“Your Blog………Your Brand”

Many times we come across information about how someone has made it big by blogging. People have quit their high-profile jobs and gone into writing blogs. Amit Agarwal, an IIT graduate from India, started his blogging site Labnol.org in 2004. Amit left his career to become the first professional blogger from India, and his Labnol is where you can find technology simplified for you.

People log off from their systems at home or office, get into their cars or as a matter any mode of transport that they use and log in again via their phones. What is happening all the time online?

‘Viral’……..‘Trending.’

These are few terms that we come across every minute. What is a Viral Content? 

Blog & Brand - SLN Brand Studio

Viral content is something that can spread overnight as a matter of fact, within minutes. Here, creating such a compelling content is significant if you are working towards building a brand through your personal or professional blogs.

How does blogging help you?

• You create a trusted online platform that is worth reading and at the same time making it a perfect and efficiently market you/your product/services.      
• No direct selling here but you grow an audience base and establish the value you bring them 
• Give you that exposure as an expert in your respective field and thus the readers take you more seriously

However, creating a blog that becomes a brand is not something easy to do. Do you want to check if your content is elevating your brand value?

Answer these few questions. You will ultimately find the answers that you are looking. 

1.      Is your blog short and relevant?    Yes/ No

If your answer is Yes, then you are in the right direction because a concise and appropriate blog is essential to gain the attention of the reader. The online readers usually have a very short attention span.

If No then the content has to be worked upon with much of the irrelevant material being cut down upon and content specific article be written. For example, if it is a blog for recipes, it is always better to stick to a few facts rather than writing unwanted things for pages. The visitors tend to scroll down to the actual content or leaving the page.

2.      Is your content genuine & supported by Facts? 

The content has to be 100% genuine and truthful, or else it would lose out on the loyalty of the audience and not gain sustainability. Achieving user loyalty is extremely tough whereas losing it very easy and happens in a jiffy.

For example, if writing about travel and adventure, it would always do to present facts about the place, how to get there, and the pros and cons truthfully rather than glorify it with false data. 
            

3.      Is it unique and exciting to read?

The Online reading material has to be well presented with a unique writing style that is distinctive to the blogger.

Why do you think Amitabh Bachchan write blogs?

The ‘Big B,’ Mr. Amitabh Bachchan does not need any introduction. Just because he is a well-known personality and a good actor, he cannot build and retain a readership to his blogs. Through unique content, he has created insight into a character of his that is not known to many.

Not only the topic, but the way one writes must also be unique enough to intrigue interest in the reader’s mind. Check out if the content is your blog interests the readers. 
     

                          

4.      Does your blog define you?

“Many people are doing what you are doing….do not know how to make it unique.”

Blogging Guide - SLN Brand Studio

Is this what is bothering you? Remember, the experiences are unique for different people. A habit or your ability which you think as 'common' or a 'normal' could be a great one for someone else. They may even struggle writing the way as you do with an ease.

You focus on creating a content that will provide value in your way. Write about your own experiences and lessons learned thus making the posts more powerful, personal, and relevant.

For example, you would have come across many ‘how to series?’. However, keenly notice the ones that are most visited or popular. Do you see a similarity? 

Yes, the series with more ‘tried and tested’ methods, real-time examples and simple to understand methodologies help to acquire more visitors. Without a compelling content, even with attractive images, retaining the readership and followers would be highly challenging. 

     

5.      Are you covering too much too fast?

This caution is, especially for the starters. Always create a content targeting a targetted audience. Writing too many things on a single blog to cover more extensive audience will not help in building brand equity. 

Remember, create only a relevant and genuine content. Do not just fill the page with unwanted keywords.

Unwanted Keyword Spamming will kill the Brand Image.

6.      Are you creative and consistent?

Content architecture is an art. Become an artist. 

With loads of gadgets, information scattered all around us, the readers, users, audience quickly get bored, with repeated content. Use your creativity, design attractive images, share podcasts, videos and other tools to make your content better read.

How to start a blog is not the hard part but being stable and growing a considerable, devoted audience can be quite challenging. 

