How to Create a Fabulous Brand

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Imagine you are about to set up a really fabulous brand. What are you going to do? It may sound easy: just claim your brand is "better" or "the best". Then claim you do everyone else does and more! Then talk about your service adding lots of hyperbole... If you really believe in these words, you are awfully wrong. Unfortunately, that's common branding strategy, which makes for a bland brand. So what makes a brand awesome? The path to branding awesomeness is: * a promise * a personality * focus on that promise. A promise is a definition of a product. Firstly, you have to describe it like it is unique. On this stage of branding we have to come up with the concept, the name and the slogan. The concept is a heart of a brand. It is based on defining target audience and product pros and cons so that we can identify the most significant side of a project and light it up. I have to mention, that you should spotlight only one side, so that it would be your brand’s speciality. After defining the concept, we have to explain it to our customer in a few powerful words. We can do it with the help of a name and a slogan. There are two types of brand names - descriptive or a unique made-up word. Descriptive names are believed to be suitable for small local businesses without much of budget, where the name itself is already the ads. Apart from it, a made-up word requires more money spent on ads, but it is distinctive, usually easy to remember and flexible for strategic business changes. Then, we have to create a slogan. Slogan should be a reflection of your brand's concept. There are a number of different types of them, for instance: descriptive, based on benefit, difference or personality, provocative or motivative. Nevertheless, every good slogan has

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