Tag Archives: brand custodian

Why brand

To make business a successful or profitable venture, it has to develop a brand that its target audience recognises it with. It becomes easier for the business to grow and develop successful customer relationships. Although many people think that building a brand is complicated, just follow a few steps and you are already on the right track.

Decide what you plan to brand and do a research on your target audience
Before engaging in the brand development process, it is important to do some research work and decide what you would like to brand. Generally, there are choices between branding a person, a company, a service or even a particular product. Once a decision has been made regarding what will be branded, it then becomes crucial to ensure that enough time is spent on researching your target market. Once this has been done, it is then essential to learn as much as possible about the product, service or individual that you intend to market.

Decide the brand definition and positioning
After researching your target audience, it is important to take time to develop a brand definition that clearly explains what is being offered, and how the product or service you have to offer is different from what is already out there. It should also inform your target market how they will benefit from using it and what guarantee you offer to those who choose to use your service or product. From here, the next step is to win a place in the market for what you have to offer. This can be done by giving them solutions to problems or needs that previously could not be solved or met.

Develop a brand name, tagline and a logo
These three aspects are extremely important in the brand development process as they help to ensure that your business or service offering stands out clearly among others who may have the same offerings. By designing a logo and compiling a memorable tagline, you can be sure that customers will be able to remember not only your business name, but also what you are able to do for them. Once this has been done, it is time to launch your brand and market it.

Manage your brand
By offering consistent customer service and products, you will be able to manage your brand very well. Once the market is aware of the high quality goods or services that you have to offer, you will be well on your way to effectively mastering the brand development process. It is also important to ensure that any negative publicity is dealt with as professionally as possible in order to maintain the reputation of your brand.

These steps will show you the way to develop a winning brand. Once you have achieved this, it may become necessary to adjust your branding approach on occasions to ensure that your company identity is kept up to date. And if you need any kind of professional assistance during or after the process, get in touch with us at info@industree.in

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Do you need a Video content?

Video is a phenomenon, more than 4 billion hours of video is viewed each month. In fact, YouTube is now the second most used search engine after Google.

Integrating video into your marketing campaign isn’t as easy as creating a video and putting it up on YouTube. Creating a video that is effective, relevant and successful can be rewarding but how do you integrate it successfully?

Lets talk about the basics of video, issues you will want to consider while planning the video content ideas, and see what typically will be ideal to develop an idea into a video content.

Lets understanding video as a media, the most common mistake made by companies creating video is thinking of video content as being identical to blog posts or infographic content, rather than as a unique and independent media format. Where blog posts and infographics may consist of text and image content, video utilizes text, moving images and sound simultaneously, making it much more unique.

To be precise, video is not appropriate medium for all content goals. Video should naturally lend itself to a narrative curve, including a climax and resolution. If you have a product or service you are trying to sell, don’t use the entire length of your video making a sales pitch. Instead, create a narrative context around the product.

If you are trying to convince your reader to complete a complex, or prolonged action then you need to consider breaking up your content into smaller pieces. Videos should have a very simple and direct call to action.

The ideal length for video is under four minutes. If there is too much content, you may have to draw your video out to 10 minutes, it won’t be as effective as a precise one, because your viewers is likely to lose interest. If this is the case, you need to use a different media form.

Ask few questions to youself while planning the video content, questions you definitely should consider. One is, would this content lose meaning if it were in text and image form? If your content would lose meaning or relevancy without being accompanied by visual or audio information, chances are video is a viable option. However, if you can easily imagine your message getting across effectively without the use of video, you might want to decide whether the additional time and effort required to produce a video will be worthwhile.

Secondly, does the content require aesthetic as well as conceptual engagement?

In the first question, we ask whether content would lose meaning if it takes a media form other than video; in question two, you need to ask yourself if your idea requires a visual or auditory element in order to be engaging.

Though video is certainly a nice option to have, if the information imparted is text heavy and primarily conceptual, rather than visual which is comprehension and learning. The visual display adds nothing to the experience, as it is just a list of text.

