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Building a brand from scratch: the experience of marketers. How to create your brand

About how to create a company brand: where to start, a step-by-step guide and how much it costs.

You do not know how to create a company brand?

Do you think that the most recognizable logos are the result of magic or designer luck?

You are wrong!

Everyone can create a creative and memorable brand name.

Paraphrasing the well-known phrase “The theater begins with a hanger”, we can say for sure that any company begins with a brand.

You can have a brilliant idea, thought out to the details, a smart team of like-minded people, but if you don’t think, how to create a company brand, which will contribute to its rapid promotion, it will be much more difficult to promote your business.

This is the brand name of the company, which can either be loved by customers and you don’t even need a powerful promo, because the logo will do everything by itself, or it will annoy potential consumers and they will purchase the products and services of the company that did the branding more successfully.

Create a company brand or create a product?

If your business is not producing high-quality products or services that are in demand by consumers, then even the most creative and memorable brand will not help you move in the market.

A lot depends on successful branding, but not everything.

The legendary bitten apple Apple would never have conquered the whole world, if not for the unique products of the company, for each novelty of which there is a queue.

If you can offer customers the right and high-quality product, then the symbolism you created (even if it is slightly not perfect) will be loved and remembered by people.

Naturally, there may be exceptions to this rule, but they are so insignificant that they only confirm the correctness of this statement.

And yet, despite all of the above, you should not ignore such an important element of the company's marketing plan as branding.

People won't get to know about your great products if you don't advertise them.

Where do you need to start to create a successful brand?

You cannot work on the creation of a sign, focusing only on your own tastes.

The first thing to do is to study your audience, understand who your customers are and what they expect from you.

For example, if you produce youth clothing, then branding should be bright, creative, a little provocative, which will resonate with a young audience.

If your products or services are aimed at the older generation, then you should do without provocations, and use calmer colors, remember about retro styling, etc.

With the help of branding, you can create either a positive or negative attitude towards your company.

Of course, the policy you pursue towards your customers, how honest you are with them, also plays a big role, but you should not forget about branding either.

To create a successful brand, you will need several components in the preparatory phase:

Carefully study your audience to understand what they expect from you.
Friendly and trustworthy attitude towards her.
Open positioning yourself as a company that understands and values its customers.

How to create a successful company brand: strategy

Entrepreneurs should not independently engage in an advertising company.

Naturally, no one except them knows how good the goods or services produced by the enterprise are.

But marketing does not tolerate amateurs.

It is impossible to develop a successful logo without a deep knowledge of the market, because you need not just a beautiful picture that will look nice on promotional products, you need an idea that will work.

And only a highly qualified specialist can cope with such a complex task.

How to create a brand? Develop a strategy:

Study your audience.
Analyze the strengths of the product you are creating and understand how to present it in the most favorable light.
Familiarize yourself with promotional products that are already presented in your market segment.
Create multiple options to choose the most suitable one.
Release a trial batch of products using the created logo.
To study the reaction of consumers to it.
Order rebranding, if required.

A logo is something without which it is impossible to create a successful brand.

Some people often confuse concepts such as "brand" and "logo", although they are not identical.

The logo is a part of the brand, it is a corporate image that will be placed on all products and actively used in the advertising campaign.

Decide for yourself whether your logo will contain a picture or whether you agree to be content with stylized text.

When thinking about how to create a company brand, do not forget that its logo should be:

without small details that overload it;
readable in any, even the smallest size;
easy to understand and remember;
beautiful and not cause negative associations;
unique so that it cannot be confused with any other.

It is very important to choose the right color. It is advisable to use colors that:

not used by your competitors;
meet the philosophy of the company (for example, the production of eco-cosmetics implies the use of green color);
go well with each other if you are not a fan of monochrome logos.

How much does it cost to create a successful brand?

Few people know that the brand name of the world-famous Nike was invented by a college student and cost the founders of the company only $35.

Can you imagine Nike products today without this legendary logo?

And the laconic Google brand (colored letters on a white background) was generally invented by the founders of the company, because they did not have extra money to pay designers and marketers.

What am I doing now?

In addition, you can throw away hundreds of thousands of dollars to pay for the services of a promoted designer and get a zilch at the end, or you can spend mere pennies and create a legend.

It all depends on how:

quality products you produce;
a talented designer works with you;
you understand the tastes and moods of your consumers;
you have carefully thought out the preparatory stage (the less money you have, the more research should be carried out, which will precede the creation of the brand);
correctly you present the created brand to the audience.

