What Ails Branding in Nepal?
Building a brand is like building six pack abs. It takes time to build and requires consistency and discipline in the effort in order to maintain it. Many businesses mistakenly equate a logo with a brand, their branding activities confined to emblazoning this emblem on everyday items like caps, shirts, mugs, and pens.
Short-term thinking intensifies the issue. A significant portion of the marketing budget in Nepal gravitates towards sales activities, reflecting a craving for instant results from marketing investments. They want instant results from their marketing efforts. Because of this, they don’t pay much attention to the stuff that builds a strong brand over time – like creating associations in people’s minds (Mental Availability) and making their products easy to find (Physical Availability).
Sales activities undoubtedly yield quick wins but it’s like picking low-hanging fruit and ignoring the more valuable stuff that’s a bit harder to reach.
Adding to the challenge is the underutilization of critical brand elements. A rarity in Nepal is a brand laying claim to distinctive sounds, characters, or even celebrities that become tied to their identity. Unlike powerful global counterparts, the branding scene in Nepal often faces inconsistency in advertising campaigns, preventing the establishment of these unique and recognizable elements.
Frequent changing of the advertisements or less repetition make it difficult for the customers to build the favorable association with the brand.
Plus, there’s a focus on using logic and facts in advertising, which is good, but emotions are also important. Brands become strong when they make people feel something special. It’s like having a connection beyond just facts and figures. But don’t forget to link emotions to goal. In the words of Phil Barden, “emotional communication is an effective vehicle, but it is not the message.”
Moreover, while communicating about the brand we tend to communicate with too much information. That results in information overload also know as cognitive load. Our brains are not adept in remembering information but connecting to stories and building associations. Remember less is more.
Lastly, the scarcity of creativity in promotional efforts compounds these issues. The pervasive trend of data-driven marketing has steered companies away from embracing creativity in favor of a numbers-driven approach.
Businesses need to understand that a brand is more than just a logo. Looking ahead, it’s important to think long-term instead of just chasing quick wins. Branding pays off over time.
https://www.linkedin.com/pulse/what-ails-branding-nepal-pushkar-sharma
! 👋 Ever thought about how building a brand is like carving those coveted six-pack abs?
It’s not a quick fix – it requires time and consistent effort to create something enduring and impactful.
The allure of instant results often overshadows the long-term vision. It’s time we strike the balance. 🌟
🚀 We can amplify our brands with authenticity, creativity, and the power of connection.
🌟What’s your take on the evolving branding scene in Nepal? Share your insights below! 👇💬
Brands are more than symbols; they’re about emotions, connections, and memories. 🌐
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