BRAND ENGAGEMENT & ITS IMPORTANCE

IT IS THE

OR ANY OTHER FEATURE THAT IDENTIFIES ONE SELLER'S PRODUCT DISTINCT FROM THOSE OF OTHER SELLERS

ON A DEEPER NOTE, ITS DEFINITION SOMETIMES VARIES…

It can be the perception a consumer holds. It can be a complex symbol that signals what the brand represents. It can be intangible assets that drive shareholder value for owners.

THERE IS NO RIGHT OR WRONG DEFINITION OF BRAND

IT VARIES IN ITS COMPONENTS

YOU WILL KNOW ABOUT IT AS WE PROCEED

Brand

= Reputation

HOW DO WE ACHIEVE THAT

YOU HAVE TO HAVE

JUST LIKE YOUR VERY OWN NAME, YOUR BRAND’S IDENTITY SHOULD ALSO POINT

OUT DIRECTLY TO YOUR PRODUCT.

Personality

A BRAND PERSONALITY IS SOMETHING TO WHICH THE CONSUMER CAN RELATE.

• Excitement: carefree, spirited, youthful 

• Sincerity: genuine, kind, family-oriented, thoughtful 

• Ruggedness: rough, tough, outdoors, athletic 

• Competence: successful, accomplished, influential, a leader 

• Sophistication: elegant, prestigious, pretentious 

Structure

YOUR BRAND SHOULD HAVE A CLEAR CONTRAST TO OTHERS AND IT SHOULD

RELATE WITHIN YOUR ORGANIZATION.

THESE THREE ELEMENTS

IdentityPersonalit

yStructur

e

COMPRISES YOUR

LET’S TAKE A LOOK AT THESE

TEST YOURSELF

SHAPES,

SYMBOLS AND TYPEFACES

BECOME INSTANTLY ASSOCIATED WITH

PARTICULAR BRANDS.

BUT WAIT, HERE’S MORE!

WE HAVE TWO OTHER IMPORTANT ELEMENTS

HOW WE ACT AND BEHAVE

IT’S THE RELATIONSHIP WE FORM

AND EXPERIENCES WE IMPART ON

OUR CONSUMERS!

Performance

IT’S THE OVERALL POSITIVE IMPACT ON EVERY PRODUCT!

THESE TWO ELEMENTS

Behavior Performance

BECOMES

WHY IS ENGAGEMENT IMPORTANT?

LETS TAKE A LOOK AT THESE BRANDS

IF BRAND IS ALL ABOUT

IdentityPersonalit

yStructur

e

THEN, THESE PRODUCTS

WOULDN’T BE SUCH A STRONG BRAND AS THERE ARE MANY COPY CATS THAT CAN TRY TO LOOK LIKE

ORIGINALS!

A BRAND IS MORE THAN THESE ELEMENTS.

A GREAT BRAND GOES BEYOND TO DELIVER SERVICE, EXPERIENCE AND QUALITY, WHICH IS MEMORABLE

TO THE CONSUMER, CREATING LOYALTY.

AND THAT’S WHERE

ENGAGEMENT

COMES IN!

BECAUSE WE HAVE SO MANY OPTIONS

ALL GREAT BRANDS HAVE

ONE THING IN COMMON

A PROMISE

ENGAGEMENT IS ALL ABOUT

INTELLECTUAL CONNECTION

UNDERSTANDING WHAT THE BRAND STANDS FOR

EMOTIONAL

DEVELOPING AN EMOTIONAL ASSOCIATION TO THE BRAND TO

CULTIVATE GENUINE LOYALTY

ALIGNING BOTH THE INTELLECTUAL AND EMOTIONAL

COMPONENT WILL ACHIEVE YOUR GOAL

THROUGH THIS ALIGNMENT OF INTELLECT AND EMOTION, BRAND CAN BE USED AS A CENTRAL ORGANIZING THOUGHT TO GUIDE THE BUSINESS

UNDERSTANDING AND RALLYING AROUND THIS CENTRAL THOUGHT CAN

ENSURE CONSISTENT DELIVERY OF THE BRAND.