How to Build Brand using Various Marketing Materials? Part 1 - Understanding USP and the difference between Brochure, Flyers, Catalogue, Leaflets, Pamphlets & Prospectus

I need a Break!!!!

Yes every weekend, it s a break from our regular cooking and I get to order food just at the comfort of our living room. What do we do by default? Immediately, we tend to pull up the draw; find the piece of paper containing the menu and number of favorite restaurants and order your favorite food. Isn't the scene in almost all the households?

Life has become that simple. Be the offers or launches or the upgrades, the information about the products/services is available to us right at the doorstep or in fact at every place we go.

The credit to such easy access goes to the power of advertisement. Advertisement or Brand promotion is done using various forms of media like television, radio, and websites and also printed on newspapers. Brand development also includes sharing these marketing materials such as Brochure, Pamphlet, Prospectus, Leaflets, Fliers, and Catelogue from door to door. 

Have u ever wondered why there are so many types of branding documents? Did you know each document/material come with unique features and its own style? Read on.

What is a Branding Document?

A 'branding document' is nothing but establishing a particular brand through the print media and other social media portals. It is to ensure that the marketing or promotion of that particular brand reaches every potential client so that it increases the awareness for the particular product. The print media specifically aids in reaching the users who do not access to online information.

However, in this “Gen Y” era , with internet in everybody’s pocket, these marketing materials are also shared in their “e” versions to gain easy access to information.

Types of Advertising/ Branding Documents

A few types of print media apart from newspaper and magazines would be:

                 

Difference between Brochure, Pamphlets, Leaflets, Catalogues, Fliers, Print Media, Posters - SLN Brand Studio

                          

1. Brochure - A set of pages pinned or bound or folded together to illustrate what the product is all about. It often includes images and graph along with crisp content.

2. Pamphlet - A small booklet describing the product and having a paper cover that is generally not bound

3. Prospectus – A document or booklet containing a formal summary of both technical and non technical features of a product, business or service

4. Leaflets – A single sheet of paper containing very brief information about the product, usually distributed for free.

5. Flyers – A small bill designed in an eye catching manner irrespective of the design structure to reach out to a large customer base.

6. Catalogue – A booklet or a record that usually lists all the items or features usually in alphabetical or symmetrical order.

7. Poster – A large printed piece of paper usually attached to any vertical surface that has both textual and graphical information.

How different are these Advertisement and Branding documents?

These advertising and marketing documents are usually misunderstood and used interchangeably. The table below charts the differences between Brochure, Flyers, Catalogue, Leaflets, Pamphlets & Prospectus; also helps to understand the USP of each document.

Difference between Brochure, Pamphlet, Prospectus, Leaflets, Flyers, Catalogue, Poster - SLN Brand Studio

Branding and Advertising Document

Media plays an important role in bringing the brand into our lives and increasing the brand value, brand image and brand equity of the product/service or business.

Achieve Brand Equity by using Brochure, Flyers, Catalogue, Leaflets, Pamphlets & Prospectus

Brand equity is nothing but the value of possessing a particular brand. It indicates that higher brand equity can attribute to additional revenue generation just by the name of the brand. 

·        Any branding document such as brochures, pamphlets, leaflets, catalogue etc add to the sensory experience of information being reached out.

“When brands appeal to more than three senses, advertising effectiveness will increase with 70 per cent.” - Martin Lindstrom, writer of Brand Sense

The branding documents offer reliability and trust about the brand while the customer can involve themselves with the content printed on the paper as they take their time to read through them.

·         The e-versions shared on the internet statistically increases the turnaround by 48%.

Create Brand Image using Brochure, Flyers, Catalogue, Leaflets, Pamphlets & Prospectus

Brand image is nothing but the summation of all the information and expectations of a customer from a particular brand. The branding documents list down all possible features of the brand and a well designed document makes it more attractive and thereby increases the brand image.

The ease of access to information and the static message offered by such docs multiplies the exposure of the product amongst the readers eventually amplifying the brand image.

