Communication Crucial To Manage A Brand

By Author: Sushant Sharma
Total Articles: 8
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Effective branding can create the right perception about a company. It involves adapting the content of any communication activity to suit the audience of a particular culture or geographical area without tampering with the facts. Better brand positioning is all about approach and execution.

In recent years India has taken over the mantle of an emerging economic superpower. With Indian businesses achieving new heights, Indian firms and brands are assuming international proportions and competing with global brands in domestic and global markets alike. Also, with standards of living rising in India, the country has fast become a preferred destination for leading multinational firms and brand across different verticals.

The prevailing situation is that of intense competition in the Indian market with international and domestic brands all vying for maximum public attention. Apart from dealing with the competition, there is the challenge to reach out to and tap the culturally diverse populace of a geographically diverse county that India is, where consumer preferences change every few hundred kilometres. It is indeed ...
... a challenge to establish a business and then sustain it. To not just sustain but to succeed here becomes even harder.

In a market like India, it is very important to connect with the masses and occupy their mind space. For that, targeted brand positioning is needed along with creating brand recall value. The need is to communicate with the audience and present your brand as a need that they have, as an object they desire and as a solution to their problem.

In the times gone by most brands considered advertising as the only way to connect with masses. However, this is not the case today. With consumers becoming increasingly aware and knowledgeable, they do not just depend on advertising to form an opinion. Today, apart from the advertised qualities of a brand, the consumers look at the overall image of a brand. In this, the image of the brand’s management team and its top officials, how it is viewed by the industry and its competition or by the media, everything is covered. Mere advertising cannot cover and ensure positive image in context of all of these. A more holistic and 360 degree communication effort is needed to serve these purposes. And here in arises the need for Brand Communication.

Brand communication covers all the communications aspects required for brand positioning and creating brand recall value. It lays the foundation for brand building. It involves communicating the best qualities and most relevant features of a brand in the right context. It involves adapting the content of any communication activity to suit the audience of a particular culture or geographical area without tampering with the factuality of information. This helps in better brand positioning and enhancing the recall value of brand. It also undertakes presenting a positive image of the brand’s management and communicating a positive brand philosophy.

Also, with the increased competition in the present scenario, the attention span and memory of the public is limited. Through mere advertising, a brand may be able to attract eyeballs but how much it stays in public memory is another story. Instead of merely attracting eyeballs, building a good brand and market reputation attracts more consumers and builds stakeholder confidence in your business. To serve this purpose, brand communication is must. The initial balance sheets may not appear to be in favour but patience pays in brand building. It takes a little while for consumers to become familiar with a product and/or services. It takes time for them to be weaned away from an existing habit of consumption and lured into experiencing a new service and/or product.

Brand communication is about creating a differentiating factor for a brand from amongst intense competition. A brand may either target a niche or privileged consumer base or may be one for mass consumption, whatever the target, efficient brand communication puts it a few notches above the competition. For brand building India is short on talent, so you need to be careful while collaborating with a company. However, when you put in the right research, you can be pretty much sure of finding one.

Author of this article is associated with India Infomedia that holds expertise in brand management India industry and corporate sector collaborates with them for assistance in brand building.