How to understand that you managed to create a successful brand?

Here you have several options for the company logo you just created.

How to understand that among them there is the one that will become legendary, that will be recognized even by children?

This can be understood in several ways:

Listen to your feelings and emotions when you look at one of the pictures.

Conduct a mini-survey among your employees and acquaintances to see if their tastes match yours.

If you are not constrained in funds, then you can order a full-fledged study.

Answer questions honestly: “Does the created product meet the philosophy of your company?”, “Does it solve the tasks assigned to it?”, “Does it evoke positive emotions or something in it annoys you?” etc.

It is also very important that the created brand icon is easy to remember, otherwise it is simply pointless to invest a lot of money in an advertising company if the branding is unsuccessful and your logo will be confused with some other one.

In this video,

stories of creating brands of successful companies are presented.

They have a lot to learn.

Even the most talented and hyped designers and marketers do not always know how to create a company brand which is sure to be successful.

The birth of a legend is due to so many different factors that it is simply impossible to calculate everything with mathematical accuracy.

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In this issue, we will talk abouthow to create a brandin 10 steps. It doesn't matter if you are building a brand yourself or entrust this work to professionals, these 10 simple basicswill help you build a really cool brand that will bring good dividends over time.

Below, we'll walk you through how to build your brand in 10 steps. Everyone knows the saying “the devil is in the details”, this saying can be safely applied in this case. Sometimes seemingly insignificant details play a key role in the success of a brand.

Everything must be perfect in a successful brand, starting from a well-defined mission of the company and ending with beautiful branded packaging. We will try to go over the most important details in creating a brand, which must be taken into account.

Step #1 Marketing research"

It is very important to study the market you plan to enter. Analyze all possible competitors. Interview the target audience.

Step #2 "

Brand positioning is an idea that will distinguish your brand from hundreds of others. Not infrequently, positioning is called the "mission of the company." Let's look at examples of brand positioning using the example of an auto business.

Positioning examples famous car brands:

Mercedes- prestige;

Ferrari- speed;

Volvo- safety.

It should also be understood that these are not just beautiful mottos in order to stand out from the general background. It is these criteria that are the main when creating cars for each of these companies. Accordingly, when the buyer chooses one of these firms, he knows in advance what he will receive upon purchase.

Step No. 3" Name development»

At first glance, it can show that there is nothing easier than writing a few dozen suitable options and choosing the best one. But not everything is so simple! You need to understand that the name should evoke the necessary emotions in the client, it should sound good (because it will be used in advertising slogans, etc.), and so it should reflect the "mission" of the company. As in the example above with car brands.

Step #4 Trade registration brand »

To register a trademark, you will need to apply to the federal executive body for intellectual property, or rather, to FIPS. After that, you will need to fill in all the necessary documents, fill out an application for registration of a trademark and send the necessary documents to the Patent Office (FIPS).

The registration amount can range from 12,000 to 16,000 rubles, depending on the class of the Nice Classification. There are also firms that, for a fee, will help you do most of the work for you, help with paperwork, etc.

Step #5 "Logo Design"

At this stage, you need to come up with a kind of logo for your brand. Here you can go in 2 ways: 1) do everything yourself, 2) connect a third party company or freelancer. If this is a serious company, of course, you cannot do without the help of a studio or a freelancer and a professional designer. When creating a brand from scratch, there is no need to rush, because the logo will be the face of the company, will be on all advertising booklets and other information related to the company.

The amount for the development of a logo can be completely different. Sometimes on large forums you can see a thread with a task: “Design a logo for some company”, naturally with a prize fund for the winner. And people send their sketches on this topic, and at the end of the month the owner chooses the best option and makes it a logo for his new company. This is certainly not a standard approach to creating a logo, but many companies use this method.

Step No. 6 "Corporate style selection"

Corporate style is needed in order to emphasize the features of the company, highlight its individuality. Today, corporate symbols are an integral part of the image for a company of any level. The right style helps the product or brand to be recognizable, inspires confidence in the buyer, etc., etc. But this is the essence of creating a brand.

Step No. 7 "Creating a brand character"

Everything is ambiguous here, many successful firms know how to character, but there are hundreds of other firms that do not use them. It all depends on the company and its vision of the company's marketing. Therefore, each company decides for itself whether to use characters in brand creation or not.

Famous brand characters:

Nestle- a brown rabbit named Quickie;
Marlboro- cowboy.