Increase the Brand Value using Brochure, Flyers, Catalogue, Leaflets, Pamphlets & Prospectus

Brand value is defined as worth given to a particular brand. With increasing brand equity and image, the brand value automatically increases. The Print media also geographically increases the customer base and thereby the turnaround for the brand awareness. 

McDonalds building Brand Equity through Marketing Materials

For Ex: a pamphlet from McDonald definitely carries more value than any other burger joint because of its huge customer base. 

Apart from the above branding additions, these documents are very cost effective, help earn ROI in multiple times due to its reach to a huge clientele and new & emerging markets.

Do you want your brand to stand out from the crowd? Establish your business/service/product through the branding documents.

Contact us now to build your brand.

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Understanding Various Marketing Materials - Part II

Capability Document in Digital Era: “You know Your Capabilities……But do your potential customers?”

“Ready for life”

“Confidence”

“Beauty at its best”

Do these terms sound familiar? 

Yep, the slogans or, to say in business terms, ‘capability statements’ associated with Surf Excel, Close Up and Lakme, all popular products many of us use in our day to day life.

Over 90% of the Indian population use at least one product from Unilever. Unilever believes in building confidence and connecting with customers in real time through their business capabilities. They make a difference with their logo as well, signifies 25 products in just one single ‘U’.

Unilever uses capability statements to reach out to their consumers and capability documents to potential retailers and investors. Anyone can see their financial position, management style, mission and focus, skills and technology, branded products through the documents published in the company website. 

Especially in this digital era, the businesses must follow such practices to provide authenticated information to the prospective customers. 

What is a Capability Document?

A Capability document is a business document comprising of a company’s core competencies, specific products/services, achievements, skills, experience and corporate data. 

The purpose of a capability document is to effectively communicate the expertise, brand value and complete product/service information to the potential business partners, customers and even internal employees.

What are the objectives of a Capability Document?

Objectives of a Capability Document - SLN BRAND STUDIO

1. Opening the door for Marketing actives, related to sales and brand promotion
2. Showcasing the skills and expertise to the prospective customers, shareholders and purchasers
3. Using gap analysis to identify gaps in the market which involves in determining, documenting and comparing the difference between current capability and market requirement
4. Mitigating the gaps through facts which helps their clients to identify potential impact and provide them to insure their needs
5. Developing a Mission and objectives to achieve Vision
6. Listing down and highlighting major brand categories, services and products
7. Aiding as an internal reference tool for the employers and managers at various levels to answer customers with critical data and information
8. Few companies include past and current financial performance and cash flow status to help investors to make informed decisions

Key Functional Areas the Capabilities Documents Highly Benefit the Businesses:

     Marketing: Nike is an example that remains in the market attracting the new YO generation with superstars as brand ambassadors and innovative advertising methodologies. The company has invested more on digital and technology arena for marketing their products. They have created Capability document through digital transformation for enabling their marketing through designers, and technology to reach the customers. Capability documents help a great deal in marketing specific products, services or the overall business of start-ups, SMEs and global corporate.

Ref: http://ebooks.capgemini-consulting.com/dm/Nike.pdf

   Sales: The capability Document aids to KNOW your customer, understanding their specific requirements which in turn helps in selling the products. The customer data analysis in capability document in form of gap analysis plays a major role in organizational sales to evaluate newest sales and marketing tools making the process easier for sales executives.

Ref: http://news.nike.com/news/nike-inc-introduces-2015-global-growth-strategy

Benefits of Capability Document

Brand Building: When a particular brand has reached the positive sentiments in the market place it is considered acquiring brand recognition. When someone uses the names, Modern Bread, Kissan Jam, Pepsodent, etc., the brand is recognized by associating with the products. A product which is widely known in the market place acquires Brand Recognition. Capability documents will pave a path to create such close connection with the products & consumers and in turn build a brand identity.

Market Research: In a capability document, the companies provide business market research data that indicates customer satisfaction index. Business market research helps marketing and sales executives to analyse the competitor behavior, the current market trends and spending traits of the customers. Capability documents play a major role in conducting in depth market researches.

