Branding - Vowels

Branding

GEET BAGRODIA FOUNDER & CHEIF CREATIVE OFFICER

Guide to building a brand through digital marketing

“A BRAND IS NOT

WHAT YOU SAY IT IS

IT IS WHAT THEY SAY IT IS”

- Marty Neumeier

We are VOWELS.

We are a strategy and brand experience design company.

We create communications, products, and environments that transform brands, drive business, and improve people’s lives.

We do it by putting imagination at the center of everything we do.

We are a cohort of creative thinkers who infuse life into brands by creating irrational content solutions your brand needs in this digital age.

Partial Client ListBurger FarmFumo atticoArbabMeraaki KitchenAkh BarNight JarPink CItyKaleidoscopeQuenchFitoorMaggliciousMasala MinistryBroadway JaipurRoyal RevivalBaradari JaipurCafe BaeKhaas BaghElephant JaipurAtsui Jaipur25 Degree eastMini PunjabThe ElecticaBrown SugarRIH

Adhaan SolutionsCandour DubaiAbb AuctioneersSEPLPlan 3 media, DUbaiTarget CivilKoncept Design ChandigarhRavishing India HolidaysG ClubJBSEAsteriaLevelsClub RegioAenigma Jaipurclub nailaLIT Jaipur'house of People JaipurRadhika JewelsTangerineAmiable, USPoppery, Hong KongBirdhi ChandUpasanaNew World, Hong Kong, came to india and we launched the company

MaaniBank OnVamikaSignature CollectionMadhusudhan MarblesRavi JewelsPaint AccesoriesNandkishore Meghraj JewellersOrchid Jewelry, USKirana KingNature ShudhSparkles IndiaJaipur Watch CompanyTextoriumIndian FestivalsRent DXBHTMSweet CaterersSutra DesignsRadio MirchiDeja Vu Dubaiimperio DubaiZIp My Car Mumbai

ABOUT US

Diggi PalaceJaimahal PalaceHoliday Inn ExKanakDays Inn HotelHoliday Inn JCCRadisson GwaliorWestinJaipur MarriottAloftPerwaBlu FeatherRaj BaghRam BaghShangrila'sJW Marriott New DelhiCrowne Plaza JaipurFairfield MarriottAjit Bhawan PalaceRawla NarlaiRadisson JaipurMarriott JaisalmerSarovar PremierZoomz

AWARDED AS ONE OF THE 10 MOST EMERGING DIGITAL ADVERTISING AGENCY IN INDIAExcerpts from the Article : Geet Bagrodia’s brainchild Vowels advertising is an evolving digital marketing agency in India that aims at mobilizing the potentiality of a vision to measure up the marketing objectives. Bringing his profound knowledge and experience about marketing, branding and advertisement to play, he has rustled up this firm to fashion the action of promotions and sales, to help businesses grow at full tilt.

Our Services and Capabilities We use research and strategy to create brands’ most powerful values. We achieve this via our four steps of see, think, create and practice. Your brand is the most important part of your business which shows the authenticity and quality and so brings sales and loyalty.

STRATEGY

BRAND STRATEGY

SOCIAL STRATEGY

CONTENT STRATEGY

CREATIVE

CONTENT CREATION

PRODUCTION

STORYTELLING

BRANDING

GRAPHIC DESIGN

COPYWRITING

INTERIOR DESIGN

TECHNOLOGY

WEB DESIGN AND

DEVELOPMENT

SEO & SEM

EMAIL MARKETING

WHAT WE DO

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DO YOU HAVE AN INSTA PAGE ? DO YOU HAVE A WEBSITE ? DO YOU DO EMAIL MARKETING ?

If you don’t update them or stop it one day will you be missed?

Make value with your content. Quality beats frequency every time!

©2019 Geet Bagrodia Coffic Insights @VowelsAds

9

Most brands are busy talking about

themselves (Features), instead they should

appeal to customer’s self-interest (Benefits).


10

Commodity vs Brand

Sort by price Sort by distance Sort by time

Brand is when your customers are ready to give a premium over your competitor (Sort by Brand ).


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Finally, What is a Brand?

Brand is a Gut Feeling about a product, service, or company. It’s a Gut Feeling because we’re all emotional beings despite our efforts to be rational.


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How do we create a brand in the present scenario?

For that we need to understand how businesses have changed in the past years…


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In the beginning of industrialisation

• Company with machine, earned more revenue

• When all companies had machines, then the company with a factory/ advanced facility earned more revenue.

