There are 7 start points of branding that we are convinced are essentials in marking your brand. Answers to the start points could be the beginning of the brand discovery process. We view this as a fundamental and first step in the branding journey. Clients have experienced the relevance of this simple marker because it helps them think through the future and mark the present. Kind of plot the coordinates and the Point A and articulate the Point B for the brand. ‘My brand is now here… it needs to go here. So what assets tangible and intangible do I have with me…’
Here are our 7 start points – Audience Knowledge, Uniqueness, Passion, Constants, Competitiveness, Exposure and Leadership. Discover how to mark your brand. Follow these 7 steps as envisioned by us at Brandlogues. Download White Paper
High adrenaline, high need for a brand. A method in the madness is important to get your start up story in place. More importantly create the right kind of associations, talking points and how to sow the seeds of brand tales and credible brand folklore. This needs an introspection of your heart and mind and the concerted stamping of the founder’s personality and passion on the messaging. Our understanding in this space is all about matching passion to passion. But there are a few simple steps- Does your start up have a brand in the truest sense? What should you do to brand your start up? How do you differentiate your product/service, yourself?
Answers to these in place means, ‘hey you have taken a leap towards branding. But take that first step now… Download White Paper
So you have decided to go to the market with plenty of planning and forethought. This must certainly be an awesome feeling for you and the teams. No two ways about that, but you may just want to pause for a few moments and ask yourself three fundamental questions:
Q1 How well does your product/service fit a market need?
Q2 Leading from that, how well is the offering differentiated?
Q3 In the context of corporate communications going live, how clear are you about defining where your corporation is today and how would you like it to be perceived at the end of the exercise (in the minds of interested publics)?
Answering these questions means unraveling a mosaic of data points, mining insights, conceptualizing a plan, defining the outcomes and possibly setting in place a method to measure the results. Know how we at Brandlogues approach a ‘Go To Market Situation’. Download White Paper
We define oneness as the ability of the brand/entity to communicate in a single-minded manner across various mediums. It is the foresight and diligence of the communicators that ensure brands communicate the same core message across different scenarios and receiving points.
Scenarios can be many – for instance different advertising windows and mediums, different screens on which a customer or prospect views the messaging. It can even be different elements within the same communication kit. Or for that matter even different products within a large multi products company – example a packaged foods company.
How about we say that oneness can also be expressed as a unified tonality – that ‘certain way’ a brand communicates with its stakeholders. There could be many more examples that illustrate this occurrence and oneness. Suffice to say that a sharp and insightful communicator would recognize the need for it, consciously build the processes to achieve it and reinforce it in as many ways as possible. This creation of oneness becomes a telling requirement given that we never know where the consumer is going to be at any given point in time, so we have to find a judicious and smart way to be, in a sense, omnipresent, but in a brand recognizable manner.
Know our accumulated learnings on oneness and sameness. Download White Paper
What makes social fashionable for us is that we consider social as a part of the marketing plan and the branding journey. In fact, for us the starting point is the brand and our methodology towards social draws judiciously from this aspect, without undermining the essentials of doing good work in the social space
Social for us is about engagement, experience and continuity. And preceding these is our commitment to homework and the principle of outcome driven digital work. We have several examples in our consulting portfolio where our interventions and frameworks have delivered results – measurable results for clients. Download White Paper
Owners and managers of strong brands are not fixated merely on the here and now, but take a long-term view of the management of a brand. They possess a unique combination of intuitiveness and logic to create those associations about the brand, which help and aid in comprehension, recognition, commonality, stickiness and a signature identity to the brand.
These to us are the dimensions of brand health and the challenge lies in actually assessing the brand on these aspects, and giving it a set of metrics, which help in assessing the health of the brand.
Brand health is a brand need. A planner’s tool. An investor’s window into the effectiveness of the initiatives and reflects the way the monies are actually being deployed and delivering the returns.
Numbers in action and active brand management is what we say…
Websites are living entities. More so ecommerce websites. They seem to be in a constant chase of remaining in step with what is happening in the marketplace and trying hard to contextualize themselves in the digital journey. It also seems to be an ever evolving space with a premium on continuing engagement, sustainable conversations and a well founded empathy towards a wide assortment of visitors to the website.
Here are some of the things we have observed and we call them the 17 questions checklist for a digital brand with a website/ecommerce website. In our journey we have discovered the answers to most of them, but given the speed of the digital space, there will always be more questions, not necessarily the same number of answers! Download White Paper
All organizations are not alike. All leaders don’t do the same thing the same way. Employees are not predictable in their preferences and comfort factors. Therein lies the genesis of a simple Culture Assessment Tool for an organization. Here are 6 attributes, which on an overall basis describe the culture. Assess your organization on where it is now and what you ideally want. Mark your Point A and chart your Point B. In between both the points lies the journey. There is no ideal - kind of written in stone culture for an organization. Organizations akin to humans evolve and are dynamic. Yes they too can be molded, so long you know the way ahead.
Post assessment you can do a simple comparison between the current and preferred. Or we could run it through a simple data visualization and give you a pictogram. Go ahead, assess and enable your organization to change orbits. Download White Paper
How to get to your brand peel by peel
When do products and services graduate into brands? What do we mean by branding? Why is it necessary to have a brand? What are the concerted actions that a startup needs to take to get a brand discipline and mindset in place? How does one begin the process of branding? How does one maintain the branding momentum and ensure there is commonality and oneness across all the messaging windows/touch points?
Our one working day, 8 hour workshop could provide the answers. And set you on a journey of thinking and doing branding.
The workshop is titled BrandPeel and it has an assortment of well-organized and self-contained sessions. Read more