Contributed by Charu Gupta
Markets have been flooded with lots of brands these days but there are only few who are able to register a presence in the consumer’s mind. The Retail organizations should take utmost care of what their target segment is and create a brand message which does not create any ambiguity and is easily understood by their target audience. To create an effective brand message, Retail organizations should follow the concept of Brand Prism. Brand Prism mainly comprises of six attributes and is an effective tool to create a brand message which matches the company’s ideologies and persona and helps it communicate to its consumers. Following are those six attributes:
Brand Physique: What are the unique features and associations are you offering? What are your points of difference and what makes you stand out of the crowd?
Brand Personality: If you visualize your brand as a person, what are the key characteristics of your brand's personality? For example, is your brand young, confident, daring, trustworthy, innovative, etc. like Pantaloon’s brand message says “Fresh Fashion” which means the brand is offering new, fashionable, young and fresh products.
Relationship: What kind of relationship you aim to set up between the brand and its users...long term build on trust, admiration and respect. For example, Insurance companies always try to communicate a brand message which instills confidence and long term relationship to its audience.
Culture: Values guiding the brand and its energy should be exhibited in the organisation's brand message.
