Bridging the Branding Gap

You may wonder what brand consulting firms in Delhi or for that matter anywhere else do. To be true, such firms always have challenges on their hands.

Let us take the case of China to start with. Here is a country where names are imbued with deep significance.

When Western companies come to China to market their goods, they are faced with similar problems Chinese face when they attempt naming their new borns.

Whatever name is given must sound not only good, but also have deep significance.

Admittedly, for Western brand consultants, the art of selecting a brand name that resonates with Chinese consumers is no longer an art but a science.

Microsoft had to think twice before launching Bing search engine in China because in Chinese definitions of character Bing is pronounced as “blemish”, “virus” and “disease”.

Naturally, Bing would have been ominous for a computer product. Microsoft, after a great deal of research, had to come up with “Bi ying” approximately meaning “responds without fail”.

What lessons do we have from the above example?

For a brand consultant, one of the best lessons to discover a company’s best opportunities is to listen to stake holders, the market place, and consumers.

In other words, brand consulting firms in Delhi and elsewhere involve fact-based, decision-making methodologies that let loose the power of their brands to jump start growth and drive competitive advantage. If a company’s business model becomes successful, franchise consultants in Delhi too will have their hand full.

Brand consulting firms work closely with their client’s marketing and advertising departments with the objective to assist a brand grow or evolve.

With more companies attempting to market their products and services globally, branding consultants are helping firms to push their products and services in to larger areas, enhance sales, and promote products at a better competitive fee than marketing agencies.

A brand name is powerful, as Marty Neumeier, a well-known designer, writer and business advisor aptly put it, “A brand is a gut feeling about a product, service or a company. Brands are defined by individuals, not companies, markets or publics.”

Why is branding such a big challenge?

Today, people have too many choices and too little time. Most offerings in the market have similar features and qualities, and consumers base their buying choices on trust. Companies, therefore, have to build on trust.

What is it that makes a brand stand out?

When people think of driving, it is Volkswagen. When it is about reading, it is Amazon. When it comes to computing and sports, it is Dell and Nike, respectively. These are just examples.

It simply means brand consulting firms in Delhi must help companies focus on who they are, what they do, and why does it matter.

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