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Leadership goals!

Let us ride towards success together!

Best wishes to all on this auspicious day🙏

Several times, company owners have questions related to Company Brand like:

How do we build our brand?
Who in the company should be responsible for brand building?
Which function should lead brand building? and so on.
Indian companies are competing with foreign brands, who are supposedly more powerful. In the engineering industry, the major reason for this is the sheer presence of foreign brands on this planet for a much longer duration. Of course, they also have done several other things right to build their brand.

Let us look at some aspects that Indian companies can focus on for building a strong brand value.

Quality
There should be absolutely no compromise on this. In fact, this should be a GIVEN. Ensure that your product and service is ZERO DEFECT.

Promise
Brand is a promise that you make, so promise what you can deliver and deliver on that promise.

Innovation
It is seen that innovative companies have a higher brand preference. So, encourage the spirit of intrapreneurship in your company and invest in R & D to come up with creative solutions to solve customer problems.

Differentiation
How are you different from competition? How strong is your value proposition?

Customer
It is said that beauty lies in the eyes of the beholder, likewise it is the customer who decides the power of the brand. You have a choice to influence the experience a customer has at every single touch point. Ensure that it is always positive because customers will then drive your brand value upwards.

Stakeholders
While customer is the most important stakeholder for any business, the perception of other stakeholders like suppliers, employees, board, government, and society is also important in creating a brand. This is what lends credibility to the brand. Management must ensure that all stakeholders have a positive image of the company.

Consistency
All functions in a company are responsible for brand building because each function interacts with one stakeholder or the other. For a powerful brand, the functions responsible for delivery of value should ensure that every stakeholder has consistently superior experience, irrespective of the function they are engaging with.

People Development
Take special efforts in recruiting the right people with the right attitude and more importantly work on developing their capabilities so they can deliver results as per their potential. Training & empowerment should be the mantra. It is the people who create the culture of an organization and this culture has a strong bearing on building the brand value of a company.

Marketing
Marketing must lead the brand building initiative of a company. The investments are necessary to build your brand. When I started my sales career more than 3 decades ago, SALES was more important than MARKETING. Now, MARKETING has gained importance because customers want to know all about the company, products, and services before interacting with a salesperson.

Management
Brand building is serious business and cannot succeed unless it is driven from the top. While marketing will lead the efforts and other functions will contribute, it is the CEO who must ensure that all efforts across functions are aligned towards strengthening the brand.

Finally

So why would you invest your resources, time, effort, and money in brand building? The answer is “profitability”.

Happy Branding!

Not seeing growth in your business? You are not alone.
There are several small and medium sector companies that are struggling for growth today. There is something, somewhere that seems to be hindering progress. Like the human body, growth in business is a way of life. No business owner would like his or her business to stagnate. Yet, despite these best intentions, it becomes difficult for them to figure out what is wrong, unless the situation is viewed objectively.
Based on my experience and understanding, I have distilled 5 major reasons that are largely responsible for business stagnation. Since every company is unique, the reasons that apply to your business may be different from those that apply to another company. You need to look at your business critically and decide.
To know more, check out my latest blog on the subject http://actins.in/strategy/5-reasons-why-your-business-could-be-stagnating/