Sometimes you need a little outside perspective to solve business problems.
Reach out to luxury of epiphany. top luxury marketing consultancy in India to get the help your home-grown brand needs.
Potential questions or thoughts I could help you think about and answer:
Brand Strategy & Long term vision of the business
What does your brand mean and stand for? How is it responsible for profitability - is it loyalty/price premium/consumer love/a status symbol?
What does your brand mean to your key stakeholders? your consumers? you? your employees?
What are your current business challenges, how can your brand solve for it?
Where do you see your business in 5 years, 10 years and what role does your brand play in that?
Creation of brand, identity & philosophy
Are you starting a new business and want to create a brand around it? Or are you trying to become more relevant to the new dynamics, a new consumer base or simply get with the times?
Why are you in the market? What is the need gap you're bridging? What is the competitive landscape? What is your differentiating factor? What makes you tick?
Brand is the embodiment of who you are as a founder and what your company stands for today and will stand for tomorrow?
What is the psychology of colours? is there a cultural significance? are you building for Bharat or the world? Is it luxury or mass? Who is your customer?
How do we create the right brand then, that resonates all that?
Brand at each point of the customer journey
Where all does your customer interact with your brand? From the moment a potential customer sees your ad/hears about you, to the time he/she enters your shopfront, interacts with your personnel, makes a decision to buy, purchases it, steps out, experiences it, his/her post purchase experience, your packaging, your social media, your website, your chat box, your call centre, there are are so many touchpoints - how does your brand shine at each of these and what is the way to systemise it?
And no, its not about plastering logos everywhere, it's more nuanced than that.
Stories of your brand
Every brand has a story, a story that needs to be told in a manner that consumers relate to it. how do we tell these stories, which format works best - is it video, short format content, educational content, print ads, reels, Instagram posts, LinkedIn articles, opinion pieces?
How do we tell these stories consistently? in what frequency? which medium, which media, what spend, which target audience?
The variety of brand ambassadors
Gone are the days that you could choose a celebrity as a brand ambassador and get those eye balls.
Brand ambassadors have evolved, in this age of information and a rather skeptical consumer about advertising, brand ambassadors have to be looked at differently, and as a multi-being rather than one.
this means, your employees, your sales personnel, the influencers that you use and yes the big celeb if you go for one (chosen for how they resonate with your brand values not because of their celeb status) are all your brand ambassadors. and it's important to define how they will represent your brand.
People brands
So you have created a brand, that's great! But, who is the person or the people behind the brand? The human face (s) to the brand, what is their persona? What are their values, their opinions, how are they written about? What's the PR strategy? Who are they as people?
Consumers relate more than ever to the people who create the brands, and the people and the brand are inter-linked more than you can imagine.
There's Steve Jobs behind Apple, a Coco Chanel behind Chanel, a Ratan Tata behind Tata Group, who are/were as people reflected on how consumers felt about the brands they created.
Brand experience
What is a brand? How does a consumer experience it?
Is it the jingle that reminds them of you? a scent they smell every time they enter your store? the handwritten card with your all deliveries? the quality of your packaging? the way the sales person greets them? the way you end your emails? the treat they get for their loyalty?
a brand can be experienced in a multitude ways and remembered for some very special yet sub-conscious ones. every brand can create an experience that is unique to that brand, it's in the little details more often than we imagine.
The physicality of a brand vs. it's virtual presence
In this digital age, brand building can be confusing.
What works for print doesn't work for digital? short format videos rather than 90 sec tv spots? shopfront in a store vs. a website has a whole new meaning? how do we target the right audience on a super precise digital mediums vs. the spray and pray approach?
Yes, they are all valid and true, but there's one thing that doesn't change irrespective of media, medium or format - is your brand and what it stands for.
The philosophy and the approach is the same and it helps to have a super detailed brand bible which takes away the guesswork and ensures consistency across the million ways to reach your consumer.
A brand is defined by the company it keeps
Brands are like people, and just like people they are defined by the company they keep.
this philosophy comes in handy in various ways:
- are two non-competing brands trying to reach the same audience set - can they harness the power of many to offer a more engaging experience to that customer?
- are you a new brand, in a space that is occupied by stalwarts, seeing with them in where they advertise, they open their stores, or talked about in articles can offer your credibility
brand partnerships and collars are the future to strengthen your brand promise, borrow and offer credibility and gain loyalty from a similar consumer base.