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Whether you are running a small grocery shop, a consulting firm
or a non-profit organization, you have a brand. If you do not take initiative
step to differentiate your brand, you are likely not recognized in the public.
Branding, in actual fact, requires you to look into your
product or service as well as your organization as a whole. Having said that, here
are five steps which considered core to define your brand DNA, getting your
branding on track.
1. Define Core Principle and Value
Case Study: AirAsia
Simply ask what is important to your
organization as well as customers. For instance, AirAsia’s no-frill strategy
talks the talk. Efficiency creates savings which are then passed on to guests
so that affordable air travel can become a reality. Through AirAsia’s
philosophy of ‘Now Everyone Can Fly’, AirAsia has sparked a revolution in air
travel, more importantly, AirAsia realizes everyone’s dream to fly …
affordably.
2. Create a Story for Your Product
Case Study: Tiffany & Co
Ask yourself what do you deliver to your customer in terms
of value. Go beyond the physical appearance of your product. For example, I’d
believe every woman wants to receive Tiffany Blue Box, a well-crafted Tiffany
Story by Tiffany & Co.
“Crowned with a white ribbon, the Tiffany Blue
Box is an international symbol of style and sophistication.” – Tiffany &
Co.
3. Determine Your Company or Product’s Personality
Case Study: Senheng Electric
To achieve this, you have to think like a
product psychologist, simply asking yourself “Who are you?” Senheng Electric is
best to illustrate this scenario. In electrical and electronic retail industry,
Senheng is so cool, they provide an exceptional retail innovations unlike many
other traditional stores with incredible shopping experience through its meaningful
loyalty programs such as Plus One Card and Plus One Lady Card.
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