Can Brands be Immortal

There was a saying[maybe still is] that used to say "Google is God". As of now Google is definitely one of the greatest brands that ever got created.

But can they brands remain at the same level all the time & retain their power forever.

There were brands that became the substitute for their generic names. But few of them disappeared over a period of time.

All of us whether as an individual or an organization, we have a brand.

Irrespective of whether we consciously put planned structured efforts or did not do anything.

Let me cite an example one of the global top 4 organization in their domain, because of their power of brand, get large orders from top MNCs in TOTALLY NON-CORE areas [they are supposed to be specialist in one function of business only] & they fully outsourced the complete process. But the best part, the model is so shabbily designed & executed, but still they get repeat orders.

That is the power of a strong brand.

If you study, you will find hundreds of thousands of such examples.

But then it may also lead to the down fall of few top fortune companies.

There are many other small organizations that are delivering or producing better services or products and are real experts, but the brand that has a stronger recall will always win.

What is a brand – it is a position, a perception or an image through various positive & negative words occupied in the mind of your target clients, prospects or stakeholders.

If you, whether as an individual or an organization or as a product or service have an unshakably strong positive words associated with your brand or name, your marketing people will have easier time

The types of brands

• 1.Iconic business brands with unshakable reputation like Zippo Lighters, Few Swiss watches and many other products
• 2.Iconic Brands that define a elite word like , Bentley-Luxury, Lamborghini-Performance etc
• 3.Iconic brands which have kind of become generic for that type of product or services – Google It, Tweeted, WhatsApped, Fedex it, Jeep[it used to be earlier substitute for 4wheel drive] etc
• 4.Iconic brands that created something then vanished like Motorola [invented 6 sigma & then vanished], Nokia, Kodak etc
• 5.Iconic Individuals those are themselves a brand, Bill gates, Steve Jobs, Warren Buffett etc
• 6.Iconic individuals who are brands because of both success & tragedies Elvis Presley, MJ, Merlyn Monroe etc
• 7.Iconic Individuals who were not become as well-known but acknowledged like Nicole Tesla
• 8.Iconic individuals who are associated with scientific discovery like Albert Einstein etc
• 9.Then the brands which are well known & trusted like say Sony, Toyota, Apple[used to be category 2 but have slipped] etc
• 10.Individual Brands that achieve the height for few years & then vanish or get tarnished, like current tribe of Indian Gurus & Babas
• 11.The there are well known name region-wise, category-wise with a smaller following than above types
• 12.Then there are Me-Too type, well known with their own chunk of business segments
• 13.Then there are individuals who have social brands, you can identify many at your local, country & at international level
• 14.Then there are individuals who have leadership brands, you can identify many at your local, country & at international level
• 15.Then there are individuals who have religious brands, you can identify many at your local, country & at international level
• 16.Then there could be brands in categories other than what mentioned above

You have to understand, even if you are an individual and you work for an organization, you can bring down a whole organization, if you falter & fail to follow the immutable rules of branding.

This happened with a IT firm where the chief did activities those are anti-branding & their partner, one of the Global top organization could not catch them & the whole organization collapsed.

The brands are dynamic, either they are growing or they are going down or they vanish all together. Very few can exist in anonymity.

First let us identify our own personal brand – it is a self-scoring exercise

• 1.Focus on yourself objectively & go beyond your self-image which can be totally opposite the way people[especially who are important to you & powerful factor in your life] perceive you & choose from the following words or add any other on what words normally people you are interacting with, associate with your name. In another words what are the top 10 words people would describe you as.
• 2.Then identify your senior, your best friend, your lover, the identify what top words of their character, behavior, nature & attitude comes to your mind when you think about them
• 3.Now identify at least 6 tops organizations or brands that comes to your mind immediately & write how you perceive them

The answer to the point 1 would be your brand & the answer to the 2nd would the brand of the people you considered.

The answer to the 3rd is generally how you perceive that organization or brand & if enough people have the same perception then that is what that organization's brand stands for & will reap the according benefits or disadvantages in the market.

The words to consider would be for your impression of others & organizational you are thinking about, would be- you choose any other words by ignoring the complete list given below

Personal – there are some words, those are important as your personal brand to make your character, when they are being considered by powerful & influential people whom you need. The list I made is randomly not a exhaustive one.

Dependable Creative, Gossiper & Rumor Monger, Initiator, Sincere, Lacks Energy, Always honors commitments, Risk-taker, Lazy, Enthusiastic, Rude, Plays Politics, Always Comes with Problems, Just does the work given no more, Polished, Problem Solver, Has Attitude Issues, Brilliant, Short Tempered, Innovative, Hardworking, Always Creates Problem, Learns faster Team worker etc etc

Organizational – the following & many other words that creates the brand image for an organization. The list I made is randomly not a exhaustive one.

But they decide if the organization will prosper your perish.

Prompt Response, Quality of Service, Excellent, Dependable, Complaints don't get answered, They Do Not care,  Very Good product, Staff very pleasant, Environmentally responsible, Ensures great customer experience, Fantastic Follow-up, Have to chase but still no satisfaction, Socially responsible, Disgusting service, Add value by going out of their way, Considers out of turn requests too, Gives feedback & follow-up till resolved ,Will never recommend them, I always talk about them as an positive or negative example, Why the hell I had to buy from them, Their advertisements are just to hook the people, Not professional, I will never change them for any other brand, Low prices even lower quality, High prices but worth it

Now let us get to the brass tack what we need to create, the Dos, The Don't, The Absolute Musts, The Never Ever Touch One along with basic principles of branding in as brief as possible - to read the complete article please visit our website https://successunlimited-mantra.com/ blog on How to build powerful brands.

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