Is your brand communicating what you want to communicate?

YOU, I am asking you my friend. Question yourself the following

Is your brand communicating what you want to communicate?

Is your brand identity is perceived the same way it was supposed to be?

Do you know what your brand identity is?

Are you aware of your targeted audience?

The answers for the above mentioned questions are below. Go ahead if you want to know the answers.

What is a brand and why you need it?

    The book definition of a brand is “A medium which distinguishes your product from the other sellers.”

    Is brand really limited to the above definition???

    My answer is a big NO..

    A brand is the face of your company. It is something which your customers can trust upon. It is something your happy customers can show the rest of the world and be proud of. It is the symbol of loyalty, status and recognition.

    If you want me to define brand in a single word then I would say a brand is a PROMISE. It is a promise which you make to your customer to buy your product every single time. As a result just by a visual or a phrase or a sound your customer can recollect the promise fulfilled by you and can come back to you again. The purpose of a brand can be fulfilled only when your promise is perceived as the same way you meant.

So, now you got the answer for the purpose of creating a brand. The next question is

Steps to create a brand?

Identify your target: Before creating a brand you need to define your target audience whom your product is going to hit.

Understand their behavior: Once you set your audience, you need to understand their needs, likes and dislikes and best medium to communicate with them

Define your promise: In order to create a brand you must be aware of what promise you are going to make to your customer and how it should be perceived as.

Words: Now you need to choose the words to define your promise. It can be a simple phrase or a tag line which should be easy to understand and recollect for your target audience.

Logo: Now comes the symbol of your promise which is your logo. This is the most important part in the process of creating a brand. You need to create a logo which represents your entire promise in a single image. In short your logo speaks itself about your brand. This is the first thing your audience notice in your brand.

   People do everything right till here, the point what decides the future of the brand is expectation – reality match and perceivance.

Does your brand live up to the expectations?

   Before selling your product to a customer you make them a promise about it. Customer believes it and then purchases your product. After the using, your product experience should either match or exceed the promise which you made. So basically a good perception is created only when the expectation matches with the reality. If your product fails to do so then your brand image turns negative no matter how much marketing you do on your product.

How to create a brand perception?

The best method to create a brand perception is by giving your audience a sensory experience with an emotional touch.

Visibility: You need to create logos and commercial advertisements which exactly reflect your brand identity.

· Color: Color plays an important role in the brand perception. Your entire brand marketing depends on the color you choose. Brands like KFC, McDonald’s etc., associated themselves with a color. Due to this the brand name gets    triggered whenever you see that color.

· Logo: Out of the above logo is very important because this is the first thing which your audience notice. Your logo should represent your entire promise in a single image as this image itself speaks about your brand. A logo variates   your brand from the spam, develops a status and gives it there cognition your brand requires. If you ever want to know the power of a logo just think of the sensation created by the half eaten apple logo behind iPhone.

· Advertisements: Entertaining commercials, creative digital media campaigns should definitely makes your brand run in the minds of your audience. The more visuals the more you are in touch with your customers.

· Emotions: Finally it’s all about emotions. The main purpose of these brand perception techniques to register your brand in the minds of the customer emotionally. The more emotionally you are connected with your audience, the   more business you get from them. Simple but effective.

Audio: Jingles play a prominent role in the times where visibility is absent. Jingles provide information about your brand in a fun way which can subconsciously trigger your customers to buy your product. Brands like Reliance Jio, Tata Sky, Kit-Kat etc., made their way to the heart of the audience through these Jingles.

Collaboration: Collaborating with digital agencies and influencers who can create such content for you is just like a fuel to the fire. Your brand reaches your audience in no time just the way you wanted.

    Finally it’s all about emotions. The main purpose of these brand perception techniques to register your brand in the minds of the customer emotionally. The more emotionally you are connected with your audience, the more business you get from them. Simple but effective.

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