Time to make your brand viral

Dr. Vivek Bindra

A brand can be made viral in various ways. But a few selected ways can give your brand a boost towards  extraordinary growth and business development. The essence behind making a brand viral in a productive way is to implement the technique of organic branding. Such strategies can be adopted at universal level and utilised by any kind of business entity whether it is start-up firm, an entrepreneurship or a large organisational group.

Here are some tips or strategies that start-up entrepreneurs can use to enhance their brand credibility: 

Feeling vs Information

Your advertisements, promotions, sales pitch must be towards engaging the feelings of customers instead of being informative about the features and specifications of the product only. Talking about emotions creates a space in the subconscious of the customers which generates recall value.

“People are not interested in who you are, they are interested in how do you make them feel;

They don’t care about how much you know, they know how much you care”

For example: Samsung in one of its advertisements of LED repair service touched emotional content by providing service to a blind hostel situated on a hill station. This strategy had made the company sales soar. 

Socially responsible emotional story

If your advertisement contains a socially responsible story then it will create a recall value in the mind of the customers. Buying behaviour of consumers is influenced by emotion and not by logic. By having a socially responsible story a brand can go viral without any extra expense.

“Extreme feeling is a seed giving father to the recall value”. Social contents such as dowry, child abuse, domestic violence, national respect, diamond jewelry related issues are extremely convincing features for a business to connect with the consumers. This is the organic means of branding as firms do not require to invest more on advertising.

Attention seeking potential

Shortlist the emotions that associate perfectly with your sales scriptin order tograb the attention of the customer. There are two tips to consider herewith; power of testimonials of social proof (By associating with group of people, an identity is generated among the customers to grab their confidence) and unexpected extreme delightful surprise (avoid spoon feeding your audience). Adopting these two tricks can lead to a lift in brand building.   

For example:In today's market doctors have a prestigious identity among the human beings. Lots of FMCG firmsuse such testimonial as a tool in their product segmentationto earn brand credibility; Pidilite in one of its Fevicol advertisement serieshad generated an unexpected surprise.

Exaggerate the insecurities and fear

By identifying and overemphasizing the hidden fears of your customers you can engage them with your product by generating a sense of compulsion and urgency to purchase your products. By highlighting the insecurities and fears make the customers feel that their problems will be solved only by buying your products. 

By incorporating any of the above mentioned strategies, an entrepreneur can give an uplift to its brand image and business in long run.

— The writer is International Motivational Speaker & Leadership Trainer