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Azleen Abdul Rahim

What Does Brand Mean In 2019?

Your brand strategy will be meaningless towards the end of this year onwards unless you can pull all or some of these combinations off.

While you are keeping yourself busy with stuff like chatbots, voice search, engagements, artificial intelligence, virtual reality, big data and other latest marketing tools being tossed at you by the media, another year passed by without you realising it. Your brand is still very much the same as the year before – struggling.

2019 is going to be a nasty year. Your brand strategy will be meaningless towards the end of this year onwards unless you can pull all or some of these combinations off.

Specific audience. You need to know and ‘own’ them. These are the exact demographic or people you need to target as potential customers or those who know them. Implanting your brand in their head on and on is a must.

Your brand is in their head, always. They’ll think of you first when they wish to buy something that you have. It’s the visual of your brand being played in their head. Perhaps it’s that unique logo of yours, the colour, some graphic elements or perhaps the cute slogan that you’re having.

Stay above the noise.  Steve Jobs once famously said, “We are living in a very noisy world, and the only way for people to remember a brand like Apple is to ensure that the message is being transmitted clearly to them”. He’s right. People will definitely remember your brand provided that the message is crystal clear and easy to understand. One of many ways to do this is through consistency in sending the right message out.  

Value. People acknowledge value when they are gaining something significant from your brand. They treasure it a lot. You’ve been helping them solve their problems, helping them make more money or maybe making them look more beautiful. Value is extremely critical to a brand in this era as it helps to establish loyalty.

Quality and experience. It’s not just about value, it about the satisfaction that they have when they are using your products or services too. In short, they are happy with your quality and the experience given. Not only they’ll come back for more, but they will also tell their friends too about you.

Advocating customers. When the customers are happy, what do they normally do? Easy. They will recommend you to their circle of trusts such as family members and good friends. If your brand can grow this community bigger, your revenue growth shall be predictable.

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Azleen Abdul Rahim
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Azleen Abdul Rahim is the Marketing In Asia's Editor-in-Chief. Follow him on LinkedIn.

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