Qualities that can help Build a Sustainable Brand

In order for brands to thrive and evolve in the 21st century, it is essential that they follow a few ‘rules’. Here are some of the factors that are responsible for sustainable brand success:

A brand should have a set of core values that drives them. When brand associate them with a cause, it gives consumers something bigger to look up to. This will allow brands to tell an engaging story of their association with a cause.

While most brands and businesses are mostly concerned with profit, it is essential to work to conserve the planet as well. However, the damage we’ve done is a result of the adoption of a unsustainable model of conducting business. It is important to cultivate respect, fairness and giving back, to nature and others.

When limitations become stumbling blocks, look at it as an opportunity to get creative. When sustainable brands meet limitations by turning to alternative methods, a new creative process is born.

The world of advertising is also going through a shift. Apart from selling a story to ensure a product is sold, it also lays bare real facts pertaining to a brand. Because everything is connected through social media, when brands misbehave, consumers are quick to point out their flaws. It is imperative that a brand is transparent in order to connect with consumers.

A company needs to know the kind of story it wants to convey to its consumers. Sustainable brands should have a distinct point of view before they tell their story.  If the story has a human element, it will pave the way for authentic conversation.

How Can You Ensure Successful Branding?

For brands to stand out in a consumer’s mind, and have recall value, it should have a killer message. Half the battle is won if your brand messaging is attractive, crisp and manages to resonate with the target audience. Here are some ways to ensure a successful brand messaging:

You need to first understand your customers if you want your brand message to resonate with them. What matters to them? Interview customers, pay attention to trends on social media, follow them around in a mall. When you know what your customers want, you have a winning brand on your hands. 

Branding services comes secondary.

Is your company’s brand messaging easy to recognise and remember? Does it have recall power? A striking image or a word that help trigger an emotion can help the brand resonate with a wide audience. Branding services will only be useful if you understand your own story.

Brand messaging should be meaningful. This can be made possible in a descriptive way, such as making it clear what the brand does. You can also sell a brand in a persuasive manner. This can be done by emphasising your unique selling proposition, or any other special benefit offered by you. Credibility is important, and the brand messaging should have a link with what customers expect.

Effective brand messaging should make the brand likeable in order for it to grab the attention of consumers. You need to ask yourself if the brand’s name sounds good. You can always try using unusual or incorrect spelling, or link it to a particular characteristic. When you play on words, it has a better chance of reaching out to a wider audience.

Why Attention is Important to Brand Advertising ?

Brand marketers are turning their focus away from tried-and-tested digital metrics like the click and are making the shift towards metrics like attention.

How did this shift take place? There has been innovation every year- from new ad sizes, functionality, formats, targeting and re-targeting techniques and programmatic buying methodologies. There has been quite a shift from the days the first 468x60 banner ad was placed on a website, thereby urging users to click on it. Therefore, brand advertising has come a long way.

While the innovations have really been game-changing, there has not been much dynamism as far as ad measurements are concerned. Direct response advertisers make full use of “the click” in order to obtain success. However, it is pertinent to note that brand advertisers have never really had a true success metric to call their own. In fact, pin-pointing the right metric for brands has been a difficult problem to solve.

The right success

How should one go about finding the correct success metric for brands? You could always start by sustaining the connection with a consumer. This will ensure that when they are in the market for a specific kind of product, they will put that brand at the top of their shopping list.

Brand advertising should tell a story if there is any chance of success. When consumers first hear about a brand, they don’t immediately connect to it. The relationship with a brand has to be built over time and with repetitive positive experience.

The Secret to Building a Sustainable Brand

The word “brand” has become one of the most over used terms. Everyone from entrepreneurs to musicians and athletes refer to themselves as a ‘brand’. The true meaning of the word is lost.

While most people associated a brand with logo and slogan, that may not always hold true. A brand is first defined by the relationship is fosters. After that has been established, the focus shifts to logo, tag line, typography, colour scheme, photography, illustration and other aspects.  However, these elements do not really tell the true story of what a brand really is.

In order to build a sustainable brand, one has to:

Understand

While most of us want to go with our gut feeling, proper research and analysis of the target audience is necessary. It is essential to understand your audience in order to create a viable brand strategy. Listing down brand attributes that your target audience deems valuable is important.

Plan ahead

The word “brand” has become one of the most overused terms. Everyone from entrepreneurs to musicians and athletes refer to themselves as a ‘brand’. The true meaning of the word is lost.

While research is the starting point to a sustainable brand, you need to plan ahead in order to reach your target audience. Developing a brand strategy is the roadmap one needs to reach their goal. The brand plan will help you understand who you’re targeting, how you are able to get to them and what about your brand you want them to know. 

Ideate

After creating a strategy, it’s ideating that really gets the creative juices flowing. Strategy comes to life through a creative process. Through the creative, one must build an emotional connection with the target audience.

Put into action

Once you are done strategising and creating a brand plan, you need to put it into action. You need to ensure your brand message is clear from the get-go to avoid any confusion. Only when your target audience relates to your brand will it be successful.

Measure

Measuring success will allow you to understand if your plan worked. Do not wait for a campaign to end before you measure its success. Use analytics to make necessary changes to make your plan a bigger success.

Branding Agencies in Mumbai

The affordable branding agency the only PHI creative branding agency ranked in the top 10 for both Creativity & Effectiveness BRNDING. We help ambitious  businesses create remarkable  brand journey Phi Creative agency work with clients of all sizes from well-known, national and regional brands to start-ups.brand focus strategy driven Effective branding comes from a real understanding of a client, and their goals and marketplace. A brand needs to focus a team around a single vision.

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Complete Brand Management is a full service product providing with a single point of contact PHI agency.service and passion for key industries that has  attracted leading innovators We choose to partner with growth-oriented emerging enterprises to meet their strategic branding and brand management objectives and help them connect with their customers.


Dream Big, consistency  in Strategy, Create and Achieve it.
you can be sure of getting a comprehensive solution from us for all your branding woes  you could also pick up specific services based on your needs and budgets to fire up your brand and take it to a whole new altitude Are you want to reflect the value of your company lets make it brand?