In addition, each character has its own peculiarity, for example, Marlboro the cowboy (heroic character), Quicky the rabbit (Nestle) character is a friend. This approach proved to be quite good, because we know many brands precisely by their characters.

Step #8 "Creating the package"

Each brand should have its own unique packaging with the brand logo, corporate colors and all other attributes.Many especially foreign brands manage to make such packaging that after buying a product, a box or packagingI don’t even want to cut it, it’s so good with them.

It would seem a trifle, but such things form additional sympathy for the brand. Of course, no one will buy your products because of one box, but high-quality packaging will be an undoubted plus for the client's relationship with the brand.

Step #9 "Brand promotion"

In promotion or brand promotion, there is no perfect formula that would work in all cases. After all, each niche has its own most profitable ways of promotion. In addition, a lot depends on your financial capabilities, the level of competition, etc., etc.

Therefore, if you do not have the skills in brand promotion, it is better to hire professionals who do this every day. They will draw up a rough promotion plan for you depending on your budget, give you useful advice, etc.

Step number 10 "Development of an advertising concept"

This step is closely related to the previous one. Typically, an advertising concept is developed at the stage of promotion or before it begins. For these purposes, again, it is worth contacting professionals who will do all the work for you.

Advantages and disadvantages of building a brand

There are pros and cons to brand development. Of course, there are many more pluses, but the minuses must also be taken into account. Because it's easier said than done. And if the brand does not keep its word, such a brand will never be in demand among buyers.

pros	Minuses
The ability to attract new customers (by standing out from competitors); Increasing the cost of production; Customers for life (if the buyer likes your product, he will always prefer your product over the products of your competitors).	All products must comply with the brand image. Otherwise, it will have a very negative impact on the brand as a whole. If quality is your motto, all goods should be of better quality than competitors, etc.

Now you know the basics of how to create a brand and what steps you need to take for this. Remember that knowledge is worth nothing if it is not put into practice. Therefore, if you have long wanted to create a brand, but did not dare to go for it, why not do it today.

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Trademark "trademark" and brand "brand" are not identical concepts. Before talking about how a brand is created, you need to decide what exactly this word means.

The concept and structure of the brand

The basis of the brand is information presented in a symbolic form, related to certain products or services and having a special value for the target audience (TA). The brand becomes unique due to the complex development of such elements as:

Name;
design solution (from the logo, colors and fonts to branded clothing);
corporate culture and behavior (norms and values common to all employees; the company's anthem and the so-called "musical logo"; uniforms);
corporate communication (PR and advertising events);
tactile component (materials used for the production of the product itself and its packaging);
specific aromas (perfumes or just the smell of packaging).

Main functions of the brand

Why create a brand? We have identified the following functions and tasks:

capture a certain niche in the market of goods and services;
establishing a well-traceable associative link between the manufacturing company and its products;
ensuring company recognition;
guaranteeing the quality of goods and services;
formation of a reasonable pricing policy;
creating a base for increasing sales;
Establishment of sales of goods and search for permanent business partners.

Brand vs Trademark: What's the Difference?

Many entrepreneurs do not see the difference between these terms. But she is. A brand is an original verbal, pictorial or combined display of a company and its products. The concept of a brand is narrower. It implies not only the uniqueness of the presentation of information about a particular company and products, but also a high degree of recognition for customers.

Thus, it turns out that every brand is a trademark. However, a brand is only a trademark that the target audience knows well.

Only in the case of establishing the most durable, trusting relationship between customers and the company, the trademark has a chance to get the status of a brand.

Stages of brand building

The brand development process includes many steps.

1. It begins with the study of the activities of competitors.
2. The next step is to identify customer needs. To do this, you need to conduct surveys of the target audience, find out the opinion of its representatives about similar companies: in particular, about what is missing in the products of competitors, and what consumers like about it.
3. Then the company should take a certain position in the market (it should be unique, making it possible to fix the positive image of the company in the mind of the consumer).
4. After that, it's time to work on the concept. At this stage, the original name, motto, legend, advertising texts, logo and other visual components are born.
5. The creation of the brand is completed with the development of an advertising campaign. Ways to promote the brand are selected based on the financial capabilities of the company.

Brand promotion

Currently, the brand owner has many tools to help increase its popularity and recognition. Here are the most common ones:

advertising banners and billboards;
commercials broadcast on TV;
radio advertising;
branded products;
official site;
organization of business meetings and training events;
"viral" promotions;
shocking the public;
activity within social networks;
organization of a specialized community;
launch of socially significant projects;
hiring "dummy ducks" that spread information about the trademark (brand).

