Why a Brand can make a huge difference to your business?
How you can become a brand builder / a dream maker
1) The limbic brain is that part of the brain which is involved in emotional responses with regards to feeding, reproduction, caring for our young, and fight or flight
2) Clients too have limbic brains and so do we. What is noteworthy is that if we are mindful of about this we can guide our business into the corridors of success
3) Limbic brain is behind our being irrational and following our heart rather than reasoning out based on logic
4) The unfortunate part is that we grow up learning that logic represents intelligence and intelligence is the passport to success
5) In schools we are made to believe that Maths is the subject that defines our intelligence
6) When we work we are made to focus on product
7) We are made to believe that if a product works well for the customer, the customer will naturally buy it
8) But customers do not follow logic. Therefore many good products fail miserably in the market
9) Customers don’t buy the best product but the product which they feel is the best
10) It is that powerful word ‘feel’ that means the world to the human race
11) Logic has its own place but THE WORD “FEEL” literally rules the world
12) Hence even as sales person you fail to sell if you cannot influence the the customers “feel center” which is the “heart”
13) Feel is to do with “Feelings”
14) Feelings are represented by happiness, feelings of safety, comfort, love, romance, confidence, emotions associated with helping and giving
15) Feelings are a reflection of our relationships with society and our attractions to cultures
16) When we talk Product we mean features like realiability, durability, efficiency, sturdiness etc
17) Product Features leads to Emotional happiness. For example a strong and sturdy car provides safety
18) However, it is important to not that talking about the feature of being sturdy is does not usually appeal but talking about how much you care for the customer’s safety becomes very appealing
19) Same thing but different results. The appropriate expression makes the Limbic or emotional brain to work
20) This brings us to the subject of Brand vs Product
21) If Product = Sturdy Car, then Brand = Safe Car
22) Brand also has the power of making you feel that your Car is your friend or your family member. Brand manufactures Feelings
23) Brand can also represent your destiny and your success and prosperity.
24)Therefore Your Car shows how great a Professional success you are.
25) There is no logic; only feelings because in sales your real customer is the Client’s Limbic Brain
26) A Brand has many dimensions. Brand represents a culture that attracts you like a magnet just like how people are attracted to religion and politics
27) Products are manufactured in factories but Brands are manufactured in our hearts; in the hearts of lacs of people at the same time. Hence media and advertising become the backbone of branding
28) Making a Product means buying land, making a factory, hiring people, arranging capital and getting the product made
29) Making a Brand on the other hand is creating the desired image in the target audiences’ hearts
30) So as you can see making a product is easy if you have money. It is logic and logic is controllable
31) Making a Brand on the other hand is not completely in our control. Which image? Which music? Which model? Which look will resonate with lacs of people is not an easy feat and many times we have to take chances based on our imagination, feeling and knowledge
32) Therefore while we can create tons of products, it is difficult to make brands
33) A Name of a Product is not a Brand. You can name your child Sachin but brand Sachin is only one and naming your child Sachin really makes no difference. You only make the original Sachin brand even stronger
34) To succeed in any business consistently, there is only one secret
35) That is create a Brand
36) A Brand is a magnet that works on its own and attracts customers
37) A Brand has the power to charge a Premium and the loyal customers pay the Premium without hesitation.
38) In fact the Premium itself is many a times the reason to buy. It helps the customer differentiate himself or herself from the rest. It helps him or her to tell the world that he or she is different and thus the Brand helps him or her to make a Statement about who he or she is
39) A Brand is like a crutch and can support multiple products because the customers Resonate with what the Brand stands for. A Brand is a very personal emotional customer thing and is at the opposite end of the product brand spectrum
40) A Burger is a Burger but a Mc Donald is unique. It just feels that way for lacs of people
41) Therefore anywhere you open a Burger Shop you may or may not get the desired business
42) But the moment you open a Mc Donald outlet with all it’s branded paraphernalia, the queue starts getting longer
43) Brand is Power and Building a Brand is the essence of Building a Business
#MFD #article
