For Branding Newbies- 16 Essential Rules for Building a Strong Brand Strategy

Developing a robust brand strategy is crucial for standing out in today's competitive market. Whether you're creating a new strategy or evaluating an existing one, these 16 rules will guide you in building a strong brand that resonates with your target audience.

Herein, I am adding two examples- one from Outside India and one from India.

1. Differentiate, don't imitate

Strong brands carve out their own unique space in the market. Rather than striving to be a better version of your competitors, aim to be different. Embrace a unique tone, follow a controversial belief, or adopt a fresh perspective on the future.

Example: Airbnb

Airbnb revolutionized the travel industry by offering unique accommodations and experiences. They differentiated themselves from traditional hotels by providing a platform for individuals to rent out their homes. By embracing a different approach, Airbnb created a strong brand identity that resonates with travelers seeking authentic and personalized experiences.

Example: OYO Rooms

OYO Rooms disrupted the Indian hospitality industry by offering standardized and affordable accommodations to budget travelers. By differentiating themselves from traditional hotels and leveraging technology to improve the guest experience, OYO became a prominent player in the Indian hospitality market.

2. Be specific to win hearts and minds

In a fragmented and noisy market, being specific is more important than ever. Instead of trying to be the loudest, focus on crafting the right message for your target audience. Understand their needs and desires, and tailor your brand's communication to resonate deeply with them.

Example: Peloton

Peloton's brand strategy is centered around a specific target audience—fitness enthusiasts who value convenience and community. Their tailored messaging and immersive at-home workout experiences have resonated with this specific group, allowing them to establish a dominant position in the connected fitness market.

Example: Zomato

Zomato, a food delivery and restaurant discovery platform, targets urban millennials and food enthusiasts. Their specific focus on delivering a seamless online food ordering experience and providing excellent Customer Service ( have personally used both Zomato and Swiggy and seen the difference in Customer Service) has helped them establish a strong presence in the Indian food-tech industry.

3. Embrace storytelling over product-centric messaging

Your brand's story should go beyond mere product features. Incorporate an emotional narrative that captures the essence of your brand vision. Even for industries like tax software, there are opportunities to create a meaningful and relatable brand story.

Example: Nike

Nike's "Just Do It" campaign exemplifies the power of storytelling. Rather than focusing solely on their products, Nike inspires consumers with narratives of athletes overcoming challenges and pushing their limits. By tapping into emotions and aspirations, Nike has built a brand that transcends its product offerings.

Example: Tanishq

Tanishq, a renowned Indian jewelry brand, emphasizes the emotional value associated with their products. Their advertisements often feature heartwarming stories that celebrate relationships, traditions, and cultural moments. By connecting with customers on a deeper level, Tanishq has become a trusted and beloved brand.

4. Answer the fundamental "why"

Simon Sinek's concept of "Start with Why" holds immense value for brand strategy. Your brand's reason for existing should go beyond vision, mission, and promises. It should answer the question, "Why should I care?" Understand the core purpose that drives your brand and communicate it effectively.

Example: Apple

Apple's brand strategy goes beyond selling electronic devices; it focuses on challenging the status quo and empowering individuals through technology. By answering the "why" of making technology accessible, intuitive, and beautifully designed, Apple has cultivated a loyal following that extends beyond their product features.

Example: Amul

Amul, India's leading dairy cooperative, has built its brand around empowering farmers and promoting self-sufficiency. Through their famous "Amul Girl" campaign and social initiatives, they have established a brand identity focused on supporting local farmers and the rural economy.

5. Decode consumer subtext and triggers

Pay attention to what consumers say and what lies beneath their words. Uncover the hidden motivations, desires, and concerns behind their actions. By understanding their true needs, you can create more impactful brand experiences.

Example: Coca-Cola

Coca-Cola is known for understanding its audience's desires and emotions. Through their iconic advertisements, Coca-Cola taps into universal themes of happiness, togetherness, and nostalgia. By aligning their messaging with consumer subtext, they have built a brand that elicits positive emotions and enduring connections.

Example: Fevicol

Fevicol, a popular adhesive brand in India, has successfully tapped into the consumer subtext of reliability and durability. Their iconic and humorous advertisements, showcasing the strength of Fevicol bonds, have resonated with Indian consumers for decades.