For brand recognition, the original name and expressive logo are of great importance. It is these two elements that the consumer focuses on when considering the possibility of purchasing a service or product.

They also serve to form a general idea of the company in the mind of a potential client. That is why, when creating a brand, it is necessary to pay special attention to the issue of choosing a name and logo.

Naming development

Not every name contributes to the popularity and recognition of the brand. To promote as quickly as possible, the name should be:

1. Simple (to avoid wrong associations).
2. Concise (a short combination of words is easier to remember).
3. Truthful (otherwise customers will be disappointed with the product and will not support it).
4. Easily pronounceable (will always be heard and remembered faster).
5. Positive (positive emotions arising from the mention of the brand are a guarantee of loyalty to it).
6. euphonious.
7. Unique (otherwise it cannot be patented).
8. Graphic (because the clarity of writing contributes to better recognition).
9. Multi-valued (causing interesting associations and, as a result, distinguishing a company (product) from a number of similar ones).
10. Protectable (because in order to ensure the desired reputation, it will be necessary to carry out legal protection of the name).

How a logo is developed

The logo is the guarantor of company recognition. It allows the consumer to distinguish its products from numerous analogues produced by competitors. The logo indicates the high quality of the product, its aesthetic merits. It is another brand advertising tool.

But not any logo will be able to fulfill the mission assigned to it, but only the one that was developed taking into account all the rules of marketing. In other words, the logo should be:

spectacular (memorable);
relevant (that is, corresponding to the ideas of the target audience about the beautiful and right);
unique (to ensure maximum differences from competitors);
harmonious in color (the abundance of shades and details harms the logo);
capable of expressing the ideas of the company, not compromising it and creating a positive image;
associative (so that the consumer correctly perceives the values of the company displayed in a symbolic form).

Not every brand, even an old and respected one, turns into a brand. Raising the status requires serious financial injections. To create a brand, the brand owner must have outstanding entrepreneurial skills.

Brand for your product, you need to know what other similar products are on the market and which one has the strongest brand. He will become your competitor. Your task is to position your product as the same, but with some advantage. For example, your shampoo for oily hair not only washes the hair well, but also acts on the scalp in such a way that the hair does not become oily for a long time, because it is the scalp that is “to blame” for the excessive oiliness of the hair.

A brand always carries a certain positive message for a certain circle of people. For someone who drives a Nissan Teana, the vehicle's elegance and solidity combined with its reliability can be such a positive message. For those who drink "Klinskoye" - looseness, fun, freedom from obligations, the opportunity to "break away".

A brand is made up of little things. Each detail can be both key and a failure. You can extol the durability of a car - a very important quality for it, but have a low level, because for people who are ready to buy this particular car, style, the ability to drive at high speed, etc. are more important than it.

Start the promotion before the product is launched on, warm up the interest of the consumer. Before going out and buying a shampoo (to use the shampoo for oily hair example further), the consumer should be firmly aware that, among others, there is a special shampoo that works well on oily scalp, which distinguishes it from all other similar shampoos. .

Clothing at the dawn of mankind

The first "suit" can be considered the skins of animals worn by primitive man. With the development of civilization, clothing becomes a sign of social status, a branch of production. Over time, a person moves from hunting and gathering to a productive economy - he breeds livestock, plows the land, and masters crafts. People have learned to process plant fibers and create canvas. During this period, the loom was invented, and the fabric was sewn together with needles from the bones of small animals and fish. To obtain threads from wool, a spindle was invented.

With climate change, there was a need to protect the body from the cold, which led to the appearance of fur. Animal skins were processed with scrapers made of stone, shells, later of metal, tanned with sour-milk products, decoctions of oak and willow bark, and soft skins and skins were obtained from which shoes, sheepskin coats, and fur coats were sewn. Fur to this day remains an important raw material for the manufacture of outerwear. The old way of processing wool is felting. Items made of felt were especially common among nomadic peoples.

Suit evolution

Each historical period brought its own style to clothing, its own forms, material. The costume reflects the aesthetic views that existed at one time or another. The clothes of ancient Greece and Rome were a piece of fabric, skillfully draped. Linen was the main raw material from which fabrics were made.

As time went on, draperies gradually replaced cut dresses. They began to distinguish between the back and the front, cut out and sewn on the sleeves separately. The outfits of medieval Europe hid body shapes as much as possible and were far from perfect. Gothic fashion showed the world a tight-fitting bodice and narrow sleeves. The outfit of fashionistas was complemented by narrow pointed shoes and a high cone-shaped cap.

