3 factors to consider when planning for a consumer brand

Today, I would like to share 3 factors to consider when you plan for launching a consumer brand. Branding is the second way that a distributor can bring products for the market and make sales.?

These factors might be quite universal so that you can apply these factors in industries other than the consumer goods sector. I hope you get a slight idea on what is involved in the brand creation process.?

Without further ado, let's get started.?

1. Brand name?

It is the most obvious factor to consider when planning for a brand creation. Without an attractive name and a logo, it might not be possible to gather consumers' attention in today's crowded markets.?

It is important to think about the names that many people can remember. You can imitate some popular brand names to get some kind of similarity with popular household names.

Still, you want to have a unique identity as a brand that differentiates your products or service in the market. You need to think about how to secure such a uniqueness while making it easy to recognize for the ordinary consumer.

You can have brainstorming sessions with your experienced staff members to come up with various ideas for brand names. You should not put any limits on their imagination since it is important to gather as many options as possible.?

You might already have a brand name that suits you the most, but it is important to listen to others on how your ideal brand name works. It might be possible that your brand name can't generate the effect that you expected.?

It would be vital for you to gather collective inputs on your brand names and think about how you would like to register your brand. You can pursue an option either to register your brand as a word or a figurative mark, so you should think about your options.?

The bottom line is that you need to gather as many inputs as possible and think over those candidates to find the best one. You should also think about the type of mark that you want to register so that you can plan out a work schedule for your designer if needed.?

2. Product Category?

Choosing a brand name is the beginning of the brand creation process. Once you determine how you would represent your brand, you need to think about what your brand incorporates.?

Without deciding the contents of your brand, it would become a mere shell which contains no valuable stuff inside. To make your brand valuable to your consumers, you need to determine what kind of products you would like to carry.

You may need to research what kind of product categories are available in your industry. For example, if you want to create a processed food brand, you need to know what kind of processed foods are available in the industry.?

You may encounter products that would need a low temperature for shipping and storage. If you want to deal with these products, then you need to have a concrete plan or partnership to carry these goods with no issue.?

An extra hurdle might exist if you aim to carry frozen processed food in your brand portfolio. Shipping will become more expensive since you need to use a refrigerated container and storage space for frozen food.?

If you aim to distribute dry processed food which requires no refrigeration, it would be easy to start. You can use your normal container to bring these goods and store them in your warehouse without any concern.?

So, if you want to start a food brand, it might be better to start out with dry processed food such as ramen. They need no special storage and transportation requirements, which are good for saving your cost.?

When you want to launch a brand, think about your product category and things you have to consider when you carry these goods for your brand. It would save your time and effort to launch your consumer goods brand without paying much money.?

3. Channels?

When you launch a brand, you also need to figure out the channels you want to use. These channels would be gateways that connect you to the end consumers.?

You may choose to sell your goods to your consumers through online platforms. It is a 'direct-to-consumer' (DTC) model that has no middlemen connecting you and your end consumers.?

Since you have no middlemen, you would have a higher markup for yourself while making your products cheap to buy. You would get a part of the markups that would have gone to your distribution partner and reduce your product price for the rest.?

If you choose a DTC model, you need to think hard about your marketing strategy since it is difficult for consumers to know you right away. You need to engage in activities to promote your brand and where people can buy your products.

Even with your marketing activities, your business may not continue for a long-term.? Your revenue would be fluctuating all the time since people don't buy fixed amounts of goods in regular intervals.?

If your competitor outran you with their marketing initiatives and better price, you might lose your customer base. So, if you choose the DTC model, you need to think about what you need to do and what kind of consequences might come.?

If you choose to distribute your goods via the 'business-to-business' (B2B) model, it may take a lot of time to generate considerable revenue. Notable supermarkets have stringent product standards and price levels that only few can meet.?

You need to prepare yourself for reaching out to these supermarkets for years to get a single contract to deliver your goods to them. You need to have enough runway in cash or generate revenue in other ways to sustain your business.?

The DTC model is a good complement for your B2B model that you strive for. You need to generate your revenue by selling your goods to end customers via online to buy time and money to reach out to supermarkets.?

So, you need to think about your channels and strategies on how to get into these channels. You need to think about these early on, so that your consumer brand can last for a long term.?

4. Wrap-up?

I hope you now have some idea on what factors you need to consider when you want to launch a consumer brand. It is not an easy process, and you need to have careful planning to make your brand long-lasting.?

By considering these 3 factors, you would have a better idea on how your brand would work in the market. When you are considering these factors, you might also know that you are not ready yet.?

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