• Then under Capitalisation, company who could create more capital by selling stocks, earned more revenue.

• When everyone had enough capital, companies who could reduce their competition by patenting their process or Intellectual Property, earned more revenue.

• Now when Intellectual Properties started becoming an obligation of use, companies who could use Innovation in product development or marketing, earned more revenues.

• Now as the pace of business increases and number of brands multiplies. Its the customer not companies that defines which brands win and which brand dies.


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Hence, its imperative to market direct to people.

But people don’t buy commodities, product, or services…

They buy beliefs, stories, emotions and magic.


15

Seducing people through Stories have

become the main source of lead generation

because stories are sense making mechanism

and they make people believe in your brand.


16

Masses

Every company insists on having more sales, which means you have to make it for masses…

Creating commodity accepted by the masses will have to apt to the general choices hence you will have to make them Average!


17

because of growing number of choices available on many easy and fast modes of purchase like big ecommerce players and easy shipping by distribution experts the customer curve has dissolved in recent years.

Customer’s choices have grown more specific and dynamic, hence fit-for-all products have lost their charm.

•


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Because people are not limited to few options anymore, they don’t want to be sold to, they want to make decisions and buy.

Hence it is not about Unique Selling Proposition anymore. The concept has outdated and the only thing that remains from this is ‘Unique’.

Therefore, instead of finding your USP, you need to establish your UBT (Unique Buying Tribe).


19

Hence, Biggest winner is not the first one into the market place but the first one in people’s mind.


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Winning is not a mass thing anymore

You have to find true believers - your tribe and keep them engaged…

To find your tribe you need to know yourself first.


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You need to define your ONLY

My brand is the only ______________________

that _____________________.


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What is your category?

How are you different?

Who are your customers?

Where are they located?

When do they need you?

Why are you important?

We are the only ________

that ____________

for ___________________

mostly in _____________

at ___________________

because ______________


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We are the only Motorcycle Manufacturer

that makes big and loud Motorcycle

for macho men and macho wanna-bes

mostly in the region of USA

in the era of personal freedom

who want to associate with a gang, tribe and cult.


eg.

24 ©2019 Geet Bagrodia Coffic Insights @VowelsAds

Aim

Your Business

Your Brand

ProfitsMaximum

Occupancy and Traffic

Experience

Product

Health, Hygiene, comfort, etc

Online

Conversion and sales

Engagement, Web traffic, etc

Use this business to brand table, to understand what to communicate

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We try to solve,

Objective Problems through

Subjective Platform, or visa versa

Which we shouldn’t.


26

After finding your Tribe, its important to define marketing

Digital Marketing is such a necessity that it is now the New Normal

DIRECT MARKETING VS BRAND MARKETINGHence Introducing


27

DIRECT MARKETING

Is the objective marketing which we use to increase awareness of our brand. eg. google ads, instant experience ads on instagram etc.

BRAND MARKETING

Are the efforts we put in to increase the familiarity of the brand. eg. SEO of website, social media posting etc.


28

Platforms to find customers


29

How can you create/find a TRIBE on these platforms?


30

Choose apt platforms

Find out which platform are most engaged by your future audience. Understand platforms and identify the persona of audience on that particular platform.


31

Create personas on the basis of

Identity, behaviour, preferences, personality traits recommendations, followers, brand choices, hobbies, travel preferences, leisure activities, daily habits & interests, culture and traditions

Targeting the masses through demography and geography are no more the only correct approach. You have to know your audience well enough to be able to target them effectively


32 MASLOW TRIANGLE

Physiological needs:Food, water, warmth, sleep

Safety needs:Security, Safety

Social needs:

Esteem & Egoprestige & feeling of accomplishment

Self- actualization:Self-development,

creativity

Basic Needs

Psychological Needs

Self-fulfillment Needs

Need of Belongingness, Love, relationships, friends

Learn more about your customer’s need through


33 MASLOW TRIANGLE TODAY

1.

Physiological needs:Food, water, warmth, sleep

Safety needs:Security, Safety

Social needs:Need of Belongingness, Love, relationships, friends

Esteem & Egoprestige & feeling of accomplishment

Self- actualization:Self-development,

creativity

Basic Needs (no more the primary criteria for persona selection)

THE MOST IMPORTANT IS PSYCHOLOGICAL NEEDS

Self-fulfillment Needs2.

•

Note the shift of essential needs to be catered by

the brand


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The importance of Social Needs creates the importance of

TRIBES.

