Primary Branding refers to
all things that are basic to a brand; the name, the way it is written and
the associated designs forming the visual identity, slogan that tells its
purpose strikingly and the personified values which with all the other
elements of identity facilitate consumers make up the mental image of it.
Collectively they make a brand and therefore it could prove unwise to detach
or alter any of them. But to be scared by that belief can severely hurt a
brand with flaws in its elements.
Subtle flaws in primary
branding are hard to know but are quite potential in cutting effectiveness
of marketing efforts rather inconspicuously. It is as bad as building over
unfit foundation. Flaws in the fundamentals of the brand remain due to
ignorance or immature convictions. Often, due to same reasons, absolutely
right elements of a brand are changed with inappropriate ones. Primary
branding mistakes hurt badly when the competition becomes tough.
A good understanding of
the importance, application usefulness and the marketing advantages that can
be derived from competitive elements of primary branding is important to be
able to develop new brands with that exceptional potential. Creating new sub
brands often happens to be good branding strategy in effectively competing
in good enough market segments.
What's in a name? A name
tells if it can evolve to become a powerful brand. A good name may not
assure business success all by itself but can surely help, in branding, in
achieving that. But a bad name can even fail the business even when all else
are good with it. A bad name is a huge risk. Feasibility of turning a name
into a brand arises from its suitability to the business, its sound and the
scope it provides to work with it.
Often, managers wonder if
the name is good enough to work with. Changing the brand name is tricky and
in most cases it would amount to starting it all over again. Of all the
considerations, the straight question to think is; is the name really unfit
for branding? Depending on that, the answer to the larger question can be;
you can't afford to change it! Or, you can't afford to not change it? That's
tricky; one could be dead wrong!!
And, that makes it all the
more important to get the name right, right in the first place. Working out
a new name is not just mind work. It is important to ascertain the
feasibility of branding as against the products, competition and the
personality it is supposed live out. It is a systematic process.
Brand Designs & Content
Designs for a brand are
like the makeup and dresses that turn a man stunning or a lady attractive.
Design turns the name into brand of certain character and style. The
objective is to seek attention and lasting registration with the audience.
Brand designs should be easily adoptable to be carried on any medium and
should provide scope for innovations in promotions.
communication units need to have exceptional class and sense to survive from
being drowned in the communication gutter. Ever increasing media options
only makes it harder to be sure of the choice. Only way to work through the
communication chaos is to be competitive in blending message and creativity
for all the big money it sucks.
Objective review of
designs of the brand and of other communications from the branding
perspectives can drastically reset the directions for a brand - for good.
The review is not necessarily about how good a piece is but as to how
appropriate it is - as a piece and as part of all else.
A brand would certainly
miss a certain push without a hard hitting punch-line. But to have one that
isn't good enough is bad indeed. A slogan should tell something that's
absolutely relevant to the brand but in a unique way. It should be simple,
easy on the tongue and memorable. It presents the brand with a certain
class, maturity and style that it can eventually become a useful factor of
A good one would function
on its own needing only to be placed suitably along side the brand in all
communications. It can tickle interest, create enduring awareness and cause
positive word of mouth communications - if it is good enough to make people;
think about it - talk about it.
A brand can do better with
additional memory hooks, like; the logo, the characters, jingle, a song or
even an anthem. However, these accessories for a brand become useful
selectively by the kind of products and the market. They can prove to be
useless or even negative when not really required or are not effectively
A brand with sound
fundamentals goes places. Brands grow in size by expanding into new
territories. Brands move onto emerging sales channels. Brands break into new
promotion mediums. Brands launch sub-brands. And, powerful brands hope to
become global. On market extension, brand launch program is developed on the
strength of accrued brand equity. An all new brand without any value links
is launched on the strength of its promoters and value constructs.
In planning a brand launch
main considerations are short term volumes, medium term market share
targets, competition strategies and communication plans. Brand launch
requires meticulous planning on ways to seek active participation from the
trade and to excite the consumers about the brand.
In a brand launch it is
important to achieve sustainable operation-critical base volume of sales
within the launch span which impacts the feasibility of operations and
growth of business further on. Deficiency in the approach and work at the
market place, bad investments in marketing and most importantly flawed
communication work can lead failed launch.