Building a Brand

We NEED products! We WANT Brands! Bridging this gap is any Brand Builder’s biggest challenge. Your need is for fries but you only want Mcfries!

The entire process of conversion begins with creating opportunities to build an engagement with your consumer, through various elements in a way that your product rises to be a Brand, from a mere product.

So, what is branding? It is building a consistency around your brand over time, creating a sense of timelessness around it, soyour consumer connects with it effortlessly, without any confusion whatsoever.

Unfortunately, in today’s world most of the Branding activities adopted by an organization gets translated into a singular effective campaign, failing to contain a thread of stability in the communication.A fabulous campaign can create much brouhaha but then disappear from public mind, if not followed up with the same tone and tonality.It’s similar to a Diwali cracker which bursts into bright flames and then, nothing, just remnants.

Positioning plays an important role in brand building. You cannot confuse your consumer once you have established the brand’s importance in their mind. For example, if you position a brand of baby diapers for absorption, you cannot change it in the following month as comfortable. The subsequentmuddle in creates in the consumer mind can damage a brand irrevocably. The essence of Brand Building lies in the uniformity init’s communication.

Let’s take the iconic brand Lux from HUL.A classic example of a timeless brand. The credit goes to the fact that ithas always been loyal to, ‘Beauty’, since their first campaign.Projected always by an iconic actress of the time. Hence, the identification of Lux and beauty has remained consistent in the consumer mind. So, the first choice for a ‘beauty soap’, will always be ‘Lux’.

Similar is the case with the ‘Complete Man’ by Raymond. The signature tune along with the brand communication displaying their definition of the Complete Man reflected though their campaigns have been unfailing down the ages. Raymond concentrated on Brand building rather than mere product promotion. They did bring a few changes in 2016 but stuck to their core values.

Playing around with a Brand is risky.Consumers create relationships with their Brands. If they realize the brand is no longer relevant to what they thought it was to them, they will move on. It’s then a failed relationship.

Building a brand is a daily ritual, you simply cannot slip. Whether it is through your communication, after sales or loyalty programs, brand building is about creating a strong presence, bit by bit, like those building blocks we buy our children, to teach them balance and stability.

Building a brand begins long before the product is launched. It’s like the blueprint of a construction site or a compass at sea. Without it, you may exist, but will fail to make a mark, much like a one-night stand!