6. Harness cognitive dissonance to your advantage:

Cognitive dissonance occurs when beliefs or behaviors contradict each other. Find ways to ease or even cheat cognitive dissonance through your brand narrative. This can create powerful emotional connections with consumers, helping them align their actions with their values.

Example: Tesla

Tesla's brand strategy tackles cognitive dissonance associated with environmental concerns and luxury. By offering high-performance electric vehicles that rival traditional luxury cars, Tesla appeals to consumers who want both sustainability and style. Their brand narrative cheats cognitive dissonance by presenting electric vehicles as desirable, cutting-edge, and status-enhancing.

Example: Paper Boat

Paper Boat, a beverage brand, caters to nostalgic memories associated with traditional Indian drinks. By offering packaged ethnic beverages in modern formats, they appeal to consumers who seek authentic flavors and cultural connections.

7. Spotlight the customer, not just the company:

Shift your focus from company-centric messaging to customer-centric benefits. Highlight how your brand improves customers' lives, solves their problems, or fulfills their aspirations. Marie Forleo's principle of highlighting benefits instead of features is a valuable guide.

Example: Spotify

Spotify's brand strategy revolves around putting the user at the center of the music experience. They personalize recommendations, create curated playlists, and emphasize user-generated content. By spotlighting the customer's music preferences and delivering a personalized experience, Spotify has become the go-to music streaming platform.

Example: Amazon (India)

Amazon, one of India's leading e-commerce platforms, places a strong emphasis on customer-centricity. They offer personalized product recommendations, convenient delivery options, and robust customer support, creating a seamless shopping experience that puts the customer at the forefront.

8. Define yourself independently, not against competitors:

Don't tether your brand identity to your competitors. Instead of defining yourself as a better version of others, establish your own unique position in the market. By signaling that your brand operates in its own league, you can stand out and attract attention.

Example: Patagonia

Patagonia has established its brand as an environmental advocate and a champion of sustainability. Rather than positioning themselves against traditional outdoor apparel competitors, they differentiate by promoting responsible consumption and activism. Patagonia's brand identity is deeply rooted in their commitment to protecting the environment.

Example: Titan

Titan, a renowned Indian watchmaker, has established itself as a trusted and aspirational brand. Rather than competing directly with international luxury watch brands, Titan has focused on offering high-quality timepieces that cater to Indian sensibilities and cultural preferences.

9. Develop a secret language:

Strong brands cultivate their own secret language that resonates with their target audience. Create a distinct visual and verbal identity that sets you apart. Milk Makeup and Atlassian are excellent examples of brands with unique and recognizable languages.

Example: Glossier

Glossier has created a distinct visual and verbal language that resonates with their target audience—millennial women seeking a natural and effortless beauty routine. Their minimalist packaging, inclusive marketing campaigns, and relatable social media presence have fostered a community of brand advocates who speak the "Glossier language."

Example: Chumbak

Chumbak, a lifestyle brand, has created a distinct visual and design language inspired by Indian art and culture. Their products, featuring vibrant colors, quirky illustrations, and indigenous motifs, resonate with young Indian consumers seeking a unique and trendy lifestyle experience.

10. Future-proof your strategy:

Look ahead and make informed bets on the future. Anticipate how cultures, beliefs, and behaviors will evolve in the coming years. Let your brand strategy reflect this foresight and guide your approach today.

Example: Amazon

Amazon's brand strategy is future-oriented, continually expanding and innovating to meet evolving customer needs. By predicting the rise of e-commerce and investing in infrastructure, logistics, and customer-centric experiences, Amazon has become a dominant force in online retail.

Example: Paytm

Paytm, a leading Indian digital payment platform, has continuously evolved its offerings to meet the changing needs of consumers. From initially providing mobile recharges, Paytm now offers a wide range of services, including bill payments, money transfers, and online shopping, positioning itself as an all-in-one financial solutions provider.

11. Embrace bold risks:

Taking calculated risks is essential for emerging brands to gain authority and establish themselves. By daring to be different, you can captivate your target audience and carve out a distinct space in the market. Luxury brands, in particular, excel at taking bold risks.

Example: Tesla (again)

Tesla's bold decision to enter the electric vehicle market was a significant risk, challenging the status quo of the automotive industry. By defying convention and pushing the boundaries of what electric cars can achieve, Tesla has positioned itself as a leader in sustainable transportation.

