Brand Creation

A brand is created in the consumers or stake-holders mind. Given the fact that the playground for a brand is the mind, it is rides heavily on perception. In other words, a successful brand is one that effectively maneuvers the consumers mind and occupies a space within it which aids immediate recall. In today’s clutter-driven and overcrowded marketplace branding assumes critical importance and the brand creation exercise commences at the product/idea conceptual stage itself.

Brand creation is a structured 3 step process

• Identifying the Brand Nucleus - i.e. what it stands for and the business rationale behind it. The Brand Nucleus usually exists as a midpoint between Need Gaps (category/industry), Opportunity (consumer) and Strengths (company/product)
• Defining the Brand Essence - creating an emotional hook which helps the brand connect with its consumers/stakeholders emphatically
• Evolving the Brand Personality - layering a visual representation in sync with the Brand’s Nucleus and Essence which gives a unique definition to the brand thus enabling it to occupy a prominent space in consumers’ minds