Align your Business, Brand and Behavior

In Brand Management, there 3B's that should always align with each other for better and smooth success. What are the 3B's? It's Business, Brand and Behavior. Brand management is directly proportional to Newton's Cradle model. It's a device that demonstrates the conservation of momentum and the conservation of energy with swinging spheres (small size balls). When one sphere at the end is lifted and released, it strikes the stationary spheres, transmitting a force through the stationary spheres that push the last sphere upward. The picture below will clear Newton's Cradle role in Brand Management.

When anyone starts building a Business, they should clear about the idea behind their business and on the other end, they should aware of their customer's behavior and actions. Although to understand the Customer's Journey, everyone should know about the SALE FUNNEL without this you can not be able to create momentum from the beginning.

In the 21st century, the customer is on a DYNAMIC JOURNEY. It includes multiple things that make customers journey more 'dynamic' like; multiple resources, convergence, trust, research on the brand and conversation is the product. The evolution towards a dynamic customer journey also redefines the way people think about brand and products, putting a strong emphasis on the role of conversation. Today, companies have a huge opportunity to analyse and evolve their models gradually, allowing the conversation to be a visible, differentiating and relevant element of their offering. And in the end, they will create a perfect and smooth momentum in their Brand Management.

When you get your strong mission or vision for your business, then it's time for brand identity, brand purpose or slogans. Here comes the question, what actually these terms mean in the Brand Management?

BRAND IDENTITY:

Brand identity is different from “brand image” and “branding,” even though these terms are sound similar but they are not at all.

Let's dig further!

The term "branding" refers to the marketing practice of actively shaping a distinctive brand. Although, "Brand Image" is how customers think of a brand. It can be defined as the perception of the brand in the minds of the customers. Though, this image develops over time. Customers form an image based on their interactions and experience with the brand.

As a Marketer, it's your job and responsibility to enhance the Brand Image, by negating the negative associations and elevating the positive ones. Of course, marketers need to protect the brand's visual identity. For Example, when you heard the word 'MAGICAL', which Brand comes in your mind, obviously it's DISNEY. How amazingly they associate their brand with the magical journey or experience, through their movies, cartoons or amusement parks. Keep in mind. Disney is not the Brand that sells any product or provides any services, but still, they are making their consumer journey or experience MAGICAL. Yes, now they are selling products for kids like Disney toys, perfumes, crockery and much more because it's a need of their consumers. They made their customer's daily life magical.

Once you found your brand's identity and persona, it's time to evaluate your Brand's Purpose.

BRAND PURPOSE:

Brand purpose is the reason for the brand to exist beyond making money. If you want a really powerful brand purpose, it needs to relate to the product or service itself. For example, if you're in the educational sector, your purpose might help children and shape their future.

In today's world, it's not enough to be different, you need to differentiate your business from competitors by focusing on Customers need and problem, but remember this difference should be RELEVANT with your Brands Identity.

For Example, everyone knew about brand PAMPERS. A baby's first product brand, when they started their brand they are on a path of success but suddenly falling apart. The competitor Huggies become the top brand among the USA as compare to PAMPERS. At that point, PAMPERS changed their Brand Purpose and dig into society to know what MOMS especially new MOMS are looking for, what's their need? During the research, they figured it out that every mom wants a healthy baby and lifestyle. They start producing DIAPERS with the concept of dryness to healthy sleep, they are more focused towards the babies health. The idea that "Your little ones deserve to sleep without any interruptions, especially from leaky diapers". So, the value of the brand was aligned with the values of newly parents. Further, they join hand with UNICEF, to work more on babies development and health. They start making products like wipes, soaps or shampoos - which is an essential thing for the babies.

When you are cleared about the brand identity and purpose among societies, it's time to get a relevant slogan that again helps your Brand to keep in your Customer's Mind.

BRAND SLOGAN:

A brand slogan is the advertising tagline that conveys the brand's spirit in the shortest way possible in the customer's mind. In just a few words, you're expected to grasp the vibe of your brand.

There are many brands out there with amazing slogans and whenever we heard/read those slogans we all knew which Brand is it.

Did you know? An effective branding slogan not only sticks in a customers mind but also invokes a mood and creates a bond with the consumer.

Here are some popular slogans of Brands

1. Nike – “Just Do it”

2. Apple – “Think Different”

3. L'Oreal – “Because you're worth it”

4. KFC – “It's finger-lickin' good”

5. Coca-Cola – “Open Happiness”

6. Dunkin' Donuts – “America runs on Dunkin'”

7. McDonald's – “I'm lovin' it”

SUMMING UP:

If you want a successful Brand then you should keep 3B's align in your brand management models. Why it's important? Because if your own people in your organization don't understand what the brand stands for, it will not affect their behavior, they won't know how to REACT? So you need to inform your employees about the brand's purpose and identity because today consumers are much informed as compared to the previous era.

When your employees understand the purpose you're engaged in. they're also more motivated. A deep purpose can help to motivate your employees to be more productive, more engaged and to provide more value to your customers, and it's proved by many studies.

Therefore, the Brand purpose is what connects the brand to the customers, but it also connects the employees to the customers, through the BRAND.