Branding: About branding, Scott Bedbury once said “A brand is a story that is always being told.”
There is a lot of mishmash about what a brand is, what its identity is and why branding is so important in today’s race. Decades ago, branding was just a simple story to be told to the customers through a name, slogan, symbol or a design. In the 20th century, branding is a bit more complex, but very important in this big world of competitors found in every small corner. It is a story not told once but told repeatedly to keep your name alive in the heart of customers. Startup Farms is here to tell you about an interesting story that will help in building a brand.
This story is about ‘BRANDING’ and how to build a brand. To understand branding, it is important to know what brands are. A brand is the idea or image of a specific product or service that consumers connect with, by identifying the name, logo, slogan, or design of the company who owns the idea or image. Branding is when that idea or image is marketed so that it is recognizable by more and more people, and identified with a certain service or product when there are many other companies offering the same service or product. It is communication of characteristics, values, and attributes that clarify what this particular brand is and is not. There are 5 elements of building a story aka building a brand:
I) Beginning of a Story
Branding is Strategic. You strategize every minuscule detail of your brand from the existence of the product or service to selling it to the end user. What was your agenda behind bringing this product into the market, what were the shortcomings of other already existing products in the market, how are you overcoming this shortcoming in your product and why will your customer buy this product? All these questions are pondered upon by Startup Farms before launching a product or service in the market.
II) Action of a Story
Action only means what are the characters of your story doing? This is the most important aspect of branding that includes giving it a name and deciding a logo.The amount of hard work that goes into maintaining a brand’s identity through its logo is tremendous. A brand is known more by its logo than by its advertisements and publicity. Logo designing goes through a long meticulous process of rejections and modifications until the goal is satisfactorily achieved. Your logo should speak for your brand. One such example is the logo of Apple Inc. The apple logo design was a depiction of the apple tree in the story‘Adam and Eve’ which symbolizes a Tree of Knowledge. Thus, the name ‘Apple’ came into existence which absolutely justifies the brand and speaks about the brand identity.
Talking about other characters of the story, your brand can be identified by a person, an animal or an object. Alyque Padamsee, brand father of Indian advertising, created Lalitaji for Surf, Cherry Charlie for Cherry Blossom Shoe Polish, the Muscle Man for MRF, the Liril girl in the waterfall, the Kamasutra couple for the condom brand, Hamara Bajaj slogan for the scooter brand, the TV detective Karamchand, the Fair & Handsome brand, etc. He always focused on one character to establish a brand and to create an impression on the audience. We, at Startup Farms, visualize a character or a mascot for your brand to let the audience identify and remember your brand forever.
III) Dialogue of a Story
Dialogue only means what are the characters of your story saying? Oh yes… You got it right. Here we are talking about the brand slogan. Use your branding tactics to deliver a clear message to audience, but in the most unique way possible. A great slogan also bears the truth of the power of succinctness in advertising. Slogans should be minimalistic and crisp. One word or one slogan will describe your brand as a whole. This one slogan can be a trend setter… who knows!
It’s difficult to express a complex emotional concept in just a couple of words – which is exactly what a slogan does. A slogan should be memorable, should include a key benefit, should differentiate the brand and it should impart positive feelings about the brand. Branding makes you feel like you’re worth it. The folks at L’Oréal worked with the theory that women wear makeup to make themselves appear “beautiful” so they feel desirable, wanted, and worth it. The tagline isn’t about the product — it’s about the image the product can get you. This message allowed L’Oréal to push its brand further than just utility so as to give the entire concept of makeup a much more powerful message. Thus, their slogan says: L’Oréal ‘Because You’re Worth it.’ This touched a million hearts!
IV) Description of a Story
What are the characters of your story seeing, hearing, touching, tasting, and smelling is what branding all about. Attach an emotional connect to your brand.Creating an exceptional story around your brand sets you apart from your peers. One interesting story is of BMW cars. The newer slogan of BMW “Designed for Driving Pleasure,” is intended to reinforce the message – it is car’s biggest selling point that they are performance vehicles and they are thrilling to drive. This message is an emotional one, and the one that consumers can buy into to pay a high price point.
Prasoon Joshi, India’s most favored adman, was conferred the Padma Shri award for his acute knowledge and experience in the field of advertising. He has composed the anthem for the Swachh Bharat Abhiyan. It says “Saaf nahi toh maaf nahi”. It is a rallying cry for the people of India who have come together and taken the initiative to make their village swachh, and have made Swachh Bharat a jana andolan. That’s the power of success! This is what a brand story should do!
Startup Farms will create a story for your brand to reflect true intentions of client for launching their product. We define every character of your story, give an emotional connect to your story and give the right positioning to your brand on the search engines.
V) Highlight of a Story
Once the characters are defined and the story is built, the highlight of branding is about the launch products. These essentials include newsletters, emails, advertisements, brand guidelines, stationary, packaging and store branding. Startup Farms wants to be undeniable good during the launch of any product. No marketing effort or social media buzzword can be a substitute for a kickass launch. This is how we build your brand through our profound knowledge and experience in branding.
You bring your idea to us. We bring it to reality!
To look at the branding work done by Startup Farms, please click on the link below: