Un-branding yourself; coming out from the clutter:

Did you ever wonder how it is possible to build a brand by giving services free? You might call me crazy, but Google did exactly that. Not only Google if you look at most of the tech giants; Facebook, Twitter or LinkedIn, most of this gives service free. With a pandemic on our heads, most of the brands need to redefine themselves.

The question is why am I talking about branding when the world is kinda ending? Well the thing is, brochures pamphlets and outdoor ads are becoming redundant and most of the brands need to digitalize their customer’s experience.

Most of the retail brands, specially clothing cannot provide in-store experiences, as their brand touch points need redefining. If they don’t trust your brand they won’t by your product. It is even truer for FMCG products where customers need to know the supply chain and delivery method to ensure that it is safe and hygienic

 So what will help you build a good brand right now?

1. Display Care and Empathy- Do not just send “stay home stay safe” messages. Everybody knows that. It was good at the start but after a certain point it is cringey. Everybody knows staying home is relevant and mandatory. Instead of sharing these messages if you can figure out a way to help people in this hour of need that will go a long way. Wow Momo started delivering grocery to customers. Taj hotel offered its premises to doctors in need. ITC converted one of its manufacturing plants to produce sanitizer. Rareplanet, a startup empowering artisans, also started selling essentials on its shelf spaces 

2. Consistency Always Wins- If you are trying to build a brand whether it is digital or physical, it has to display consistency. If you think of well positioned brand like Visa, BMW, Singapore Airlines, they have a very strong and loyal customer base. If you look at the social media handles of most brands, they define consistency by representing core values. Think about Starbucks for a moment. Wherever in the world you use Starbucks you will get almost same taste. Consistency enable customers to see that they are getting values. Branded product or services can charge a higher price. There are many products which are still not yet branded. Take banana chips in Kerala for example, they have a good taste. And they are still not yet branded. Do you know coconut water is sold at a higher price than champagne on some international flights?

3. Take Care of the Branding and Position it well; even in the Digital Space- Two brands operating in the same space, can also position very differently. If you think of “Fair and Lovely”, it encourages people to be more beautiful. However, if you look at “Dove”, it stresses on the fact that you are beautiful in your own way, so you don’t have to be changed. If you look at Disney they bring a family closer by being a family entertainment company, if look at Netflix, it targets only teenagers and young adults, who mostly binge-watch a series.

4. In the Digital Space Contextual Content is Very Important- If your company owns a brand like Boroline, which is very closely associated with Bengali community you can post some content on your social media handles in Bengali. My point is the closer you are to your target audience, in terms of their behavior and language the more connected they will feel with you.

5. Collaborate with Influencers- Influencer marketing is the new game, whether you like it or not. They have a large follower base and can give new eyeball for your brand but make sure that the image of the influencer is consistent with your brand. For example if you are targeting vegan then take someone to promote your brand who is vegan.

6. Brands live in the Minds of Your Consumers- Even in the digital space, your brands live in the mind of consumer. The more content you post, the better. If consumers are able to see content relevant to them it increases the recall rate for your brand. 

7. Brands are lived through Experiences- Do you remember the time when you forgot your purse in the restaurant and the waiter came running to return it to you? Chances are that you will remember that restaurant for that incident. That is because an experience connects to our memory. So in this digital age when your other brand touch points may have become redundant, it is very important for brands to learn the art of storytelling through blogs. If you can narrate good stories of your brand, it will increase your website traffic and people will keep coming back more. For example, Pampers village is a community for young mothers to get information of caring and raising a newborn child.

8. Build an Online Community That Cares- If you look at Harley Davidson bikers community, they have a strong community on Facebook where they take out bike rallies, as well as share stories, about their travels. The point is if you have a strong community that cares your brand will survive at any pandemic.

9. One Brand Policy- If you cannot build a house of brands, focus on building a single brand instead. P&G has a large portfolio brands, they have money, and you probably don’t. So the point is nurture your brand. Even if you get into the game of sub-brands, in the mind of your customer it will just be a brand. When you have limited budget and you are trying to digitalize, it is good to have a single master brand.

10. Do Not Ignore Personal Branding- Your personal brand is becoming more relevant every single day. It is more important for the services sector. The story of Richard Charles Nicholas Branson, the man behind the Virgin Airlines and Virgin Group of Companies is very popular and he is known for being a daring adventurer and having an innovative personality. Think about Elon Musk for a moment. He has a good vocal personality and prefers to be outright blunt. This way you can figure out your own personality and use it to build your brand. Happy branding!

 What branding strategies do you use?