The key to Brand Building

This blog post is for everyone involved in brand building - PR executives, Advertising professionals, Event Management professionals, Marketing and branding executives.

Firstly, let me clarify, im no Philip Kotler, Im just an average guy fortunate enough to have some fairly interesting life experiences. Also ive been lucky to have worked with some really brilliant minds in the past - Sandeep Chhabria and Shyam Chhabria.

Some of the finest brand consultants ive met in my life.

And these are just brilliant concepts ive learnt from them that i`d like to share.

Firstly Brand building is not all fun and games and playing with different media.

It involves ALOT of research.

As much as possible about the brand, and its journey from its inception till present, track of its growth curve, its core values, its target audience, its image in the market. You get the drift.. pretty much everything about the brand.

Why ? - Because you cannot convince a brand where they should be headed, unless you kn ow where they`ve come from.

Next once you have understood everything there is to know about the brand, You are now ready to conceptualise your brand strategy.

Once you`ve done your homework, this part is really not that hard.

Next: THE PITCH

Show the client in all honesty all what you`ve studied about his brand. I remember going for a pitch to Vertu mobile, where some of the global vice-presidents were present, and apparently they told us they were understanding their brand really well through our presentation! Big Up to the Chhabria Brothers! Sandeep wrote that presentation!

Once you have the client convinced that you have understood his brand really well, and that you have a fairly solid brand strategy in place for its future, he should feel in really safe hands handing over the reins to you.

Disclaimer :- The process is nowhere near as simple as i make it sound. It still involves a lot of hard work, and a small amount of luck!