IT Branding
The concept of branding is as old as Ramayana. They used Ram branded stones which floated happily on water and resulted in strong ties with our island neighbor. Funny things they used to do in those times. World is more mature now and hence we are branding IT organizations.
IT branding is an interesting topic, and let me tell you, if you have read some good books and can claim that you have published a paper in a magazine that actually published then you can walk away with a 7 figure salary and all expense paid trips abroad. So let’s do some analysis of topic.
Earlier brand was just a logo/picture to be used on SOWs, NDAs, PPTs and MOMs. Now we are realizing that it can actually define the value of an organization. I recently came across a job opening in a large Indian IT organization for corporate brand manager. Some one told me that the incumbent may get double of what we dynamic and charismatic consultants are getting. Hmmm....That should make our life easy. Now we can happily ruin projects and get away with it because the brand is good and the client should be happy paying for the feel good factor. After all, it’s a 'wow' feeling that counts and not those boring deliverables. So, If one knows the spelling of brand, knows how to google and can read and speak globally then impossible is nothing. Of course an MBA degree helps.....
Still, for the uninitiated in branding, here are some clues on how to rub your shoulders among branding biggies during free booze parties.
Lesson#1: Branding is about giving it some personality. Your target audience should associate your company with the person and his/her attributes. If you have seen Tiger Wood ad, then you know what I am up to... I loved the act of hitting blindly to a bell on a foggy morning. Yeah, that’s what IT consulting is all about. Just make sure that those costly Golf balls are billed!!!!
Lesson#2: Build a relationship with your target market based on that personality: This is critical, Now since you have identified your personality or in the process of same, just try to see how your organization’s target segment may be attracted to the personality. Somehow they should believe that your 'personality' is in sync with their mission. For example, if your target market is competitive and appreciates someone who takes problems "head on", you should seriously consider Zinadine Zidane in your branding exercise!!!!
Lesson#3: Reinforce the relationship and trigger recognition with consistent visual symbols. Hmm...Now your brand has a personality and your target segment is obviously associating with them. Next step you should create a logo or punch line which is either a) very generic or 2) extremely confusing. If it is very generic then it will work anywhere. If it is extremely confusing then you will have nice time bending it to suit your different customers. (You can confirm my theory by looking into punch line of all IT companies.)
You may ask why I am not into branding then...... :) because I am about myself.
IT branding is an interesting topic, and let me tell you, if you have read some good books and can claim that you have published a paper in a magazine that actually published then you can walk away with a 7 figure salary and all expense paid trips abroad. So let’s do some analysis of topic.
Earlier brand was just a logo/picture to be used on SOWs, NDAs, PPTs and MOMs. Now we are realizing that it can actually define the value of an organization. I recently came across a job opening in a large Indian IT organization for corporate brand manager. Some one told me that the incumbent may get double of what we dynamic and charismatic consultants are getting. Hmmm....That should make our life easy. Now we can happily ruin projects and get away with it because the brand is good and the client should be happy paying for the feel good factor. After all, it’s a 'wow' feeling that counts and not those boring deliverables. So, If one knows the spelling of brand, knows how to google and can read and speak globally then impossible is nothing. Of course an MBA degree helps.....
Still, for the uninitiated in branding, here are some clues on how to rub your shoulders among branding biggies during free booze parties.
Lesson#1: Branding is about giving it some personality. Your target audience should associate your company with the person and his/her attributes. If you have seen Tiger Wood ad, then you know what I am up to... I loved the act of hitting blindly to a bell on a foggy morning. Yeah, that’s what IT consulting is all about. Just make sure that those costly Golf balls are billed!!!!
Lesson#2: Build a relationship with your target market based on that personality: This is critical, Now since you have identified your personality or in the process of same, just try to see how your organization’s target segment may be attracted to the personality. Somehow they should believe that your 'personality' is in sync with their mission. For example, if your target market is competitive and appreciates someone who takes problems "head on", you should seriously consider Zinadine Zidane in your branding exercise!!!!
Lesson#3: Reinforce the relationship and trigger recognition with consistent visual symbols. Hmm...Now your brand has a personality and your target segment is obviously associating with them. Next step you should create a logo or punch line which is either a) very generic or 2) extremely confusing. If it is very generic then it will work anywhere. If it is extremely confusing then you will have nice time bending it to suit your different customers. (You can confirm my theory by looking into punch line of all IT companies.)
You may ask why I am not into branding then...... :) because I am about myself.
posted by Rajat Sharma at
9:47 AM
0 Comments:
Post a Comment
<< Home