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rand names are absolutely crucial for all types of business. Making a successful brand name is no simple task; it is not just about choosing a name, logo or a slogan.

The core of a strong brand is value, and that consists of a great product or service sought by customers. But the product and service must be supported by creative and effective marketing.

First, and the most important factor, is deciding what you want to be out front in the public eye. Create a memorable brand name. The easier it is to memorize your brand name, the more successful you will be in the future. Create a name that is distinctive compared to others and with a strong meaning. The name must be associated with the image of your product or service. How a customer perceives your business and what your business stands for in his or her mind will influence the pattern of your business.

Second is brand positioning: a strong brand should have a clear position in the market. Great brand positioning is not about a bridge or a wheel of a brand, it is more like an idea which has the power to inspire the audience. Positioning is achieved through several means, including a brand name, an image, service standards, a product guarantee, packagin and the way it is delivered to the audience. Having great positioning in the market is the most important thing, and so a brand must be the following three things:

Be different. To develop a powerful brand, first you have to make sure that you are different from your competitors. Many companies may offer the same product and service as you, which leads to tough competition in the market. That'€™s why you need to be innovative and different. Differentiation helps people make choices. So stand out in the market and make it easy for the audience to choose you.

Be focused. Define your target market, because everything starts and ends in the audience'€™s mind. Don'€™t target everyone which might seem safe at first because everyone will not focus only on you. Other competitors also vie for the audience'€™s attention and therefore, it will be more effective if you focus on a targeted segment of the population. Focused does not only mean a certain audience will be attracted by your product, but they'€™ll also be willing to pay more for it.

Be consistent. Your brand image should meet your target customers'€™ expectations, needs and aspirations. Tell a clear story about your brand vision and mission. Build a strong brand through customer experience. Identify all touch points where customers interact with your company, because you need to create a consistent experience at each of these touch points.

An example is that marketers can conduct mystery shopping, and act like a consumer who is eager to buy a Starbucks coffee. This kind of activity is very important for a company to analyze how the employee interacts with the consumer, the environment of the store, and all other factors.

Have you already fulfilled the consumer'€™s expectations or not? Be sure to create a lasting emotional connection with customers.

There is also communication and promotion. This element plays an important role in building a successful brand, because if you want to spread the message of your product to the market, you need to create a successful promotional mix first.

Promotional mix is divided into several elements like advertising, personal selling, publicity, sales promotion and direct marketing, all of the elements can be used to create a powerful and successful brand.

Also, be sure to deliver on your promises. Every business wants to be a customer'€™s first choice. Therefore you need to be sure that you can always deliver your promises using your strengths and capabilities. You need to focus on what your customers want and how you can deliver it according to your promises. Keep the brand promise simple and honest so that it is easily remembered by the audience. A good brand promise should fulfill your customer needs.

Remember, a strong brand can make your business stand out even in the most competitive markets.

Adila Gani is brand consultant at DM IDHOLLAND and Daniel Surya is its chairman and president for Southeast Asia.