Market Overview

Arezu Sabreze On Creating A Brand


Arezu Sabreze has sold a successful online fashion business and now advises individuals and corporates on brand creation for start-ups. Having been in business for many years, she has had a long experience of understanding what makes businesses work and what pitfalls to watch out for. With a long list of celebrity and high net worth clients, her invaluable insight has guided others to reach the maximum potential they could regardless of the industry they are in. She explains, "I have spent hours with agents, publicists and marketeers to try and break the down the DNA of a successful brand and have found common factors across the industries. There have also been mistakles that people make time and time again which can be easily avoided." So I asked her to make a list of top 10 tips for any start-up on creating a successful brand!

1. Don't try to be too clever or niche in your brand as it can backfire

2. Stick to what people know and recognise and create a subtle alternative - not a major new brand that people will take a long time to get used to.

3. Keep your logo very simple and easily recognisible.

4. Beware of using celebrities to promote your brand. Some can actually damage your brand long term.

5. Don't have too many competitions or give aways a you look desperate.

6. Use social media to educate people about your brand with a story and imagery.

7. Becareful about being the face of your band as long term this doesn't work. It is always better for entrepreneurs to come in after there has been a success, unless of course you have a huge budget like Richard Branson on marketing or your business depends on your name.

8. Clearly define the message of your brand and never sway from that.

9. Don't waste money on events or PR to promote your business at the beginning.

10. Keep in touch with your customers to make sure they understand you. If they don't then change your brand to what they do understand and relate to.

The preceding article is from one of our external contributors. It does not represent the opinion of Benzinga and has not been edited.


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