Archive for the 'branding' Category

eBrands and Social Media

Posted by on Mar 23 2013 | branding, Facebook, Social Media

From the day Facebook allowed brands to have their exclusive presence on the social media platform, brands have started benefitting more. There was an essential need of awareness and a platform where brands can talk to the consumers. This is now met by the social media platforms and they also allow brands for various modes of engagement.

Facebook:  As mentioned earlier, Facebook has given brands the liberty to have an exclusive branding page. This comes with a variety of options that can be added to the brand page apart from the basic information. Brands can get started with contests and bring in more consumers in their circle. However, for brands, an increase in the number of followers on these platforms, also mean an everyday interaction strategy via posts.

Twitter:  Twitter, on the other hand allows brands to take on the interaction in the shortest possible word. Brands should be open to the idea that people may not always tweet the best about them. In such cases, it also acts as a space for a turnaround strategy, taking customer grievances seriously and welcoming them for solutions.

Pinterest:  The branding via platforms like Pinterest is largely based on the visual. It is more like a space where people can window shop your products. This space is still growing and not all brands have successfully utilized it. A very important factor that would work for Pinterest strategy will be with brands opening up to the idea of showcase. The more the impact of products, the better the reach.

There are other mediums like Youtube but then again, not every brand can afford a budget to support a commercial video, so third party sharing may work. At this point of time, social media platforms like Facebook, Twitter and Pinterest come with minimal or absolutely no cost, and give the brand a wider exposure.  It is time to get started and getting social, soon.

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Outdoor Advertising: Making the Mark

Posted by on Nov 26 2012 | Advertising, branding

Advertising has broken its conservative moulds long ago and keeps doing that every single day. With the advent and flourish of outdoor advertising in the last decade, this has become one of the most appealing ways of wooing the customer. Marketers do not like to tip toe around the idea but take it full on, making the most remarkable statements through a few exemplary takes on outdoor advertising.

Let’s have a look at what it takes to make the mark:

Point of Interaction: For outdoor advertising, the point of interaction makes a lot of importance. There is no set formula, for the advertising may appear on a billboard, a local transport, a building or any unconventional space. However, the message should blend well with the space in question.

Creativity Factor: There is no argument that outdoor advertising allows for more creativity. Given that the space is not confined to an A4 size magazine sheet or a 30 second commercial, this one gives plenty of opportunity to experiment.

Attention All: It definitely gets all the attention. For the sheer reason that outdoor advertising takes on a bigger space and makes a larger than life statement in an open arena, it grabs the eyeball. In fact, it becomes as unavoidable as the online pop up ads. So, one is not going to miss out on these, while driving back home or even inside an elevator.

Cost Play: This one works well for the advertising budget. Considering the exposure time and investment, deciding for an outdoor display of product or service idea is a cost effective deal.

Long Stay: Outdoor advertising makes for a perfect setting for a theme based campaign, run in series. People are more mobile and it is more likely that they come across the advertising while on the move, thus, giving the campaign the much needed exposure while it makes for a longer impact.

Delivering a product message has never been as competitive as in the present-day context. So, how can a brand really stand out? How can it truly create an impact? How much should the brand spend? With a splurge in digital marketing as well, brands have a lot to experiment with, when it comes to creating a unique space for themselves!

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Elements of an Effective Infomercial

Posted by on Nov 16 2012 | Advertising, branding

An infomercial is certainly a departure from a standard advertisement or commercial. In that regard, it gives immense importance to the product to extend the feature up to 30 minutes of television time. The viewers get a detailed description of the product with useful inputs and testimonials from early users.

So, what exactly would an advertiser require to put together an effective infomercial which should make the expected impact? Let’s see:

1. Need: Need is an important element that should be understood way before one decides to launch the product for users. If there is a hidden need for a certain product in the market, then, half the job is done. The consumer having realized the importance of the product would sure respond to the infomercial.

