We, at Image India, deploy various methods to build on the brand identity of your business. Methods like the Kapferer's Brand Prism help the customer in understanding the physique and the culture of the brand, both internally and externally. We follow a diligent methodical approach of first analyzing the data, understanding the consumer and then taking the strategy forward in its creative implementations through potent imagery and words. Weaving the right words with the right imagery can work wonders in creating a positive brand image and crafting a memorable brand experience.
Image India is a brand identity design agency which will take you through a complete crafting of the brand identity right from the inception of understanding your business to translating it in meaningful visuals and imagery.

 

Brand Positioning
When you have found a window in the minds of your consumer, you have positioned your brand right. It is effective brand positioning which spearheads a business that is consumer-centric. Building a memorable and impactful brand starts with deciding the brand essence and personality and this leads the way to craft a powerful brand positioning statement.

 

The Key to Brand Positioning
At Image India, there is a holistic approach towards branding. As a brand positioning agency, we believe in diving deep and researching on all the 3 C's required for developing an effective brand positioning statement. The 3 C's entail your customer, channel and your competition. The channel is the primary venue of interaction with your possible consumer and competition so it helps in understanding the market and building the ideal buyer profile.
The positioning strategy adopted will always be in a context of the category the business operates in. All the marketing material of your competition is looked into. A positioning statement can often appear in a prominent place on the homepage of a website, in a print media, electronic and outdoor. Mapping down the distinctness of each of your competitors and the brand language they adhere to, help in understanding the gaps in communication. At times cross-category competition studies also enrich our understanding of market perceptions which further fuels the positioning strategy. For instance, you can do what everyone's doing yet spell it out differently. Instead of saying what all washing detergents were saying about being the best stain fighter, Surf Excel took the opposing route and positioned itself strongly saying, "Daag Achhe Hain."
The brand positioning statement should also benefit the target audience, hence the need for studying the most important C which is the customer. When you talk directly to the customer's concerns, your target audience will listen to your message. For instance when, in the 1990's, Dettol introduced itself as medically tested and a guaranteed protector against germs which can trigger at least 100 illnesses. That was such a sound positioning strategy at the time that later Savlon couldn't capture the market share Dettol already had.
Today, the masses are overwhelmed by marketing messages. So it is not enough to just stop at proclaiming you're No. 1. The best way to test a positioning statement would be to ask 'Why No.1?'

 

Brand Positioning Strategy at Image India
As a brand consultancy, we know that the positioning strategy adopted by your business is probably one of the most important aspects of the way your brand is perceived in the market. This is how a classic positioning exercise can be broken down in simple steps:

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