Talking it out - with customers / consumers
is a word of measure of brand equity. Popularity is a big factor that tells
of the volumes. The questions are; how many know about the brand? what's the
recall quotient? what do they know about the brand?
But the harder ones are;
how well do they know the brand? how familiar are they with the brand? how
uncompromisingly do they seek it - repeatedly? Unflinching consumer passion
for a brand arises out of absolute customer satisfaction way beyond
competitive product usefulness. They include a good set of worthy attributes
and associations that bonds the consumers with the brand.
Talking to consumers in
creating and reinforcing awareness about the Brand; about its products,
about the values it signifies and about its associations is a tough and
expensive task and, may return nothing for the effort and money if tried
without careful considerations. Advertisements - the way to talk to vast
sets have indeed helped build brands but have also sunk many. The only way
to ensure pay off is to have substantiated answers for the questions; what
to talk? Whom to talk? And, how to talk?
Whom to talk?
The question sounds simple
but considering it as such can cause waste of a lot of money spent on
talking owing to misplaced choice of audience or harm the chances of making
better with it. It calls for careful consideration of need perspectives and
psychological factors that aggregate decisions well beyond the
Optimization of branding
efforts requires talking to various consumer sets that may have varying
knowledge gaps and the strategic approach to it is to achieve overall
efficiency in costs and effectiveness by ensuring cross communications
across the sets as best as possible. In retaining consumers, which is the
primary objective of branding, the task is to talk in a way to reach out to
new consumer prospects through them with creativity and innovations that can
cause positive WOM.
also depend on specific market opportunities and objective specific programs
which set the priorities and the approach.
What to talk?
Irrespective of worthiness
of the product and active demand that may exist it is imperative to renew
the memory of the consumers at large - of the brand and its propositions. In
a competition situation, a brand with even the best product may loose out to
a competitor who talks more and more effectively. That's only to say talking
is almost equally important, because brands that talk more without matching
products, eventually lose - well, because of talking more.
Branding is about creating
demand - for the brand - and the task becomes harder when competition gets
even with the products - necessitating creation of external values that can
be fused into the brand and thus create competitive superiority. Talking out
such carefully chosen and true values with the consumers effectively is
among the tough tasks in branding.
People don't like brands;
that lie, that boast and those that are not smart in articulating their
message well. Inconsistency between talks and deeds cause consumer
dissatisfaction. Companies that miss to say the right things and try make
good their deficiencies through exaggerated and tweaked info, eventually seek
out MR firms - to check what the consumers think of their
How to talk?
That's tough to say! The
problem is one of too many and that none offer any guarantee. Noise, the
silly term of the subject is very, very hard to cut-through to be heard on
any media. Strangely, for some products entry barrier is the scary-cost of
Forget advertising? Not
really. Think hard about brand values. Think of messaging right and with
every action. Advertisements can only help build on brand values but only
when they really exist. Delightful product and brand experiences drive
consumers to talk about it to their contacts in creating zero-cost -
high-impact WOMc. A certain attitude, style and smartness befitting the
brand seamlessly fused into the operations and promotions can convey
brand-constructive messages that even big-buck ad campaigns can't. Get the
products to talk, get the get the market to talk and get your consumers to
With basic values in place
communication becomes critical. Advertising is as important as a host of
other communication tools. But the challenge is to be able to talk out brand
values effectively and with a big cost advantage. And that is about working
with innovations and superior strategies. Know how @ 'Big Leaps' and 'Power
Ensuring unmistakable Brand Identity
Seeking attention of
consumers to be able say something is only becoming harder with more and
more brands wanting to talk across countless media and to the same sets of
consumers. Ever expanding supernova of info has in fact grossly stunted
peoples' ability to receive messages. Take any media, 99% filter out 99% of
the messages - unconsciously.
To be noticed in the heap
of it all, it is important to understand the way the human brain works and
to follow the sense of it in creating any thing that can tell something -
not just advertisements. Many brands, those with good value as well, fail to
make better with their good enough efforts owing to imperfect elements of
identity. It could be the very name or the way it is written or other things
that go with it. It can be because of inconsistencies and inappropriateness
in adopting other aspects of identity arising from operation style.
Over time, a successful
and high value brand, transforms its name - to mean certain unique
characteristics, proven true to it time and again by uncompromised practice
in the course of its evolution. Successful branding is about achieving such
Enhancing impact with Creativity
Creativity refers to
elements of appreciable uniqueness in any piece of work. Creativity captures
attention, facilitates effectiveness of communication and makes the topic
linger in memory for long. Creativity triggers interest, it is thrilling, it is
satisfying and it makes people make up the mind.
Elements of creativity can
be built into any piece of work. It can be in small letters, brochures and
any such communications. It can be in ads, in illustrations and in promotion
campaigns. It can be in products, in packaging and in the details of all and
every piece of work. Just about anything.
Creativity helps branding.
Practiced as a culture a brand can acquire the attribute - creative and make
good with it.