How to Make a Shoe Brand

A shoe brand is more than just the name or design of a product. It is the way that a consumer connects, relates and identifies with your core message on a conscious and subconscious level. According to bestselling author and branding expert Seth Godin, "a brand is best described by this formula: (a prediction of what to expect) times (emotional power of that expectation)." If you want to build a shoe brand behemoth like Nike or an online customer-focused shoe brand like Zappos, follow these steps to create a brand message that informs and amazes the customer at every step of the marketing process.

Instructions

1. Create online and offline communication channels for your shoe brand. Zappos uses Twitter and their micro-blogging platform to connect with consumers. If you are not social media savvy, create an email newsletter to send your customers advertising coupons, special offers and information about your shoe products that will improve and enhance their lives.

2. Go beyond the usual marketing message tactics to spread your brand message. Creating a standard logo, brochure and website are basic brand-building tools to communication your message. Sponsor promotional shoe giveaways on 10 blogs within your niche. Create a short YouTube video and 30-second commercial highlighting your shoe brand in action. If your company manufactures athletic shoes, give free shoes to a neighborhood kids' sports team and the local nursing home to put a smile on the faces of Little Leaguers and their grandparents.

3. Create a shoe product and brand message that removes the pain of your consumer, connects them with a celebrity brand messenger or helps them feel invincible. According to Interbrand, in 2008 Nike is the No. 1 sports brand worldwide and the 29th most valuable brand in their yearly "Best Global Brands" report. Nike's "Just Do It" campaign gives the consumer permission to infuse passion and endurance into their lives, beyond wearing the famous athletic shoes. By connecting their brand with the best products and athletic spokespeople, while simultaneously creating innovative and life-enhancing shoe products, Nike is able to dominate their niche with a powerful and memorable lifestyle brand.

4. Train your employees to delight the customer. Other than creating a powerful brand message and a quality shoe product, the customer's experience is an often neglected, but important factor in making a memorable shoe brand. At every point of the shoe sale, from browsing the product online to trying on the shoe in the store, your shoe brand has a small window of opportunity to create a powerful and emotional connection with your consumer.

Tips & Warnings

• Teach your employees to remove any obstacles to customer satisfaction. Empower your salespeople to make decisions to help and delight the consumer and you will not only increase sales but also build equity in your shoe brand with personalized customer service.

References

• Seth Godin's - Brand Formula
• Interbrand's List of Best Global Brands

Resources

• 10 Cheap Ways to Build Your Brand