Tuesday, July 29, 2008

Creating a new brand is an opportunity to take a deep breath

By Bhadresh Bundela

If you are looking at your branding strategy, you are at a crossroads. Creating a new brand is an opportunity to take a deep breath, take stock of who you are and where you're headed, figure out what new things you need to add to the marketing mix, and what baggage you may be ready to leave behind.

Branding is at the heart of everything you do that touches the consumer. It's not just about finding good company names. It's really about something much deeper.
It starts with asking some tough questions like who are you and what do you believe in? And it ultimately embraces all of the things you do to connect with your customers.

The art of branding is fundamentally about connecting with people at a human level. If this makes sense to you, then you will see that branding is just an extension of everything you already know about what makes human relationships succeed or fail.

Branding is just like life.
If you're good at these things as a person, chances are you already have these skills, which are critical to successful brand building:
Connecting with people so they can see the sparkle in your eyes and hear the passion in your words.

Understanding what really drives the attitudes and behavior of the people you need to reach.

Treating people with respect -- including the knowledge that everybody has their own ideas about what's important in life.

Reading between the lines – sensing what people mean as opposed to what they say.
Seeing a relationship as an ongoing conversation, a lively give-and-take between you and your audience--of ideas and stories and feelings and experiences and points of view.

And something we all know and often forget: realizing that, in real life, how you say it is a lot more important than what you say.

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