In today’s time, starting a company or a brand has become a cake walk. The procedures have been streamlined, there are more and more reliable online resources, and better facilities. Making a brand successful, however, is a different question altogether. There are concepts and terminologies related to branding that most people run away from.
Today, we’ll be explaining the X aspects of branding that’ll help you understand what makes a brand valuable:
The 4 Aspects of Branding
“What makes my brand uniquely identifiable?”
The most important thing to understand when it comes to branding is what makes your brand stand out. What is it’s unique identity. What makes a consumer instantly connect with your brand.
This is important because it sends a definitive message to the audience about:
- What this brand is about?
- Who is this for?
- Which emotions does this invoke in a person?
A great specimen of brand identity done right is Nike’s and its ‘Swoosh’ logo. It’s instantly recognizable, inspiring, and stands for movement. This helps it connect very well with people who are youthful, passionate, and active. Which brings us to…
“Who is my brand for?”
It’s important for a brand to decide who it is for and who it isn’t for. Brand positioning decides which demographics does a brand cater to. A rather easy to understand example of this is Maruti Suzuki. It’s known for creating reliable, family-oriented, and value for money cars for the Indian market. For years, Maruti Suzuki held that spot and was rather proud of it.
Trouble arose when the Indian market opened up to the idea of bigger and more purpose-built cars. Maruti Suzuki tried hard to roll out a success but couldn’t crack it. All because people had come to consider it a brand that made cars for the Indian families. This also tells us how difficult it is for a brand to operate out of the positioning it gets into.
Finally, Maruti Suzuki had to invent Nexa, a brand focusing on the luxurious segment. That’s when Maruti Suzuki actually got into selling luxurious cars successfully.
“Which different places is my brand available at?”
An aspect a lot of sources choose to ignore, this actually establishes what someone thinks of your brand. If your brand is available at every corner store, it sets a different perspective for the brand than if it were available only at select stores. This shapes the perception in the mind of a consumer as to how accessible and valuable a brand is.
“What do I feel when I interact with this brand?”
Be it a product or a service, the interaction phase of a consumer’s journey is one of the most vital phases. Your brand needs to be great when it interacts with the customers. If it isn’t, no matter how great your product or service is, it’ll falter.
This is rather apparent in the case of stores where customers are made to:
- Wait in long lines
- Not served properly
- Encounter inappropriate or unsatisfying answers to queries
Such stores may have the best seasonal sales going on, but will not see a recurring consumer base owing to the bad customer experience.
Conversely, a store that treats its customers with a warm welcome, makes them feel special, and gives them all the due attention, gains their trust and attention.
That’s how the experience you have when interacting with a brand define your perception of them.
Are There Other Brand Components as Well?
Yes, there are. There’s more to branding than meets the eye (or can be covered in a single blog post).
We’ll be coming back soon with the part II of this blog post series to help you understand what makes a brand exceptional.
Till then, if you have any questions, drop a line in the comments.
Who Are We?
We are a premier design and communications agency that specializes in creating exceptional branding. If you need consultation for your new brand, get in touch!
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