BY ROBIN GHOSH
( FORMER CHIEF ECONOMIST, BENGAL CHAMBER OF COMMERCE AND INDUSTRY)
KOLKATA, 8 SEPTEMBER 2022
Before you launch your product or service , you will have to structure your brand strategy in advance. How will you do that?
Let us try to do a step by step analysis.
We will do it with a real life example.
You must have heard the name Blue Dart. The courier company. For brand promotion, they run a television advertisement .They also promote their campaign in other multi media platforms including social media.
Blue Dart has curated a central message . The message is: Blue Dart is a preferred logistics brand for critical shipments, e-commerce and temperature control logistics.
You will notice that the brand message is crisp, short yet clearly defines the business domain. Well, writing a crisp message is easy. But, remember the message is a promise to customers. You have to keep your promise. They have started trusting you.
How can you keep their trust? What enabling engineering is necessary? Let us observe how Blue Dart has done it.
This enabling engineering basically stands on certain multipliers, certain DNA of the organization.
Blue Dart’s DNA is a complex combination of many parameters such as:
1 . Strategy: Reliability, Responsiveness, and Resilience.
2 . Leveraging the power of technology to enhance customer experience.
3 . Be the best employer. Be the best choice in the market. Be the best investment destination. Only by deploying appropriate enabling engineering, you will be able to achieve customer centricity, motivated band of employees, enhanced stockholders value.
So, when you stragise your brand building exercise, please take this as a serious business. Beneath the brand, serious engineering goes to enable the brand to shine and bring sustainable business.
I would like to conclude with a quote from Prahlad Kakkar, Guru of Branding. ” The simple fact is that engagement matters. So how do you engage someone, and then ensure they stay engaged? Technology matters, but how you guide them through storytelling. Because stories are content, and Technology is the vehicle. Technology has simply changed the manner in which you tell your story, it is no longer as it used to be.”