How to Build a Powerful Brand

I have received repeated request from linked in connections for sharing the major insights from the recent workshop conducted in August, 2019. Here is a summary of what the group discussed with me during the workshop.

I have conducted a recent workshop on Branding recently under the title of “How to Build a Powerful Brand”. This session was attended by the people from divergent industries such as HR, recruitment, event management, visual content, marketing, education and fashion designing to learn how to strengthen their brand and reach a wider audience in a short time. I know that most common problem that is faced by the people irrespective of the industry is increasing the brand awareness and gaining more number of followers. The session was fruitful and interactive as it focused primarily on the BRAND MESSAGE and the BRANDING MODEL.

The experts from all industries shared their insights on how to enhance the brand image. Many were wondering how to build the brand reputation. I suggested various ways to boost the brand such as using marketing collateral and forming a community. The majority of the audience in the session liked the idea of forming a community to build a stronger brand identity. When the brand has a community, it helps to grab the attention of more followers. These followers will follow the brand activities. If more people with a common identity are associated with the brand, it helps the brand to reach a wider audience. The other followers who are interested in your brand will start following your brand. This helps the brand to grow further. I also discussed about the consistency of maintaining a proper brand message in the work environment, i.e. in the brand collateral and signage is important so that the brand name and logo get imprinted in the minds of the audience.

I discussed about the model that was proposed by Patrick Fenlon. This model clearly states that there should be a code in the community. If the brand has a belief system, it helps to easily build the brand and also form a common identity for the people. The brand will have wider outreach and the community that is formed will help the brand to grow and reach the audience in every nook and cranny of the world. Examples of the popular brands that have created a community of believers include Coco cola, Nike, Starbucks, apple, Peace First and many other famous brands. These brands made a huge name in their respective niche industry by building a purpose in the brand actions. For instance, Peace First, it supports and encourages the youth to identify an injustice that they care about and solve it. This gives them the required tools to solve. This is giving a purpose to the audience.

The audience who hold the same values, beliefs and also share the common interest with the brand will stick to it longer. This is the key fundamental that is helping many top brands to attain success and stay stronger in the market.

I explained to the audience about the importance of maintaining the consistency in the brand messages and the experiences it offers to the audience clearly. The main point in the session was about experiences. The experience that employees and customers have from the brand so that the brand can be grown further and retain its name for a long time. The brand should also have culture and nature, without which it won’t appeal to the audience. If there is a culture and trend it will sustain interest, attention and association to the brand. This is what makes the brand name vociferous. This also makes the brand name to be in the customer minds forever.