Last Friday I had an extremely interactive discussion with a medium sized company’s owner about his Branding & Marketing processes. Whilst, he had done some innovative things, the basics were still lacking. Having convinced him of them, decided to pen down those thoughts.
Product and promotion
Offline:
• Branding
• Image through communication
• Image through medium used
Online:
• Branding and colors on the site
• Branding and colors on the newsletters
• Branding and colors used for any new application or module
Place and physical evidence
• Sign board at the entrance of Office, Stores
• Entrance to be maintained consistently
• Reception, needs to be clean & maintained so there are posters, reading material of relevant products –
necessary to get the visitor to feel that he/ she has come to a great place!
• Security to greet customers well
• Receptionist to greet customers well and cater to the basic courtesies – ask for tea/coffee/water; ask what
they have come for; keep the area for brochures and newspapers in order.
• To keep the reception area well stocked with brochures and any reading material so that the customer’s wait is
pleasurable and worthwhile.
People in service
• The concerned person should not keep the customer waiting for long
• Each and every employee to make the process easy for the customer
• Every employee to adhere to dress code so a uniform and desirable image is formed
• People to adhere to the selling process steps strictly while attending a customer.
Process in service
• Whether it’s online or offline, every department to make the process easy and pleasurable for the customer
I am sure this is not a complete & comprehensive list. But it is the bare minimum. It is extremely easy to get a lot of ideas, however to execute ONE of them takes a lot of effort & time. All products, companies that are BRANDS today are because of CONSISTENCY.
I write, review, rant, rave, on a variety of personal things. Call it Mindcasting. The written word has been my long time friend – jotting down thoughts based on what I read, heard, saw or recording my own experiences for later reference.
I agree with your point of being CONSISTENT.
I think the steps towards achieving ‘Marketable Brand’ starts much before and come to a point of standardization. These standardized elements are to be followed later on as a part of consistency processes.
Answers to the few of the following questions can probably lead to creating Brand :-
How do we know which colours are suitable for Brand?
Every colour has a meaning and are used to denote certain aspect & value. So depending on the aspiration of the Brand the colours should be chosen.
Now comes the question of ‘Aspiration of The Brand’ this has to be defined with great care and later can be adopted as part of the mission statement of the organization itself.
What fonts are good for the brand? What font size and where?
Again here “The Brand Aspiration” can show the path.
Once done then comes standardization and consistent following.
I agree with you fully that execution of Ideas is very important, rather ‘Executable Ideas’ are desirable.
Fabulous steps about basic marketing strategy. Thanks for sharing.
I am really not too sure about the branding the way its been put. We can create whatever we want to, but to gain the mindshare of the customer is what could be called a successful branding exercise. Gaining mindshare can be done only by making the customers part of the brand. My two cents. 🙂
Very very simple and basic steps which need attention. The difference is that its put
You are correct, however please remember the strategy can be gain mindshare & then think brand or first establish a brand which gains you mindshare 🙂 it’s always a tight rope walk.
Nice post….Thanks for sharing.
You are correct, however please remember the strategy can be gain mindshare & then think brand or first establish a brand which gains you mindshare 🙂 it’s always a tight rope walk.
nice all coment thanks for giving information