Industry trend analysis: Industry trend analysis, when documented helps to analyze and determine the performance of specific products, services from competitors. Such competitive analysis helps to understand the industry trend, based on which capability document projects the special features of the brand.  Capability documents aids in conducting industry trend analysis, in turn product customization and business growth.

Competitive advantage: A company’s capability statement, when documented with critical competitive data, helps the company to stand out from the rest. The competitive advantage is also determined through following elements: 

•       Competitive Uniqueness 
•       Competitive advantage
•       Parity and Disadvantages

By articulating the above elements, capability documents create a strong first impression on customer's mind that stays as the best impression forever.

An effective capability document puts forwards the business capability, services and skills, products along with graphic presentation with well drafted content.

So a Capability statement should make you stand ‘Unique’ among competition while the content acts as your brand ambassador!

SLN Brand studio offers the effective Capability document comprising of systematic processes to ensure your business is sold and make you stand unique among ‘herd’.

Contact us now!

4 Most Important Strategies to Build Brand Equity through Content Marketing

Brand loyalty can be obtained ONLY through reliable products and quality service, Am I right here? The market is like an ocean. It may look calm from outside, especially when a storm is building inside. It is not easy to predict when exactly such beautiful ocean creates a Tsunami impact.

How can content marketing help in building Brand Equity?

Digital era has created a paradigm shift in a way marketers develop strategies. Content marketing has taken over a higher position from traditional marketing strategies. There are four Prominent Ways we can create Brand Equity with the help of Content Marketing.

Content Marketing & Brand Equity Building
SLN BRAND STUDIO

1.       Building Brand society by effectively using Content Marketing:

Branding is not just a marketing tool to grow your business. Martin Kornberger, Australian Author has written a book on developing a Brand Society - How Brands Transform Management and Lifestyle. Martin has used ING’s brand strategy to explain his theory.

“ING was formed in 1991 as a merger of a bank and an insurance company. They position themselves just by using a single word then, ‘easier’, they just used ‘what they are’ as their brand value and built reputation all across the world. ING wanted to make the lives of their consumers ‘easier’ and that particular brand image pulled in customers from their competitors.

The best part of their brand strategy is not only for the consumers, ING wanted to build similar brand image inside the organization as well. The team focused on eliminating the barriers that can disturb the brand image and the rest all know….” (Kornberger, 2010)

Content marketing aids in creating such Brand Society where the brand management gives power to the organization which can transform the lifestyle of its consumers as well the people working for them and create a brand society. Content marketing can help in building such brand society to elevate the brand value.

2.       Supporting Brand Leadership Through Content Marketing

Among new businesses emerging as industry leaders, GE is still leading the race in developing brand leadership position. A GE manager is trusted as a thought leader, the best decision maker, competent mentor and subject matter expert worldwide (Norm Smallwood, 2007).

Content Management and Marketing can help a great deal in building such brand leadership to achieve competitive advantage and to grow business.

3.       Creating a service or product which is reliable and unique through content marketing

Content marketing focuses on company’s priority and client’s expectations. The content marketers plan and deliver products or services based on these factors. Content not only gives visibility to the product/service, but co-relates with the prospects and in turn enhances reliability. This process will lead to giving ‘unique identity’ which is nothing but a Brand Image.

4.       Creating Brand awareness through Content Marketing

Content will act as your voice to reach out to the potential prospects and leads. When we say content, it is not only the content you have in your website. Case studies make a great difference in creating Brand Awareness. Use case studies as a content marketing tool to create brand awareness.

Even if you see the market supporting you and business running smoothly, you can’t just sit back and relax. Social media is so powerful, your clients may take a different route suddenly and lean in towards your competitors, no one can judge when such incidents occur. Only by building brand equity through content architecture, you can retain the clients from reclining towards your competitors.

Contact us now

References:

Kornberger, M. (2010). Brand Society: How Brands Transform Management and Lifestyle. Cambridge University Press.

Norm Smallwood, D. U. (2007). https://hbr.org/2007/07/building-a-leadership-brand. Retrieved from Harvard Business Review: https://hbr.org/2007/07/building-a-leadership-brand