MARKETING PROFESSION
WINNING HEARTS AND MINDS
Jude Pullenayegam pays heed to the transitioning focus and scope of branding
Compiled by Azraa Killru
Q: How has branding evolved in the past year and a half – especially in the construction industry?
A: Businesses understand the value of branding. In a competitive marketplace, brands are constantly challenged to maintain their presence among customers. As such, brands are shifting from focussing only on market share towards employing a broader scope, which builds long-term brand loyalty and customer lifetime value.
The presence of construction related brands has increased in the digital sphere in the past year and a half with the rise of internet use. And the evolution of social media platforms such as Facebook, YouTube, Instagram and LinkedIn has created new possibilities for them.
Indeed, the pandemic has amplified social media use, enabling brands to communicate effectively with specific target groups. They have managed to strike a healthy balance between traditional forms of advertising and digital media while stretching their media spending across multiple mediums.
Construction related brands are gradually moving towards an emotional platform from tactical and direct forms of communication. However, brands need to be vigilant in maintaining consistency and uniformity across all forms of marketing communications to project a more receptive image.
Q: What are the main challenges that marketers face today?
A: Digitalisation has accelerated marketing processes. The inability to gather accurate market insights and data on customer behaviour and trends – both online and offline – is one of the main challenges.
The fundamentals of marketing remain unchanged; but the context has evolved to marketing in a digital era. Marketing research is important as it leads to factual yet unbiased management decisions. Today’s marketers should equip themselves with the skillset required to carefully interpret research findings and drive their brands forward in a timely manner.
Q: In what ways can organisations leverage the power of social media marketing?
A: To reap the benefits of social media, organisations should have solid plans and proper structures to support their overall objectives.
Unlike traditional forms of media, social media is prone to real-time feedback from users, which makes businesses more vulnerable and open to online debates. This is where a proper structure is vital.
Some organisations take a deep dive into social media unprepared and end up suffering its repercussions later.
Sun Tzu’s The Art of War states: “Victorious warriors win first and then go to war, while defeated warriors go to war first and then seek to win.” The same applies to an organisation’s strategic intent towards social media.
Planning is key to achieving success and maintaining positive engagements. Brand custodians should have clear objectives in terms of what needs to be achieved through social media while establishing clearly defined stages of implementation.
Since customers watch more videos nowadays, platforms such as YouTube are ideal to capitalise on content and influencer marketing. Organisations should empower marketers with the skills and resources needed to generate relevant content that appeals to their target customers.
Q: How do cultural perceptions affect branding strategies?
A: Sri Lanka is home to cultural diversity that influences brand perception. Branding strategies should consider the level of cultural influence relevant to the target audience.
The consumer behaviour of certain target groups seems unpredictable, irrespective of the culture they represent. For example, an individual’s behaviour in cultural or subcultural circles may contradict their online behaviour.
It follows that the extent of cultural influence on consumer groups should be carefully interpreted while developing brand strategies and marketing plans that respect cultural aspects.
Q: And what is the relationship between emotions and branding?
A: Emotions play an important role in building and sustaining brands in the long run, while creating memorability and a sense of loyalty. Addressing factors such as the functionality and performance of a product or service is vital prior to creating any form of emotional appeal.
The synergies of a brand’s overall personality combined with deep-rooted customer insights, emotions and shared values enable it to carve a distinct niche in consumers’ hearts.
Tactical and emotional campaigns play an important role in branding. The former could create rational sense and build mind share among consumers while the latter can progress towards building heart share.
