The macro lens that drives everything micro you do with the brand
“The art of marketing is the art of brand building. If you are not a brand, you are a commodity,” goes a famous quote of Philip Kotler, the father of modern marketing. We couldn’t agree more. And yet we observe that most of the businesses are not very serious about brand building. They are more focused on selling their products and services, and they view these individual tasks as a whole rather than as a part of a bigger whole, which is brand strategy. Not having a strategic view for your brand is counterproductive which will prevent your company from growing beyond a certain point.
What's your brand core?
Most of the business leaders have an innate understanding of the core of their brand but they rarely take the pain to crystallize those thoughts into an effective description, because it appears so obvious to them. But until they get down to actually drafting it, they don’t realize that it’s not that straightforward. The core of your brand has three elements: Brand Purpose, Brand Vision, and Brand Values. Purpose is about ‘why’ your brand exists. Just to be absolutely clear, ‘making money’ or ‘making profit’ is not the answer to this question, it’s a result. Vision is about ‘what’ your brand is here to do. ‘Values’ are the guiding principles that answer the ‘how’ your brand will do, whatever it is here to do.
What's your brand persona?
If your brand were a person what would its personality be? Would it be an explorer or a sage, a hero or a creator, a magician or a ruler? Imagining your brand personality helps you look at it from a different lens and hence understand it better. If your brand could speak, what would be the tone of that brand voice? Would it be humorous or formal, respectful or enthusiastic? When you finalize the tone of your brand voice, you are all set for cracking the brand tagline, the phrase your TG identifies your brand with. Sometimes brands give a topical and tactical spin to their persona for creating a multi-channel campaign, like what we did for Kalpana Incense sticks.