Mastering The Art Of Branding

By connecting what makes you special with what your audience values, you find your place. It's not just about being different; it's about being different in a way that matters to your customers, writes Anindita Gupta

Businesses are frequently perceived as mere corporate entities; however, their intricacies extend far beyond this conventional view. The brand message, comparable to a statement or manifesto, plays a pivotal role in both B2C and B2B interactions. Its significance transcends the mere conveyance of information; it encompasses how the audience interprets and emotionally engages with it. This underscores the vital role of public relations (PR), which goes beyond crafting messages to encompass the intricate task of managing perceptions and shaping audience reception.

Being a business owner, launching a successful brand is not as simple as it seems. It’s not a single-day process. Maintaining an effective, positive, and consistent brand that performs requires plenty of hard work, skills, and luck. A strong brand boosts brand engagement, loyalty, and customer trust. But one bad mistake can ruin your entire business image in a matter of seconds. To ensure this does not occur, make sure you avoid these 5 common mistakes new business owners make with their brands.

1. Not having a brand story:

Not having a brand story is like having an empty book. Your brand story brings your business to life, connecting beyond what you sell. The essence lies in your identity, your values, and the reasons behind your actions. Without it, you miss deeply connecting with customers. Stories help people relate, understand, and remember. Your brand story shapes how people see you, builds trust, and sets you apart. It's more than selling; it's about sharing your journey and values. A good brand story touches hearts, keeping customers loyal. Without a story, it's easy to forget a brand. A story gives character, making it easier to connect. In short, no brand story means missing lasting connections with your audience.

2. Picking the wrong detail to focus on:

Focusing on the wrong detail is like zooming in too far and missing the big picture. Sometimes in business, we get caught up in small things that don't really matter. This might distract from our main message. For example, emphasizing a small feature of our product instead of its key benefits can confuse people. It's crucial to focus on what truly matters to our audience. Spending too much time on unimportant details takes away resources that could be better used elsewhere. It's important to prioritise what aligns with our main plan and what matters most to our audience for success.

3. Not Knowing About Your Target Customers:

Not knowing your target customers is like aiming at a target blindfolded. To succeed in business, understanding your customers is super important. If you don't know who they are, what they want, and how they behave, making things they'll like becomes tough. Without this info, your ads and plans might not work. You might end up using time and money on ideas that don't click with the people who matter most to your business. So, it's vital to dig into your customers' likes, who they are, and what they do. Learning about their problems, dreams, and why they choose things helps you make stuff they'll love. This knowledge is key to making ads and plans that really talk to your customers. It's like having a compass for your business. It's important to understand your customers, adapt, and make your business fit what they need.

4. Brand storytelling and public relations (PR)

The marriage of brand storytelling and public relations (PR) is a potent synergy that transcends traditional marketing. A brand's narrative serves as the heartstring, resonating with authenticity and purpose, while PR acts as the skilled conductor, orchestrating its strategic dissemination. Together, they form a compelling duo, crafting a story that not only captivates audiences but also cultivates a profound connection and positive perception. The interplay between brand storytelling and PR is not just a communication strategy; it's a powerful tool that shapes identities, builds trust, and leaves an indelible mark in the minds of consumers.

5. Right Brand positioning:

Brand positioning is like finding the perfect spot in a game. It's about making your brand stand out from others in people's minds. When you position your brand well, your audience sees you in the best way possible. First, figure out what makes your brand unique. What sets you apart? Then, understand your audience—who they are and what matters to them. By connecting what makes you special with what your audience values, you find your place. It's not just about being different; it's about being different in a way that matters to your customers. Your brand should promise something important and deliver on that promise.

This guides your marketing and what your brand stands for. It's how your brand becomes memorable to your audience. Getting it right means making your brand connect and stand out to the people you want to reach.

(Anindita Gupta is the Co-Founder of Scenic Communication)

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