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Heigher Education in India

Building Brand Strategies

By Prof.(Dr) Daviender Narang

Brand strategy is a long-term plan for the development of a successful brand in order to achieve specific goals. A brand is not the product, logo, website, or name. In fact, the brand is much more than that -- it’s the stuff that feels intangible. But it’s that hard-to-pin-down feeling that separates powerhouse and mediocre brands from each other. Every brand makes a promise. But in a marketplace in which consumer confidence is low and budgetary vigilance is high, it’s not just making a promise that separates one brand from another, but having a defining purpose. While understanding what the business promises is necessary when defining brand positioning, the purpose should be more specific, in that it serves as a differentiator with the competitors.

Building brand requires a strategy—which is the core tactical underpinning, uniting all your planning for each visual and verbal expression of your personal brand. The strategy defines your brand personality and promise. Who are you? What value do you promise to deliver? You formulate a core strategic concept that differentiates and positions you against the competition in your field. That concept is based on an insight into your own expertise, or on a personal attribute or quality, such as originality, heritage, or wit. Ask yourself how you want an employer or client to see you in comparison to your competition.

Building a unique brand takes time and consistency. To build the brand, you have to keep reinforcing your values and skills by taking up new roles and assignments that will give you more exposure. Alternatively, you can use promotional channels, blogs, forums, and social media (LinkedIn, Twitter and Facebook) to create a voice for your brand. When building your brand, you should also endeavor to develop brand personality (what people know, think, and say about you). This is what drives or motivates people to identify with and engage with your brand. The truth is; if you execute your brand building strategies consistently, then you will easily establish a pattern that will forever be associated with your brand name.

Brand building also requires customer engagement. You should also invite customers to be co-creators of brand values so that they can feel that they also own it and relate with it. Top brands encourage consumer-brand interaction by personalizing products to meet the needs and preferences of consumers. When you personalize your brand, you give consumers reason to participate and engage with your brand for a lifetime.

Considering the urgent need of building innovative marketing strategies in today’s Advertisement and Branding Industry, Retail and Entrepreneurship market, Jaipuria Institute of Management is organizing 4th Corporate Summit on “Building Brand Strategies” in the Advertisement Industry, Retail Industry and Entrepreneurship at Hotel Radisson Blu, Kaushambi, Ghaziabad on 4th Feb, 2017. The 2017 summit will aim to analyze the brand management decisions that must be made to build, measure, and manage a brand. Particular emphasis is placed on understanding psychological principles at the consumer or customer level that will improve managerial decision-making with respect to brands.


Prof.(Dr) DavienderNarang is Director at Jaipuria Institute of Management, Indirapuram, Ghaziabad

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