Three Elements of Brand Marketing Strategy

Long time ago I attended an entrepreneurship conference. 

I heard Sri B.V. Mohan Reddy garu sharing the backstory of changing their brand, INFOTECH. Someone in a business meeting shook his hands and said that his company INFOSYS had been doing great work. Oops… that is not the company that he built. Now Infotech was rebranded CIENT Ltd , a distinctively unique global company.     

See how identifying uniquely is important. That is why brand building is crucial not only the name, logo or colors, most importantly the experiences. 

Every business wants to create identity as a reliable and go-to brand. If you want to create a brand, check these important common sense elements that most businesses rarely use.

1. Find your voice in the noise

Everyone in the market talks about their company, product/ services, features and asks the prospects to buy. In this noise, the real customer can not relate, remember and respond as their challenges, problems, pain points, fears are not understood well. 

Solution: Try to be relatable with your prospects’ needs and share VALUE content so that they want to know, listen and follow your VOICE .

2. Focus on experiences and emotions 

Every brand wants to have a vision, goals and create brand identity. This is not only about colors, fonts, campaigns. What kind of emotions are evoking through your brand activity, recall activity and most importantly what kind of EXPERIENCE are you giving to your audience. Winning brands understand and use the power of experience. Ever thought  in the era of online shopping people will line up infront of physical stores just to purchase a mobile phone?

3. Reach right, speak straight

Focus on your target customers, understand their needs, find where they hangover online and offline, find where they search for your products/ services and build your brand strategy to reach them. Share your vision and speak about little but powerful steps you take them through. Repeat the message with a story based flow not like an old tape recorder that plays the same song 9000 times. Only use memorable punchlines repeatedly, not the entire campaign for years.

Remember selling is easy, if you know HOW !

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Chandra Sales Coach

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