When a Firm Becomes a Brand
You know, what is the key thing while making a strategy for a firm? The most important and safe function while deciding on any strategy for a firm is the competitor’s analysis. This term “Competitor’s Analysis” in a broad way has a great influence on a major part of the promotional activities of the brand.
Let’s illuminate it with reference to certain examples. For instance, let’s assume that you’ve to create a strategy for any purpose, that could be promotional one, production one or chain management. The first move in the direction of any strategy formulation would be competitor’s analysis. The existing practices are considered to be the first priority to understand the behavioural pattern of the industry. To cross the benchmark, we must reach till one. It helps in understanding the strength of competition and market as well. Up till now, when you’re convinced enough- what if this key doesn’t even exist?
So, we came across a project, which has a completely new concept, never seen before. For instance, it was an exciting one as a new concept has a larger audience to attend, but choosing the right audience is a challenge here. Numerous people might love the concept, but not so many could afford one. The success or failure of the project depends largely on what impact does it have on the audience? If the impact is strong enough to convince the client its worth. But out of all, the biggest challenge was no secondary data availability. No previous records, no existing data, no experience but just assumptions. It was more like roaming around in a forest without a map. You might get a path in case if you’re lucky, but luck is not something you should get depend on in case of building a brand. The project in itself was risky. The only motivating factor was the clues leading to the right path. Each strategy made and implemented left you with some clues leading you to the betterment of the strategy. Let’s understand the project.
So, the brand has a property they want to rent. What so new about this concept? Wait.! They want to rent it per day, that too to multiple people. Now, it looks different. Let’s get into the details. So, the brand offers a location with designer backdrops and give it on rent to the interested people for the shoot and take rent. You might get a hint, this brand was none other than Pix’O’city.
Yes, they created several backdrops and props to offer clients. The concept was to ease and glamorize the prewedding shoot which has become a trend nowadays. People are even going abroad for the shoot. The increasing demand for the prewedding shoot gave birth to the idea of setup design. No couple would like to settle down for a single location and got terribly tired at the end of the shoot. Certain remote places, giving outstanding scenery shoot doesn’t even have a proper facility to change the costume. Cost of carrying make-up artist and hair-stylist would kill the client’s budget. Apart from that, a couple are not professional actors, they aren’t used to full-day shift shoot and they end up getting tired at the end of the day and as we know that, these professional HD cameras could capture each and every detail. Many couples got camera conscious and might not be comfortable acting. It looks so dreamy but that one day shoot would be a terrific experience for both- couple as well as the photographer.
So, the concept was designed here to overcome these obstacles which are impossible to overcome without it. Now, you might be thinking that yeah, the concept was needed so it will rock. Now, suppose I have expressed it in a way that, the location was having numerous backdrops to shoot upon with props and supporting equipment, it might not interest you. It might look like an ordinary one. You see, the impact of presentation? So, the strategy was formed. You don’t need to showcase your offerings, but you have to pitch the problems of your potential audience. When you’d try to sell your product, you might look like a seller, but when you’re trying to give the solution to the client’s expectations, you’d be more linked and close to the end client.
So, it was not about the number of ad campaigns you run, but What impact you made is what matters.
As the target audience here would not be a specific one by locality. We need to boost the concept nationwide. The easiest way to go global is none other than digital way, through the Internet. So, our primary goal here was brand awareness and not the direct sale.
Before targeting an audience, we need to define one. Reach does not belong to any random crowd but the right crowd. So, our first assumption in direction of the target audience went with the group of those people who’d be a good influence to get the business. A deep study of the nature of the industry and the behavioural assumptions of the end user, we get to the decision that targeting professional on the 1st take would be a smart move. These professionals have a great influence on deciding upon the location for shoot due to their expertise in the field. As we have discussed so far, the photographer also faces obstacles while shooting amateur couple due to their camera-consciousness and uncomfortable behaviour. The location was having some setups including activities which would help couple open up and act even more naturally. If the couple is comfortable, the job of a photographer becomes easier. The variety of setups would leave a room for a theme-oriented shoot. Certain props give it an international destination look. If they got a restroom, the couple can stay for a while in case they are tired and get fresh soon after. It eventually reduces the stress part, so we did it.
Now, online promotion on the Internet has a vast scope of reach. But choosing the right one, or we could say- the right combination of online channel gives a quality reach on the Internet. Starting with keyword research, we got a very clear idea on which keywords are stronger and weaker to rank for. This analysis not only gives strong keywords but described the behaviour pattern of the audience. Very 1st step into this was using these keywords smartly to be fitted in the website, which will eventually increase its ranking on the Internet with the help of right keywords. It was the 1st step as SEO does not work overnight. It takes its own time, checks the quality of content, which website does it belongs to, how many quality links are directed towards it and how many backlinks does it have. Still, it’s not enough. There are innumerous factors linked to it. So, step 1 was done.
