Advertising your brand is managing it

People often worry about the health of their brand without realizing the dimensions associated with it.  A brand owner often assumes his brand healthy based on its popularity & attractiveness without analyzing a bit on the demand of it.

An idea is most difficult to sell and that is why it should be managed all through. Branding is just shaping your idea but Brand Management is what you must aim for sustainability and constant growth. You might be the owner of a most promising brand, with an array of advertisements running across channels but what is missing here is – brand management. In a advertisement, you essentially talk about who you are and what you promise but you do not mention about how you do it and how differently you benefit. And that is where you go wrong with the management.

A brand’s visibility shows its strength but it does not show its beneficiary all the dimensions of it and how well the visible promises can be executed.

Myth 2. A Big Launch will create a Big Brand.

Manage the launch budgets wisely, don’t overdo on design rather invest wisely on the brand.

Mass advertising might do one-time wonders to the Sale but it is the authenticity which makes a brand memorable and forever.  Many start-ups launch with a big bang, adopt all kinds of promotional tactics possible in their budgets and once they get some work, they ignore brand management.

In such a situation, a brand shall rather take up active management instead of leaving it to involvement on its own. Now that doesn’t mean, you shall keep advertising but keep the pace maintained. Grow in terms of branding, experience and credibility. Earn the faith of customers; invest in creating healthy relationships with the brand.  This will help the brand gain competitive advantage and a modern day consumer is more strategic and less fanciful. So, concentrate on Gaining Competitive Advantage.

Myth 3. Creating a Good Brand promises Customer Satisfaction

Most of the times, it is seen that a Brand a created and services are offered under it and it is assumed that customers who are giving business, taking the brand benefits home are satisfied. Here the challenge is that of growing every day, making is run smooth and adding value to the brand.

The offerings, the options need to evolve. You need to check the customer satisfaction – if it is breaking down, the brand image is ruptured and it is time, you test market it now and quickly launch some services, offerings to uplift the brand image.

Trigger new interest and excitement, recommend & suggest better brand deals. Conduct Brand Workshops for Internal Branding, let your employees, associates feel the belongingness to your creation. Explain the strategic moves of the brand and its communication. For example, HUL’s, ketchup brand Kissan was earlier showing it as the compliment to fried Indian snacks like Samosa, but have now changed the approach and as a result communicate it as an ingredient to make the healthy food tastier. Remember, the TVC, where a mother is seen making veg roti rolls (Indian Bread with vegetables) for her kid so that the kid eats up healthy nutritious food. This is an example on how brands evolve to cater customer satisfaction, they tweak the messages and innovate their offering.

Myth 4. Old is Gold

Worldwide it is believed that ‘old is gold’ but that doesn’t stick to the brands. Even the oldest brands have been evolving time to time, whether is their appearance, the categories, their message, the tagline or jingle, the approach of it is been changing as per the customer taste and preferences.

The well known Cola brands are now launching Health drinks. The automobile leaders are launching hybrid versions – all for the educated & informed customers who believe in sustainability.

The brands which were rigid and resisted change had to ultimately kill themselves and re-enter as a new brand.

Create Healthy Brands and Manage the Brand Health:)