This is required because we need to stop looking at startups as just startups but serious businesses where branding plays a vital role. Often, the way you look at the business makes a lot of difference to way you work.
Coming to the point, I think there are three principles. Utility, Emotional Connect and Relationship that goes beyond just one product.
- Customers never talk about a brand they are going to use. They talk about the action they will perform. What problem does the brand solves?
- I need to book and air ticket. I will use Cleartrip.
- I need to upload slides and show them to friends. Let me use Slideshare.
- The brands that can make themselves synonymous to utility invariable become the leaders.
- Can you Google the data on number of Internet users in India?
- Can you Slideshare your presentation please?
- The utility could be functional, mechanical, emotional, psychological or any of those –al things.
B: Emotional Connect
- A customer will use a brand that he can associate himself with.
- I like Apple products because they stand for innovation, user interface and simplicity.
- Google stands for open culture. I am an open source evangelist and hence I will use and promote Google initiatives.
- If possible, the association with the brand should elevate the status of the user.
- Google could have invited everyone when they launched Gmail. Limited invite was a way to get traction. All limited launches are like that.
- Alltop gave away batches like “featured on alltop”. People displayed these batches because it was a way to show off that you belonged to the best of the category (as rated by alltop).
C: Relationship extending beyond single product
- The relationship should start with one product and when the company launches more products, I should be aspiring to buy them too. This is very important for creating sustainable businesses that go beyond one time relationship.
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