The Step-14 is to define your brand’s Voice. Just like us humans, brands too have a voice of their own! A brand voice is the way you talk to your target customers and is defined by the style of your brand communication. The brand voice should always be true to your brand values and should […]

The Step-13 is to define your brand’s Personality. Just like humans, brands too have a personality of their own! A brand personality is a set of characteristics (rather human characteristics) attributed to its name and to which its customers relate. These brand characteristics or traits should elicit an emotional response in the minds of its

The Step-12 is to define your brand’s Positioning. Brand Positioning, in simple terms, is the place or position which your brand holds in the minds of your customers. Whenever your customers think of a product or a service they think of a relevant brand name which can address their need or problem. The number place

The Step-11 is to understand your brand’s Image. Brand Image, in simple terms, is how your customers perceive your brand to be! This brand image or brand perception is built over a period of time by customers’ interaction and experience with your brand. The customers’ experience not necessarily come through purchase of your products or

The Step-10 is to define your brand’s Story. A brand story in simple terms is a narration of a series of events/happenings which ignited your thoughts and actions into incepting your company/organisation. This brand story should express that narrative which still drives your organisation’s mission. If you can craft a compelling brand story, then your

The Step-9 is to define your brand’s Identity. Your brand identity is nothing but a simple visual element which represents, identifies and distinguishes your brand in the minds of your target audience. And this visual element can be the colour, design and/or shape of your brand logo which will create and an impact and an

The Step-8 is to define your brand’s Objectives. Your brand objectives are the goals that you set for your brand to achieve. They can be any, all of these or a combination of each other – brand image, brand recognition, brand awareness, brand engagement, brand loyalty, brand advocacy, brand equity, brand market share and brand

The Step-7 is to define your brand’s Niche. How different is your brand and what niche products or services does it offer? This will be the prime difference between your brand as compared to general brands in a similar category. Niche brands have a smaller customer base who have a certain taste, specific need and

The Step-6 is to conduct your brand’s Competitive Analysis. I personally believe, Competition is Healthy! If there is no competition, then it’s monopoly. When it’s monopoly, we dictate. And when we dictate, we go against nature and natural human behaviour. Competition makes us think innovatively. It opens up our senses to do better than the

The Step-5 is to define your brand’s Why. An organisation should know ‘why they do what they do’. It’s not about making money, that’s the end result. It’s actually a purpose, a cause or a belief, the very reason why an organisation exists! Knowing deeper why an organisation or a brand exists, provides the foundation