12. Make tough decisions:

A strong brand strategy necessitates making difficult choices. Having a clear point of view means you won't please everyone, but it allows you to connect deeply with your core consumers. Push them to embrace the future, even if they're not yet fully ready.

Example: Netflix

Netflix disrupted the traditional video rental industry by transitioning from a DVD-by-mail service to a streaming platform. This required the difficult decision to let go of their successful DVD rental business. By embracing digital streaming, Netflix paved the way for the future of entertainment consumption.

Example: BookMyShow

BookMyShow, an online ticketing platform, disrupted the traditional movie ticketing industry by introducing digital ticketing and offering a one-stop platform for booking tickets to various entertainment events. This required the tough decision of convincing theaters and event organizers to adapt to the digital ecosystem.

13. Create tension to captivate your audience:

Tension captures attention and keeps audiences engaged. By being specific, taking bold risks, and embracing your secret language, you can create tension that captivates your core audience and intrigues secondary audiences. Seth Godin eloquently explains the power of tension in brand narratives.

Example: Red Bull

Red Bull has built its brand around extreme sports, adventure, and high-energy activities. Their marketing campaigns and sponsorships create tension by showcasing exhilarating stunts and pushing boundaries. By associating their brand with adrenaline and excitement, Red Bull captures the attention and loyalty of their target audience.

Example: Royal Enfield

Royal Enfield, an iconic motorcycle brand in India, has successfully created a sense of tension and adventure around their bikes. Their marketing campaigns and events revolve around the theme of exploration and freedom, captivating the imagination of motorcycle enthusiasts.

14. Empathize with your customer's journey:

Every customer is the hero of their own story. Empathize with their aspirations, challenges, and desires to uncover insights that drive your brand strategy. Understanding your customers deeply will enable you to build stronger connections and deliver meaningful experiences.

Example: Dove

Dove's "Real Beauty" campaign aimed to challenge traditional beauty standards and celebrate diverse body types. By empathizing with the struggles and insecurities of their customers, Dove connected on a deeper level and sparked conversations around self-acceptance and body positivity.

Example: Nykaa

Nykaa, an e-commerce platform for beauty and cosmetics, understands the challenges and desires of Indian consumers in the beauty industry. They offer a wide range of products, personalized recommendations, and educational content to empower customers in their beauty journey.

15. Opt for relief and reward, not guilt and fear:

When crafting your brand's narrative, choose positive, goal-oriented stories over shame-based or fear-inducing tactics. Relief beats guilt, and reward surpasses fear. Brands like Do Something, Teach for America, and Habitat for Humanity exemplify the power of positive narratives.

Example: Airbnb's "Belong Anywhere"

Airbnb's marketing campaigns focus on the positive aspects of travel, highlighting the joy of discovering new places and experiencing different cultures. By emphasizing the sense of belonging and connection, Airbnb evokes feelings of excitement and adventure, rather than guilt or fear.

Example: Cadbury Dairy Milk

Cadbury Dairy Milk, a beloved chocolate brand, focuses on the joy and indulgence of eating chocolate. Their advertisements evoke feelings of happiness, celebration, and sharing, providing a sense of relief and reward to consumers.

16. Be distinct by exploring the opposite:

Evaluate whether the opposite of your strategy is also a valid strategy. If your core choices are indistinguishable from your competitors when viewed from the opposite angle, it's time to redefine your approach. Aim for a strategy that sets you apart and makes you unmistakable.

Example: Tesla (once again)

Tesla's strategy of producing high-performance electric vehicles with sleek designs and cutting-edge technology sets them apart from other automakers. By positioning themselves as a leader in sustainable transportation, they have carved out a unique space in the market that competitors find challenging to replicate.

Example: Patanjali

Patanjali, a homegrown FMCG brand, has positioned itself as a provider of natural and Ayurvedic products. Their emphasis on traditional Indian remedies and their association with yoga guru Baba Ramdev have differentiated them from established multinational FMCG brands.

Conclusion:

Building a strong brand strategy requires careful consideration of these 16 rules. By differentiating yourself, empathizing with your customers, taking calculated risks, and embracing tension, you can create a brand that stands out, captures attention, and resonates deeply with your target audience. Avoid the trap of being indistinguishable, and strive for a brand that is truly unique.