‘Follow the Response & Reshape concept’

R Haridoss, Vice President – Business Development, Power Build Pvt. Ltd. breaks down the essential factors that enable brands to channelize the branding tool effectively and outlines the various strategies that can be put into action for concrete brand-consumer connect

Branding: the essential promotional tool

Branding is a technique that helps to build a firm’s reputation and increase its visibility. “With a strong brand reputation, we can command higher rates, generate leads more easily, achieve a higher success rate, recruit more effectively and have fewer competitive bid situations. We can channelize this tool effectively in different ways to establish a prominent and vigorous brand,” explains R Haridoss, Vice President – Business Development, Power Build Pvt. Ltd.

Research: The most important aspect of any branding or marketing strategy is to conduct a ground-breaking research in areas such as target audience, area of establishment, potential consumers, expectations from the brand, quality of products or services, rules and regulations etc.

Audio and video branding: Allow the brand to express its objectives in the most subtle manner by showcasing its products or services. It acts as a platform to convey messages and values and communicate with the customers directly.

Visual Branding: Logo design, poster designs, pamphlets and other visual-textual content plays an important role in brand recall. It is the first thing that catches the attention of the client.

Content marketing: Developing a must-read industry blog, publishing thought-provoking industry newsletter and technical articles in magazine helps to reach out to potential clients and sources of interest.

Live branding activity: Live stalls at various exhibitions in different locations, sponsoring events like concert, festivals, corporate conference and seminars allows the brand to communicate with the customers on a one-to-one basis. It can be used to solve queries, share information about new products or services and promote the brand, as a whole.

Branding strategies to create a strong customer connect

It is said that products are made in the factory, but brands are created in the mind. Awareness, credibility, reputation and customer satisfaction are rudimentary strategies for creating a strong connection with customers. “We always follow the Response & Reshape concept: How customers think and feel about our Brand. Our branding method is all about providing the best customer service, being most innovative, offering application-centric product solutions and having the happiest employees always ready to serve customers. Other advanced e-features undertaken by us include tailoring our brand message for greater visibility, maintaining high standards for design like colour, shapes and font or organize elements on a website page, email campaign or even a product package dictating our brand ethos. We provide thought leadership and valuable information in our content to serve customers in the form of testimonials,” reveals Haridoss.

Brand loyalty can be achieved via personal meetings, social media and email campaigns tailored to suit customer requirements. These channels enable to establish long-term relationship with customers for existing and new requirements.

Logo / tagline: The extremely critical element for brand recall

Logo represents a company’s identity whereas tagline represents brand credibility. “Our logo displays the horse symbol which is the source of energy, a key feature of our product. On the other hand, the tag line ‘Leaders in Power Transmission Solutions’ signifies that we are the first leading Indian MNC in power transmission industry with high quality and reliable product that differentiates us in the Indian as well as global market. This tag line always motivates us to improvise and cater to the varying technological demands,” elaborates Haridoss.

Logo/tagline indicates uniqueness of brand, brand identity, ubiquitous and unforgettable values. Haridoss adds, “In my view, it should be focused, memorable, meaningful, short and simple. It should orchestrate the vision of company that could be recognized on global platforms.”

Effective branding and consumer trust

Branding benefits the brand owner as seller and the customer as buyer. It leads to commodity differentiation and hence enables consumer preference. This translates into greater choice and quality for the consumers. Creating, developing, implementing and maintaining successful commodity brands is an art of marketing strategy which helps to garner trust among customers.

The most successful brands will always be those that deliver not only the tangible functional value but also the intangible value that is the implied guarantee of a branded product. The promise of the brand will always be seen as the most valuable benefit because when confronted with two choices of apparently equal benefit, the consumer will always choose the one that feels right. Trusted brands are not established overnight but are built up as a result of long-term investment in delivering on the brand promise.

Brand message should be an extension of our actions and behaviour. If it isn’t true to who you are, or you can’t deliver on it, you are being inconsistent. Stay focused on the brand image. Communicating with the target audience, brand delivery, medium of communication and its frequency plays a major role to understand customer prospects and win and maintain their trust. 

Differentiating strategies to Compete

In a world where the competition regularly claims to be #1, it’s difficult to differentiate and build our own identity. However, it is not impossible. By providing legendary customer service, addressing customer pain points and give them instant technological solution, admit mistakes and fix problems to build stronger relationships, being honest about our products and services, come up with something new like continue to reinvent our company by adopting emerging technologies and introducing new processes, products and solutions specially dedicated to construction OEMs, we can differentiate our brand in the competitive market.

Using application centric online blogs that adhere to all constructions’ application segments, we can showcase our product solution to the CE sector. We always focus on problem-solving strategies for our customers and be sure to stand out.

“We focus on a narrow niche. When you try to serve everyone, you serve no one. So, a great way to stand out is to narrowly define whom we serve and how we assist our end users. Creating a powerful offer or guarantee is a great way to reduce the perceived risk of buying our product or service. Plus, a guarantee can also make our company seem more trustworthy and likable. Sometimes the smallest things can make the biggest impact. We believe in executing the unexpected solution to help our customers and offer them affordable product solutions in times of need or critical situation. This helps us stand out in the competitive CE sector,” concludes Haridoss.

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