Once my friend told me when I asked, Can we think through how in every day life we decide to take or purchase the service of others through our own brand perception??
Basically what do we mean by “BRAND”? A good way to explain it is “as a mental image of a product or a service provided by some one or some organisation.”
Let me coroborate it with some of my personal experiences. After reaching to a new country, Philippines, to study for my one year management program I was so scared, how I will be able to manage the food there. It must be the case with many Indians when they reach to a new unknown place as I did. Personal food tastes and birth customs are ingrained into a person right since his childhood.
That is the time a local Philipino approhed us with a proposal to provide local Indian food. We definitely loved to try out her service. She was Leshi, having an interest to provide food for Indian students. Her Indian food are available at reasonable cost and best part of her is, she was attentive to reach of our demands. As we are few and every one needed personal interaction, she
provided that. In few days she almost became defacto food service provider for all. Within a few days her business grew. Slowly to enhancie business she started diversifying her business. Her focus has chnaged. She started a new business of handling the laundry service. Obviously this must mean more money for her.
But within a few days, few people started to complian about reduced service quality. And it was the time for a competitor Heidi to enter in food business. Lehsi’s focus had reduced and which gave Heidi chance to start consolidating her position in selling Indian food.
Though Heidi is more costlier, but she brings some addendum with her food like pickles, salad etc. Food diversification with better quality made students shift their focus from Lehsi to Heidi. Though costlier, I also shifted my loyality for better quality and service. Lehsi slowly lost the game.
When I think through the whole situation, I found a very strong connection of branding and customer loyality in this case.
So a vibrant brand is one which-
1. Easily relate to the customer. Depending on the population strata the brand need to grow with the age. The brand need to always guarantee best desired service.
2. Brand has to communicate a clear message of dependability ” You can depend on me” . A good brand always gives a feeling to the customer that, it is dependable.
3. Brand also communicate, the positioning, availability on time.
4. Brand communicate the clear working.. a multi layer brand might be confusing.. clear focus is always good.
Some time as a marketer, I could realize the problem Lheshi did in capturing the market. She might have taken customers for granted. This is the fatal mistake made by some companies and that actually throws them out.
As per me, a brand always need to be maintained as a promise for the consumers to deliver minimum commited need.