branding - vowels
TRANSCRIPT
Branding
GEET BAGRODIA FOUNDER & CHEIF CREATIVE OFFICER
Guide to building a brand through digital marketing
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
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Most brands are busy talking about
themselves (Features), instead they should
appeal to customer’s self-interest (Benefits).
©2019 Geet Bagrodia Coffic Insights @VowelsAds
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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 ).
©2019 Geet Bagrodia Coffic Insights @VowelsAds
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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.
©2019 Geet Bagrodia Coffic Insights @VowelsAds
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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…
©2019 Geet Bagrodia Coffic Insights @VowelsAds
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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.
©2019 Geet Bagrodia Coffic Insights @VowelsAds
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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.
©2019 Geet Bagrodia Coffic Insights @VowelsAds
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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.
©2019 Geet Bagrodia Coffic Insights @VowelsAds
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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!
©2019 Geet Bagrodia Coffic Insights @VowelsAds
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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.
•
©2019 Geet Bagrodia Coffic Insights @VowelsAds
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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).
©2019 Geet Bagrodia Coffic Insights @VowelsAds
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Hence, Biggest winner is not the first one into the market place but the first one in people’s mind.
©2019 Geet Bagrodia Coffic Insights @VowelsAds
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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.
©2019 Geet Bagrodia Coffic Insights @VowelsAds
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You need to define your ONLY
My brand is the only ______________________
that _____________________.
©2019 Geet Bagrodia Coffic Insights @VowelsAds
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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 ______________
©2019 Geet Bagrodia Coffic Insights @VowelsAds
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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.
©2019 Geet Bagrodia Coffic Insights @VowelsAds
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.
©2019 Geet Bagrodia Coffic Insights @VowelsAds
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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
©2019 Geet Bagrodia Coffic Insights @VowelsAds
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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.
©2019 Geet Bagrodia Coffic Insights @VowelsAds
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How can you create/find a TRIBE on these platforms?
©2019 Geet Bagrodia Coffic Insights @VowelsAds
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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.
©2019 Geet Bagrodia Coffic Insights @VowelsAds
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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
©2019 Geet Bagrodia Coffic Insights @VowelsAds
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
©2019 Geet Bagrodia Coffic Insights @VowelsAds
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
©2019 Geet Bagrodia Coffic Insights @VowelsAds
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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.
©2019 Geet Bagrodia Coffic Insights @VowelsAds
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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…..
©2019 Geet Bagrodia Coffic Insights @VowelsAds
•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
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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
©2019 Geet Bagrodia Coffic Insights @VowelsAds
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
©2019 Geet Bagrodia Coffic Insights @VowelsAds
Understanding the purchase funnel on SM
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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
42 ©2019 Geet Bagrodia Coffic Insights @VowelsAds
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
43 ©2019 Geet Bagrodia Coffic Insights @VowelsAds
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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
45 ©2019 Geet Bagrodia Coffic Insights @VowelsAds
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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
48 ©2019 Geet Bagrodia Coffic Insights @VowelsAds
Typefont for social media
•
Montserrat
Aa Bb
Cc Ddregular medium
semi-bold bold
50 ©2019 Geet Bagrodia Coffic Insights @VowelsAds
What is the correct imagery?
Warm, Confident, Friendly & Natural
Exposure Light
Saturation Vibrance
Levels Rule of the 3rd
Associated adjective
Factor’s for similarity
52 ©2019 Geet Bagrodia Coffic Insights @VowelsAds
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
53 ©2019 Geet Bagrodia Coffic Insights @VowelsAds