April 242019

A Complete Guide To Brand Building

What sets you apart from others? Successful companies like Apple and TATA have one thing in common - A distinguished brand. It can be rightfully said, these brand names have turned into universal names for all products in their niche.

This is what brand awareness does to a particular brand. It imbibes itself in the lifestyle of people. Next what? People do not need to think again before buying a product. The brand completely influences the customer’s minds, over and over again.

This guide will help you understand brands, how it engages with your customers and how it progresses your business. We have accumulated numerous examples from multiple industries that will simplify and deepen your knowledge about the wholesome concept of brand building.

What is Brand Awareness?

Brand awareness is the measure of recognizability that your customers carry for your products and services. It all depends on the value you create with the marketing and promotion of your organization, your products.

Brand Awareness Awakens and Associates People

Just imagine, you are feeling weak. Your body needs nutrients. And your mother brings a glass of Horlicks for you. Horlicks gives you a feeling of cure and satisfaction. It is a taste of care and warmth.

So, deep down you have a question in your mind right now. How Horlicks became a family notion? All these come with trust and association. But have you ever realized, does this trust develop just overnight or a few days or a couple of months? Certainly not. Strong brand awareness is a result of diverse and simultaneous efforts. It means you are beyond influencing customers. You bring them into your family.

If you want to be your own brand, you shouldn’t miss out on the discussion below. Here they go:

What is the message that your business is conveying to the target audience?

This can be appropriately summed with Jeff Bezos’s version of Branding. He said, “Your brand is what people say about you when you’re not in the room.”

No other explanation is as appropriate as to this. Firstly his brand justification completely relates to 4P’s if you are a product selling company and 7P’s if you cater services to customers. 4 P's and 7 P’s in Marketing are the holistic deliverables of the products and services you sell to customers. It starts with the product attributes such as product quality, design, features, brand name, etc. The other components include price, promotion, place, people, process and physical evidence. By understanding and defining these in your offerings, you gradually build your brand.

People should immediately relate to their buying decision by looking at your products and vice versa. You need to keep a balanced pricing policy. It means the case should be “WIN-WIN”, both for you and your customers. The visuals should keep them engaged throughout. Your organization’s values should align with your business/brand strategies. If you are into services, the other three P’s, apart from product, price, place, promotion are people, processes and physical evidence. In one sentence, your message should be what you are and what your brand stands for.

Let me sum this up by bringing up the curious case of HubSpot, Inc. They are into the marketing and selling of CRM software. Founded in 2006, this company now has 56,500+ customers spread across 100 countries. Let’s see how their 7 P’s of marketing mix looks like.

  • Product/ Services - A comprehensive set of softwares - CRM, Ad management, Email marketing, SEO strategy and Website marketing.
  • Pricing - HubSpot charges its customers based on monthly subscriptions. Their software services are charged based on contacts in the database and the number of users of the services.
  • Place - The HubSpot team operates online with a wide partner network (Facebook, Google, etc) and their owned country user groups.
  • Promotion - They promote and communicate through SEO. They socially advertise their products and services through LinkedIn and other social media platforms.
  • People - The HubSpot team. You will be truly amazed while you read their blogs in the marketing and digital domains. The Partners who act as resources to sell their products to customers counts among the vital assets for the company.
  • Process - Their extensive R&D. Their write-ups are worth reading. Their services are deep-seated. Their customers are happy. They invest online.
  • Physical Evidence - Their communication strategy is defining their key message to their target audiences. They consistently brand themselves through blogging, inbound engagements, and building stakeholder relationships.
How can you do skilled branding?

  • Positioning - It involves about who you want to appeal to (the psychographic slice of the market you want to own), how you want people to feel about you (the associations you want them to make between your brand and the things they desire) and how will you reach those people (what your marketing strategies will look like). Speaking on broad marketing terms, your brand should have the correct form of Segmentation, Targeting and Positioning (STP) to bring profits.

  • Identity - Your logo, the typefaces you choose, the imagery and content in your marketing and advertising and other public-facing components constitute your brand identity.

    If you use an abstract and complicated font to sell detergents, you are isolating your customers and they are detached from the core proposition. This will take their focus away from your brand with zero conversions. So, It is necessary to take an aesthetic approach while developing the identity of your brand. A momentary glance at the visuals creates a long lasting impression in the minds of the customers. Even a business that sells unattractive looking products (supposedly heavy machines), it is important to have a well crafted aesthetic feel that shall develop the identity of your brand.

    If you visit LogoArchive, Brand Bucket and many other websites of their kind, you will see logos that are created and curated to make them look unique and memorable. The logos are categorized into different industries and technically well framed.

    It communicates a nostalgic idea about falling in love with TV series by watching R.K Narayan’s Malgudi Days. The series reminds us of the 80’s lifestyle, rural households, friendship and a carefree way of life. Most of all, Malgudi days portrayed an identity of simplicity - life in rural India.

  • Personality - Considering the brand as your company, what would it be? Your company’s vision, mission? What do people talk about your company? How have you served and satisfied your customers? These all count deep into your organization’s brand personality.

    Companies like Ogilvy and Mather are no less in redefining their brand personality. They deeply connect and diversify human needs, wants and desires. Their infamous Hot and Spicy KFC Ad campaign is a striking example. While you scroll down through their website work section, you will figure out that the flames that appear to be Hot and Spicy Chicken are actually the flames coming out from the mouth of one of the show dragons. The picture immediately brings adrenaline rush and you wouldn’t miss out moving to the nearby KFC outlet to grab and taste this new food cuisine. This is where world famous advertising agency, Ogilvy and Mather personify themselves, that they are the masters of creativity in the advertising industry.
Peter Sandeen said, “People won’t ever buy from you if they don’t even understand why they should pay attention to you. And they notice you only when you have a strong value proposition.”
                   
Come on! Now it's time for you to make your move.

Brand building is an extensive concept. It is all about communication. It helps you with the revenue, profitability, and reputation. We are pretty sure, this blog will definitely create a deep-seated understanding in your mind and you will take on a brand much differently from what you used to think before. So, always think of these proven techniques to build your own brand, bring customers and win people.