Module 08: Creating a strong brand
Angela Ivanova, Wolfgang Kniejski
Nowadays, there are many monasteries in Europe that produce or sell products to generate income that helps them to develop and survive financially over time. Many do not think about branding and branding as something needed for their products.
At the same time, there are other monasteries that have already developed strong brands for their products and act as a magnet for thousands of people around the world. These brands successfully promote monastic quality products and attract more and more buyers as well as visitors because of the heightened interest in monasteries and their history.
This module is for those monasteries who would like to follow the best practices in branding monastic products and would like to follow in the steps of the successful ones.
Branding is an expression of the essential truth and values of a monastery, its monastic products, or services. We can say that branding is a philosophy behind the products and the basic strategy for future marketing. Brands communicate the key characteristics of the monastic shop or monastic products, and at the same time, express the impressions and beliefs of the customers about the value that monastic products bring for them. Therefore, branding cultivates the consumers, their expectations and experiences when they utilize your monastic products or services. Well-branded products attract attention with clear, compelling, authentic messages.
Brand positioning is the first strategic decision you take for your brand. It includes several activities like market analysis, consumer research, vision and design brief.
Brand positioning is a long-term decision because it builds the brand identity of your products. Therefore, the positioning decision as a long-term decision is fundamental to your brand development. It is the first phase of your brand development activities.
The visual expression of brand identity is a vital communication tool that helps people easily and quickly to recognise your products from all others on the market. The chapter provides you with all the necessary knowledge of how to collaborate with a professional designer and what information you should consider as important for the design process.
A proper communications strategy opens a door and helps you to deliver your message to the visitors of the monastic shop and even to a wider audience. All your actions in marketing and communications should be synchronised with the brand concept and strategy. This chapter gives a short overview of the main steps for your brand communication activities.
“Great communicators have an appreciation for positioning. They understand the people they’re trying to reach and what they can and can’t hear. They send their message in through an open door rather than trying to push it through a wall.” – John Kotter