Branding is Pran Pratishtha (like a Consecration)

Pran Pratishtha (Consecration) is a process through we energize through rituals a physical form (mostly made of stone) into a believer of Higher Power or GOD. I have done two detailed Pran Pratishtha (Consecration) – One with Sadhguru of Adiyogi and one with my Guruji for Balaji Temple in Delhi.

Having worked on many brands and created brands from across the industries and doing the brand creation and building exercise almost every day from last 10 years I realized early this year working with Anirban Sir and listening to Kiran Khalap talks is the Branding is Pran Pratishtha (like a Consecration).

You have a product or service or App – you need to understand the powers of the product or service and give it the energy. Branding is very very crucial for any startup or organization to understand. Sharing the Kiran Khalap’s / Chlorophyll formula of brand building and I found this most relevant having worked with many professional/ brand building experts till now:

1.   Why You Exist – Everyone knows what and how they do. Most companies don’t know Why they do it. Please watch: Start with Why by Simon Sinek.

2.   How it is socially relevant – what mindset you cater to who would believe in your offering – product/service or idea. It should be agnostic of Geography, Category and Demographic. You need to look at Global Trends and Individuals filters to arrive at Social relevance of the brand.

3.   What the is the Brand beyond category – This is one of the most crucial points because once you are building a brand it can have extension in another category. Globally Brand Extension is about $ 300 Billion business and especially the US understand this very well. India has started working on it in the last 20 years: Celebrities launching their fashion brands, Kids content going to Merchandise/experiences etc. Very crucial to think in this direction from Day Zero.

4.   Brand Values – There should Top 3 uncompromisable values that you stand for. It should reflect in everything you do.

5.   Archetype – There is a framework available for Archetype for brands and they can choose one. A lot of detailed information is available on google.

6.   Alignment – Post doing the above 5 steps you need to align communication (internal and external), Promotions, Brand Identity, Brand Online Experience, Customer retention, Topline and Bottom line growth.

Brand building is also like a Tapasya (Rigor) where you need focus, dedication, execution, believe and passion to build it. 

Happy to understand your point of view. Tagging the people from whom I build this knowledge.