2. Value: For any infomercial, the value of the product should be reinstated time and again during the whole time frame. The consumer should find the product to be economical in terms of usage, benefits and money.

3. Uniqueness: The unique element of the product will become the highlight of the information. Everything else takes the back seat because this feature is not to be missed. It will be one aspect that would compel the prospective user to think about it as it cannot be found in any other product.

4. Offer A certain discount on the product is always appreciated. This puts the consumer in a comfortable zone and in fact gives him a sense of joy as he gets to save on the expenditure. A seasonal discount or percentage off is a must.

5. Emotional Connect: Last but not the least, an emotional connect with the audience can be built. This can be done by the help of testimonials where other users give an account of how the product helped them. Once the credibility is established with the stories, the product is accepted.

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Niche Advertising: The Power to Appeal More

Posted by on Nov 14 2012 | Advertising, branding

It would be a defying act but it is true. The very fact that niche means something attached to somebody’s specific preference may now be encroached upon by a different space altogether. Marketers and advertisers have realised this phenomenon early on and have clearly taken heed of that. Niche advertising is meant for products or services for a very segregated section of the population and at times it may take into account factors like lifestyle, spending habits, income group etc. Coming to that, what has recently been noticed is that niche advertising is making a bigger appeal to the audience in general.

The Sentiment
It is well known that advertising plays upon the hidden psychology of emotion. This clearly gives niche products a different standing. People more often than not start associating niche products as something special and thus, getting attracted towards it is natural. Ferrero Rocher chocolates would be a humble example here.

The Aspiration
Niche services are already positioned as something desirable in the market, be it exclusive bone china or a SUV. The play is that the ones who can afford it would have to have it and the ones who are still undecided, will be pushed towards it. Sometimes a ‘limited edition’ tag makes it all the more necessary to be acquired.

The Association
It is not so easy to notice but it is there with all individuals. The psychology of association with a group or variety of individuals with similar taste, representing particular lifestyle is quite common. This is another strong reason of how niche advertising gets to a wider network of people because there are a good number of these association seekers who like to buy, wear, use and flaunt products to get attached to the group.

While some of the above arguments are not being discovered on the surface but they are valid and work huge favours for the marketers. Niche advertising has never been as popular as it is now. It is certainly serving out a bigger purpose than is intended or rather moulded so to do that instead.

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Customer Loyalty on Social Media

Posted by on Nov 08 2012 | branding, Social Media

Customer loyalty is something which can only garnered by sustaining an effective interaction between the brand and the customer. Social media, being the increasingly popular tool for socialising, has reinvented the dynamics of human communication. Thus,
social media presents a unique opportunity to marketers to establish a connection with their customers and earn their loyalty.

Real Time Connect: Just like people use the social media to maintain an uninterrupted contact with their friends and family, brands can also do the same with their customers with the help of social media. Social media lends an outlet to organizations for updating customers about the latest offers, discounts and promotions on a real time basis.

An Extra Ear: Social Media lets the brands listen what the customers are talking about them. Brands can improve on their products or services with the help of the feedback garnered through social media.

Redressal: With the help of social media any negative feedback from the customers can be readily addressed and resolved. Grievance redressal is among the key tenets of brand loyalty.

Rewards: Rewarding the customer naturally contributes towards the increasing the customer loyalty. Rewarding people through social media triggers a chain reaction which gives wider exposure to the brand and enhances its fan base.

Enhance Transparency: With social media, customers can know the brand much better. A brand can promote its purpose and ideology in a better to its key demographics. The customer can certainly get more involved with the brand with the help of social media.

Brand Awareness: You cannot expect to build brand loyalty until and unless your customers are aware of your brand. With the help of promotions of social media, you can make your brand the centre of attention for your target market.

Social media enables brands to have a casual dialogue with their customers and establish an understanding with them. This understanding ultimately contributes towards the establishment of loyalty with the end customer. This makes it imperative for every brand to have a unique social media strategy in place.

