How to build a Unique Personalized and Immortal Brand
[Music]
watch this shoe
what should be the price of this shoe 20
30 maximum 40 dollars
now watch this shoe what is the price of
the shoe
it is 150 your brand is
what people say about you when you are
not present in the room
beautifully coated by the richest person
in the entire planet
that is jeff bezos but what makes a
brand
unique immortal and personalized
please watch this talk till the last
because we are going to
uncover all the layers in it
hey my name is omega and after working
with
so many industries in branding and
marketing in so many years
i have figured out that there are only
three parameters which are most
essential
to make any brand personalized and
unique
first parameter why are you doing what
you are doing
in a very famous ted talk simon sinek
has explained this concept
of start with why why are you doing what
you are doing
because if you do not have the clarity
of that
chances are that you are not going to
grow that much
in your business because people don’t
buy your product
because how good you have made it
they buy your product because why you
have built it
that is the same reason people stand in
queue
and buy apple products even they are
relatively
expensive than other products why
because in their tagline their message
is completely clear
think different now it is embedded in
people’s subconscious mind
that if it is apple it has to be unique
and everyone wants to look and feel
unique
even if not by their work then by the
gadgets they carry
so as a business owner you have to ask
yourself
are you doing your business just for the
sake of money
or so called the tag of entrepreneurship
or you
you have a deep burning desire you
really want to solve that particular
problem
and take that solution to so many people
and help
them and make this world a better place
to live it
because if your why is not clear chances
are that you are going to fizzle out
when there is big problem in your
company
second point is empathy yes this is a
very small word
but because of this small word the
companies like coca-cola
fold and sarah exist in the market
till now as well and they are growing
let’s take an example of zara
zara does not spend a single penny on
their branding and marketing
you know why because they have their
ears open
for their customers they understand what
is going on
they understand and see what their
customer wants
and they bring that latest trend within
two to three weeks
in the market whereas other clothing
industries other companies
takes minimum two to three months to
bring the latest trend in the market
let’s take an example of coca-cola in
1982
in usa when the cases of obesity and
diabetes were increasing
and people were rejecting the junk food
and beverages
coca-cola bought their product by the
name of
diet coke so that people can have their
favorite beverages
without any guilt that is why it is very
very important that you
empathize with your target audience
understand their pain points
what exactly they are looking for and
then mold your product
accordingly third point is emotional
connection
are you able to create an emotional
connection with your target audience
through your brand tagline through your
brand story or the message you are
presenting
in your advertisement why it is
important
then let me tell you i am from india and
in india
in rural cities some families are there
they do not know what is toothpaste you
must be wondering what are you saying
they do not know what is toothpaste yes
because they know
colgate they know toothpaste means
colgate
that’s why they send their kids to the
market
and say that go and buy colgate
emotional connection is so strong
in 1982 in usa when colgate bought
a new product that is in food industry
it failed miserably
you know the reason why because people
who are using
colgate in their washroom they do not
want to bring something which they are
using in the washroom
to their dining table even if it is just
a product name
that is the power of emotional
connection my friend and it has direct
effect
on our buying behavior and personality
because up to 12
i did not know xerox is a company which
builds printout machine i used to think
xerox means print out i used to go to
the shopkeeper
and say yeah please give me two xerox
of this particular document
see and understand the power of
emotional connection
that is why companies focus on building
that emotional connection
with their target audience and you must
be wondering
we have understood these topics but what
is the future prospect
of these things then let me tell you
with the advancement of
artificial intelligence and growth of
tools like
alexa siri and google search
people are not going to manually open
their laptop
phone and search about the products they
want they will be asking
alexa or siri for the best product in
their industry
and if your product is in the
subconscious mind of your target
audience
chances are you are going to become a
next unicorn
always remember products are created in
the factory
but brands are built in the mind with
that note
this is omi gupta signing off thank you
so much