“Products are made in the factory. But brands are created in the mind.” – Walter Landor
Times have changed. It’s no more about being a company that offers products or services, but about being a Brand. Branding is nothing but etching oneself in the minds of people, wherein the audience doesn’t just associate themselves with a product, but also a value. It’s not just about having an image, but actually living up to it.
For example, when you think of Amul, you think of Dr. Kurien and the little girl saying ‘utterly butterly delicious.’ More so, thinking of Amul incites a trust and warmth that only comes about when one can emotionally connect with a brand. This is a classic example of astute branding, wherein the company stood for values, not just their products. Branding is about leaving a mark on customers’ minds and creating evangelists or ambassadors. Here is a beginner’s guide to branding:
Where do you begin with Branding?
As a beginner, figuring out the nitty-gritties of branding can be overwhelming. Chew not your nails because here is a set of things to get you started and ensure that you are on the right path to good branding. A beginner’s guide to branding in 4 simple steps:
- What do you stand for? – USP is everything:
This is your most important step to branding. What does your company stand for? What would you want consumers to think of your company? The answers to these questions will lay the foundation to all your subsequent branding activities.
- Set the base – Colour palate:
A colour palate is another important aspect of branding, wherein you choose colours that will consequently remind your consumers of your brand. For example, when you think of yellow and blue you think of Flipkart or the colour red reminds you of Close Up. Every colour represents different moods and expressions. So, choose wisely to showcase your USP and set a personality for your brand.
- Social Media – Be Subtle but Be There
Social media presence is an important part of branding. More so, what you post plays as important a role as your branding activity. Personalize what you say. Don’t always try to make a direct sale, but engage with them. Be available to hear their queries, issues and even praises. Always respond.
- Personalize – Make it clear
Off late, content marketing is the best way to reach out to audiences and engage with existing and prospective customers. Usage of links across social media to share your own or third party content is common. Links to track campaigns that would lead to traffic and sales is an everyday deal. Don’t just use URL shorteners, but personalize it with the help of custom URL management platforms.
For example, if you are sharing a link to a product (say a book), instead of using long url shorterner to create at.ly/3efgth, use a custom URL shortener like MyLnk to make your link more meaningful – www.mylnk.is/buythebook. Clearly stated links work much better than random gibberish.
The above set forms the base to any good branding activity. In time you can add to these, to strengthen your brand. Always remember to stay consistent and stick to the brand message set. This will leave a lasting impression on your audience, drawing evangelists and new customers.
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