No matter what the product is, people have to know about it in order to buy it. Not only is it necessary to have the brand message clear and correct, but it is also of utmost importance to have an effective promotion that allows it to be disseminated to the right people, through the right media and with enough repetition to allow for real retention.
It is also necessary to work on your brand’s Competitive Advantage and Competitive Difference. Competitive Advantage is a company’s ability to make a product better than its competitors. While Competitive Difference is the ability of a brand to be perceived by its potential customers as a solution different from others.
Finally, you can employ Storytelling to tell a story of your brand to the public. The brand has to represent “why we do what we do” and Branding is a brand management process that is done through Marketing and Corporate Communication. It makes no sense to have a brand without a common thread, a storytelling, that connects our way of seeing the company, the products, with our customers. That common thread, that storytelling, must have a recognizable cohesive element in the brand.