Brand is you. You are the brand

by Ashvini on July 30, 2014 · 8 comments

in Business,My Personal Thoughts

Brand building is one of the most difficult exercise that any entrepreneur needs undertake . Brand building is a long term exercise, which goes beyond the Sales and marketing .

Your core defines your brand. It is your personality, built into your product. If you are a person who loves solving problem, your product will be doing the same. The brand whether personal or business tells deeply about your vision of life or your thought process towards understanding issues and resolving them.

For a  newbie entrepreneur , building a brand is a challenge . First thing they do is to spend a  lot of money on promotion even before the product is ready. But often these produce dismal results.

Brand is not an intangible thing .

It is your product + your engagement with ID-100144353customers and other stakeholders.

It is the overall experience of the person/organization who interacts with you or your company. Great brands not only derive respect because of the awesome product features but how they engage with customers, suppliers , advertisers and everyone else in the ecosystem. If a company has a great product but treats it suppliers badly, the news of such a behaviour will soon be heard. The brand then will suffer a loss of reputation ( like Apple in case of labor violations in China ).

Of course every site on the internet desire to aim for the popularity of Google and Facebook. However needs to remember that  though they earn enormous profits but they do give back in form of charities or other contributions too. One can contribute to charity at Facebook. Google too has multiple tools available to help people around the world collaborate and build things.

It is the vision of the person owning the brand that defines it. I am sure you would have known many cases where things turned around for good or bad. Suddenly a company stopped listening to its customers and fell out of favor. In another case an old dead brand was brought to life and suddenly it became very popular.

The brand building is simple because it ties in your ( the brand owner’s ) way of life and his/her vision. Brand building is also complex because like humans it too may have shades of grey.

In my opinion, here is what makes a great brand.

  • It understands pain points and seek to resolve it
  • It has a clear, consistent message
  • It adopts to changing customer needs
  • It gives back in charity/contributions
  • It is very focussed and has a high recall value ( think Apple, Google, Amazon ). Sadly we do not know what Microsoft stands for anymore.

Brands are inspired by people who create them. Does your brand equals what you are in person ?

Image courtesy of [Stuart Miles] / FreeDigitalPhotos.net

About The Author

{ 8 comments }

Sasidhar Kareti August 12, 2014 at 8:18 pm

Yes I agree with you! brand building is a long term process. Some people often try to build in no time with false reputation. Customers are the real promoters of a brand! nicely written! I like your blog and going to hook up with its updates! Thank you!

Ashvini August 26, 2014 at 12:21 pm

Thanks Sasidhar. I really appreciate your comments. I do not still have email system working. You can subscribe to RSS updates.

Atinder August 6, 2014 at 10:30 am

Hello Ashvini,

Well, It is very important a company to engage with Customers to know what they need and what they don’t and that’s where a company can become a big brand. In my thinking, A blog can also become a big brand if the owner of that blog take care of their readers. M I Right?

Ashvini August 26, 2014 at 12:22 pm

Hi Atinder,
Yes we need to keep our ears to the ground to understand what they need . But sometimes we can be innovative too and provide the right tools to make their life easier and surprise them.

Emebu July 31, 2014 at 2:23 pm

Hey Ashvini,
Thanks for this post, like you rightly said: “Brands are inspired by people who create them”. I want you to understand that in life you cannot give what you don’t have. However, whatever you intend doing in life must be to recognize challenges and then provide solutions, if this can be achieved then you have branded yourself.

Ashvini August 26, 2014 at 12:28 pm

Hi Emebu,
That is so true. We are the brand. If our intention is to be dishonest so will our product be. People do make money that way but it is hard to build sustainable business from it .
Thanks for your comment

Adrienne July 31, 2014 at 2:06 am

Hey Ashvini,

Well of the things you listed I think I’m three out of five since I don’t have my product launched yet but I’m still keeping my fingers crossed for a low return rate. ;-)

When I get to that place I would love to donate to charities, I think that’s awesome for any company that is will to do that and I do know plenty that do.

I think for the larger companies they have to stand for not only having great products but attentive customer support, caring/helpful employees and an overall good feeling whenever we visit their store.

For a smaller business like myself them just knowing the type of person I am and of course that what I share benefits them as well as they know I’m there for them. Someone they can definitely trust. It doesn’t get much better than that.

~Adrienne

Ashvini August 26, 2014 at 12:32 pm

Hi Adrienne,

I don’t think you will have a low return rate ;). Even if it is low , it is still return rate ;). Personal branding is all about us. How do we behave with people makes all the difference.
Best of luck with your product.

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