Gaby Bechara Chamat: Brand Macro­cosm – The Dig­i­tal Prov­ince Holds Buoy­ancy


Every­where we look: watches, cof­fee shops, desks, courier ser­vices, com­put­ers, tele­vi­sions, mo­bile phones, pens, clothes, cars and shoes, any­thing you see or use, is a brand. Be­yond the nor­mal con­cept of goods and ser­vices nec­es­sary in an in­di­vid­ual’s life, brands have be­come a ne­ces­sity quo­tient in keep­ing up the world to­day.

Ideally, the def­i­ni­tion of a brand is a prod­uct or ser­vice a com­pany pro­vides un­der a spe­cific name. How­ever, the con­cept of a brand is dif­fer­ent for var­i­ous in­di­vid­u­als, groups or com­pa­nies, keep­ing in mind the dif­fer­ent per­spec­tives they have. Some of them de­scribe it as some­thing they think about in re­la­tion to a prod­uct, ser­vice or com­pany. For oth­ers, it’s a prom­ise a com­pany makes to its au­di­ence. A brand is an ex­pe­ri­ence float­ing at the in­ter­sec­tion of a prom­ise and the ex­pec­ta­tion, many say.

Now the ques­tion is how did brands set­tle in for so much im­por­tance? Be­ing a busi­ness owner or a com­pany how can we get there, if we are not there yet? Even if we are a suc­cess­ful brand, how do we con­tinue to ex­ceed our own expectations? Well, all of th­ese ques­tions may have the same an­swer if you understand the no­tion of cre­at­ing and main­tain­ing a brand.

The ex­clu­siv­ity and unique­ness in cre­at­ing brands with a dis­tinc­tive per­son­al­ity and tone of voice, is the heart of the mat­ter hence an­swer­ing all such ques­tions. Know­ing this, you can for­mu­late a flow chart on what you can do and how you can ad­vance.

Firstly, it is ex­tremely im­por­tant to know and iden­tify your tar­get au­di­ence. Thor­ough knowl­edge about your tar­get de­mo­graph­ics helps you understand how they com­mu­ni­cate and what in­ter­ests they have. This is a very sig­nif­i­cant tool for you cre­at­ing a pipe­line that will reach them di­rectly and ef­fec­tively. Shoot­ing ar­rows in dif­fer­ent di­rec­tions hop­ing to hit the tar­get is not an op­tion any­more.

Se­condly, sus­tain­abil­ity is a ma­jor key in the mar­ket. The idea be­hind the brand should never be short term. It should al­ways move for­ward and con­tinue grow­ing. The pas­sion, with which the en­deav­our was started, should never di­min­ish.

Dis­tinc­tive­ness at­tracts au­di­ences and helps cre­ate a unique iden­tity. Peo­ple would ea­gerly look at things, in­di­vid­u­als, ser­vices and prod­ucts with an iden­tity. It’s a “catch” fac­tor. Con­sumers look at this iden­tity as part of them­selves or how it fits their lives. Cre­at­ing an iden­tity need not be a stamp in the history of mankind, rather a spe­cial sell­ing point within your niche.

Ver­ily, the reach of a brand is also one of the most vi­tal char­ac­ter­is­tics. As a brand, be­ing able to nav­i­gate through dif­fer­ent me­dia plat­forms in­creases the cus­tomer base. Print me­dia like dailies, pe­ri­od­i­cals, fly­ers and the likes, pro­mote your brand to dif­fer­ent out­lets in the mar­ket. Th­ese are tra­di­tional steps to con­nect with your tar­get au­di­ence. Nowa­days, In­ter­net and so­cial me­dia plat­forms have nar­rowed down the stream­ing and time cap­tion be­tween you and your niche au­di­ence.

Also known as dig­i­tal mar­ket­ing, elec­tronic me­dia has cap­tured the best and most ef­fec­tive way of reach­ing the tar­get. It is por­trayed by the au­di­ence as be­ing tar­geted, mea­sur­able, at­trac­tive and in­ter­ac­tive. Prod­ucts or ser­vices mar­keted us­ing dig­i­tal tech­nolo­gies tend to reach clients. Again, the key ob­jec­tive here is the ex­clu­siv­ity and the unique­ness in cre­at­ing brands with dis­tinc­tive per­son­al­ity and tone of voice.

Cre­at­ing an iden­tity need not be a stamp in the history of mankind, rather a spe­cial sell­ing point within your niche.

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