How to Become a Brand Owner Rather Than a Retailer
When selling a product, the first option that may spring to mind is to become a retailer for that item. However, you also have the potential to become a brand owner — the person or group that holds intellectual property rights.
In that case, there is more control over which outlets sell the brand, how available the product is in the global marketplace and other specifics. Below, we’ll go over several things you need to do during your quest to become a brand owner instead of just a retailer.
Have Ideas for Products That Aren’t Available Elsewhere
A major factor that causes a person or company to be a brand owner rather than filling the role of a retailer is the presence of ideas for things that aren’t currently available — or knowing how to make things that are better than what people can buy now.
Maybe you love the outdoors and have been thinking about creating a water bottle that makes purification easier when people are roughing it in the middle of nowhere. You might already run a business that stocks outdoor products. However, it probably feels like carrying a selection of inferior water bottles makes your customers miss out.
In the above scenario, becoming a brand owner lets you stock your products in your store. As a result, you can spread the word about them and give current customers easy access to the merchandise.
Protect Your Brand or Product
It’s crucial to go through strategies that protect your brand from dilution. It occurs when there are too many similar products in the marketplace, causing people to become confused about all of them and have difficulty with differentiation.
If your own name is also the brand, you can trademark it, as Oprah did. She’s one of the few people who’ve taken that step to set herself apart. After securing the trademark, it’s also necessary to keep an eye on the internet and make sure merchants aren’t using it without permission. Setting up Google alerts can help you stay more aware compared to manual monitoring alone.
If your product is unique or has characteristics other items don’t, you need to strongly consider filing for a patent. Otherwise, other brand owners could see your products and copy attributes about them.
To ensure your brand and products and properly and thoroughly protected, consult a lawyer who has experience assisting other people in your situation. That person can advise you on the best measures to take, plus tell you what to do if you notice companies or individuals infringing on your property.
Generate Curiosity About the Brand
As a brand owner, it’s necessary to adjust your business strategy and focus on stimulating interest within multiple groups. The more curiosity you cause, the higher the likelihood your efforts will lead to sales and fruitful business partners.
Retailers merely convince shoppers to buy products. As a brand owner, you not only have to do that but also network with distributors that extend the brand’s reach when necessary. Being successful in that task requires showing genuine excitement for your brand and describing why it’s worthy.
Build an Appealing Website
The internet is the first place many people will find out about your brand. Invest time and money into creating a strong web presence that reflects what you offer. Does your brand cater to busy businesspeople, or adventurous travel lovers? Regardless of specifics related to the target audience, make sure the website’s design, copy voice, images and content support the brand. Then, it’s easier to convey what makes your brand stand out and why people should care.
Set Up — and Oversee — Social Media Accounts
Having an informative and user-friendly website is a good start, but you also need to maintain active and interesting social media accounts. Take your time during the setup process and fill out all the relevant sections of a social media profile. Use the same approach to content as building your website and angle it to develop and strengthen your brand at every opportunity. Update social media regularly, too. Ongoing updates boost traffic and engagement.
Also, realize a social media page could quickly become the go-to internet destination for someone who wants to tarnish your brand or is unhappy for some reason and wants the world to know. That’s why it’s crucial to develop and uphold a plan for moderating social media pages.
If you can afford it, hire a moderation team or person to supervise social media and intervene when required. Also, decide what constitutes intolerable behavior. If people continue to break the rules after being made aware of what’s acceptable, ban them and keep track of their IP addresses.
Also, never ignore customers who are truly disgruntled about something brand-related. Instead of keeping up with a publicly viewable content string, you may find it’s more comfortable and private to ask an upset person to send you a private message or call a dedicated phone number to explain their concerns further.
Come up With a Licensing Plan
Licensing is the best way to realize the full value of brand equity because it provides new avenues for promoting, manufacturing and distributing your brand in new markets. It’s essential to prioritize obtaining license agreements as a brand owner to achieve staying power in a crowded marketplace.
There are various ways to do that. Visiting trade shows is a great initial step. They connect brand owners with companies interested in growing the collection of merchandise they offer.
Furthermore, don’t ignore cold calls and social media outreach techniques from potential licensees. Consider that some of the companies most suited to signing licensing agreements may be from other countries, meaning you’d not necessarily encounter representatives at domestic trade shows.
Also, don’t get too eager and sign agreements with any company that gets in contact. Licensees are representatives of your brand, and if they don’t stick to minimum standards when associating with it, all the hard work you’ve done as a brand owner could quickly become nearly useless.
When evaluating whether to accept a potential licensee, ask about the direction they want to take the brand. If it doesn’t align with at least most of your goals or seems in direct opposition, think carefully before finalizing a contract.
Understand What to Expect
Many aspiring brand owners fixate on all the positive aspects of the outcome. Indeed, the advantages are compelling, and the ownership and responsibility involved are quite motivating.
Having a realistic perspective is crucial. Taking steps to become a brand owner is typically more difficult and less straightforward than being a retailer. Because of those realities, you cannot anticipate quick results.
However, it’s not hard to understand why brand ownership provides such a substantial payoff to the people who do it right. Many brands become timeless segments of the pop culture landscape. Consider names like Coca-Cola, Apple and Mercedes-Benz.
As an owner of your brand, you enjoy an unprecedented amount of control over how it appears in the marketplace. Brand ownership also gives more freedom to shape what people think of the brand and perform reputation management as needed.
After reading these steps, it shouldn’t be hard to realize why many entrepreneurs see brand ownership as such as appealing concept. If you can relate, don’t get intimidated by the length and complexity of the process. Instead, persevere and recall that owning a brand could result in long-term profits and recognition within an ever-crowded consumer landscape.