Brand Defines the ‘You’ in Your Business
Modern branding is not just simply confined to, a logo, tagline or even color but more of a fundamental necessity. It is your persona at work— yours beliefs, character, and perception of your enterprise. Leveraging an organization’s brand has never been more important, as customers today look for authenticity. They do not only consume material things, but experience narratives, values, and concepts behind such products.
Let’s explore how brands in India are shaping their identity and redefining the market with recent examples.
1.Tata Neu: Reinventing the Tata Legacy
While starting Tata Neu in 2022, Tata Group an Indian conglomerate was not only introducing an application but was writing a new chapter of its existence. Tata Neu is a calibrated merger of Tata’s digital and consumer verticals into a single app where it offers everything ranging from groceries to fashion, travel, insurance and more, from multiple brands.
The ‘You’ in Tata Neu is the convenience and reliability it offers a consumer in India who is looking for a lifestyle digital service. It builds on Tata’s goodwill with Indian homes and caters for the Millennial who want things with the ease of the click of a button. Tata Neu is all about evolution, about the great Tata group them adapting and keeping up with the world where convenience is the king.
2. Zomato: The Playful, Relatable Voice
The Indian food delivery app Zomato is a perfect example of how a brand can be created without taking itself too seriously and being as relatable as possible. Its social media accounts are deliberately funny and punny and have timely meme like tendencies, making it very much a brand that appeals to the millennial and Gen Z crowd.
Also in 2023, Zomato’s timely humour on social media, including their funny interactions with other food delivery apps, is still endearing the younger generation. The brand reflects the ‘You’ that many young Indians identify with: a dynamic, exciting, and socially networked way of existence.
Other than the focus on fun organized by Zomata, its vision such as avoiding the use of plastics during deliveries will help tap on the increased awareness amongst consumers about sustainable products. But here the prospect does not need just a pie; he wants to consume the seller’s values, which are dear to him.
Why Is Branding Important?
- Your brand helps set you apart from the competition.
- Your brand tells people about your business DNA.
- A strong brand helps customers know what to expect.
- Branding Opens Up New Revenue Channels
- Creates Trust Within The Marketplace
- Brand Defines the ‘You’ in Your Business
The best branding is built on a strong idea… an idea that you and your staff can hold on to, can commit to and can deliver upon.
Your brand needs to permeate your entire organization. When your organization is clear on the brand and can deliver on the promise of the brand, you will see tremendous fruit while building brand loyalty among your customer base.
Advertising is another component of branding, and advertising strategies will directly reflect the brand and its desired portrayal. Advertising techniques such as the use of promotional products from trusted companies such as Outstanding Branding make it easy to create a cohesive and appealing advertising strategy that plays well into your branding goals.