Thus if your content does not require visual or auditory components to be useful or engaging, then your idea is not ideally suited for video.

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Videos for content marketing

Whatever the intention, video has huge benefits as a communication medium. One of the obvious reason is that it can convey personality. People respond to people, whether for marketing, brand engagement or training purpose in an organization.

Videos are extremely useful for practical reasons, either to demonstrate products or procedures, these video presentations are consistent compared to the unpredictability of live demonstrations. The value of events such as conferences, seminars and trainings can be greatly enhanced and used again and again whether for training or promotion. Video can also be used to create effective live presentations and interactive productions.

Even if advertising is not the goal, inclusion of video on the company website can create a better user experience and add a touch of class. A recent study by Treepodia, an authority in video use in eCommerce found that the retailers surveyed were selling substantially more products when a video of the product was included. Further statistics also showed that even if the video wasn’t watched the sell will still happen. This means video creates customer confidence and trust. Brands using video is considered more reliable as they produce a quality user experience. Showing the product in a multidimensional format, the brand exhibits trust and confidence in the product. This is an interesting finding and it does have relevance to the use of video in websites in general and not just e-commerce.

Videos should not only be used for Content marketing strategy, lets see some of its advantages and how we could make use of it effectively.

The whole purpose of Content marketing is to get your message to your potential audience.  Written content means you can only publish it in one place. Design strategies to make sure that content that attracts eyeballs won’t get buried on your blog. Link it to significant posts in the side bar, tweet it, bookmark it through various bookmarking sites, etc. Of course your written content can be found via Long Tail Keyword search in Google. But Video is just much easier to syndicate. And the whole purpose of syndication is to try and get that video in front of as many eyeballs as possible. Post video to YouTube, post video to other video aggregators using Blip, Metacafe, etc., embed link on Facebook fan page, share link with affiliates, embed video on your website, get other people to embed your video on their websites, post video to iTunes as video podcast.

Videos are powerful tools and there are more platforms you can use. One video, dozens of places to share it. That’s the first advantage video enjoys.

Video establishes personality, if your content marketing is built around written content it takes a few articles or posts to truly start being perceived as your personality. But videos are out there right in front of them, audience can see and hear you. And your personality will come through the way you speak, facial expressions you use and your body language. That will turn some people away but the people who are attracted to your message will go ahead to see/view the message.

Video differentiates you from the competition, in most market areas there are still few people using video effectively. Picture speaks more than Words.

Video testimonials is the name game. Video testimonials don’t have to be given by the superstars, it would be nice if you had 10 or 20 or more video testimonials where regular people like ‘us’ are talking about your services and what you’ve been able to do for them. It will be a powerful instrument to use it in your content marketing.

Internet is going mobile, tablets are fine for texts but reading long blog posts on a Smartphone can be irritating. Whereas a video can be a big hit, hit play and it rolls. You can even consume on the move, plug in a headset and then anything that you want to watch you can stop, rewind the bit you need to say, and then move on.

We got to say, Videos are here to stay! For professional quality videos, corporate films, voice overs, recording, post production related queries, get in touch with us at info@industree.in

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being a small start-up

Starting a business can be exhilarating and fulfilling, but in course it can get complicated and may challenge you in many ways. Challenges and problems will be nothing new but will be something we have often seen happening to others.

Most small businesses fail because of lack of cash flow. Study says that 79 percent of small business failures cited “starting out with too little money” as one of the reasons for the business downfall because owners borrow based on their ideas of a successful business, instead of borrowing for a worst-case scenario. A start-up business owner needs to be optimistic, but often is too optimistic about seeing profits. Without adequate cash flow, slow sales or a downturn in the market can end the business before it has a chance to gain momentum.

Common problem for new businesses is to hurry into marketing campaigns without understanding the actual target market. The costs associated with marketing is stiff and if a business does not know who its target market is, then the money may go wasted. With incorrect messaging the reach is limited and don’t reach the target audience.

