The definition of branding in the eyes of the general public may vary, from a logo to a design or even just a name. But, according to our Managing Director, Mr Ameerul’ameen Pishal, it actually involves perception. It’s a process to be crafted by the people working at the back end. They work on how to create the right perception of the company in the eyes of the public by setting the right way to communicate to the targeted audience and much more.
“It’s a casual statement to those who merely view it on the surface, but once you walk in their shoes, you’ll know how tough can it be.”
One of the difficulties in spreading the truest meaning of branding is the lack of branding awareness from the perspective of society generally, and most corporations, specifically. Most of them have a misconception about branding, believing that it’s just a matter of a logo or a look. Little do they know, it is actually the values crafted in the branding that make it a strong brand.
Treating a Brand as an Asset
With regards to values in branding, getting people to treat it as an asset is another challenge. Most of them don’t even understand their business model; they are basically confused. When this happens, the image they portray is not in sync with the business that they are running. Thus, it’s hard for them to see their brand as a valuable asset.
Creating New Sub-categories
Depending on their business model, it can be very subjective, as most corporations have different products, under different campaigns, monitored by different departments. Solely depending on the main brand will create too much pressure. It cannot bear the weight of various business interests. Therefore, subcategories are needed and it’s important that we understand them well.
Let’s take the example of a brand with sub categories. Managing to communicate well to the public and letting them feel the relevance and similarities of the subcategories with the main brand will lead to successful branding. It’s a “must have” to create the link and relevance in terms of surface perception and back end progress of a branding exercise.
Maintaining Brand Relevance
It’s challenging to maintain brand relevance, as most clients do not realise how important it is to sustain the relevance of their brand in the market. As they are unable to see the importance, they are reluctant to invest in maintaining it. Another issue is when they are too comfortable with the existing brand strategy. They’re not willing to try new things to keep abreast of current trends and organisations take things lightly with regards to the future. If only they understood the issues, they would be able to meet market expectations and enhance the brand’s relevance to the public.
In truth, there are too many challenges, but the three highlighted here are the most common branding challenges a brand strategist will face. A branding exercise can also go wrong if you’re branding your organisation without being “in love” with it in the first place. If the ecosystem is not synchronised, it’ll create arguments that can lead to a negative perception from the public’s point of view.
Towards the end of our interview, Mr Ameen expressed his concerns on how most corporations are less informed about branding, even though they should have a strong fundamental understanding of it. As a brand strategist, he suggests that brand strategy practitioners should make a change i.e. they should first educate the clients and change their mindset on branding by giving them relevant references.
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