Why Startups need integrated communications to build brand value
Creating Brand Value for your Business
Running an integrated and Cost Effective
Brand Building!! WHY??
• Brand building is the QUALITY & EXPERIENCE you promise to
• 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
Does it really matter to you which brand of petrol would you prefer
to fill in your car & WHY?
Building Brand value through customer
Since petrol will continue to remain
a commodity, brand building
happens at the petrol station level.
They build on “customer
• Swanky retail outlets within
• Courteous attendants
• Lesser filling time
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
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
• Ultimately the product experience and quality story is KING!!
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!
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
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
Tip 1…Get online
BUT Figure out your story first
Your Quality story
Heritage Story (make sure it is
distinct and rooted in your
The Experience story
The Aspiration story
Save The World Story
And…if your story sells, your BRAND
Tip 2 – Tell your story through the RIGHT
User Gen Content
Engagement is important here as Google
wants you to do it
• And nothing “engages” better than great stories and
• Heuristic Measures Include
Time On Site
Pages viewed by an average visitor
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?”
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
• Encourage Reviews
• Blog that is real time and
• Relevant real time offers
• Breaking news Stories
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
• 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
Tip 5 – get some of your stories out
in the media
You can do it yourself – understand what
gets written about
A unique idea that is the very basis of your
A Unique behind the scenes story
Story of how your product changes or impacts
Your story – a big career change
Getting bigger brands to associate with you as
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
Mumbai employs low
income deaf adults
Tip 6 – Own a property that relates to your
Based on your business you should stand
for at least 1 thing that is your marketing
A waste management company that works
A furnishing company that works with
endangered artisans of India
A spices company that works with tribal
A garments company that stands for
Tip 7 – Run some Low cost/High Impact
All you need is an Idea!! Innovate to promote
Ideas are free – and execution can be cheap too!!
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
• 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…
“Jugaad” is a word we gave the world!!
Passion and need drives the low cost solutions. Creativity is KEY!!
I am not asking you
to do this ever!!
For more ideas visit us
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