Lessons on BRANDING

By Col PP Singh, SM ( Retd)



  1. Branding is a terminology used in marketing. It is the process of creating a unique name and imageof a product, in the consumers’ mind. It establishes presence in the market and attracts customers. It is mainly done through advertising campaigns with a consistent theme.
  2. Branding, if done for a person, is called ‘Personal Branding.’ It gains significance when you want to market yourself or some other person to the others. It is therefore necessary that it should have the desired effect so that others realise your worth and appreciate it. Earlier, it included only a simple business card with your name on it. Now with the development of social media and an increasingly individualised society, the brand you build around yourself is perhaps the single most important way to stand out in your sphere of influence.
  3. Branding is done in two stages. The first stage is to create a brand and in the second stage you develop it.

Creating a Brand

  1. A brand should be so created that it influences the world around you and attracts the people towards the product which could be a person or an item.
  2. Example of a personal brand could be Modi or NaMo. This straight away takes your mind to the Prime Minister of India who is sincere, hard- working, a person with vision and one who plans ahead and is a good orator.
  3. Example of a product could be a MarutiSuzuki . It represents a car which is elegant, comfortable, reliable, suitable for Indian roads and gives a good mileage.
  4. Thus a brand signifies a host of good qualities of a person or an item. These qualities are so consistent that they are taken for granted once the name of the person or an item is taken.
  5. Steps required to be followed while creating a brand are as follows:-
  • List out a few good qualities/ attributes associated with the product. These should be consistent and you would like the world to know the product by these qualities.
  • Prioritise these qualities. The best quality should be listed first.
  • Create your thought process in such a way which will, very convincingly, convey the qualities of the product in a manner which will impress the audiences and they would associate the product by these qualities. To enable you to do this you should speak about the qualities of the product and record the same. This you should do a number of times till you feel confident and comfortable. Once this is done, you should listen to your recording and write down the same. Finally, you should condense the write up in about three sentences which lay stress on thosequalities of your product that would make your brand stronger on the social media. This will be your brand statement.


Developing the Brand

  1. Though you can manage the on line brand, but to enable you to have full control you should have and own your website.
  2. For owning a website, you would have to purchase it and then build it on your or your product’s domain like rakeshjain.com, .net, .org or www.pinjorerockdrill.com,.net,.org. Building a website is not difficult and it is recommended that, rather than employing a professional and pay him heavily, you should build it yourself.
  3. Blog – Create your own website with a blog. You should be active on this Blog by posting at least 2 to 3 articles of about 500 words per week. These posts should be on topics surrounding your / your product’s brand. These posts should be shared on Facebook, Twitter and Linkedin.
  4. Twitter Account — Create a Twitter account complete with photograph. Use your name or your product’s name along with what you or your product can do. Interact with those who have similar interests. While on Twitter use tools like Twellow to find those having interest in your personal brand or your product’s brand. This will help in increase your following and also attract people to you or your product. Try to follow about 5 to 10 per day.
  • Facebook Profile — Create your own Facebook profile with your photograph which is the same as the you have on your Twitter Account. It should have your work history and your experiences. This is a great place where you can show your personality. Invite your friends, colleagues and peers to join you on your Facebook profile. If you want to keep you Facebook profile private, a Facebook page can be the solution.
  • Linkedin Profile — A Linkedin Profile is the digital version of your resume, portfolio and references. You must have a Linkedin profile and join groups that are of interest to your brand, your cause or topic. Be an active participant and answer questions.
  • Quora –Quora is a fairly new medium. It is a great place to be in and it helps you to know about those who are interested in your brand. Spend time and answer questions. This will display your expertise and build your following.
  1. Since you are creating your brand, you should display your photograph which is recognisable on all platforms. You may also create your logo and use it. It will help you in building your brand recognition.
  • Now that you have the tools, it is time to use them and start building your brand. This would need consistency and dedication. Believe in yourself and you will be able to do it.


A good branding of a product will make it more impressive and the people will have a favourable opinion about it.


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