In the Renaissance, the costumes are simple cut, without excessive pretentiousness, in the dress the skirt is separated from the bodice. In the 17th century, France became the trendsetter. During the time of Louis XIV, the Baroque style was in fashion - majestic, grandiloquent. Characteristic elements are a high standing collar and an abundance of lace.

In the 18th century, a sewing machine appeared, cumbersome and inconvenient. In 1850, Isaac Singer improved the design of the machine. This led to the creation of garment factories. In the 19th century, mass tailoring began.

Advice 3: When and why did the first clothes with a hood appear

Hooded clothing is very popular among young people. It has been used for over a year now. It is difficult to say exactly when it was invented. Most likely, hoods were invented in antiquity, since there is nothing easier than putting two pieces of skin together and fastening them together.

What the sources say

The first appearance of hooded clothing was marked by the Bronze Age. In the present territory of Denmark in the 3rd century AD, the ancient Scotts - ancestors lived. It was they who wore short woolen cloaks, the hood on which was fastened under the throat by a fastener or belt.

Later, Catholic monks began to wear similar cloaks, taking as a basis the cut of these clothes from ancient cattle. They only changed their length, completely hiding their legs under them. It was then that the word "hood" itself appeared. It came from the monks who are in the order of the Capuchins. These clergy were required to hide their faces behind hoods.

Other sources say that the hood was invented on the basis of a cloth cap, which was used as a balaclava for knights. At that time, this element of clothing covered the neck and ears of noble men.

The role of monks in the history of the hood

The right to wear this piece of clothing for a long time belonged only to the clergy. The hood symbolized death, retreat and invisibility. Covering the head of the monks, he denoted spirituality and thoughts.

By the way, some ancient deities were also depicted in hoods. These include the Celtic god of the underworld, who was depicted wearing a pointed red hood.

In the 13th century, this piece of clothing became popular in secular salons. At that time, the hood was made quite wide. It was worn by both women and men. The weak half of humanity gave the hoods some form. The result was something like a chump. Men were allowed to wear this piece of clothing, loosely hanging down to the waist.

In the notes of an Augustinian monk, one can find confirmation of the fact that the hood has become a fashionable item of clothing. In his writings, a vain townswoman was noted who wore a man's hood.

After some more time, this wardrobe item will move to Spain. It was there that black lace hoods were first introduced into fashion. Thus, the Spaniards hid their faces from the ardent eyes of the Spaniards.

Having ceased to be a means of protection from the weather, the hood has become a luxurious item of clothing. It was decorated with feathers, ribbons or fur. He not only well emphasized female beauty, but also added mystery to the fair sex.

New story

The feminist movement emerged in the 20th century. Hoods ceased to be the epitome of grace and grace and were subject to persecution. Sly coquetry is a thing of the past - frankness and decisiveness have come into fashion. Women began to wear things that previously belonged only to men.

For a long time, feminists did not allow hoods to return to fashion. But realizing that they can be not only silk and airy, they decided to return this element of clothing to women's wardrobes. But his appearance and cut still changed. Now the hoods looked like knight's balaclavas, which gave the face severity.

A little more time passed before the hood began to be used as an independent piece of clothing. It is sewn to jackets, T-shirts, coats, sweatshirts. The hood can not only be sewn, but also knitted. It makes clothes more practical.

Successful building of a personal brand is an additional source of income
How to create a personal brand
How to create a personal branding plan

In the new century, professionals in various fields have increasingly begun to think about how to stand out from a large number of other professionals, in other words, how to create a personal brand.

Most often, building a personal brand is important for highly qualified specialists, top managers and heads of companies in the fields of science, culture, business and retail. This phenomenon has reached a particularly noticeable flowering in the West. There, for example, you can often see small shops, cafes, restaurants, the name of which is the name of the owner.

If you have been thinking about your career goal, how to create your own niche and become one of the market leaders, this article is for you.

Successful building of a personal brand is an additional source of income

You should always remember that having high goals becomes the spiritual component of the brand. Building a personal brand is a matter of time. It is always unique and must match the legend you have created for yourself. To build a strong personal brand, you need to be a self-sufficient person, you need to invest effort, money, spare no time.

To get started, try asking yourself a few questions.

Which target audience should know about me, who is it?
Why do these people need to know about me?
What information can they know about me?
What are the ways to convey information about me to the target audience?

