BRANDS ARE DEAD, LONG LIVE BRANDS!

Dear business owner,

Is your content strategy in place? What about your performance marketing plan? Are you focusing on lead generation? And what about your sales funnel? Social media plan?

After all, from the hullabaloo on the internet, especially on LinkedIn, it seems that these are all that matter to build your business, right?

Now let us ask you:

• Is your brand strategy in place??
• Have you sharply identified your target audiences??
• Does your brand have a clear identity that speaks to these audiences??
• What is the health of your brand?

If you are flummoxed by these questions, we can’t blame you. You may be thinking: Oh! But I thought the era of brands was over? Do brands mean anything at all today?

Consider this– several businesses(start-ups and solopreneurs) are coming up everyday across industries, in every part of the world. Many of them are springing up? in your industry or field, in your part of the world too–even as you read this. Which means more businesses are vying for the attention of the same consumer set as you are. And trying to outshout one another? in doing so. Which means increasing clutter and competition for you.

So how do you stand out from this ever-increasing crowd??

Do you have a tool in your kit for this?

You may have heard that your brand is the face of your business. We disagree.

It is the heart and soul

of your business.

It is what drives a number of decisions on what your business should do and not do. It is what defines how your business interacts with consumers. It defines the kind of customer experience you aim to deliver time and again. It helps you tell the consumer a compelling, authentic story. And ultimately, it is what shapes consumer perceptions about your business and makes them buy into your repeatedly. And oh! In difficult times, it is the strength of your brand that will help you stay afloat.

Even as new media, digital platforms and apps come into play all the time, branding has retained its place in the handbook of the smart business owner.?

A brand comprises of a few distinct elements (and no, it’s not just the brand name, logo and baseline; we have to go way deeper). Articulating your brand’s identity starts by articulating each of these elements. In the subsequent issues of this magazine, we will see what these are.

But before that, in the next issue, we will explore the fundamental element that gives a brand its velocity.

To get this empathetic primer on branding & communication every week, subscribe to Speaking of brands… from Ganesh Vancheeswaran 's profile or follow me.

See you next week and have a great weekend!