Building a Brand: Learning the Basic Strategies of Brand Optimization

A brand is anything that creates visual recognition with your target audience. Most of the time, a brand will be the name of a business, although it can also be a single person, as is often the case with many celebrities. Brand optimization refers to any steps taken to position your brand in a way that connects with a specific audience.

Optimizing a Brand without a Name

A brand doesn't necessarily need a name if you are the brand yourself, as is often the case with doctors in private practice. In instances like this, you're not creating a brand name per se; you're attempting to associate certain attributes with your "brand" or establish yourself as a source of reliable information within your area of expertise.

Preventing Cannibalization with Optimization

Once your brand becomes established among a certain group of consumers, your overall brand isn't likely to be hurt by the introduction of a new product. A perfect example of this is the many products introduced under the Apple name. Due to the instant recognition of the brand, a shift in revenue from one product to another isn't likely to impact the brand itself.

Creating a Solid Brand Identity

There is no secret formula for creating iconic brands like Coca-Cola and Disney. In some cases, it's a goal achieved through clever marketing, with GoDaddy being a prime example. Brands often become effectively optimized with a combination of:

• Fresh, engaging content
• Content optimized for specific audiences
• Competitor awareness and analysis
• Constant result tracking

It's going to take time to create a brand that is instantly recognizable among your target audience. If you're not sure where to get started, consider seeking input from a marketing firm with the resources required to create, execute, monitor, and fine-tune optimization strategies.