A personal brand allows you to raise your value in the market. A successful personal brand is an additional source of income. A strong personal brand can give you a great deal of freedom and the ability to create a new theme for your professional niche. To do this, do the following.

Analyze your professional niche.
Understand the criteria by which specialists in this field of activity are evaluated.
Analyze your best and worst abilities.
Choose strategies for career growth in this market.
Find out how high the salary is possible for such a specialist.
Set a financial goal for the coming year.

How to find out how much a brand is worth

What factors influence the value of a brand and what formulas are used to calculate its value, the editors of the General Director magazine figured out and prepared a step-by-step calculation algorithm for you.

How a personal brand is created

Step #1. Raising ourselves from the level of a specialist to the level of a market expert

If you're going to promote yourself as a professional, build an image of yourself as a product.

Determine how you can be useful to other people.
Take care of appearance, business card, image, create a blog, website and write on professional topics.

Your business card can be an invaluable help in building your own brand. A business card is a space for creativity. Be sure to bring at least 5-7 business cards with you to the meeting. At the same time, before putting your business card in your interlocutor's pocket, talk to him for a while and ask him a few questions.

It is important that your business card contains the following information:

FULL NAME.;
Company `s logo;
job title;
Company name;
contacts.

You can also give additional information about your career achievements, important events or hobbies and hobbies.

Your image in professional circles is important. Therefore, feel free to participate in forums, professional communities, contests, answer questions from clients and colleagues.

When you become an expert, you move to the level of a professional. In business, this may mean that you are turning from an employee into a partner, doing common work with company leaders. Now you work not for money, but for what you are really interested in as a professional.

Step #2. We increase our income by creating popularity in professional circles

So, by creating the image of a successful celebrity, you can afford to live with dignity. That is, in order to increase your income, you need to become valuable in the labor market.

The more people know about your achievements and personal attitude to something, the more people understand that you are a successful person. And the stars are worth several times more! Your opinion will be considered more if you are more famous and authoritative for other people. If a person is a popular person, this is a definite plus for the organization. The level of reward for the work done in this case will also increase.

Step #3. Expanding the customer base

New service consumers come by themselves as they go for a well-known name. By creating a positive image, you:

proceed from the basic postulates that you are a useful person,
help other people
work in a niche in which you bring the greatest value.

New clients come to you as a specialist in their field. For example, many will prefer to learn time management from Gleb Arkhangelsky, read books on business published by Igor Mann, or order a website from Artemy Lebedev. I think everyone will remember a few names of businessmen or consultants who are well-known in your city.

Step number 4. You position yourself as a unique product in the market

Offer unique services, create your own unique style. Find your niche in the job market.

Your professionalism is everything that is directly related to your work. A man-brand is his projects. A person-brand is spoken about not only by his appearance, but by the way he does his job. Details can be remembered: style, design, manner of presenting information, vivid presentation. The latter is relevant for those who act as a business coach.

Your task is not only to teach the client here and now, but to make sure that he remembers you and calls again tomorrow, the day after tomorrow - when he again has a similar question.

How to develop leadership qualities: 3 undeniable rules of life

Step number 5. Develop your personality

Learn all the time, evaluate your professionalism in comparison with other experts, take the best from them, constantly improve your education. Take information not only in a narrow professional field, but also in its adjacent areas. State yourself constantly.

Keep track of all technologies, innovations in your professional field.

The ability to teach other people becomes important. Give them advice, change their lives for the better.

A well-known example is Artemy Lebedev. This is the first person who took up web design in Russia. He is a market leader and believes that design will save the world. The main tool for promoting your brand is to become a guru in your field in Russia. To increase his influence, Lebedev established the "Hard Disk Drive" award, which he gave out to the sites he liked. Experts in the CEO School course will tell you about other inspiring examples.

Personal brand promotion plan

The goals of promoting a personal brand can be divided into two areas:

customer stimulation;
improving the image of your own brand.

Use the Impact Hierarchy Model to maximize demand and promote your professional services. According to her, customers go through several stages from the realization of needs to purchase.

In the first and second stages, the goal of promotion is to inform about you as a professional. As many people as possible should know about your services.

On the third and fourth you form a preference for your professional services. At this stage, when they already know about you and even, perhaps, used your services, you need to force them to buy your services again. It is appropriate to offer promotions, cost reduction.

And in the last stages, you convince the client that you are better than your competitors and maintain your image. And for this you need to constantly improve, learn, accumulate experience. The main thing is to remind about yourself and about what services or goods you have in your arsenal.