Articles about private and white labelling for growing businesses, marketing and promotion

Building Brand Awareness

Brand Awareness: Becoming Another Kleenex

What is Brand Loyalty?

In today’s world of marketing, if you are not building brand awareness, especially using online marketing, you’re missing a very big boat. Marketing is now a science with logistics and parameters that were largely unheard of just a few years ago.

However, that is not the case with the notion of brand awareness. The auto industry was probably the biggest contributor to the idea that brand loyalty could be utilized to sell more products. That industry is over 120 years old, and brand awareness became a fashionable tool in marketing automobiles by the early 1900s.

What Does Brand Awareness Do?

Brand awareness, of course, is the extent to which a name, label, logo, catch phrase, jingle, or another identifier that is associated with a brand, a specific product, or a company is easily recognized by customers. Brand awareness may be old news, but the Internet has taken the concept to new heights, becoming far more measurable and quantifiable as part of an overall marketing strategy.

There are many examples of successful brand awareness implementation. It has always been primarily produced by effective advertising. The most dramatically successful advertising campaign is the one where your product becomes synonymous with the product category.

For many years now, a facial tissue has been called a Kleenex regardless of what actual brand was used. This is the same result we see when some people refer to any sport-utility vehicle as a Jeep and any cola drink as a Coke.

Brand Awareness - Coke Bottle Top

Why is it Important to Create Brand Awareness?

The objective in advertising or any brand awareness marketing endeavor is not simply to get your product name or image in front of the consumer. It is to get the image into the mind of that consumer, so when the buying customer wants a product, he or she wants your product before that of any competitors. Repetitious advertising creates a memory trace that remains and is reinforced with every additional occurrence. Think of mayonnaise, hot dogs, ketchup, beer, and coffee.

The odds are pretty good that in each case you thought of a specific brand. It is no coincidence that the biggest selling brands are also among those most heavily advertised in various media.

How Do You Develop Brand Loyalty?

While a successful advertising campaign can create solid brand awareness, a limiting or cessation of advertising can erase the gains in a remarkably short time. Forty years ago, a steel wool soap pad was known as a Brillo Pad. Today, SOS brand is the big seller. Brillo sometimes doesn’t even get any shelf space, and we must ask when was the last time you saw an ad for Brillo scouring pads?

The manufacturer failed to maintain the brand awareness level they had established. A massive advertising campaign by the manufacturers of SOS soap pads was the driving force that changed the landscape.

How Do You Increase Brand Visibility?

Advertising remains key to increasing brand visibility, and today the most critical medium for reaching the customer is the Internet. No other medium offers such widespread advantages in both reach and monitoring capacity. With the Internet, you can track how many times your ad has been viewed and how many times it has been clicked on.

Furthermore, social media and blogging have opened up new avenues for tracking your brand’s impact. Programs exist that can tell you how many times your brand has been searched for by a search engine. Others can reveal how many times it has been mentioned in a blog anywhere on the World Wide Web.

These “mentions” can be even more critical to brand awareness than page views or clicks because each one may represent an impartial testimony to your product. Even negative discussion tends to reinforce brand awareness. The old saying applies: There is no such thing as bad publicity.

Establish it, reinforce it, and nurture it. Brand awareness can make the difference for you in becoming another brand like Kleenex.

How to Choose a Private Label Manufacturer

Choosing a Private Label Manufacturer

In recent years, many people started generating their primary income from private labeling. Even though it has some barriers to entry, it can be a sustainable source of income once you get your private label business off the ground. One of the biggest challenges is choosing a trustworthy private label manufacturer that supplies you with high-quality products.

What is a Private Label?

A private label is a brand that is owned by the retailer, who has its own contract manufacturer. Many retailers prefer this business model as it gives them the opportunity to differentiate their product in the eyes of the buyer and it is also one of the best ways to build loyalty amongst their customers.

How Does Private Labelling Work?

Private label manufacturers specialize in manufacturing products according to the retailers’ specifications, which can also include adding the branding to the product packaging. In many cases, a lot of the products that different retailers sell is exactly the same, with the only difference being the branding.

A company that primarily sells coffee may source coffee accessories like plungers, drippers, and filters through a private label manufacturer to expand its range of products. These add-on product ranges are exactly the same as the ones that other online retailers may sell, but the coffee company is different in the eyes of its buyer since its primary product, the coffee, is unique, and the add-on products like the plungers are branded.

How to Choose a Private Label Manufacturer

It is important to choose a private label manufacturer that you can build a long-term relationship with and that you can trust. Many people that start private label business make use of platforms like Alibaba to find suppliers. The problem with these suppliers is that they are not usually located in the North America, which can cause them to run into issues with shipping and vetting the manufacturers and the quality of their products.

Choosing a Private Label Manufacturer

Before choosing a manufacturer, you have to know exactly what product you want. Do some research by visiting online forums and question-based websites to find private label manufacturers that specialize in your product category.

You can also make use of manufacturers from overseas, but make sure that you order samples and that you only make use of mainstream third-party payment services, to ensure that your money is secure. Buyer-biased payment online transfer services are the best to ensure that you get your money back if a supplier does not perform in terms of your agreement.

After you have made a list of potential private label manufacturers, visit consumer sites to see if you can find reviews and contact them for quotes to see where you can get the lowest input costs.

What is a Licensed Brand?

A licensed or private brand is a product that is exclusively produced for sale by a retailer. The retailer markets and sells the product under its own trademark or brand name. A brand license is an intangible asset that belongs to the retailer as it allows them to sell products at a higher price.


Contact Dure Foods today if you’re interested in developing your own private label brand.