A brand is far more than its external presentation. A brand is about perception, about reputation; that deviate you from the others.
We can see that brands are more important in today’s scenario in compared to last 100 years. Brands convey a uniform quality, credibility and experience in their consumer’s mind. So, it’s easy to see why a brand always outlives a product.
Branding is not only essential for the big sharks of the market but for every organisation. It’s fundamental, basic and essential which helps you in becoming worth something.
But, the question of the hour is, how one can become a brand? Well, you don’t have to look very far as the secret behind the best brand building strategy is hidden in our Indian culture of mythology. The Indian culture is not just about rituals and shared stories; it’s a paragon of ultimate business approaches and management skills.
So, let’s learn the art of brand building from the masters of this game itself:
1. Spell out everything clearly about your brand
It is the first and most critical step in the brand building process. Defining your brand is all about determining your brand’s core strengths. Make a clear decision about your expertise and brand values. This step ultimately decides what your brand truly stands for.
Let’s learn it from the Shiva. Lord Shiva stands for letting go everything. He represents the art of meditation in its most absolute form. Everything he belongs portrays one clear image in his bhakt’s minds. He is the perfect example to gain an understanding of how we should define our brand.
2. Have a unique selling point? Announce it loudly
What is the one thing of your brand which is exclusive? Before embarking on brand building, determine what makes you different from your competitor. You should create a unique value proposition in your consumer’s mind. Position your brand with a good branding strategy that will help your consumers to make a clear distinction between you and your competitors.
Our lords well studied this technique. Every god in Indian mythology represents a specific power. This power makes them unique in particular occasions. Like at the time of yajna, we evoke the Agni Dev, the lord of fire. Similarly, for the purpose of bringing peace in the home, we recall Ganesha and Lakshmi. Their worshippers are well aware of their powers which make it easy to take a decision at the time.
3. Raise it as a child, continuous and effectively
Building a brand takes time and consistency; it’s not a one-day thing. To completely spread over your consumer’s mind, you need to expose yourself more and on a regular basis. Take new roles and assignments which give you more exposure to your brand. The more you remain in touch with your consumers, the more chances you have to maintain a constant presence in their mind.
Take the example of Lord Krishna and Lord Rama. From the very childhood, they got to indulge in the service of mankind. Krishna helped his people by performing various miraculous things, while Rama helped his people by listening to them and fight for them. People still remember them and worship them because they made a strong connection with them.
4. A strong brand identity and you are ready to launch
A strong brand identity is the fourth and most important step of your brand building process. Your brand identity is what perceived by consumers. So, it should communicate company’s personality very clearly in customer’s mind. A brand identity comprises of a name, logo, tone, colour and tagline. A brand should be appealing and easily recognisable.
Our gods knew better about this than anyone else. Every Hindu god owns a special identity. It can be anything from a weapon, flower, personal vehicle or even a musical instrument. They have such strong brand identity that we instantly recognise their symbols just by their mere look.