III. WOW Design
WOW Design is a specialized strategic brand design company. The company follows a revenue trajectory generated by focusing on its core services of Branding- Brand Strategy & Visual Brand Identity, Packaging Design, Retail Communication and Space Design.
WOW Design’s philosophy is to give solutions that are thoughtfully fresh.
The number and market share of the company:
- Grew from a team of 3members to a 40-members team in a span of 5
- Operations grew from an extra room in a house to a company which currently owns 1000 sq.ft. office premises.
- Number of clients grew from 4to
- Number of brands that WOW touched and imparted the WOW effect: Over
- Number of pitches WON: Over
1. Importance of Color in Branding. Is it a very important relation to choose wisely?
Rather than importance, I would say color semiotics define branding to a large extent because our brains prefer immediately recognizable brands.
There are three primary origins for color semiotics: Visceral Impact. For example, red relates to masculine principal and can activate the instinct of power. Socio-economic Origins: In Western society, purple became associated with wealth and royalty because purple dyestuff was more expensive than gold. Cultural Origins: In China, red stands for good luck and celebration while in South Africa, red is a color of mourning.
However, when it comes to brands, relationship between brands and color hinges on the perceived appropriateness of the color being used for the particular brand.
Bottom line: There are no clear-cut guidelines for choosing your brand’s colors. It’s the feeling, mood and image that your brand or product creates that matters.
2. Does Branding help in getting user attention and help in increasing the market share? Example -Patanjali would have not existed without Branding
Of course, branding plays a key role in getting visibility since this is the era of attention economy. Branding when done through the right channels garners tremendous volume of sales for the business.
Branding is not a push but a pull. It helps to communicate to the consumers as to why does the brand exist and how does it impact the long-term objective of building long-lasting connections between the brand and the consumer.
Patanjali is a very unique case that seems to have defied most rules of branding but if looked closely, it has definitely has used some core-branding principles albeit jumbling up the order a bit. What they simply did is that they garnered their consumer base even before they had their product line in place and built their brand on a very strong core proposition of belief.
3. How do you recommend allocating budget for branding avenues – digital vs offline?
I don’t know why digital is still not considered in the primary media plans. Brands must continue to take advantage of solutions across online and offline mediums. But if one has to really talk about the allocation, companies should be prepared to move a substantial amount of their total media spending into digital modes as compared to the traditional media.
This is because the digital medium allows an all-experiential engagement with the customer – websites, mobile applications, social media, customer service interactions – anything where you can impact customer experience, measure engagement and increase your knowledge of your prospects and customers.
In fact, I see traditional marketing developing a new role in the near future – the reinforcement of digital marketing activities. One way is to use traditional ads as traffic drivers to digital destinations because marketing today is refined and is responsible for engagement and customer knowledge.
4. When should Branding be started for a new business?
Branding strategy for the brand has to start right from incubation, which involves naming and creating a foundation for the brand. A strong brand foundation involves a clear vision for the brand, a strong positioning strategy and a well-defined roadmap. The visual part of branding can come after all the aspects of foundation have been articulated as it will largely impact the visual unified imagery of the brand before it hits the market.
5. With a limited budget what is the most effective way to reach your target audience and have them remember your Brand. Let’s say you can’t reach entire India with a budget of 50K so how a Small business with fewer budgets can effectively implement branding.
It is very important to define a target audience when it comes to making small budget brand plans. Also, the branding objectives need to be broken into smaller goals and achieved step by step since achievement of smaller goals shall fuel the execution of the bigger ones. Thus, it largely depends on how defined is your target audience and what is the objective one wants to achieve through the budget.
6. How to tell a great Brand Story?
I wish it were easy to sum it up in a paragraph. Branding today is all about creating brand stories and a great brand story is the one which engages the consumer at all touch points. I am listing a few guidelines briefly;
- The story has to come from a trusted source and needs to flow consistently through all the touch points.
- The story itself has to be imaginative as well as believable. It must be in sync with the consumer thinking and must provide scope for consumers to build the story further.
- Most importantly, it has to be distinctive and should talk specifically to the people you target (you must aspire to target in language and with a vision that is in direct correlation with their schemes and world view).
- Stories should be inspirational and must fuel the desires in the consumers. They must have the ability to connect with their hearts more than their minds.