A start-up requires tremendous effort, commitment and strong will to make it a success. Add to this the financial stress of a fledgling business. Start-up business owners often have problems balancing the overwhelming demands of the company, if the stress of the workplace spreads into the home, the business owner may feel pressure around the clock.

A common problem for most entrepreneurs is the belief that they can handle all of the start-up’s operations by themselves. It may be a cost-effective way to run the business, but operating the entire business on your own may not be a wise decision or the best use of your time. Many small-business start-ups may not require full-time employees. But it’s a good idea to have at least one or two teammates who are ready to help. With experienced, reliable assistance you can avoid other common business mistakes. When it is time to hire staff, be careful in your choices, employees are a crucial component in the success of your business.

But as a matter of fact hiring is also a big problem for small companies, atleast in a business like mine. We offer marketing solutions and are often in need of high-end graphic designers, writers and editors. And these creative people don’t come cheap, so most of the time hiring them is out of question, thus, use them on contractual basis. Contract has its own issues in our country, India where we operate. Most workers are never committed. Also, since we are a small company, many people don’t like to work for us as we are too small and are kind of perceived as unstable, have no brand identity. Hence, the moment they get an opportunity from a bigger company they shift jobs.

Since you are competing with big fish it does not mean you have to quote rock bottom prices. Pricing your goods and services too low can delay the process of turning a profit. Instead list fair prices and make sure your start-up excels in customer service and delivery. Its very important to excel in any field and customers do appreciate on-time response.

One thing I got to say, its tough but not impossible.

This a guest post by Ms. Thapa, Twitter @bijeta

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Colors and Brand Identity

Consumers identify a brand with several key visual elements; logo, design, name, and color, but often Logo and Identity are used interchangeably. However, logo is only the tip of the iceberg when comes to Brand Identity, color must be an important consideration while developing the brand identity.

Research shows why and how color plays a major role in our visual experiences.

Research conducted by the secretariat of the Seoul International Color Expo 2004 documented the following relationships between color and marketing:

92.6 percent said that they put most importance on visual factors when purchasing products. Only 5.6 percent said that the physical feel via the sense of touch was most important. Hearing and smell each drew 0.9 percent.

When asked to approximate the importance of color when buying products, 84.7 percent of the total respondents think that color accounts for more than half among the various factors important for choosing products.

Research revealed that people make subconscious judgment about a person, environment, or product within 90 seconds of initial viewing and that between 62% and 90% of that assessment is based on color alone.

Brand Identity is important for companies selling and marketing products and services and here are a few reasons why color is important in identifying a Brand.

Color increases brand recognition!

Apple brought color into a marketplace by introducing the colorful iMacs. The iMacs reinvigorated a brand that had suffered $1.8 billion of losses in two years. Then the rest is all history …

Color makes memorable impact!

If a picture is worth thousand words, a picture with natural colors may be worth a million, memory-wise. Psychologists have documented that “living color” does more than appeal to the senses. By hanging an extra “tag” of data on visual scenes, color helps us to process and store images more efficiently than colorless scenes, and as a result stays longer in mind.

Color Engages and Increases Participation!

Ads in color are read up to 42% more often than the same ads in black and white (as shown in study on phone directory ads). Tests indicate that a black and white image may sustain interest for less than two-thirds a second, whereas a colored image may hold the attention for two seconds or more. People cannot process every object within view at one time. Therefore, color can be used as a tool to emphasize or de-emphasize areas.

A Midwestern insurance company used color to highlight key information on their invoices. As a result, they began receiving customer payments an average of 14 days earlier.

Color and Senses!

Although the senses was human being’s most important source of input in the pre-historic era, sight became the most important means of survival. Furthermore, as hunters and gatherers in the early days of evolution, we experienced a variety of colors and forms in the landscape.

In our current state of evolution, vision is the primary source for all our experiences. Current marketing research has reported that approximately 80% of what we assimilate through the senses, is visual.

On the basis of the above research and facts, we now know the importance of color in Brand Identity. Therefore, it’s extremely important for companies that their brand colors are well defined and managed in order to ensure proper Brand recognition by consumers.

Share your thoughts, input, feedback with us here.

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