A brand is more than just a logo, name, or product. It is the emotional consideration that a customer has with an entity – be it a person, organization, company, business unit, etc. A brand is the sum of all touchpoints that an entity intends to be recognized by. Understanding the nuances of branding can make all the difference in creating a powerful brand.

Clear Vision is Essential for Successful Brand Building

Successful brand building requires several essential elements. Firstly, you need to have a crystal clear understanding of who you are, where you play, and most importantly, where you win. This involves researching what people already think and understanding general trends of human behavior so that you can place your brand accordingly. Without a clear vision, it’s impossible to develop a strong brand identity that resonates with your target audience.

Decent Routines Crucial for Effective Brand Communication

Secondly, having decent routines in place is crucial to make things happen. This includes the distribution or route to market, which is a vital component of any brand’s success. You also need to understand that people’s memories are short and fragile, so effective communication is critical. Design is the first and most important tool for brand communication. Especially for start-ups or small companies, it’s often the only tool available to convey their message.

Don’t Be Naive About Building Brand Loyalty: Focus on Generating Trials

It’s also important not to be naive about building brand loyalty. Don’t spend all your resources trying to build loyalty because it’s just a matter of time before customers switch to another brand. While there are loyal customers, 60-80% of your business comes from light users and trialists. Therefore, your focus should be on generating trials and ensuring that your customers get higher value than they expected.

I understand that some of you may be offended or skeptical, especially those who were educated by P. Kotler, but I encourage you to open up and give it a try. So, take a chance and implement these ideas in your brand building efforts.