2nd, when it comes to spreading awareness on the Internet, it should not be done one way. A communicable brand awareness 10x more viable reach than non-communicable one. And the best possible way for the same would be social media. Social media is not something where you post daily and you’ll get to see your goal achieved magically. Social media is something where people come for their entertainment purpose, there are not so much interested in knowing your brand and offerings. They want something exciting every time they open up their respective application. So, we not only promoted our content directly but also ran a campaign for engagement.
Engagement here refers to audience’s participation in something you offered. This involvement or engagement- whatever term we use on the internet to describe this is something that connects the brand to clients. This connection will then create a scope for relation building, which eventually helps in increasing the interest of the client to know your brand. And we did it tremendously. We ran many engagement activities using all possible features that these portals offer like story running, polls, their reviews, testimonials of existing clients, exciting contest, delivering challenges and much more that connects us with the trend. So, we not only got brand awareness here, but a great sale as well.
In social media only, we have two types of data available, photography and cinematography data. So, we target YouTube, the biggest platform for video sharing and optimizing on the Internet. We started updating professional cinematography content and optimize those videos with the keyword research and ranking criteria. You might get a click how did it work for YouTube? The same keyword research that was done for Google ranking, could be utilized in YouTube as well. Starting with long tail keywords to short tail, we got a really good recognition on our YouTube channel as well. You can see certain high-quality keyword having our content on good ranking position.
Then comes, The biggest platform on the Internet for question-answers-Quora.com . This platform carries a large bundle of knowledgeable people who’d love to be a part of your query-solution. The website’s valuation is $1.8 billion which shows its credibility to work with. Giving great answers in your industry with quality data could help you perform better with not only that respective platform but also with Google. As we all know that we generally go to google.com with our queries. So, Google is kind of compatible with quora.com as it is designed solely for a question-answer thing on the Internet. So, people will get the answer directly from that specific link where someone has already asked a same or similar question.
Started with niche and location specific, we got easy ranking. Considerably, we did answer many such people who’re looking for something that we offer and ended up having a great response and quality inquiries. Not only that, but we also got ranking on google for certain quality keyword. Again, the keyword thing comes up. You see, the 1st bamboo you put should be strong enough to climb higher easily on later phase. Have also attached certain questions.In social media only, we have two types of data available, photography and cinematography data. So, we target YouTube, the biggest platform for video sharing and optimizing on the Internet. We started updating professional cinematography content and optimize those videos with the keyword research and ranking criteria. You might get a click how did it work for YouTube? The same keyword research that was done for Google ranking, could be utilized in YouTube as well. Starting with long tail keywords to short tail, we got a really good recognition on our YouTube channel as well. You can see certain high-quality keyword having our content on good ranking position.
From the 1st step, the time has come to check if it worked for the website and the local listing? Well, good enough. We might have missed out on the google listing discussion. Just a way many such 3rd party portals on the Internet allows a listing, so as Google. The benefit for the same is visibility. Google listing grant you a chance to represent your brand and offerings directly via its own listing channel, where you can get more visibility to your brand. Just a way Google gives preference to quora for any question-related term, the same way it gives preference to youtube for video related search term. We took the best of efforts to reach till all the platforms with quality content. And that is the process to create a web, which makes a firm Brand.
Up till now, everything was done by us. Now, it was high time for influential marketing. It took enough time to brand yourself, now let others work for your achievements. Many such platforms have highlighted our service as a result. We got inked many times in newspapers and magazines. Not only this. We got celebrities to shoot at our premises like well-reputed sensational singer Darshan Rawal and rising stars from the small screen for the event. State sensation Kinjal Dave, a Gujarati singer also shot a song at our premises. Many such rising stars have done shoot done with us which eventually strengthen the branding.
So, you see- it takes an act of great courage and hard work to create a brand. And more than that, to maintain the brand. Your online presence should not be limited to regular posting. If you want to look different, you should be different. You might not have something out of the box to offer, but you definitely have an out of the box idea to present your offering in a way that no one else does. As we have mentioned in the beginning only, you don’t have to force or hammer your brand. It just takes the right combination of platforms to work upon and boom.! You got it right there where you wish to be.
So all of the great minds out there, if you’re reading this and have something in your mind to brand. We are just one call away. And of course, if you like this, don’t forget to share it on your social platforms where someone might get a solution to their branding obstacle.
Have a great day ahead.