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What Exactly Happens in a Brand Creation Process that Converts into Faster Returns

by | Branding


Who is this for – new business owners, those who might be looking to do a branding overhaul, those who may have created their brand & realised it’s not making an impact

What is brand creation?

Why is it valuable


Brand name and positioning

  • Outlines exactly what the brand is about
  • Helps reach the right audience.
  • If the TG is young, a trendy and fun name can make that clear.
  • If the TG includes people from all segments of society, including a word in Hindi or any other local dialect might help. Example – EntrepreNaari.
  • Name also helps with positioning the brand emotionally in the consumer’s mind. Example – Aazol.

Brand strategy

  • Establishing where you want to reach with your brand in the short & long term
  • This helps chart out a brand strategy in that particular direction.
  • For example: For a new brand, the goal might be to start breaking even in 2 years. Sales is of utmost importance here. But simply spending money to make innumerable ‘Buy now’ ads won’t help.
  • The strategy thus has to be:
    creating awareness → building credibility → offers and other motivation to buy

Brand guidelines

  • Based on strategy, brand book is formed
  • This is like a go-to document that outlines the rules and guidelines that will have to be used in every brand asset going forward. Visual + content and tone + communication and more.
  • Needless to say, much thought is put in creating this, but it’s crucial in communicating brand identity to the world. For example, Zomato never uses blue, green, yellow in their ads and posts. It’s a small thing but because of this guideline, we immediately recognise their posts when we come across one. Likewise, they’ll not use orange because that colour is associated with their competitor Swiggy.

Crucial brand assets

  • At this stage, the marketing team charts out the user journey and identifies any gaps that might be there that prevent TG from converting into a paying customer.
  • Example: A small accessories boutique may be currently operating only on Instagram. The founder might be taking orders directly there. But this requires a lot of manual intervention, and without a website or an e-commerce set-up, orders remain limited to only the number that the founder can personally handle.
  • Once these gaps are identified, the team will go on to fill these gaps. (Create a website/ create e-commerce set up/ build social media presence etc)

Communication strategy

  • Whom to talk to, how to talk to them.
  • Which platforms to use – social media/ email/ whatsapp/ some other platform
  • As an example, we may talk about how we handle communication for EntrepreNaari vs NotAlone. Or any other example?
  • Also, identifying what works & what doesn’t in terms of communication. For example – if emails are not being opened, then sending more emails will not help. Need to identify what’s not working (wrong TG/ going to Spam/ high unsubscribe rate etc).

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