People like being a part of a social group, They love the feeling of belonging somewhere. These social needs of EVERY human being, can be fulfilled by creating TRIBES.


35

To sell beliefs, stories, emotions and magic

you need the right content to provoke it. And this can be achieved with correct visual manipulation. e.g…..


•You will read this firstAnd then you will read this

Then this one

And you will read this last

©2019 Geet Bagrodia Coffic Insights @VowelsAds36

37

AWARENESS

FAMILIARITY

CONSIDERATION

PURCHASE

LOYALTY

Social marketing, Video ads on youtube, GDN

Social media posting, Remarketing, Youtube video, stories, Look-alike and 3rd party targeting

Social engagement, SEO, Webinar, Email subscription

Influencer/ affiliate marketing, CRM targeting, Google ads

ORM, Review websites, User Generated Content, word of mouth


Understanding the purchase funnel and efforts

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AWARENESS

FAMILIARITY

CONSIDERATION

PURCHASE

LOYALTY

Out of 100K awareness, 20% can buy

Out of 100k followers, 40% must buy

Out of 20k brand conversations, 60% should buy

Out of 5000 influencer conversations 80% will buy

Out of 500 evangelist’s WOM conversation 100% will definitely buy


Understanding the purchase funnel on SM

Case Study


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Who is our audience?

Vinayak Soni

Jennifer D’souza

Uday Bhan Singh

These are profiles taken from JECRC’s instagram profile.

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What are your followers most excited about?

•

•

Gender Classification

Fashion Trends

Memes

LifestyleGames Celebrity

Influencers

Cricket

Travel

PUBG (Online Games)

FIFA / Football Clubs

Play station

Dating Apps

Social Media

Hukka Bars

Bikes

Sport Shoes ( Reebok, Nike).

Smartphones ( Samsung, One Plus, RedMi)

What are your followers following on Instagram?

•

Bollywood. Films & Stars

Café Hangouts

Follow Pages Like:

Pubity

Scoopwhoop

Sarcasm Only

Terribly Tiny Tales

8Fact

Motivational & Love Quotes


What are your followers most excited about?

•

•Popxodaily

Food Blogger

McDonalds

Durex

Adidas

Nike

Bewakoof.com

Lifestyle Blogs

Nykaa

E-Commerce

Zara

Fashion & Lifestyle Bloggers

Beauty & Makeup Pages

Music Bands

Travel Pages


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Qualities of JECRC followers

•

•Tech Savvy

Socially Conscious

Interested in what’s new & next

Passionate

Affluent

What involves the Content Strategy

Info graphic Educational Memes How To’s Book Summaries Cartoon/Illustrations Surveys UGC

Photo Collage Mind Maps “Day in the Life of” Topical Content Quiz Quotes Q&A Sessions Opinion Post


What-Is the best time to Post on Instagram


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What- Should be the Bio on the Page

Fancy Campus Shots. Big Thinkers. Events. World Changers. Share your photos using #JECRC and we will repost our Favorite.

©2019 Geet Bagrodia Coffic Insights @VowelsAds47

#JecrcCampus #Campus #University #educationcampus #niceplacetobe #nicepeople #friends #books #events #sports #lifestyle #fun

#Jecrc #Jecrcuniversity #Jaipur #India #Study #Student #Studentlife #Collegelife #Campus #buildings #academics #leadership #Learning #Research

The Top ten college # widely used:

#College #Collegelife #university #love #student #education #photography #like #academics

#Jecrc #Jecrcuniversity #Jaipur #Universitylife #education #Programs #engineering #design #hotelmanagement #law #masscommunication #academics #learning #leaders #futureleaders #excellence

What - are the best hashtags for Instagram


Color moodboard for

Social Media•

•


Typefont for social media

•

Montserrat

Aa Bb

Cc Ddregular medium

semi-bold bold


What is the correct imagery?

Warm, Confident, Friendly & Natural

Exposure Light

Saturation Vibrance

Levels Rule of the 3rd

Associated adjective

Factor’s for similarity


Tonality of JECRC on Instagram

Culture

Fun Learning Accommodating Responsible Vibrant

Customer

Competitive Persevering Undaunted Efficient Compassionate

Voice

Rational Eloquent Coherent Persuasive Expressive

Feel

Assured Established Confidant Desired Well-connected

Impact

Empowered Guarded Satisfied Industry-ready Learned


Thanks for giving your time!


Branding - Vowels

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