Turning your Weekend Idea into a Brand

Its usually a lingering thought, a spark, a flash, a whisper deep inside your mind…Hey why don’t you start doing this. Or start selling this. Or start making this. It could be a new Pet product, a Bakery, a training service…

How can we ignore an idea born out of intuition.

Here’s how to take that gut feeling and slowly move into a lucrative product ready to launch.Beyond the Mind

Let’s test it. It may look great in our minds, but what if it was just fancy imagination. Share it with friends, family, colleagues, gym buddies, neighbours.Check their excitement, body language. Pick that feedback and make notes. All those single words, adjectives they said. Solving a NeedFind out is it solving a real real problem. Does everyone you meet gets excited. What are they saying.. Do you have to watch out for somethingBasis this refine your thoughts.

Now sit and do research

Get down one weekend and do a full analysis of what’s happening in that space, who are the competitors. Make notes of what their CEOs are saying, what’s getting predicted… Look for hidden sweet spots and trends. See their Digital Marketing efforts.

Write down three emerging trends, Write down which opportunities are growing, Write down what’s lacking.

Consumer Lens

Now visualise your close and not so close friends, acquaintances. Who is likely to be your consumer. Write their names. Collect 30 such names. Now find similarities and distinct patterns in them… You will be able to sort them into 4-5 distinct groups. Remember the key here is the word ‘distinct’. These are your unique consumer personas. 

The Magician at work

Yes, that’s you. 

Now you are building your Brand’s positioning. An intense but fun activity. 

Based on consumer insights, ask:

What are the key benefits by brand offers

What is the big purpose my brand exists for

What unique value does my brand provide

The final pudding

Align these answers with your consumer insight, the gaps that you identified and your brand’s differentiators. 

Build your sharp brand positioning statement:

For ______ [The Target Group], my Brand _______ [Name] is the _______ [Category Stance] that delivers _________[Point of Difference] so they can _______[End Benefit] because _________[reason to believe]

For instance, for Starbucks it’s

For (individuals seeking a premium coffee experience and a welcoming space to connect), 

Starbucks is the (leader in the specialty coffee industry) that delivers (crafted beverages, warm ambiance, and a sense of belonging) so they can (enjoy moments of connection, comfort, and inspiration in their day) with (high-quality coffee and personalised service), 

because (Starbucks creates a third place between work and home, grounded in community and sustainability). 

Launch, Execute and Fly

Congrats, with a clear plan and sharp positioning your launch pad is set. 

Welcome to the glamorous and the exciting part—creativity and execution. 

Build a strong digital presence, creating marketing campaigns and stories that resonate  with your audience. 

Hope you liked this journey to the launch station !!