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Creating a Unique Identity with Your Company Logo

Posted by on Nov 07 2012 | branding, Logo

A logo is a valuable asset to the company. It makes people remember them and therefore a logo is regarded as more than just a visual representation of the company.

While designing a logo, the set of skills required go beyond the conventional graphic designing. The 5 things to keep in mind are:

Initial stage: While the logo is in the initial stage, there are sketches to form a basic understanding of the logo and the application of balance to make it appealing. During this stage various ideas are generated but each should be kept in mind to progress further.

Use of Colours: Colours come in a variety. A clever use of a combination of colours can be powerful and can create a bigger impact. While choosing colours, the visual appeal should always be pleasing, too much brightness can repel the person from looking at a logo. The logo should also be able to look appealing while in grayscale or black and white.

The Right Typography: While designing the logo, the type should be in harmony and should be readable when scaled down. The use of custom fonts can create a larger impact as they stand out from amongst the overused common fonts.

It is all about the Size: A logo is all about the size. When it comes to designing a logo, it should look good in all sizes. A cluttered logo will lose its purpose when scaled down. A logo should also be in as much vector form as possible.

The Level of Details: A logo should be simple and elegant. The present tools have many effects that can be applied to the logo. Too much detailing can make the logo bulky and will also make it harder to work with since resizing it can become difficult.

Designing a logo is an essential step towards creating a unique brand identity. Not only do you need to choose the right combination of font, colours and details, you also need to make sure you have chosen the right designer to create that impactful logo!

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Starbucks in India: What to Watch Out For

Posted by on Nov 05 2012 | Advertising, branding

There’s something about coffee that is not just taste. It would be a shame if we fail to mention what the coffee houses of London did to the literature of the eighteenth century and knowing that we expect something better to come out of the growing strength of coffee houses in Indian subcontinent. Adding to the list is now the global coffee giant Starbucks’ entry with its very first establishment in Mumbai. The pleasure of this taste has come about with the joint venture of Tata Global Beverages with Starbucks Coffee Company.

Heritage Flavour

Starbucks could not have planned it better to connect to Indian consumers than to begin with an outlet in a building of heritage importance. With the rising ceiling of the cafe, the look and feel of the place has been kept close to a minimal and more of a restored old monument. This is in sync with one of the store ideas that Starbucks has been working so far in US and other countries.

Business Smart

In the whole background of opposition making a hue and cry over the FDI plans, this joint venture of two very distinguished beverage companies is a defying act. Most of the people do not even care because if it is Starbucks at home then what else can one ask for.  Speaking of Starbucks’ venture, well, it seems it is cushioned already as the landing has been timed well and a reliable Indian conglomerate is there to back them.

Sense Appeal

For the ever growing Indian population that is increasingly becoming the part of the urban culture, Starbucks means a haven to leave the honking horns of the traffic and the droning chaos behind and enter into bliss. The ambience of the coffee house is an ideal place to linger over brief sips of the favourite flavour and read a book, make a call, prepare a presentation or have a little chat with friends.

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Is Rebranding Necessary? An Analysis

Posted by on Nov 04 2012 | Advertising, branding

The over saturation of brands in the contemporary marketplace can make your brand fade into oblivion in no time. It may come as a shock to most people but leading brands of the world like Apple, McDonald’s, Harley Davidson were once at the verge of extinction. The need of the hour is to strategically place your brand so that it maintains a formidable presence in the minds of the key demographics.

What is it?

Rebranding may involve altering the name, logo, tagline or anything else inherent to the identity of the brand so that the brand is infused with a new look and feel. This process essentially alters the statement brand is projecting to the end user. Rebranding can vary in extent from very subtle to a complete facelift depending on the need and the current conditions.

When to Do it?

