Creating Brand Value for your Business

Running an integrated and Cost Effective
Communications Program

1
Brand Building!! WHY??
• Brand building is the QUALITY & EXPERIENCE you promise to
your customer!
• All else remains a Com...
Ask yourself

Does it really matter to you which brand of petrol would you prefer
to fill in your car & WHY?

3
Building Brand value through customer
experience
Research shows
•

Since petrol will continue to remain
a commodity, brand...
When “my product is a commodity”

•

In some product categories, “Brand” is not central to the purchase

•

Yet they spend...
BUT the Big Problem is the BUDGET !!
•

So if we don’t have the budgets CAN WE REPLACE BRAND BUILDING
with an aggressive p...
This marketing experiment is now being
seen in ecommerce businesses
•

According to a KPMG report nearly two-thirds of peo...
Some rules of brand building new entrants
In the digital age
•

Brand building is about “distinctiveness and
Image” – It i...
Tip 1…Get online
BUT Figure out your story first
•
•

•
•
•

Your Quality story
Heritage Story (make sure it is
distinct a...
And…if your story sells, your BRAND
does too…

10
Tip 2 – Tell your story through the RIGHT
digital interface

Overt Storytelling

•
•
•
•

About Page
Product Pages
Return ...
Engagement is important here as Google
wants you to do it
• And nothing “engages” better than great stories and
storytelli...
Also…Keep it really really Simple &
answer a need right away!
• Every website must answer in seconds, “What does
Zipbuds.c...
Tip 3…Start developing content around your
story for high digital engagement
• High Engagement led
Conversion should drive...
Tip 4 – Use Networks to drive your messages
• You must be present and visible in industry forums

• You must be seen among...
Tip 5 – get some of your stories out
in the media

16
You can do it yourself – understand what
gets written about
•

A unique idea that is the very basis of your
business

•

A...
Tip 6 – Own a property that relates to your
BRAND…
•

Based on your business you should stand
for at least 1 thing that is...
Tip 7 – Run some Low cost/High Impact
promotions
All you need is an Idea!! Innovate to promote

Aviva

Aircel

Ideas are f...
The BIG question… what does it cost to run a
communications campaign for startups?
• You need a little bit of professional...
“Jugaad” is a word we gave the world!!
Passion and need drives the low cost solutions. Creativity is KEY!!

Disclaimer

I ...
For more ideas visit us

www.strongkofee.com

22
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Why Startups need integrated communications to build brand value

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Some tips for startups to plan an integrated communications campaign

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Why Startups need integrated communications to build brand value

