Brand naming, brand positioning, brand architecture, product design, package design, advertising campaigns - what do all of these and every other marketing component have in common? To be successful, they must be based on a deep understanding of the customer, including his beliefs, attitudes, values, hopes, fears, desires and needs.
I continue to be surprised by how many of our clients lack this customer insight. They create new brands and sub-brands without it. They name brands without it. The create tag lines without it. They design products without it. They create new packaging without it. And they even develop new advertising campaigns without it.
Every organization should have resources and processes/mechanisms to gain deep customer insight. This could be in the form of consumer managers, marketing research professionals, salesforce feedback mechanisms, customer co-creation processes or something else.
Related to this is the belief that "our brand is for everyone," giving the marketer a "pass" on creating more focused marketing messages and campaigns. "We can't say anything in particular because our brand appeals to such a large cross-section of people."
Central to brands are their focus and targeting. This is what makes them relevant and compelling. Take the time to get to know your customers so that you are able to focus all that you do for greatest advantage based on their particular beliefs, attitudes, values, hopes, fears, desires and needs.
I wish you every success with this.