Your 5 basics to brand marketing is here!
So, what do you think a brand is? Is it just the whiskey in your glass or is it your favorite Johnnie Walker scotch? Similarly, a brand is all that people feel about you, your product/service or your business itself. The perception of a brand is part rational, and quite influentially, it’s emotional and filled with belongings.
Thousands of brands are created every day, while a thousand disappear. All these take place for just one solid reason: – Focus! Because great brands stand for something, not a lot of things.
Here are your 5 basics in creating a brand of your business
- Know your customers –
Your customers are a consortium of humankind who directly or indirectly hold a stake in your product and services. There can be your shareholders, your employees, your direct customers, dealers and distributors, and audiences who are influenced by what you stand for.
Like products, your customers too, undergo a set of lifecycle changes. i.e. The car brand Mercedes in the 80’s and 90’s was associated with prestige and power. It stood for the ‘You Have Arrived’ moments, whereas today they stand for the AMG racing attuned division of Mercedes Benz engines, catering to a younger audience.
The shift has spread over word of mouth and brand building initiatives based on customer lifecycle understanding.
- Know your competitors –
Competition is innate to any business. The further one stretches on their brand building strategies and market share acquisition, the larger the competition gets. Competition helps your brand to differentiate, inspire and learn from. It’s from them you know what will make your brand stand out in your industry.
This is accentuated more in case of commoditized categories like toothpaste, soaps, detergents, biscuits etc…. because they are targeting the same kind of customers and hence differentiation becomes harder at the same time, that’s what makes them stand out in the clutter.
- Know your category –
Ever heard people talk about buying an ‘energy drink’ or a ‘sports drink’? Interesting you wouldn’t, because people prefer to buy a Red Bull or a Gatorade, and this is where the influence of a category domination begins. Ideally, marketers opt for a direct brand building exercise to get into a consumer’s mind, but sometimes the reality is the other way around, and that is by creating a category for your fitment first.
In brief, when you look at an iceberg, the brand is what you see, while the category is what lies beneath. The deeper the category, the valuable will be your brand equity and everything you do about it. i.e. no other smartphone brand in the world created an equity for itself like Blackberry. It was the phone of business communities across Wall Street, the white-collar executives and Government institutions. In fact, ‘a business on the go’ was correlated with the plethora of buttons on a mobile and sending emails, and Blackberry was the tool for it. All these only and until the category enhanced to ‘touch screen’ and simpler user interfaces, pioneered by Apple Inc. the rest being history.
- Know your culture and build on it –
Culture is defined by the ethos on which belief and behavior a business is based on. We believe that brands, like humans, are identities which have an interpersonal connect with human societies, and so hence they hold predefined values. A brand’s culture influences two important business aspects: a – Relationships and b– Reputation i.e. The TATA Group of Companies.
To build a solid culture, there are a few factors which your business needs to consider:
- Valuing purpose, over profits.
- Avoiding the sales first culture, as it’s a short-term thought leadership strategy and
- Listening less from people (employees and customers), while trying to do more.
Aristotle once said that persuasion is built on 3 core pillars, which today forms the backbone of a brand’s culture. They are – logos (persuasion by logic), pathos (persuasion by emotions) and ethos (persuasion by one’s characters).
- Communication – Last but not the least, communication.
In today’s era where communications have evolved from black and white television to Smart & Digital TV’s, the opportunities for reaching out to consumers has evolved multifold. While technology is democratizing businesses, one must understand that it’s the communication message, which reaches out to the audience, irrespective the media.
Hence at Amagi MIX, we suggest you to carefully consider 3 important factors while building your brand image and ensuring meaningful conversations.
- What makes your brand unique?
- Who are the target demography? and
- How does one engage with the target audience?
Integrating these factors, while ensuring synchronized messaging within defined guidelines (logo, taglines, boilerplate, colors, tonality etc.) and coupled with conversations people have, help you achieve your basics in brand building and advertising.
If you wish to know more about brand building, leveraging TV advertisement for your brand marketing activities or success stories on how Amagi MIX ensured to build brands for their customers, kindly connect with us on firstname.lastname@example.org