  1. 1. Creating Brand Value for your Business Running an integrated and Cost Effective Communications Program 1
  2. 2. Brand Building!! WHY?? • Brand building is the QUALITY & EXPERIENCE you promise to your customer! • All else remains a Commodity to be purchased on pure pricing benefits - “Premium Vs Discounts” • Simply put … a brand is the reason why customers will choose your product over the competition 2
  3. 3. Ask yourself Does it really matter to you which brand of petrol would you prefer to fill in your car & WHY? 3
  4. 4. Building Brand value through customer experience Research shows • Since petrol will continue to remain a commodity, brand building happens at the petrol station level. • They build on “customer experiences” • Some Examples • Services • Conveniences • Swanky retail outlets within filling stations • Courteous attendants • Lesser filling time 4
  5. 5. When “my product is a commodity” • In some product categories, “Brand” is not central to the purchase • Yet they spend time and money “building the brand” • Its about VISIBILITY, EXPERIENCE and then LOYALTY 5
  6. 6. BUT the Big Problem is the BUDGET !! • So if we don’t have the budgets CAN WE REPLACE BRAND BUILDING with an aggressive pricing strategy? • Experience says, it hasn’t quite worked even for players with deep pockets • Ultimately the product experience and quality story is KING!! 6
  7. 7. This marketing experiment is now being seen in ecommerce businesses • According to a KPMG report nearly two-thirds of people buy online due to the cheaper prices and discounts • Too many players in categories, vying for the same pool of customers • Customer loyalties are low • In India, ‘convenience’ is still in conflict with ‘touch and feel’ • Funding is increasingly becoming an issue and available now for the relatively BIGGER players i.e. the more recognized BRANDS Like it OR not… Brand building is key to survival and success of your business! 7
  8. 8. Some rules of brand building new entrants In the digital age • Brand building is about “distinctiveness and Image” – It is NOT DIRECT SELLING!! • Customers are now in charge… • • • They will also coalesce around you or against you • • People will find you only if they want you The KEY is to be visible with a great reason why they should choose you The KEY is to get the WOM going in your favor It will be a slow burn & a sustained process– so deploy it early enough • Must be smart and cost effective, conversation- generating and measurable 8
  9. 9. Tip 1…Get online BUT Figure out your story first • • • • • Your Quality story Heritage Story (make sure it is distinct and rooted in your creation story) The Experience story The Aspiration story Save The World Story Banarasi/Patan Patolas 9
  10. 10. And…if your story sells, your BRAND does too… 10
  11. 11. Tip 2 – Tell your story through the RIGHT digital interface Overt Storytelling • • • • About Page Product Pages Return Policy Free Shipping. Covert Storytelling User Gen Content • • • • • • • • • Design Colors Images Headlines People Comments Reviews Contests Polls, Surveys 11
  12. 12. Engagement is important here as Google wants you to do it • And nothing “engages” better than great stories and storytelling • Heuristic Measures Include • • • • • Time On Site Pages viewed by an average visitor Repeat visitors Bounce rates Mobile engagement 12
  13. 13. Also…Keep it really really Simple & answer a need right away! • Every website must answer in seconds, “What does Zipbuds.com want me to do NOW?” 13
  14. 14. Tip 3…Start developing content around your story for high digital engagement • High Engagement led Conversion should drive your digital media campaign Simple Videos can tell powerful stories! • Encourage Reviews • Blog that is real time and interesting • Relevant real time offers • Breaking news Stories 14
  15. 15. Tip 4 – Use Networks to drive your messages • You must be present and visible in industry forums • You must be seen amongst your peers in conferences or exhibitions • You must spend time with at least 10 journalists from your category – coverage or no coverage • Social networking with “you” as the brand is important Important: Be ready with your 1 single message that highlights the USP of your business 15
  16. 16. Tip 5 – get some of your stories out in the media 16
  17. 17. You can do it yourself – understand what gets written about • A unique idea that is the very basis of your business • A Unique behind the scenes story • Story of how your product changes or impacts lives • Your story – a big career change • Getting bigger brands to associate with you as partners Mera Gao Power aims to provide lighting and clean solar powered energy to power two LED lamps & mobile phone charging point @ Rs 25 per week Mirakle couriers Mumbai employs low income deaf adults 17
  18. 18. Tip 6 – Own a property that relates to your BRAND… • Based on your business you should stand for at least 1 thing that is your marketing leverage Some ideas • A waste management company that works with children • A furnishing company that works with endangered artisans of India • A spices company that works with tribal population • A garments company that stands for “ethical fashion” 18
  19. 19. Tip 7 – Run some Low cost/High Impact promotions All you need is an Idea!! Innovate to promote Aviva Aircel Ideas are free – and execution can be cheap too!! 19
  20. 20. The BIG question… what does it cost to run a communications campaign for startups? • You need a little bit of professional help…specialists and experts who are among your friends– NOT big budget agencies • You need to commit TIME– NOT Big Advertising budgets!! • You need a bit of PR and BTL…that’s your only cost. Here too its possible to find cost effective solutions AND …you need to run it in an integrated manner… CONSISTENTLY ! 20
  21. 21. “Jugaad” is a word we gave the world!! Passion and need drives the low cost solutions. Creativity is KEY!! Disclaimer I am not asking you to do this ever!! 21
  22. 22. For more ideas visit us www.strongkofee.com 22
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