This week’s meeting with SJ focused on our company branding and image. We discussed the importance of how consumers view various products on the market against the values and sentiments created through marketing and advertising. For instance, we examined how Dyson has managed to emerge from making mundane household appliances into a widely sought-after premium product line. I recall an experience where a friend of mine who had previously no interest in doing household chores suddenly transform into someone who would excitedly jump on the next opportunity to use his Dyson vacuum cleaner. Evidently, the Dyson brand has been quite successful and consistent in creating remarkable user experiences through their products, which have rationalized why consumers are willing to pay a premium for their appliances. Whether it is a simple appliance such as a fan, hairdryer, or vacuum cleaner, Dyson has triumphantly created loyal customers and almost a cult-like following for their brand. The next step is to consider how we can apply this to a new startup attempting to launch a brand into the already over-saturated FMCG ecosystem.
Some points SJ brought up:
- How do we make our brand stand out?
- What possible taglines can we come up with?
- Do we have a motto or perhaps a catch phrase that can be associated with the our brand image?
- How do we make our brand credible?
- What kind of user experience are we trying to bring to our customers?
