Gaby Bechara Chamat, CEO Rebranding Of Verse Group, elaborates on the notion of creating and maintaining a brand.
Everywhere we look: watches, coffee shops, desks, courier services, computers, televisions, mobile phones, pens, clothes, cars and shoes, anything you see or use, is a brand. Beyond the normal concept of goods and services necessary in an individual’s life, brands have become a necessity quotient in keeping up the world today.
Ideally, the definition of a brand is a product or service a company provides under a specific name. However, the concept of a brand is different for various individuals, groups or companies, keeping in mind the different perspectives they have. Some of them describe it as something they think about in relation to a product, service or company. For others, it’s a promise a company makes to its audience. A brand is an experience floating at the intersection of a promise and the expectation, many say.
Now the question is how did brands settle in for so much importance? Being a business owner or a company how can we get there, if we are not there yet? Even if we are a successful brand, how do we continue to exceed our own expectations? Well, all of these questions may have the same answer if you understand the notion of creating and maintaining a brand.
The exclusivity and uniqueness in creating brands with a distinctive personality and tone of voice is the heart of the matter hence answering all such questions. Knowing this, you can formulate a flow chart on what you can do and how you can advance.
Firstly, it is extremely important to know and identify your target audience. Thorough knowledge about your target demographics helps you understand how they communicate and what interests they have. This is a very significant tool for you creating a pipeline that will reach them directly and effectively. Shooting arrows in different directions hoping to hit the target is not an option anymore.
Secondly, sustainability is a major key in the market. The idea behind the brand should never be short term. It should always move forward and continue growing. The passion, with which the endeavour was started, should never diminish.
Distinctiveness attracts audiences and helps create a unique identity. People would eagerly look at things, individuals, services and products with an identity. It’s a “catch” factor. Consumers look at this identity as part of themselves or how it fits their lives. Creating an identity need not be a stamp in the history of mankind, rather a special selling point within your niche.
Verily, the reach of a brand is also one of the most vital characteristics. As a brand, being able to navigate through different media platforms increases the customer base. Print media like dailies, periodicals, flyers and the likes, promote your brand to different outlets in the market. These are traditional steps to connect with your target audience. Nowadays, Internet and social media platforms have narrowed down the streaming and time caption between you and your niche audience.
Also known as digital marketing, electronic media has captured the best and most effective way of reaching the target. It is portrayed by the audience, as being targeted, measurable, attractive and interactive. Products or services marketed using digital technologies tend to reach clients. Again, the key objective here is the exclusivity and the uniqueness in creating brands with distinctive personality and tone of voice.