Develop Brand DNA in Genes Series: Create a word you should own

You know what this article will do for your branding process. That's a tough question.

Should I answer it right away and let you explain in one paragraph, or should I make this interesting enough so that you learn it all throughout and thank me later?

You want to buy a Mercedes, not because of its good features. But I would say you want to buy because of the prestige you want to show in your community. This one word resonates with Mercedes so much that you know this from the heart. Your mind has been trained regularly by their advertisements and marketing.?

Can you do the same for your brand? Let's pick up some other examples too:

Nike: "Just Do It"

Apple: "Innovative" or "Sleek"

Coca-Cola: "Refreshment" or "Happiness"

McDonald's: "Fast" or "Convenient"

Google: "Search" or "Knowledge"

Amazon: "Convenience" or "Selection"

BMW: "Luxury" or "Performance"

Samsung: "Innovation" or "Technology"

Pepsi: "Refreshing" or "Cool"

Toyota: "Reliability" or "Efficiency"

Words are key to unlocking the potential of your brand? Akash Jaiswal?????

You definitely connect with the brand through words. But here you might be confused: why should brands spend on color, shapes, and sizes? If I say, "Close your eyes and let someone say a few words in sequence like NASA, astronaut , space, moon, dog. What have you imagined? You might have imagined a dog in a spacesuit on the moon. Isn't it amazing? How our mind works We, without even noticing, are trapped in our minds' pictorial imagination.?

Our mind creates visual reality by using words. Only when the mind thinks that an object is large or small, beautiful or ugly, dark or light , does that meaning arise. But you need to understand that you need to reduce the essence of your brand to a single thought. This thought should be associated with a single attribute, and this attribute should be owned by no one.???

A word that nobody owns????

With the advancement of AI like ChatGPT, the process of refining and defining your brand has become streamlined. You yourself can engage in the process of building something out of the box. As an example, you can make use of AI and ask questions like, “Consider yourself a T-shirt company owner, and your target market is kids. T-shirts are made of cotton for kids' comfort. Can you give me one word that will resonate and be unique for my company?"?

You will be shocked at the response I got:

"Playful"

This word suggests that your T-shirts are not just comfortable but also fun and enjoyable for kids to wear. It can also imply that your T-shirts feature designs or patterns that are bright, colourful, and imaginative, appealing to children's sense of creativity and playfulness. Using this word in your brand messaging and marketing efforts can help position your T-shirt company as a playful and enjoyable option for kids and their parents.

If you weren't first in a category,??????

You can create a new category by simply narrowing your focus???????????

So once your brand starts to grow, don't go and start expanding your brand. Because you will start ruining your word where you have already begun. Here's what you should do, expand the market, not the brand. It will help you grow exponentially. As an example, you know that Mercedes built the market for expensive cars by using a prestige strategy. Lamborghinis are expensive, but they do not convey the prestige of Mercedes.??

The Indian motorcycle brand Royal Enfield has successfully used the word "Bullet" as a way to position itself as a rugged, powerful, and adventurous brand. The word "Bullet" has become synonymous with the Royal Enfield brand in India and is often used interchangeably with the name of the motorcycle itself.

Royal Enfield has been manufacturing motorcycles since 1901, and the Bullet model has been in production since the 1940s. Over the years, the Bullet has become an iconic brand in India, associated with a sense of freedom, adventure, and individuality.

By using the word "bullet" as its brand positioning, Royal Enfield has been able to tap into this sense of adventure and individuality, resonating with its target audience of motorcycle enthusiasts and adventure seekers. The brand has also been able to differentiate itself from other motorcycle brands in India, which often focus on speed or affordability.

The success of Royal Enfield's brand positioning strategy can be seen in its strong brand loyalty among Indian consumers and its growing popularity in international markets.

This is applicable in all different categories, no matter how narrow or obscure the industry is. Now you should try to determine how large a market your brand can acquire by narrowing its focus and owning a word.

Hola!!!

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That was amazing, right? This must have blown your mind.?

You never ever have heard of these theories in reality checks. Let me tell you, our brain has not yet evolved as much as it did 100 years ago. Yeah, we invent and develop new things, but our emotions still remain the same.

Utilize these and let me know in the comments if something is missed.

I will see you in my next post.?????????????

#itoocancreate