Rebranding is certainly not an option which you should use only when your brand is going out of business. Rebranding can be done to do hone your brand better to the changing landscape. The priorities of today’s consumer remain in a constant state of flux. In order to sustain a brand, you must keep wooing your key demographics which can be done by rebranding. You can rebrand by extrapolating the probable changes in consumer’s tendencies or when a shift in their priorities is registered.

The Risks Involved?

One of the most obvious risks of rebranding is of losing the present brand following. Rebranding should be orchestrated very carefully, so that it confirms with the expectations of the target consumer. You can open a Pandora’s Box if your new image just confuses your present brand followers. Rebranding should eliminate the weak points of the brand image and supplement with stronger ones. However, it is critical to ensure that you do not eliminate an aspect which is inherent to your brand identity.

In this fast paced world, the lifecycle of a brand is fairly short. Rebranding is highly recommended for brands which are close to their demise. Though, this exercise can also be practiced if you want to infuse a new life into your brand.

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Making of a Good Tagline: What it Takes

Posted by on Nov 03 2012 | Advertising, branding

No matter how innocent it sounds, a tagline can be just as lethal as a Samurai’s sword. It is all in the tactics of building it. The most basic being its essential connection with the brand it is to sell. It is hard to wonder because for a large part of its audience, it becomes a catch phrase that stays on the tip of the tongue. In fact, in a lot of cases, it becomes an instant signifier for a brand and an alter ego. So, what exactly should be the ingredient for a good tagline?

A Simple Thing

Language is the trick and so is the right grammar. The gist is that the tagline should never become too long; rather, it should be simple in its vocabulary. By any means the idea should go across and must not be lost in translation.

Tickle a Bit

This may not stand true to all brands but for some it can do the magic. A little bit of humour is appreciated by everyone and brands like to play on the idea. A humorous tagline can have a universal appeal and reach out to a wider audience. However, a brand should also not go overboard in this attempt.

How True

A tagline’s association with the brand is important and this is about blending well with other elements of branding like the logo, mascot, etc. Apart from that, the brand essence should reflect in that clever one liner which would grab the customer’s attention.

Product Promise

A tagline becomes a brand’s spokesperson in more than one way. This means it should impart a subtle message of the promised service or product benefit. Brands like to work with a lot of ideas in this area but a plain vision of the company can also become a tagline like Sony’s ‘Make.Believe’. Here’s the story:

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How to design a logo

Posted by on Oct 09 2012 | branding

Logo projects the identity of a brand to its key demographics. It is essential that the logo represents the ideology and principles on which the organization is based on. Logo also helps to make an association of the brand with its consumers. Below are listed some of the things that are to be kept in mind while designing a logo.

1. Simplicity: A cluttered logo will never make a strong impression on anybody. A logo should have a simplistic design which should be visually appealing and easy to interpret.

2. Use of Colours  Irrespective of how creative is the image you want to project, it is not recommended to use more than a few colours. Use of too many colours in a logo can be distracting and could beat the logo’s purpose.

3. Unity: All the elements of the logo should be arranged in a manner that they reflect unity and communicate oneness of purpose.

4. Brand Image: The logo should aptly convey the image/ideology or philosophy of the company that it represents.

5. Uniqueness: There shouldn’t be even the slightest trace of similarity between logos of two different companies such that it leaves any space for confusion.

6. Placement: Once we are done with the designing bit, a thing that has to be taken care of is the placement of logo. One often comes across brands which have their logo placed at the middle of the header. Contrary to what the logo makers might think, it is a wrong strategy. Users have the tendency of looking at the upper left had corner of the brand page or a website. Thus, placing your logo at that location would be the most ideal thing to do if you want your logo to stand out.

After its brand, the logo is the face of a company. It conveys a lot more than what a layman could possibly imagine. A logo gives expression to the values and beliefs that the organization is built upon. Many a companies that we know today are rather recognized for their smart and creative logo designs. Take for example McDonalds that talks about an entire history devoted solely to its logo.

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