best ways to promote your brand

Originally answered on Quora.

It depends on the kind of category your product belongs to
there is a lot of market research and market intelligence that has to be done before taking any step.

A broad framework could be as follows
1. Find out which stage of the PLC (Product Life Cycle) your product is
2. Do a STP strategy (Segmentation, Targeting and Positioning)
3. Competitors’ analysis
4. Frame of reference
5. Once you have identified your target market you need to see how to best reach them;

if your target market is a rural India it would be stupid to promote your brand through a brand or have a tagline which has an English tagline. However it would be smart to create aspirational brand imagery (with a clear a brand message)!

If your product is a high involvement high investment product category it’s a bad idea to go for purely broadcast media. It’s advisable to hire a convincing a trustworthy influencer.

If your product is baby related or wedding related it would be a good idea to play on the emotions.

if your product is a highly cluttered market its essential that you create a extraordinarily differentiating brand element to have a long lasting brand imagery and so as to facilitate a very sensible brand message
like a jingle or mascot

if your brand is relatively unknown it would be a good idea to come up with a really innovative, creative and catchy ad