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BRAND BUILDING

Brand Strategy

Brand Stories

Brand Strategy

Brand Strategy

Building a brand is as much an art as it is science.

No brand can be build without a plan. Brand strategy encompasses defining the vision of your brand and working out a character to make it identifiable.

Please note that your brand is not your logo, product, your service, your website or your name. It is much more. Infact it is something that affects all aspects of a business and is connected to your customers needs, emotions and faith. It is the perception. It is intangible. It should generate feelings and emotions of trust, faith and confidence.

A common mistake that businesses make is to get caught up in short-term activities and tactics to drive business. While, there is nothing wrong in that – and it can potentially generate business – but will certainly not build a brand. Building a brand can never be short-term. Long-term goals need to be defined. It also means that businesses have to be little soft on aggressive weekly or monthly ROI or growth patterns.

At Techma we can be your brand architects. We can design a lasting structure to sustain your brand for years to come.

Some of the key elements to define a brand strategy

Purpose

A clear purpose needs to be defined for each brand. It also serves as a diffentiator in a competitive market. The purpose has to be more than achieving profitability.

Consistency

Be consitent in all your messages and designs. Everything needs to be cohesive. Consistency brings in brand recognition – resulting to customer loyalty.

Emotion

Buying is not always rational. People pay thousands more to buy a mercedes which almost serves the same core purpose as any other car. It’s the emotion that plays the part here. Only a brand can bring in such customer behaviour which overrides rationality and logic.

Flexibility

Brands and businesses should be consistent yet flexible enough to accommodate to changing times. The world is very fast-changing and businesses should stay relevant or they will perish.

Employee Engagement

If your team faces the customers, then it becomes extremely important that each one of them is consistent. If your brand is contemporary and colorful, the same peppiness should reflect in your teams outfits, to the the way they engage with your customers. You cannot have old grumpy – customer facing team mates.

Loyalty

A strong strategy should be worked out to keep your customers loyal. Competition is fierce and unless there is an incentive for your customers to stick, it is very easy for them to sway over to competition. The brand strategy should focus on customer loyalty and stickiness.

Competition

You need to strive to create more value than your competition. Competition is always healthy and keeps you on toes. It is important to study and learn from competition.

Brand Stories

Brand Stories

Every brand tells a story.

We are bombarded with advertisements every day. Making your advertisement stand out and successfully reaching out to your audience is a tough task. Creating an engaging brand story can help you stand out. But what exactly is a brand story and how does it make a difference ?

A great brand story is a way of creating a perception of your brand which speaks of the values you adhere to. For eg. APPLE. Apple – the perception that this brand carries is of great design, quality and great user experience. This perception holds on to any product that apple comes out with.

The biggest advantage of being able to create a brand perception is that it de-couples your brand to the primary or initial set of products or services that it offered. For eg. Nike was primarily a shoe company – but they expanded to sports gears, apparels, belts, watches and even deodarants. Do we ever question the quality of watches of nike – considering that its not a watch company – but a shoe company ? That’s the power of branding.

Your brand story is a way of showing, of creating an image, of creating a perception, rather than telling, what your brand has to offer. 

Brand stories are designed by creating a long-term story arc, being consistent, and showing them what you care about. A great brand story is something which touches all spheres of your business. Listed below are the areas which all together should speak and exuberate – your brand.

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