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How to develop a brand?

 Whether it is a business, service, product or personal brand, the objective is to win, retain or even attach a target audience. But how to design and develop a brand that wins support, withstands the onslaught of competitors, settles over time and becomes a landmark for its users? Update with Philippe Payne, author of the guide “Creating and developing a brand” published by Study rami.

The Internet and new technologies have become essential vectors for boosting the brand which, almost unbeknownst to it, have taken it out of its territories at borders which until then were well marked. This could result in an undergone globalization of the virtual brand transformed into real globalization of the physical brand.

Henceforth, the brand is opening up to heterogeneous, even unpredictable audiences, which scramble its traditional fields of expression and generate new strategies: brand communication is now becoming global, difficult to segment and above all indelible… because “ memory »The Internet never goes away.

A global approach

This is why, to be noticed and co-opted, the brand of tomorrow must develop and exploit its fundamental values ​​in order to establish itself in the field of conviction. The transformations - even the reversals - of appearance and speech belong to the past; the brand must be expressed in a coherent way in space (comprehensiveness), in time (stability) and with all - each - its interlocutors.

Without a strong and lasting conviction, the brand no longer does its trade as a brand: it becomes dependent on the versatile demands of the public and is influenced by the markets instead of being a driving force behind them. The current context of crisis makes economic players cautious, curbs innovation and influences the dynamics of brands.

It is particularly in this fragile and timid environment that, to win, the brand must be holistic, coherent, credible and committed to expressing its convictions. It is through the implementation of a global brand identity approach (under its legal, marketing, creative, qualitative, quantitative, financial aspects, etc.) that it will lead to developing its strength, originality, consistency and its sustainability. Philippe Payen