Page 17 - Branding Yourself and Your Business

7

CATEGORY OVER BRAND

You have already read that by specializing in a market you will
be able to increase brand awareness. Now try to think even
further. You should try to narrow your focus until you
are able to create your own category. This has happen many times
in the business world. When Apple introduced the iPad, a new
category was formed for handheld devices. The same can be said
for Atari, when they introduced the Atari 2600 they put into motion a
completely new category of home gaming that continues to thrive.

To be able to create your own brand category there are some
steps that you will need to accomplish. First, when you bring the
brand to the marketplace you must do it in a way that makes it
appear that yours is the first brand to do what it is you want to do.
This gives your brand the perception of being the leading authority
in this area. Second, it is up to you to advance this new category in
the eyes of the consumer. Here it will be a greater benefit to your
brand to promote the category and not the brand. Promoting the
category will promote the brand at the same time.

When you have created the new category and it is successful,
there will be competitors that will come racing into the marketplace
trying to profit from your foresight. Do not concern yourself too