How To Create A Brand

Want to create a brand from scratch? How do you do it? William Wang, who turned Vizio into one of the top brands in the world in less than 10 years, suggests these simple steps:

1. Timing is critical. Wang had been in the consumer electronics industry for almost 20 years when he started Vizio. “I waited and watched, and then saw an opportunity and saw that my potential competitors were asleep.”  
2. Be persistent. Wang spends a lot of time and energy on advertising. You have to get your name out there, and in different mediums, so that various people are exposed to it.  
3. Consider price carefully. “Selling for less, especially if you are selling to consumers, works.” Vizio certainly made a name for itself by selling a product people wanted—quality flat-screen televisions—for far less than comparable sets sold by other brands.  
4. Quality matters. Wang says low prices are not enough. You must sell a quality product at fair prices if you want to create a successful, memorable brand. “That can be a challenge,” Wang notes, but as his company has proven, it is both a challenge that can be met and one worth meeting.  
5. Focus on what the customer wants. Listen to them and adapt your business accordingly.