5 Hacks for Successful Brand Building
When you build a business, you aim to make it a renowned brand one day. Everyone knows a brand, and it has a loyal customer base. Brand building is not just the responsibility of your marketing executive but of every employee in the company. In the last five years, India has undergone a stark change in consumerism and workforce. More people want to work for themselves and become entrepreneurs.
While that’s true, you must also remember that startups fail left and right. So, it is not enough to rent an office space and recruit people. You have to think about accomplishing long term goals and building a brand. Here are a few tips for successful brand building as I learned from the founder of Myntra and CultFit, Mukesh Bansal.
1. Brand name and logo
The two pillars of a brand are its logo and its name. Think of any brand — Mamaearth, Myntra, Delhivery, and others. They all have a unique name that is easy to remember but uncommon. It shouldn’t be anything fancy which people cannot pronounce or spell out.
In digital marketing and social media, make your logo stand out. The logo and color palette should be in accord with your brand personality. Once you have done so, the first step of brand building is complete. This is also the time to segregate your target audience and customize your brand accordingly. Remember, not everyone is your customer.
2. Choosing a popular face
Get yourself a celebrity or content creator or influencer to market your brand. How does a new brand start gathering popularity? In two ways. One, a famous person is the face of the brand, or their product or service is fantastic. In the second case, word of mouth takes center stage. But it also involves ifs and buts.
Recently, Maybelline New York was exalted for taking Suhana Khan and Esha Subba, among others, as their brand ambassador. Because they have a skin tone and face pattern similar to that of the majority of Indians which makes the brand relatable. So, the ideal way is to start marketing and spread the word among the mass. But when doing so, keep the idea of inclusivity and relatability in mind.
3. Power of authenticity
When you are just starting, it is natural that most people will not take you seriously. But you have to stay true to your core. Avoid temptations and shortcuts at all costs. Find your niche. Your brand must stand for something. For successful brand building: be authentic, be reliable. Just like it takes time to make friends and grow your network, it takes time for brand building. You must develop a slow, thorough relationship with your customer over time.
We judge a person by their character. Similarly, your customer will consider your company based on the quality of the products and how efficiently you serve them, among others. Having said that, you need to evolve as per the demands of the time. For example, Tata is a brand everyone trusts blindly. From jewelry to cars to tea leaves, everyone makes them their priority. That’s because over the years it has developed itself trustworthy.
Everything that you do as a company makes up for successful brand building. A brand is the summation of stories, expectations, and relationships, which all account for a customer’s decision to choose your product or service over others.
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