rep will go straight to the product’s brand establishment. This must never be allowed.
And finally, Let The Brand Speak For Itself. When a good brand is worthy of buying, you know the brand has spoken and built the trust without having to spend much on marketing tactics. But never take things for granted because new brands will eventually take its place in the ever-decisive market.
In perspective, all the above could easily be portrayed via a video marketing package that legitimises and strategises the establishment’s Ten Commandments, thus ensuring the brand trust remains intact. While in indulgence, what goes on behind the walls of a production facility should be shared and made visible to their intended market. This acknowledges consumers’ confidence and poses validity towards the brand product.
I do believe many brand establishment practices the Ten Product Brand Commandments. But the question remains, how consistent is it being practised?